Guardian news values and Target Audience

		All Adults %	Guardian Reader	Guardian Reader %
Solus			733000	80%
Social Grade	A	5%	158,000	14%
	AB	26%	696,000	62%
	ABC1	54%	994,000	89%
Age Group	15-24	16%	200,000	18%
	25-34	16%	177,000	16%
	35-44	17%	180,000	16%
	45-54	17%	194,000	17%
	55-64	14%	190,000	17%
	65+	20%	178,000	16%
Gender	Male	49%	597,000	53%
	Female	51%	522,000	47%
	ABC1 Men	27%	528,000	47%
	ABC 1 Female	28%	460,000	41%
Education	TEA 18+	37%	813	73%
	TEA 21+	22%	698	62%
Working Status	Full Time	42%	525,000	47%
	Full Time 35+	27%	363,000	32%
	Full Time 45+	17%	245,000	25%

Solus - Guardian readers who do not read any other quality news paper.
TEA - Terminal Education Age

Guardian target age - Educated, Middle class, Left-leaning, 18+

Study link

https://www.bbc.com/bitesize/guides/zy4rfrd/revision/1 

Why have newspaper sales declined?

The newspaper industry is rapidly declining due to the fast-rising interest in other forms of media such as social media, film, and television. Even though there has been a decline in print news circulation, the rise in online technologies and accessibility has enabled newspapers to expand their publishing platforms; this is widely seen with online newspaper websites and apps that you can download to get the latest updates in news. By having this easy access, it allows for a wider and larger audience to look at the news, meaning even though most people aren't buying paper copies, the companies aren't losing lot's of money, especially the companies who ask the viewers to subscribe and sponsor them such as The Guardian and The Times. This social platform is vital in keeping the news alive as newspapers are dying out quickly and soon won't be around.

Citizen journalism, participatory media, relationships with audiences have changed as more of the younger generation are interested in celebrity gossip, extremist groups, and other things. As a result of this, more and more broadsheets and tabloids are writing to appeal to the younger generation as they are the future of the world so by for them it means newspapers are less likely to go out of style, or completely extinct. Whereas if the broadsheets and tabloids wrote mainly for the older generation, the news would die out extremely fast as the younger generation wouldn't be interested. However, there are newspapers that appeal to the older generation such as the Daily Mail who's main target audience is 35+ as it mainly supports Brexit, British institutions, environmental campaigns, and humanitarians, most of which don't interest the younger generation. As tabloids become more popular, the target audience seems to be changing to mainly suit C1, C2, and D.

Using the internet as your newspaper source is positive. This is because by having this accessibility, it gives the reader a chance to comment their opinion on the subject matter and they can also share the news to other people so that it becomes a global matter, not just one located within a small community. It is more practical for people and can provide live updates when need be. Most of the online newspapers are free with a few having a small paywall such as the Daily Telegraph and The Times. However, with positives come negatives, some negatives of using the internet for your newspaper is that you need the internet connection in order to access the live updates, add comments and share. From using the internet, you can get long-term eyestrain and it is also harder for the older generation to access the news making it harder for them to find out what's going on in the world.

Most recent studies suggest that The Daily Mail had an overall decrease of 55% of printed papers during the start of the 21st century from the 1960s. Since then, online newspapers were first published and have clearly been shown through recent years to be enjoyed and used worldwide. This is evident by looking at online surveys and the data taken from them for example, since 2000 55% of the public has said that they prefer to read the news online or on the app.

Newspaper industry questions

1. In the executive summary, paragraph 4 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.

• The main reason the net circulation figures has about halved is because people are now mostly advertised online and so they don't feel the need to advertise in newspapers.

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?

• The ABC is Audit Bureau of Circulations. Their data collection is important for newspaper owners and advertisers because form the ABCs data collection they can find what they should and shouldn't put into their newspapers in order to get the best out of their papers.

3. On page 17, 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 counter types.

• During the week, most people are at work  and don't have time to sit and read a newspaper whereas on a Sunday, a lot of people aren't at work and therefore have time to go out, buy a newspaper and sit and read it. Meaning they will sell more.

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

• Leading broadsheet - The Guardian - 135,330
• Leading tabloid - The Sun - 1,404,972
• Leading mid-market tabloid - The Daily Mail - 1,228,002

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

• The Guardian is the top selling broadsheet, on average they have 800,000 readers supporting them both financially and publicly. The Guardian is owned by Scott Trust Limited.
• The Daily Mail is the top selling Mid-Market Tabloid, on average its website has more than 100 million unique visitors every month. It was founded by Harold and Alfred Harmsworth.

