Q1 - Social representations in the DM and Guardian. Use a theorist.
GILROY
Despite better representation and social change. we still need to do better. We still look at black culture through a traditional, colonial viewpoint.
DM
migrants represented as 'the other' in society
no equality, unwelcome
us and them
juxtaposition represents dominant white culture and traditional British identity
words like 'we' suggest outdated colonial discourses -> we all have that opinion
in summary DM lacks multicultural global outlook
Guardian
challenges Gilroy, supports diversity and multiculturalism
positive juxtaposition - positive representation of migrant camp
language code offers a balanced, diverse post colonial ideological viewpoint
Guardian is committed to a global outlook
Q2 - How does media language convey valves, attitudes and beliefs about the daily mail and guardian.
DAILY MAIL
DM doesn't like migrants, single parents, Harry and Meghan. Thinks we should be tougher on crime.
A "bullying" newspaper
most readers have a similar opinion
MASTHEAD
elaborate, serif font. Tradional, british values, old fashioned (Stereotypes, crime, Royal Family, gender)
coat of arms signifies tradition
FIRST IMAGE
bald man in floral pinny. looks uncomfortable
preferred reading - mocking man in pinny
very traditional beliefs about gender
part of 'femail' magazine. Women make
rhetorical question- reinforces traditional values about
social context for DM is very traditional
TENNIS STANDALONE
use of pronoun 'our' suggests we believe in the same thing. P
DM rarely reports global news.
MAIN HEADLINE
David Cameron PM, conservative. Supporting Tory beliefs
use of 'we". Shared reading. Special relationship, We also agree with headline, all feel the same way
subjective and emotive, connotations of crisis
-> right wing belief and ideologies.
GUARDIAN
MAIN IMAGE
smiling child, very positive representation of a global issue
quite big, very positive
subtext supports labour visit to camp -> binary opposition to views of DM
LANGUAGE
high level, broad language code. Targets educated, socially aware demographic
MASTHEAD
serif font, clean, modern connotations.
above masthead is committed to culture and arts
targeted to ABC 1 demographic
more sophisticated soft news
this represents the guardian promising to report on arts and culture
MAIN HEADING
Shows Guardian reports on global issues
binary opposition to Daily Mail
questions British values
left-wing, liberal
SUBHEADING
juxtaposition between image and text
enforces political views
young girl VS government U-turn
BOTTOM ARTICLE
anti-tory ideologies
not overly biased, still investigative
also anti-establishment
guardian supports investigative journalism and diversity. high text to image ratio, objective facts, less emotion. Method of reporting is binary opposite to DM.
Guardian has objective epistemologies
Daily Mail has subjective epistemologies.
(epistemology - ways of telling story. Subjective = giving opinion, objective = just fact and figures)
Humanises Syrians as 'migrant' isn't used at all in the paper - liberal, left-wing ideologies.
Q3 - declining circulation, online newspapers + technology - DM & Guardian
Guardian - niche media, consumed by small group of people
social media - print can’t keep up.
-> competition
tech forced print into a corner
economic context -
Guardian doesn’t have much money
DM- lot of money as wealthy owners - always asking for money, funded via reader contributions / subscriptions
FORMAT CHANGES ONLINE
younger target audience, interact with younger demographic, social media on website
Newspapers - 1 way of communication
websites -> social Media 2 ways
websites share stanies on social media -> can’t do with print
Tech - given newspaper to speak to audience/ audience speaks back - interactive
CIRCULATIONS
website - DM - 415.1m G - 359.2 m
print - DM - 849,319 G - 105,134 (2021)
Guardian down in circulation, online platform successful
OWNERSHIP
Guardian = Scots trust - small charity, haven’t got same finding as DM to horizontal integration
DM - DMGT - Consolidated ownership & horizontal integration -> bought out similar companies in the same sector = MAINTAIN
CONTEXTS AFTECTING CIRCULATION FUNDING
Post covid economic decline - online news less risk
Online newspapers often free (Times/Sunday times have pay plans & ease of access
Immediacy - print cannot compete
many alternative news platforms e.g. SOCIAL MEDIA (Twitter, TikTok), sky and BBC News apps, 24 hr TV & radio news, standalone News platforms e.g. HuffPost/Buzzfeed
decline in advertising revenue - primary source of revenue
less environmental issues -online news
OWNERSHIP
DM - funded by advertising revenue & support from DMGT
Johnathan connected to Royal Family DMAT
Revenue, £2 billion, operating in 40 countries
Guardian - isn’t driven by Profit
Attitudes - commited to investigate journalism
can’t think of a single institution Guardian hasn’t taken on - anti establishment
unique funding structure
don’t feel like they have an owner
don’t answer to advertising.
only thing that limits them is their resources
Guardian - Investigative journalism proof
phone hacking scandal
Windrush
corrupt politicians
tax avoidance
Edward Snowden
Pegasus project
Noel Clarke
Cambridge Analytica
Trump allegations
Q4 - EVALVATE
Passive audiences - GERBNER , old school believe what then read
Some people think GERANER = No good for Social Media
Social Media or DM literal hate speech -> effect
Repeated Representations reinforced and it circulated as common sense (more in printed newspapers) literally opinions & beliefs are cultivated by the newspaper - more passive audiences
SHIRKY
online newspapers allow you to ‘speak back to media’
much more media literate, challenge what we see more
cultivating people interact more
sometimes people comment so much -> turn of comments
can’t do with printed newspapers
more progressive, modern theorist
Daily Mail
GERBNER - DM, mid markets, tabloids, twitter feeds of newspaper. "speaking back to the media". "you are what your share"
end of audience theory - how audiences hare changed. audience of print is very different to audience of website (SHIRKY)
Online audience less influenced by NEWS VALUES , not traditional audience.
SHIRKY WORKS WELL WITH ONLINE MEDIA
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