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Audience and Industry
- 1. News: In Depth Study MEDIAAUDIENCES AND INSTITUTIONS LINKS IN BLUE AND UNDERLINED
- 2. PART ONE The impact of technological changeand digital convergence on the production, distribution and circulation of news. •In the exam you may be expected to discuss how technological change has affected the news industry and specifically The Guardian and The Daily Mail. •One key concept here is digital convergence. •News organisations have been forced to converge ‘on-line’ in order for their businesses to remain viable and reach audiences.
- 3. Student Tasks 1. RESEARCH.What are the different ways in which audiences can consume news content from The Guardian and The Daily Mail. Be as specific as you can. 01 2. DISCUSS AND MAKE NOTES. How has technology affected the way in which both organisations produce, distribute and circulate news stories? 02
- 4. Production •Need for audio/visualcontent on websites and YouTube. •Ability to supply, and demand for 24/7 output. •Competition to 'break news' via Social Media (principally Twitter) through official accounts and also by individual journalists. •Greater focus upon 'opinion' and lifestyle stories to attract readers due to additional ‘space.’ •Online content replicates and/or compliments offline content.
- 5. Distribution •As well asphysical distribution, news must be distributed digitally and effectively promoted via social media as well as through conventional advertising. •There is a danger that making content easily available online will only create further problems for print news. •Need to develop distribution strategies that take into account the distribution of audio/visual content (embedded live streams, podcasts, YouTube channels etc).
- 6. Circulation •Circulation of newsin print has significantly declined. This has affected both The Guardian and The Daily Mail, although The Mail has remained more resilient given its older target audience. •Both organisations have developed similar strategies by offering content free online (whilst other newspapers have adopted a paid subscription model) •The Mail Online is noticeably different to the Mail in print and has focused upon ‘clickbait’ type celebrity and lifestyle driven stories aimed at a younger audience. •The Guardian has also tried to attract more online traffic through their ‘Comment is Free’ section which features regular columnists who comment on various social, political and cultural issues. Comment from readers is also encouraged 'below the line' although this has caused some problems in terms of moderation.
- 7. Examples Student Task •Look throughThe Guardian and Mail Online websites, Identifying specific examples of how the production, distribution and the circulation of news has been affected by technological change and digital convergence. •Collate links on a word document and summarise their significance in relation to the previous points.
- 8. The future ofJournalism? https://www.bbc.co.uk/news/business-42858174
- 9. The black line represents thetotal of all newspapers combined (divided by 3 to fit on the graph). Remember printed newspaper circulation is reducing.
- 10. The future ofNewspapers? • More ‘lifestyle’ content on-line (our obsession with celebrity/ popular culture) • Click bate / sensational content on-line • Citizen’s journalism (participatory contented with no Gatekeeper) • Comment based content • UK press deemed untrustworthy • Editorial written by automated software Baudrillard - the lines between created texts and reality are becoming blurred
- 11. Academic Ideas and Arguments StudentTask Click on the link above and look through the sections on Media Industries and Media Audiences. Q. What ideas could potentially be applied and/or evaluated when looking at technological change and digital convergence in the Newspaper Industry?
- 12. Useful to talkabout in the context of how newspapers have tried to retain and attract new audiences through more marketable content including lifestyle and celebrity features. INDUSTR Y
- 13. Useful to talkabout in the context of' below the line' comments that might offer oppositional readings, although dominant readings still likely given the way audience is positioned by online content and the still wide circulation of newspapers. Useful to talk about in the context of how social media and the web has lead to greater participation in the creation and sharing of news content and the threat this represents to the newspaper industry. Useful to talk about in the context of how audiences spread news online via social media and challenge established newspapers through alternative content such as blogs and use of social media AUDIENC E
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- 16. PART TWO: the significance of issuesof ownership as well as political and economic contexts. •In the exam you may be expected to discuss how issues of ownership and political and economic contexts affect the news industry and specifically The Guardian and The Daily Mail. •The Guardian (Guardian Media Group) is owned by the 'Scott Trust' and is politically a liberal newspaper. •The Daily Mail (Daily Mail Media Group)is owned by the 'Daily Mail General Trust' (DGMT) and is politically a conservative newspaper.
- 17. Student Task Research 1 Find outa bit more about the Scott Trust. What makes it unusual as a media corporation? What are its aims and how does this influence The Guardian in terms of its content? 2 Find out a bit more about DMGT. What makes DMGT a horizontally integrated company and what is the benefit of this to The Daily Mail? 3
- 18. Political Context: ValuesThe Guardianis a Liberal newspaper. Some examples of Liberal Political Values. •Support for EU membership. •Support for Immigration. •Support for Gender Equality and LGBT rights. •Hostile to 'Big Business' and support for the less well off. •Internationalist. • The Guardian supports the Labour Party although in the past it has supported the Liberal Democrats and is seen as hostile to current Labour leader Jeremy Corbyn.
