education

1. News & On-line media, theory, industry and context
The guardian headlines:
“Parliamentfinally hasits say, no no nono nono no no”
“He misled the queen, the police and the parliament”
“Revealed: Big rise in public racism since brexit vote”
“Hopes raised for 2nd
EU referendum”
These headlines can show howthe guardian is left wing. This is because they show how their views
are very anti- brexit andthat they want to stay in the EU. They alsoshow no trustin parliament dueto
conservativeshavinga say. This is because as they’releft wing, they havesocialist views and want to
care for society butconservativesrevolve aroundcapitalism. They believe that brexit causes more
problemsin society andwant to stay in the EU.
The daily mail headlines:
“House of fools” (PARLIAMENT)
“Migrants-howmany morecan we take”
“Google: The terrorists’ friend”
“Migrantnumberhits a new record”
These headlines showhow the daily mail contraststo the guardianas its more right wing. This is
shownas they don’tcare aboutall of society, they justcare abouthow upper class people feel. This is
because they don’twant terrorists in andonly care for how peoplethemselves feel, sothey want
their country to themselves.
Print production
The news Industry isconcerned with the production, distributionandcirculationof news information
andentertainment. Today’sUK Newspapersare created usinga process called offset printing, which:
Require large amountsofmaterial.
Require employmentof mainly highly trained staff.
Print Newsis deadline drivenwith a typical turnaroundtimeof 24 –hours.

2. Average Daily Print
Circulation for National
Newspapers for
January 2000, in
millions
January 2019, in
millions % decline
The Sun 3.6 1.41 61
Daily Mail 2.4 1.24 48
Daily Mirror 2.3 0,5 78
The Daily Telegraph 1.0 0.3 60
Daily Star 0.5 0.3 40
Daily Express 1.1 0.3 73
The Times 0.7 0.4 42
Financial Times 0.4 0.1 75
The Guardian 0.4 0.1 75
The Independent 0.2 N/a N/a
1. Which newspaper(s) no longer has print editions?
The Independent stoppedbeingprinted in 2016
2. Which new national newspapershave been founded?
The metro
3. What is the general trend in newspaper circulation?
Declining by 50% andover since 2000.
SUBSCRIPTION FEES
The Guardian- £10.79 per month 1 copy=£2.20
The Telegraph-£2 per week
The Mail-£10.99 per month. 1 copy=70p

3. Look upthe Guardianand DailyMail online readership(e.g.at newsworks.org.uk)
Alsolookat https://www.newsworks.org.uk/reports/abc-over-20000-more-newspapers-sold-every-
day-in-january/193951 and compare the data to these fromOctober2018, whichmaybecome
rapidlyoutof date:
Guardian Daily Mail
Print daily readership 0.8m 3.0m
PC daily reach 1.2m 1.1m
Mobile daily reach 2.7m 3.4m
Tablet daily reach 0.5m 0.7m
Total Facebook likes 8m 15m
Twitter followers 7.3m 2.3m
1. Which newspaper is more reliant on its online editionsand social media feeds compared toits
print editions?
2. How, if at all, have these figures changed since October2018?
3. The Guardian hasa strategy of trying toattract ‘supporters’ (loyalreaders) rather thanattracting
readers to individualstories throughclicks onsocial media.
How does the abovedata suggestthisstrategy is working?
The guardian- 19.7 morepeople react with themonline than reading printpapers.
Theyhave a lot of twitterfollowers,whichmeansthosepeople will seetheirpostsall the time.
Thiscan showhowitmay not be workingas althoughthere are 0.8 loyal printreaders,theyhave
a lot more online suchasthe 3.9 millionreadersonmobiles andPCs.

