Here is a possible continuation of the answer: The decline in print circulation has had significant economic consequences for both newspapers. For example, The Guardian's print circulation has fallen from over 400,000 in the early 2000s to around 160,000 today. This has reduced an important source of revenue from print advertising and sales. However, The Guardian has seen online readership grow substantially, with over 120 million readers worldwide per month. It has adapted its business model to focus on online advertising, events, and a donation scheme to attract regular financial support from readers. In contrast, the Daily Mail's print circulation remains higher but it also monetizes its large online audience through targeted digital advertising. Both newspapers provide extensive free online content to attract audiences, relying

2. Analyse = deconstruct and explain why
Different = explain the contrasts (there will always be some sort of
contrast between the way the two papers have covered the same story)
Representation = how a message is constructed about a group of people
Theory = pick a suitable theory to apply to the text
Here is an example answer. Read it and copy the key words.

3. Both the Independent and The Daily Mail newspaper are mediating the story to represent the Calais Jungle
refugees trying to reach the UK in contrasting ways. The Independent is representing the refugees with empathy
while The Daily Mail is representing the people as a threat to Britain’s economic security.
The image of the Ethiopian migrant tearfully hugging another, coupled with the headline describing their ”uncertain
future” creates sympathy for their predicament. In contrast, The Daily Mail avoids humanizing the story with an
image of the refugee camp and instead focuses on the costs to close the camp and prevent people trying to get
across the English channel. This contrast reflects the different ideological perspectives of the liberal, centre-left
Independent and The Daily Mail’s right-wing focus, which is critical of immigration. In fact, the mode of address of
the text in The Daily Mail suggests an economic and criminal threat posed by migrants trying to reach the UK,
setting the reader up as ‘us’ and presenting the migrants as ‘them’ to distance the reader emotionally from the
events in France. Interestingly, both newspapers use the term migrant, albeit from different standpoints with The
Daily Mail’s pro-British stance and The Independent’s more sympathetic representation of ethnicity on the front
page both in the image and the article copy.
The mode of address of the text in the Daily Mail creates a preferred meaning, with the use of hyperbole with the
headline “You pay £26m for Calais Clearout”, as if the reader themselves will personally pay this, thus creating the
reaction that this is a waste of money and the British are unfairly being forced to pay the bill. The Independent’s
more low-key approach doesn’t speak to the reader in such an obvious way, instead it presents a more realistic
report of the events.
Looking at the layout of the pages it is clear that there is an assumed ethnicity of the readership and an implicit
message of the images on both papers of powerful white figures. The Independent includes the photo-bylines of
white journalists and the Mail accompanies the lead story with a column dedicated to Kylie Minogue and a banner
on sleep disorder.

4. How does David Gauntlett’s
theories of identity apply here?
The two newspapers offer
contradictory messages about
migrants that readers can use to
formulate their own identity. It
may be that the reader is white
British with no experience of
immigration or maybe they are
an Ethiopian refugee living in
the UK.
People have different opinions
about migration, tolerance and
humanity and may interpret the
story and their position as the
reader differently.

5. How does Gilroy’s theory of
ethnicity and post-colonial theory
apply here?
The Daily Mail implies the migrants
have criminal intentions as they
attempt to break the rules as
‘stowaways’ who are ‘targeting the
French coast’ to gain entry into the
UK. The story is constructed as us
‘YOU’ versus the migrants renforcing
the approach to the world founded
on the belief in the inherent
superiority of white western
civilization. It is assumed that the
readership is white and that the
migrants are African, reflecting the
same British experience of empire
and colonialism.

6. How does Stuart Hall’s representation
theory apply here?
It is not important whether the two
newspapers reflect or distort reality but
more about the many meanings a
representation can generate.
The Daily seeks to perpetuate the
stereotype of an immigrant as a costly
threat, trying to boost their earnings and
take advantage of a welfare system by
manipulating a tolerant society. This is
done by continuing the post-colonial view
of migrants as them versus us.
Use an image, the Independent are
deconstructing this by representing the
Calais migrants as vulnerable and
distraught about being moved on when so
close to their dream of reaching the UK.
The image seems truthful and humanizes
the migrants. Is Hall’s theory arguing that
both newspapers are constructing their
own version of the truth, depending on the
readerships own ideology?