 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?

• The Guardian states that their values are 'honesty, cleanness, courage, fairness, a sense of duty to the reader and the community.' They use as much CUPPTUNE in their articles as they can in order to appeal to all of their audience and so they can get as much information included as possible.

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?

• I think that the online website has been more important to the brand identity as more people spend time on the internet searching things up, and are more likely to come across adverts and pop ups leading them to the website not the app, also some people may not realize that the certain newspaper company own an app so therefore use the website instead, also saving storage on their mobiles.

8. A lack of 'trust' in newspapers is identified. Why do you think this is?

• We no longer trust the media because they are controlled by and filled with the work of blatant ideologues. Most newspapers support one-side and will slam anything they don't agree with, they say they are fair but it is clear they are not, meaning people lose trust in what they say.

9. Who is the offline and online regulator of the newspaper industry and how effective do you think they are in 'policing' the industry.

• The Independent Press Standards Organisations are the regulators for most of UK newspapers. They hold newspapers accountable for any of their actions, protect individual rights, uphold high standards of journalism and maintain freedom of expression for the press. They make sure that member newspapers follow the editors code and make sure they don't break it.

10. How are platforms like Buzzfeed, Vice Media and The Huffington Post seen as a challenge to traditional newspaper industry online platforms?

• Platforms such as Buzzfeed, The Huffington Post and Vice Media appeal to the younger generation as they base their articles around what young people want to read about. The younger generation are the future and, they aren't really interested in reading traditional newspapers they are interested in fun and relatable articles.

George Gerbner and Representation

George Gerbner:
Argues that exposure to repeated patterns of representation over a long period of time can shape and influence the way in which people perceive the world around them.


Representation:

How does your chosen newspaper represent the issue?
Using bold striking font on 'MIRACLE BABY' it represents the issue as positive and uplifting as the word 'miracle' is usually used in a good light not negative.
How does the selection of images and language shape and influence the audience?
A small smiling baby will entice the reader as we care more for children (especially those who are ill) than other adults so it influences the reader to read the article.
What is the cumulative effect of these “repeated patterns of representation over long periods”?
With all of the negativity and harshness in the current news, by having a light, heartwarming story as the main one, it is helping in balancing out the ratios of negative to positive whilst also trying to bring a lighter effect to newspapers.


How does your chosen newspaper represent the issue?
The newspaper uses harsh language such as 'Starves' to add a negative and dark theme to the story and trying to make the NHS seem bad by bashing them over a mistake without noticing anything else.
How does the selection of images and language shape and influence the audience?
The main story uses harsh language adding a negative approach to the story however, the main image is of Kate Middleton which contradicts the story due to the joy that the Royal family brings the nation.
What is the cumulative effect of these “repeated patterns of representation over long periods”?
With the constant bashing and negativity in the news, it is drilling into people that everything is bad and nothing will ever come out of anything. They do this without looking at the whole picture. For example, the NHS starving 1,165 but did they just use the negative facts to make the NHS look bad?

Subjects in the news:

• Pro/Anti Corbyn, May, Trump
• Brexit/remain
• Immigration
• Muslims
• Mass shootings
• Rich/poor divide (Greenfield)
• Syria/Burma/Libya refugee crisis. 

Newspaper Homework

Comparison of two online newspapers

Mid-Market Tabloids

Mid-Market Tabloids:

• Daily Mail (Cerif font - Gives you values of tradition e.g. Britain, Royal Family)
• Daily Express

Mid-market tabloids combines bot aspects of tabloids and broadsheets.

If there is a big event, a mid-market tabloid will sometimes make that news story a full page spread. i.e Trumps election, Brexit, Terrorist attacks.

4 types of printed newspapers:

1. Tabloids
2. Broadsheets
3. Mid-market tabloids
4. Local newspaper

Subjective - Opinion (Tabloids)

Objective - Factual (Broadsheets)

Soft news:

• Celebrity Gossip
• Sport
• Weather

Hard news:

• Politics 
• Business and economy
• Health

Advantages and Disadvantages of online newspapers

Advantages -

• Live updates
• More practical
• Favor what you want to see
• Free (paywalls - Daily telegraph and The Times)
• Contact papers quickly
• Comments on news - Audience participation
• Easy to share
• More interactive

Disadvantages - 

• You need internet
• Constantly updating 
• Less accessible to the older generation 
• More information in the paper
• Pop ups
• Long term eye strain
• Technical errors

Media - Newspaper, online, social and participatory media

Exam: An in depth study of online (guardian, daily mail), social (twitter, facebook, instagram) and participatory.