4.  The sun, the daily mail, the daily express andthe daily telegraph are all majority rightwing
papers. The mirrors, the guardian, theSunday people andthe observerare all left wing
papers. The financial times are roughly centrist or centre-right.
 News UK andDMG media own 60% of the British press. Bothpapers haveright wing views.
 Pressownership can be importantin shapingviews of the British public because the papers
views are expressed, and sowhen people read it they may be influenced by what they say
andcan changethe readers way of thinking. Forexample, as 60% of the British pressis right
wing, there would be a lot of badpress towardsthe labour party in order to get people on
their side (conservative).
This is a daily mail frontcover, so is written alongside right wing
views and opinions. They are describing Jeremy Corbynas weak
which is becausehe is in contrastto them ashe’s leader of the
labourparty. They have donethis tomake him come acrossas
badand unprofessionalwhich will benefit the daily mail as they
hopethat this persuadespeople tobe votingfor a right wing
party instead.

5. Newspaper article from the guardian:
In this paper, it’s talking about agreeing not to contest against 317 safe conservative seats,
this is because he wants to give them a chance at having seats. This could have come from
him being pressured into it as the papers had previously said he can ruin the UKs hope of
brexit happening, and he didn’t want this bad image to seem real. This can show how the
papers can affect the views of the British public.

6. As an example,the table belowgivesthe circulationfiguresperownerinAugust2018 inmillions
(percentagesinbrackets).Notethatthe DailyMail and General Trustalsoownthe Metro,a national
free newspaperwithcirculationinAugust2018 of 1.5 million.
Newspaper Groups
National Daily Titles
Owned
Daily Circulation in
millions
(percentage of total)
News International Sun, The Times 2.0 (36%)
Daily Mail and General Trust Daily Mail 1.3 (23%)
Reach plc
Daily Express, Daily Star,
Daily Mirror
1.3 (23%)
Telegraph Group Daily Telegraph 0.4 (7%)
Johnston Press i 0.3 (5%)
Nikkei/ Financial Times Ltd Financial Times 0.2 (4%)
Guardian Media Group The Guardian 0.1 (2%)
1. What percentage of daily circulation is owned by the top three owners?
2. Name the two writers who argue that concentration of ownership decreases
quality and choice in newspapers.
CurranandSeaton theory
Power andMedia industries
-The idea that the media is controlled by a small numberof companiesprimarily driven by the logic of
profit and power.
-The idea that media concentrationgenerally limits or inhibits variety, creativity and quality.
-The idea that moresocially diverse patternsof ownershiphelp to create the conditionsfor more
varied andadventurousmediaproductions.
82
Curran and Seaton.

7. The impact of “Technological developments”
Over the past20 years, since the introductionof web2.0 in 2004 theprint industry hasundergone
significant changes in production, distributionandcirculation.
• To remain relevant for audiences and tacklingfalling sales of printcopies, newspapershave
expandedtheir copies online. Thishas a numberof advantagesonlinefor owners:
• Productionviawebsites reduces environmentalcostsof producingwith paper andink.
• Distributionvia the internet reduces the cost of physicaldistributionandenables news
outletsto reach a global audience.
• Circulation via websites andmobile devices allows audiencesto access news andadvertising
online throughappsandsocial media.
This increasescirculationnumbersfor the newsoutlet
Allows audiencesto share and interact with the news
Enables owners tomonitor which stories are most popular
These are beneficial because if they have high circulation numbersthenit meansthey know how
many people are reading their stories. This could alsocause them to increase the price of their
newspapersas they knowthey’rebecoming more popularandwill try to get more money. If
audiences can share andinteract with poststhenit’s goodfor the company as they knowwhat people
want to see more of and they also get a selection of opinionsto view and take on. This alsoworks

8. with monitoringwhich stories are most popularas they will know towrite more on thatcertain topic
andcan therefore make more money if morepeople buy the paper to read aboutit.
EXAMPLE:
This online versionof the news story allows
anyoneonline to react/commentto news posts.
This can cause conflict buthelps the newspaper
brandto see thoughtsof their readers.
Cultivationtheory:Atheory suggestingthatthe exposure tomedia over time subtly “cultivates”
viewers’ perceptionsof reality. Gerbner and Grossassert "Televisionis a mediumof the socialization
of mostpeople into standardizedroles andbehaviours. Itsfunctionis in a word, enculturation"

