2. Media language
Masthead – The newspaper follows the common
convention of placing the masthead at the top of
the page. The green colour contrasts with the
white background making it stand out.
Headline – The headline serves as an intro to the to
the main article. The font is large and in bold.
Photographs – These are usually associated with
the main stories and give insight into what the
newspaper article is about.
Incentives – They tend to be in an easy-to-read
position on the front page to attract people. Here it
is positioned just below the masthead. They can
also address and promote the local area.
Byline – Gives the name of the person responsible
for the article.
The double page spread features a main picture. Multiple
advertisements/incentives are given prominent space.
These also help in attracting people to the newspaper.
3. Institution
The company Johnston press plc focuses solely on the
distribution of local and regional newspapers. They own
200 local newspapers and websites.
Ideology
Local newspapers are designed to inform people about
events which have occurred in their local community.
The Leicester Mercury conforms to this ideology. It
addresses the local community and features an article
which directly effects them.
4. Audience
The audience for local newspapers is very broad in
terms of demographics and psychographics. They
typically attract a working to middle class audience.
They also attract all genders with no focus on a
singularly feminine or masculine style.
Representation
Typically, local newspapers wish to solely represent
the people of their local area. They also tend to
promote the local area through advertisements
and pictures.