7. Top band marks for Q1
7-10 marks
A comprehensive application of knowledge and
understanding of representations of ethnicity.
• Comprehensive, detailed and accurate
application and understanding of
representations of ethnicity to analyse sources
• Convincing, perceptive and accurate analysis of
representations, which consistently provides
logical connections and a good line of reasoning
• Precise and relevant reference to appropriate
media theory to support analysis
• Reference to the sources is detailed and
accurate.
EBI:
• Write in enough detail, with lots of
examples to support your line of
reasoning = detailed perceptive
analysis
• Cover images, text, layout in your
analysis
• Explain the meaning of each element
clearly
• The Jungle was explained as part of the
source material – take care
• Must include a theory explanation –
minimal or brief reference to theory
means a level 1 (1-3) mark answer.
LEARN THEORIES!!!
• Use key terms:
mediate
representation
ideology
dominant preferred reading
comparison/contrast
juxtaposition

8. How far has the combination of elements of media language
influences meaning in the sources? [15 marks]
Explain how newspaper front pages:
• deconstruct ideologies and viewpoints linked to ideological
perspectives through the combination of images and copy
• Address the audience and communicate the intended message in
different ways
• Construct different representations
• How conventions of page layout are used to construct meaning
Apply knowledge and understanding of Media Language,
Representation, Institution, Audiences and theories
Make judgements and draw conclusions

10. Headline: two different but
linked headlines
“Farewell” and “Hello” simple
interaction to humanize the
migrants but “uncertain”
connotes they are victims and
vulnerable - empathy.
Political ideology of The
Independent as center-left liberal
based on objective journalism
Sympathetic/ less bombastic
presentation with more
interpersonal language in the
headlines, signifying tolerant
internationalism in its news
values.
Mid-shot image of distressed
migrant is used an emotive tool
to engage reader. Connotations
of the image reflects news
values and message of story.
Audience appeal of broadsheet
with greater % of space
dedicated to news stories - less
sell lines than The Daily Mail.
Banner detailing journalistic
integrity of the newspaper with
picture bylines of journalists –
focus is on hard news agenda.
Judgements and conclusions:
• Ethnicity focus compared with
The Daily Mail nationalism.
• Objective news coverage-
more sympathy for the plight
of the migrants.
• Choice of combination of
elements of media language
(images and typography) can
have a significant impact on
meaning.
• Media language can
communicate different
ideologies and viewpoints.

12. Top band marks for Q2
A comprehensive response will include detailed and accurate
knowledge and understanding of media language, representation,
industry and audience. Using relevant and accurate subject specific
terminology is important. (4-5 marks)
Convincing, perceptive and accurate analysis of the use of media
language which provides logical connections and a good line of
reasoning.
Highly developed and accomplished judgements and conclusions
regarding how far you think that the combination of elements of media
language has influences meaning in the two front pages. (7-10 marks)

13. Introduction paragraph outlining the inherent differences between the
two newspaper front pages:
The two newspapers are constructed to communicate different messages about the
same news article with The center-left liberal Independent focusing on the plight of
the migrant, focusing on representation of ethnicity, attempting to create an
objective and humanistic view of realism in contrast to The Daily Mail’s right-wing
story which represents ethnicity through nationalism.
Focus on the headlines and images and compare them

14. Comment on political ideology of the newspapers and how these
messages are interpreted by the readers (audience).
Outline judgements and conclusions in your final paragraph.

15. Explain the impact of technological advances and changing economic
contexts on the cost for audiences of consuming news. Refer to The
Guardian and the Daily Mail to support your answer. [10 marks]
The economics of traditional and online editions of The Guardian
and the Daily Mail newspapers means that the production is paid
for primarily by advertising based on audience number
demographics as well as by direct sales. Changes for traditional
print editions under the pressure of decline sales of the physical
printed product, due to the technological changes represented by
the internet and readers access to online news products through
smartphone devices, means The Guardian has focused on its online
content, seeking to develop a donation-based culture. The Daily
Mail’s online content is down-market in comparison to its printed
product which sells well to an older, more traditional readership.
Both papers continue to maintain their print editions, despite
financial losses.

16. Continue the answer…
• explanation of technological convergence and/ or the proliferation of technology and the
effect this has had on institutional process and audiences with reference to economic
context (for example, The Guardian’s use of email to attract a regular audience; targeted
advertising; the need for stories to be published online throughout the day as rolling
news)
• explaining the economic effect of the decline of traditional print editions, for example,
with reference to circulation and yearly sales figures of traditional print versions and the
rise of online subscription (neither The Guardian nor the Mail currently operate a
paywall, compared to some of their competitors, although there is some debate as to
whether this model is sustainable)
• explaining the economic implications of how newspapers are in competition for readers
and how advertising revenue from the ‘new’ media is vital
• explaining the different platforms used by audiences to access news content from The
Guardian and Daily Maill with reference to the growth in online readership and the
impact on how audiences consume news (use of social media, websites means many
consumers no longer pay for news content).