9. EDITORS: OWNERS:
Guardian-KatherineViner Guardian-ScottTross
Daily mail-Geordie Greig Daily mail- Jonathan Harmsworth
Telegraph- ChrisEvans Telegraph- Barclay Brothers
Newspaperowners are aware of the power they have in influencing their readers to makenational
andpolitical decisions thatsupportthepapers political agenda.
This front cover showshow the sunsupportsanegative
positioningof the right wing towards immigration. This
is because their conservative, right wing statusmakes
them capitalist. This therefore meansthat they want the
rich to stay rich andsee immigrantsas people who
shouldnotbe allowed in as they take money that should
be for the rich. Right-wingpolitical thinkingholdsthat
certain social orders and hierarchies are inevitable,
natural, normal, or desirable so they want things kept
this way.
Ownership: The Daily Mail
DMGT (Dailey Mail general Trust) is a British mediacompany, owning:
 The Daily Mail
 The Mail on Sunday
 Metro
 Mail Online
 Metro.co.uk
Ownership - Lord Rothermere (elite) current owner is JonathanHarmsworth – He is the majority
shareholderand Chairman

10. Political bias
 Historically the Daily Mail is sympathetictothe right wing.
 Harold Harmsworth (owner) in the interwar yearssupportedrightwing movementsincluding
Oswald Mosely’sblack shirts.
 1980’sDaily Mail supportedMargaretThatcher’sconservativeparty.
 Paul Dacre editor supportedBrexit.
 From2018 onwards, theeditor was Geordie Gregg
The role of regulationin the News
For: the News Industry hastoomuchpolitical power and influence overthe British public, which has
reduced freedom of speech, compromisesdemocracy andis notin the public interest.
Against: The printedpress shouldnotbe regulated or controlled, especially not by government
legislation. This would affect freedom of speech, democracy and would notbe in the public interest.
Example:
This can show howthe printed press should
Regulationof the UK News industry focuseson:
 News contentand informationprintedby the Press
 Ownershipand competitionlaws
The Levensoninquiry is a judicial public inquiry intothe culture, practices andethics of the British
press following the News Internationalphonehackingscandal, chaired by Lord JusticeLeveson. The
Levensonreport recommendedthat future Press regulationshould:
 Continueto be self regulated outsideof government
 Create a new press standardsbody, createdby the industry with a new rigorous code of
conduct.
 To back upregulation with legislation to ensure the pressremains independentandeffective

11.  To providethe public with confidence thattheir complainswill be dealt with effectively
 To protect the presswith governmentinterference.
IPSO – IndependentPressStandardsOrganisation
IPSO is an independentregulatorfor the newspaperand magazineindustry in the UK. IPSOisnot seen
to fulfil Levesonsrecommendationssoisn’ta Levesoncomplaintregulator with official regulatory
status, this is:
 To hold newspapersto account
 To protect the rightsof the individual
 To upholdthe standardsofjournalism
 To maintainfreedom of expressionfor the press.
It’sfundedby the nationaldaily newspaper tiles that are members of the body.
The Guardian hasopted outof this scheme and self-regulated.
Regulation successful complaints
1) In thisarticle, it speaksabouthow a woman namedGillian Chapmankilled herself after suffering
from menopause. Thiswas written by the Daily mirror when a woman complainedas they had used
the wrong picture of the lady who haddied. This therefore means thatthe mirror had breached
clause 1 (accuracy) of the Editors code of Practice. The complainantsaidthat the article was
inaccurate in breach of Clause 1 (Accuracy) becauseit hadwrongly statedthat she – the former
mayorof the Boroughof Dacorum – was dead, when in fact the inquesthadrelated to another
womanof the samename. She saidthat the image in the article was of her, notthe other woman. On
receiving the complaintvia IPSO, thepublicationaccepted that it had publisheda significant
inaccuracy thatrequired correction. It subsequently offered towrite a personalletter of apology to
the complainant, andto publishthe following correction on page 2 of the print newspaper.

