Stuart Hall

Oppositional reading = don’t believe anything
Negotiated reading = taking with a pinch of salt
Preferred reading = totally gullible

Looking into the power of mass culture and mass media in: DR CAGES
Believe the media are the cause of stereotypes
Believe stereotypes when dominant ideologies are involved

Dominant Ideology -
Stereotypes = the idea that media/companies are run by a white, straight, Christian man
Archetypes = this is the ‘ultimate stereotype’ for example a girl from Essex is dumb, orange, blonde with bad eyebrows and extremely white teeth
Counter-types =  a positive stereotype and emphasizes the positive features about a person

DISABILITY - mental vs physical
REGIONALISM
CLASS - old money vs new money
AGE - teenagers are ill-mannered, aggressive, immature, lazy, screen addicted and hormonal
GENDER- women are weaker than men, men provide the majority income, women only look after children
Ethnicity
SEXUALITY - people who like the same gender where born differently

Hard and Soft News

Hard News-

Hard news is the kind of fast-paced news that usually appears on the front page of newspapers. Stories that fall under the umbrella of hard news often deal with topics like business, politics and international news.

e.g.-

-Celebrity Gossip 

-Sport

-Entertainment News 

-Fashion News

-Art and Culture

-Human interest stories

Soft News-

Soft news is defined as those organisations that primarily deal with commentary, entertainment, arts and lifestyle. Soft media can take the form of television programs, magazines or print articles.

e.g.-

Politics

-Business and the Economy 

-Industry and Technology

-Science

-War and Conflict 

-Health 

-Education 

-World Events 

George Gerbner

Cultivation Theory (The Drip Drip Effect)

Teenagers- Spotty, moody, lazy

Muslims- Terrorists, religious

Gypsies- Scum bags, pikey's

Americans- Fat, stupid, patriotic

Doctors- Professional, life savers, well-educated

Essex Girls- tarts, orange, fake, lovely

Target Audience- Guardian

- Traditionally, The Guardian focuses its attention towards a left-wing and middle class audience (any age above 18). The Guardian does well at including most cultures and ethnicities in its content/audience.

The Guardian is renowned for providing factual content and prompt updates (especially online) throughout its articles. As the target audience leans towards left-wing, the Guardian is mostly Objective (articles are not opinionated). However it does still provide an 'opinions' section in the paper.

- Since 2013, the number of visitors to 'The Guardian Online' has decreased from an average of 10,049 (2013) to 7,060 (2017)

The online mail viewing statistics for 2018: Female = 51%  /  Male = 49%

Newspaper Essay

Print sales have declined for a number of reasons. The main reason is the rise in technology and where all newspapers are now accessible; the internet. With the sudden rise in technology and the internet, majority of newspaper companies such as The Guardian and Daily Mail have posted all their daily papers on their sites along with the front page being posted on the BBC site. This makes all newspapers easier to access and also more available, whilst being convenient to the public. All readers can now access them whenever they want without having to go out and pay for the papers, and instead, just look it up on the internet, assuming they have an internet connection or signal. Although it is cheaper for yourself to access the papers as you don’t have to actually purchase each daily paper, all paper companies ask for readers to subscribe to their paper in order for them to survive. This could also give their subscribers various perks that a casual reader wouldn’t gain.

Using the internet as your newspaper source is a positive. This is because all readers can comment on various articles and have conversations with other readers online to gain more opinions on the specific article. Although this can occasionally can start arguments on different opinions, people do find this very useful and informative to understand the full picture. However, using the internet to access your daily news does have its negatives. These negatives include requiring an internet connection in order to access your favourite papers, losing stories due to more recent stories overwriting them, more information is given by print newspapers and may also give physical eye strain. The biggest negative for the rise in online newspapers is that the biggest age for reading newspapers is the elderly, average of 65. Due to the elderly not well advanced with technology, they still prefer reading physical print newspapers compared to our online copies. But because the amount of print papers decreasing by the year, elderly cannot read their beloved newspapers. So, all newspaper companies are slowly losing their audience due to this change.

Citizen Journalism (the collection, dissemination, and analysis of news and information by the general public, especially by means of the Internet) has made the mass media affect the traditional way for reporting and understanding news because of the audience reacting different to stories. For example, when there was a violent outbreak in Turkey during 2013, news stories over the internet had an outbreak over the comment and reported making fun and lying over the stories told. This brought controversy over whether or not information given by the general public was necessary because of these sensitive areas being derided.

A ccording to studies, The Daily Mail had a decrease of 55% of print papers sold during 2000 since 1960. In comparison, online newspapers, which were first introduced in 2000, have been preferred by 55% of the public, that stated they prefer reading the daily news online rather than a print.

Who Owns the Newspapers

Who Owns the Newspapers

Sun	popular tabloid	News International Newspapers Ltd	1,602,320 (3.273m)
Daily Mirror	popular tabloid	Trinity Mirror*	692,295 (1.720)
The Daily Telegraph	quality broadsheet	Telegraph Group Ltd	460,585 (907,329)
The Times	quality compact	News International Newspapers Ltd	440,736 (679,190)
Daily Star	popular tabloid	Express Newspapers Ltd (Northern & Shell)	436,963 (854,480)
Daily Express	popular tabloid	Express Newspapers Ltd (Northern & Shell)	386,720 (948,375)
City AM	quality compact	City AM Ltd	91,065 (2005 launch)
The Financial Times**	quality broadsheet	Financial Times Ltd (Nikkei)	190,046 (419,386)
Independent (online only 2016)	quality compact	Independent Print Ltd	n/a (263,595)
New Day	tabloid 'cheapsheet'	Trinity Mirror	2016 launch and closure

1.   In the Executive Summary, looking at paragraphs 4 and 5 the overview identifies that: ‘today’s aggregate advertising expenditure and net circulation figures equate to about half of their 2007 value.’ Bullet point why you think this is the case.

2.   On page 7, the market structure is analysed using data provided by the ABC. Who are the ABC and why is their data collection so important for newspaper owners and advertisers?

3.   On pages  17-18, paragraph 2.14 the overview identifies the circulation figures of Sunday newspapers. Thinking about your set products and audience consumption, why do you think Sunday newspapers have traditionally sold more copies that their daily counterparts?

4.   What are the leading broadsheet, tabloid and mid-market tabloids in terms of circulation? What are their daily circulation figures?

5.   Think about The Guardian and the Daily Mail - describe their position in the marketplace.

6.   The Guardian is ‘owned by the Scott Trust, a private company whose core purpose is ‘to ensure the financial and editorial independence of The Guardian.’ How can this be linked with the news values of the newspaper? Summarise the folllowing links:

https://www.theguardian.com/global/blog/2015/sep/22/living-our-values-facts-guardian

https://www.theguardian.com/guardian/article/0,5814,642387,00.html

7.   In terms of digital distribution, what do you think has been more important to the brand identity of national newspapers, the online website or App mobile platforms? Why/How?

8.   A lack of ‘trust’ in newspapers is identified. Why do you think this is? https://www.pressgazette.co.uk/survey-finds-that-uk-written-press-is-by-some-way-the-least-trusted-in-europe/

9.   Who is the offline and online regulator of the newspaper industry and how effective do you think they are in ‘policing’ the industry? (this was one of your assessment questions!)

10.                Look at the following timeline. What’s happened to advertising revenues, why are they important? What other ways have the newspapers industries found to survive? Give examples