An in depth study of offline, print newspaper.

2 hour exam, worth 45 marks

three ten mark questions, one fifteen mark question.

• newspaper came about in the 17th century
• 20th century newspaper was the primary source of media.
• newspapers do not have to be impartial
• they have a regulating body - IPSO ( Largley self regulating)
• Levson inquiry 2011
• Newspaper industry is in decline.

Popular newspaper (reptops, tabloids)

Sun

Mirror

Star

Mid Market newspaper

Mail

Evening standard

metro

express

Quality newspaper

Telegraph

Guardian 

observer

times

independent

FT

 

CUPPTUNE

C - Continuity: Stories that are already in news continue to run are updated.
U - Unexpectedness: An event that is a shock or out of the ordinary.
P - Personalisation: Stories that include human interest.
P - Proximity: Stories that are closer to home.
T - Threshold: The bigger the impact and reach of the story.
U - Unambiguous: Stories that are easy to understand.
N - Negativity: Bad news is more interesting.
E - Elite Persons: Stories about important people and powerful nations.

News Table

	The Sun	The Daily Mail	The Telegraph
Owned by:	It is published by the News Group Newspapers division of News UK, itself a wholly owned subsidiary of Rupert Murdoch's News Corp.	Daily Mail and General Trust (DMGT) own this newspaper	David and Frederick Barclay.
Audience:	·         The sun targets mainly adults over the age of 15. ·         Mainly located in Great Britain with some in Scotland ·         More women than men read the sun ·         Few people in London read the Sun.	Readership of the Daily Mail among individuals from the ABC1 social class is higher than among the C2DE social class – 18.3 million and 10.1 million readers respectively. People of age 65+ are more likely to read this newspaper as young people tend to favour The Daily Star and The Sun.	52% of the Uk population, 23.1 million people. 55% of whom are 15-44. The daily telegraph targets a well-educated audience, predominantly male.
Online:	The sun broadcasts their news online with free access to everyone who goes on the website.		News is published online, with various access passes, the standard daily pass is £2.00, ranging for the premium yearly subscription of £300!
Circulation:	In March 2018 The Suns circulation was 1,481,876		458487 (November 2017)
Political Alignment:	Conservative		Right, (Conservative)

Article News Language

	Daily Mail	The Guardian
Who was involved?	The wife, The husband, the two twins, Neighbours	The wife, the husband and the two twins
What happened?	A man has been held over a suspected hammer attack on twin toddlers that killed one and left the other fighting for life.	A 33 year old man was arrested last night in connection with the killing of one-year-old boy in an incident in Finsbury Park, north London
Where did it happen?	Property in Hackney, north London	Finsbury Park, north London
When did it happen?	Police were called at 11:10pm	Police were called at 11:10pm
How did it happen?	Doesn’t say	Doesn’t say
Why did it happen?	Husband thought the kids weren’t his.	Doesn’t say
What do you notice about the difference in content and how the articles convey this information?	Gives a brief over view of what, why, where and when with some other detail. Clear to read and find	Includes what, where, who, and when with more information included. Doesn’t include why.
Why do you think that is? ^^^	Tabloid, most of the page is taken up by the headline and picture.	Broadsheet uses one small main picture so that there is more room for the information and also a broadsheet is a lot more formal so needs to incorporate more information.

Stereotypes

Dominant Ideology - The idea that the Western world is run by a stereotypical business man (white, male, middle class, straight.)

Stereotypes - Media industries use stereotypes because the audience will instantly understand them. Think of stereotype as a 'visual shortcut'. They're repeated so often that we think they're true.

Archetypes - This is the 'ultimate stereotype'

Representation - the way in which people, events and ideas are presented to the audience. (The media takes something that is already there and represents it to us in the way that they choose. These representations are created by the producers (anyone who makes media texts). What they choose to present to us is controlled by a gatekeeper.)

Gatekeeper - Anyone involved in the media who has the power to control what we hear and see in the media.

Moglus - Editors who decisions are not made freely.

Who, What, Why , Where:
Disablility - mental and physical
Regional identity - e.g. Essex
Class
Age - young people
Gender - men
Ethnicity
Sexuality