12. Clause 1 (Accuracy)
i) The Press musttakecare not topublishinaccurate, misleading or distortedinformationor images,
including headlinesnot supportedby the text
ii) A significant inaccuracy, misleading statementor distortionmustbe corrected, promptly andwith
due prominence, and — where appropriate— an apology published. Incases involvingIPSO, due
prominenceshouldbe as required by the regulator.
In this article, Katie Hopkinstalksabouther disliking for all of migrants. This included her calling them
cockroachesto see themas an infestation. This ended upwith lotsof complaintsbutwas never
upheldby IPSO. Thereasoningfor thisis because shewas talkingaboutanyonewho comes overto
the country andwasn’ttargeting one specific groupof people, IPSOsaid “And actually in ourterms for

13. it to be discrimination, the complainantwould havehad toshow thatan individualor a groupof
individualswere discriminatedagainst by that phrase.”
“I felt thatthe phrase was in very badtaste butbad taste is notsomethingthat is covered by the
editors’ code.”
The guardian
Initially knownas the ManchesterGuardianand foundedin 1821.
Today’sGuardianNews andMedia ltd is one of the UK’sleading Mediaorganisations.
Althoughthe U Gov survey places them as left of centre they state that their journalismdoes nothave
commercial or political interference.
The GuardianMedia Groupincludes the Guardian andObservernewspapers andtheguardian.com.
The Scott Trustowns the GMG, its aim is to secure the papers independenceand ensurethat no
single owner can buy or controlthe paper. The Trust’spurposeis to:
 Safeguard the Guardianfrom political interference
 Protect the Guardian’snews valuesof honest, fair, liberal investigativejournalism.
Economic modelsand funding
In 2016 theGMG establisheda new businessplanto addressthe economic lossesassociated with the
decline in print circulation andloss in revenue.
The aimed to:
 Enhance operatingefficiency
 Reduce costsby 20%
 Secure new growthopportunitiesfor the GMG as a global organisation
 Adapt tochanges in the advertisingmarket.
In responsethe Guardianhas been successful in developingalternative funding andrevenue streams.
1 Donations:
More than800,00 readersfundthe Guardian:
 570,00 regularsupporters
 375,00 one-offcontributions
2 The Scott Trust:
The Trust focusseson socially responsibleinvestmentandall profit from these investmentssupports
GMG

14. The Trust set up theguardian.organon-profitorganisationthatraisesfunds from groupsor private
donors
3 Philanthropic contributions
These come from wealthy donorssuchas Bill gates (former Microsoftowner)
4 Reducing productionCosts
 In 2018 thesize format of the paper changedfrom a Berliner (European format) to a a
tabloid.
 The reduction in size format savedthe newspaper £19 million
 The cover price for the newspaper was increased to £2.00 in2016 and£2.20 in 2019.
5 Offsetting losses with digital versionsof the brand
 Digital revenueshave increased by 15 percent since 2016
 The digital armof the Guardiancomprises 50% of GMG revenue
The guardianalso have a significant online presence:
The guardianonline-https://www.theguardian.com/uk-news
The guardianapp-
Across different platformsthe readership lookslike:
 Desktop7.8 million
 Tablet 3.1 million
 Mobile 15.8 million.
This suggeststhatthe Guardians adaptationstochanges in digital technology and convergencewithin
the industry are workingand helping the paper tosurviveand flourish.