- 19. The Daily Mailis a Conservative newspaper. Some examples of Conservative Political Values. •Anti EU •Anti Immigration. •Support for traditional social values such as marriage often hostile to LGBT rights and Feminism. •Supports Free Market Economy and interests of Business. •Nationalist •The Daily Mail supports the Conservative Party, but has also at times shown support for UKIP. Under its new editor the paper has been more supportive of Theresa May, having been more hostile under its previous editor Paul Dacre. Political Context: Values
- 20. Student Task Compare andannotate these two front pages from The Guardian and The Daily Mail. 1 Can you see any examples of how the political values of each newspaper influences the front pages? 2
- 22. Concern for poor,international focus. Critical of Business (Tesco and Marks and Spencer) Opinion piece by former Labour Prime Minister arguing that Brexit should be put on hold. Older female actor challenging assumptions about women in Hollywood.
- 23. Story with Britishfocus, seems sympathetic to women but also blames women and... (see above) 'Golden girl', negative portrayal of Holly Willoughby. Again UK specific story ...Advert assumes female desire to lose weight and contradicts main story regarding body image.
- 24. Economic Context •Both The Guardianand The Daily Mail have had to respond to the economic pressures brought about by technological change (see previous slides) •The Daily Mail is more 'populist' in terms of its content and has a much wider circulation, although as its main audience is those above 55, this is likely to diminish in future. It still makes money but revenues and profits are falling. The Daily Mail is also reliant upon the more profitable businesses within the DGMT group such as banking and financial services plus education technology. •The Guardian has been losing money every year recently and has only been able to manage these losses due to the support of the charitable Scott Trust. In 2012 the paper was losing £100,000 per day. •Both newspapers rely on advertising rather than subscriptions to fund their online content, although The Guardian has also successfully launched a 'membership' scheme which offers certain benefits in return for donations. The Guardian hopes to 'break even' this year.
- 25. Student Task Make notes.. Whatspecific benefits does The Guardian membership scheme offer readers and for how much money?
- 26. Academic Ideas and Arguments StudentTask Look carefully at the academic idea/argument you have been given and prepare to explain why this theory might be useful to apply or evaluate if discussing issues of ownership and/or political and economic context.
- 27. Useful to discussin relation to the charitable Scott Trust versus the more corporate profit driven DMGT. Useful to discuss in relation to DMGT's corporate structure which relies upon income from education technology and financial services (although significantly these are non media industries. Scott Trust challenges the assumption made here. MEDIA INDUSTRI
- 28. Useful to discusshow audiences may accept dominant preferred readings which reflect political values but also how they might be resisted depending upon the audience Useful to discuss extent to which political values of newspapers are being challenged by 'participatory' culture via online content and social media. AUDIENC E
- 29. Evaluation of AcademicIdeas and ArgumentsBoth of these theories in terms of 'media effects' and 'cultivation' of media audiences have been questioned in recent years. Why is this do you think? Of the two theories, which is perhaps more relevant? Think back to the Daily Mail front page. AUDIEN E
- 30. PART THREE:the content andappeal of each of the set products and how this is used to target, reach and address different audiences and how audiences can be reached through different media technologies and platforms • Although you wont be asked to analyse examples for the audience and industry, you should be familiar with the content of each set product. One way of doing this is by comparing coverage of the same story. • For this we will start by looking at examples of the two papers' coverage of last Summer's Royal Wedding. Link to Moodle Royal Wedding resources If you cant access via this link, go to Moodle and click ‘here’ then go to:Set Product resources/Royal Wedding
- 31. STUDENT TASK: comparison of content. 1 -Look at the front pages plus examples from inside each paper. 2 - Look at website and social media content. Analyse examples and consider the similarities and differences in terms of content considering issues of political and economic context, and target audience.
- 32. Difference s in terms of approach toonline content. • Look at the examples on the next slide - the home pages for the two online editions of the newspaper from the same day as the previous examples we looked at. • What is noticeably different in terms of how the Daily Mail approach their online content compared to The Guardian? REMEMBER TO MAKE NOTES!!
- 34. Social Media Platforms STUDENT TASK •Whatsocial media platforms are used by The Daily Mail and The Guardian? •What role do social media platforms have in promoting newspapers online and offline as well as encouraging audience engagement? Find and screenshot examples and put on a word document.
- 35. Academic Ideas andArguments DISCUSSION MAKE NOTES! What ideas could potentially be applied and/or evaluated when looking at issues surrounding targeting audiences within the industry
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- 38. PART FOUR: Howaudiences may use and interpret the same media in different ways
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- 40. Referring to Hall, whattypes of reading are these?
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- 48. STUDENTTASK: WRITEA SHORTPARAGRAPHINRESPONSE TO THEFOLLOWING QUESTIONS. 1.How do the preferred readings here reflect the political values of each newspaper? 2.In the online age, are preferred readings as dominant as they once where? Give reasons for your answer.
- 49. Don’t forget –you have all 19 of these theorists posters (emailed to you) AUDIENC E
- 50. Useful Theory? How mightGerbner be relevant to discuss here? AUDIENC E