15. These articles by the guardian can showhow they can be seen as partially left wing. Thisis because
they have socialist views. For example, in the article onthe left they’re showingrespect for the
confidentiality of homelesspeople and thatthey still deserve rights. On the secondone, they’re
showinghow gay couplesshouldhave the right toprotest for their rights andmarriage.
AUDIENCE
Audiences can be divided upby statistical datasuch as age, gender (socio-economic)or by behavior
(uses andgratification) and experiences suchattitudesto social issues. Segmentingaudiencesin such
a way in helps newspapersunderstandaudiencesbetter.
Audiences can be segmented
 Demographically
 Psychometrically
Demographics groupsa populationintospecific categories suchas
 Age
 Gender
 Social class

16.  Ethnicity
 Religion income level
 Geographical location and so on…
Mostnews companiesfocus on ABC demographicgrades.
Psychometricsis anotherway of categorizing audiences. Oneway is touse VAL’s typology which
consistsof
 Values
 Attitudes
 Lifestyle or behaviour.
Psychometrictypesandtheir Val characteristics
Aspirer- Mainstreamer- iPhone Resigned-
Explorer- Travelling holiday Reformer- Struggler-
Succeeder- Designer clothes (Gucci shoes)

17. VAL groups:
The sun: The times: The guardian:
 Mainstream Succeeder Explorer
 Stuggler Aspirer Reformer
 Resigned Reformer Succeeder
In thisfront cover, the target audience can be segmented
demographically. Firstly, the age is targeted at adultsfrom 30
upwards. The social class is alsoaimed at aroundthe social
demographicgrade of B- middle class. This is because they are
supportingcapitalistviews here of immigrationso they are going
againstideas of socialism which thisclass wouldalso supportas
they are seen as higher in class then thosewho are immigratingand
so wouldn’twantmore people in the country. People of low class
wouldn’tagree with reading thisas they wouldbe moresupportive
of lower class people. This is also aimed at British peopleof this
class as they are sayingthat there shouldnotbe as many
immigrants, which could be aimed at Brits as they don’twant more
people in the country. The majority of otherpeople wouldn’tbe
targeted for this as they are notfrom Britain themselves sohence
wouldn’tagree with the headline.
In thisfront cover, the guardianis showinga
left wing and socialist approachto
unemployment. Thisisdue to them having
concern for social problemsandtargeted
people. Thiscan be aimed at older adultsin
order to get them tohelp. This is by
highlightinghow big the problem is. In addition
could alsobe aimed at the youngtoshow how
many other peole could be strugglinglike
them. Adding on, it is mainly aimed at well
educated people dueto needing knowledge
aboutthe topic, and also because it is a
broadsheetsothere is a lot of writing which is
very small. Due to how they speak aboutblack
people specifically, thiscould be aimed at them
as they may want tosupportpeople who are strugglingbut overall this shouldbeaimed at any typeof
personas it is a big problemwhich shouldbe helped.

18. Newspapersmustappeal to audiencesand advertisersto stay profitable. They do histhroughthe
contentthey offer to their audiences. The storiesfeatured in a paper reflect the viewpoint of the
owner and editor of the paper, they mustalso reinforce the valuesand interest of the target
audience.
Harcup’snews values (2001)addressthe importanceand appealof sensationalismandattracting
audiences:
Celebrity
Ant and Dec: TV presenters
Goodnews
Easy help with getting
fit and popular
presenter is back on
TV
Surprise
Prince Andrew is being
claimed as a paedo
Bad news
Prince Andrew is being
claimed as a paedo
Relevance
More excitement and
detail aboutthe show.
Entertainment
Drama, witty headline, TV
shows
Relevance
Disputebetween chief and
prince
Magnitude
Impactof a big andbad news
story. Badnews spreads quickly
due to shock

19. How newspapers target and reach their audiences
1) Price:
 Set to appeal toaudiences socio demographicprofile
 Tabloid is 40-70pwhereasquality newspapersor broadsheetsare £1.60-£2.70
2) Crossplatform media:
 Marketingprint news acrossdifferent medias e.g. social
3) Promotionaloffers:
 Offers suchas free giveaways, posters, discountsonholidaysshoppingvouchersappealto
andreach the target audience
4) Subscriptions
5) Sponsorship:
 Newspaperswill sponsoreventsthatreflect the valuesof the paper andcan interest the
readers.
6) Partnershipmarketing:
 Deals with othercompaniesthat help to promotebothproductstosimilar audiences with the
aim of widening the market share bothproductscan access
USES AND GRATIFICATION

20. The Daily Mail
Age- Mainly 55+
Gender- Morewomen
Social class-C1 and C2
Region-London

21. Online versionof the guardian: Print versionof the guardian:
In the onlineversion of the guardian, the main image is of JohnMcDonnell, who is a power elite in
relation to Harcupsnews values. This is because he is powerful within the governmentdueto him
being called a “shadowchancellor” and so hasauthority overwhat happensin England. Also
according to Harcupsnews values he is knownas a celebrity, for obviousreasonsthathe is already
well knownas a politician. In thisonline version, there are also more celebrities mentionedother than
the main article, such as Prince Andrew and Bill Gates. Furthermore, the main article in the red box
can also be seen as a follow up story dueto the fact thatpolitics is alwaysin the news soit is giving
more detail to previousstories aboutthe government. Inthesurroundingarticles, there is also a
feature of bad news, which is thatin London, burglarshave taken£1mworthof jewellery from a
home. This is knownas bad news in his valuesas it is a negative topic becausesomeonehas lost £1m
worth of accessories which couldbe extremely upsetting. Thiscan even link to the target audience as
the guardianviewers are mainly AB adultsin relation tosocial class, and a part of their audience are
labelled as succeeders sothey would knowwhat it is like to haveexpensive things, they also have 40%
of them from London, sothis couldappeal them as its basedin where they live so wouldwant to find
outaboutit. The otherbad news is aboutthe NHS asit saysthatpatients are in danger which is very
seriousand shocking. There is also an element of good news in this paperas in the environment
section, it saysBill Gates is creating 1000c+ heat which is goodbecause it is a new invention.
Entertainmentwise, the section titled impeachmentcould potentially work. This is because it says
“youwouldn’tbelieve what I’ve justheard” as the title, so it could be an unfoldingdrama at human
interest as there is nothinggivingthe story away as all we know is thatit involvestrump. Finally, there
is also lots of relevance in the paper. This is because the main readers of the guardianare over 55, so
they may want toappeal a youngeraudience, which is why they haveincluded somethingabout
snapchat, asthey knowit’s usedevery day by lotsof youngpeopleand thatonly 27% oftheir readers
are between 15 and 24, sothey want this to increase. Lastly, in this online copy, the guardiangive the
optionto subscribeat them at the topof the page. This is their way of keeping their audience and
tryingto attract people to keep upto date with their news. This could be targeted to the AB class

22. audience as their content is often very educative so the specific paper of the guardianmay be more
suited tothem.
In the printversionof the guardian, the mainheadline is about the NHS.Inrelationto Harcupsnews
values, they wouldbe knownas a power elite as they are a well knownand powerful organisationas
they help tonsof ill people. Inaddition, as thisheadline uses the words “crisis” “risk” “safety” it
indicates thatit’s definitely goingto state somebad news as it is a negativetopic which talks about
the risk of hospitalpatients, so is a worrying topic.There is also nogoodnews on this frontcover,
which showsthis even more.Inthe topright handside, there is an heading for an article about
“MarinaHyde” which involvesmystery aboutif she is secretly a rivalry. This can therefore be seen as
entertainmentaccording to harcupsnews values as it may involvean unfoldingdrama at a readers
interest.Notonly this, butthis headline can have an element of surprise which is once againone of
Harcups news values. This is purely because it can be shockingto the reader to find outthat someone
is hiding how they act and are secret seen as a rivalry.There is also anotherseparate article headingin
the topleft corner aboutPrince Andrew. Firstly, this involvesa celebrity which is another of his news
values. This is effective as famousnamescan draw peoplein tosee what happenedas they might
already knowsome informationaboutthe person. Secondly, thistitle can alsobe classedas a follow
up, as this story hasalready been circulating the news onmultiple occasions, so it could give more
detail and different perspectivesto a similar article or story already written.