History of newspapers

 Newspapers were introduced as an easy way to find information due to the lack of reliable
sources
 With the arrival of writing and literacy newspapers became more reliable
 In 59 B.C. romans started publishing about their political happenings, trails and executions in
the form of daily hand outs
 China produced ‘Tipao’ a type of news sheet which started 20 B.C.
 Newspapers were printed into metal, stone
 In 1450 Johannes Guttenberg invested the first printing press
 And various pamphlets, news books and news ballads started circulating throughout Europe
 In the 16th century Venice like many other cities became the centre of the trade information
 It started publishing the news sheets kn9own as ‘avisi’ filled with information on wars and
politics
 That is why Europe is now accredited with the invention of the modern newspaper.
 England’s printing happened in 1621
 Newspapers are slowly fading away due to modern technology and the internet

How left / right wing are the newspapers

 Are newspapers in the UK bias with right wing views?

 YouGov did a did a survey asking the public where they would place each of these
newspapers on the scale of weather they are left or right wing:

 Top UK Newspapers by
circulation
1. The Sun
2. Daily Mail
3. Daily Mirror
4. The Telegraph
5. Daily Star
6. The Guardian
7. The Independent

 These statistics suggest that newspapers in the United Kingdom are more right wing.

Daily Mail headlines from the different decades:

1960
1940

1980

1990

2000

2010

2019

Ways of Bias within newspapers

  Through selection and omission = they chose which specific parts of a story they want to put
in and leave out some details.
 Through placement = placing different stories at different places in the newspaper making
them less significant. For example they my put a good story on Jeremy Corbin at the back
because they don’t like him and the back of the newspaper hold less significance than the
front page.
 Bias by headline = many people scan over headlines in a newspaper and are therefore the
most read part. They can summarise as well as present carefully hidden bias and prejudice.
They convey excitement where little exists. They can express approval.
 Bias by photos, captions and camera angles = some pictures can flatter someone making
them look good / professional. Choice of images is extremely important.
 Bias through use of names and titles = use of labels and titles to describe people, places and
events. E.G. “ex-con” when they only had a small conviction.
 Bias through statistics and crowd counts = to make a disaster to seem more spectacular
numbers can be inflated. E.G. Trump vs Obama ‘s inauguration
 Bias by source control = using untested non bias sources e.g. bystanders or official’s.
 Word choice and tone = use of positive or negative words with particular connotation can
strongly influence the reader or viewer.

Bias through word choice

and tone:

Destroys is emotive
Bias through headline:
language which makes
I used a big and bold font that social media seem
makes it the first thing you see AWFUL!!!
on the page. This means the
reader will most probably read
it first. The masthead has just
3 words meaning which makes Bias through photo:
it simple but effective.
The image shows a young
teenage girl sad looking
at her phone. I
Bias through statistics: deliberately chose this
because it suggests the
To make social media seem phone is making her sad
even worse because the target because they are the only
audience would most probably two things in the images.
be really shock by this statistic Her facial expressions
as school grades would mean a suggest upset and
lot to them. The Guardian and The Daily
frustration.
Mail
  Newspapers have been called the fourth estate because of their ability to exert political and
social influence.
o Estate 1 - The clergy (religion)
o Estate 3 - The wealthy businessman/upper middle class
 There are either tabloid or broadsheets
 There are different genres:
o Broadsheets (quality tabloids) – The Guardian, The times, The Daily telegraph etc.
o Tabloids – The Sun, Daily mirror
o Mid-market tabloids – Daily Mail, Daily express
o Local Newspapers – South London Press, The Henley Standard
o Freesheets – metro
o Sunday Newspapers – The Observer, The Sunday times, Mail on Sunday etc.

Mid – market tabloids.

Traditional British news

values – British royal
Direct informal mode of
family.
address

Use of pronouns ‘we’ and

‘you’ to imply shared beliefs
and values

Typography – Dramatic Still use high impact

headlines in large, bold headlines but higher ratio
upper case font. of text to photography
than a tabloid.

Cross between hard

news and soft news.

More subjective than objective

epistemologies – emotive
Headlines explore moral panic –
representation.
NHS and knife crime.
The Guardian is a left wing newspaper
whose target audience is an educated,
middle class, left leading and 18+
Headline:

Uses emotive
language such as The headline isn’t too big
historic defeat to and bold. It is still the
emphasise the major boldest text on the page
defeat because the apart from the guardian
guardian are against logo. This contrasts The
Theresa May. Daily Mail which makes
the headline big and
bold on the page
suggesting it’s a calmer
newspaper.

Statistics trying to suggest that

there wasn’t much of a majority
and that it would potentially
play out differently today.
Soft News

 Celebrity gossip – “Zoella and Alfie Deyes marry”

 Sport – “Rooney top get one more England cap”
 Entertainment News
 Fashion News
 Art and Culture
 Human Interest – Stories about individuals “man eats 50 eggs in 2
hours and lives”

Hard News

 Politics
 Business and the economy
 Industries and technology
 Science
 War and conflict
 Health
 Education.

Why the media is print not as popular.

 Online media – you can personalise which news you want to see. For example if don’t want
to see things about royalists you don’t have to.
 Cost – the cost of online media is less expensive.
 Convergence of news in new technologies: it is even in social media apps such as snapchat
which is all free
 Accessibility – Instant access to the news on a smart phone or tablet.
 Constant updates – News will update itself within a few hours this means that people don’t
have to wait a day to find out what happens.
 Social media – you can share different stories with your friends.

Daily Mail

 Established in 1896
 Often refers to traditions – royal family
 Daily mail is very right wing newspaper.
 It is very outspoken with right wing views against immigrants, NHS, women etc
 Its target audience is mainly female but not by much, mainstreamers.
 The stereotype is middle aged, middle class, middle England traditionally British right wing
political ideologies.
 Sister paper is the Mail on Sunday.

Daily mail portrays a much harsher viewpoint of the

Shamima Begum story through mentioning her views on
the Manchester arena bombing saying she felt it was fair.
The view will immediately make her an enemy of the
British public who strongly disagree with her. It will also
make here an enemy because people may feel scared or
threated having her back in this country with these views
 Audience theory: Newspapers

 Positioned the audience using Stuart Hall

o Daily mail readers often have shared
cultural capital (have the same
values) or situated capital (meaning
they have the same aspirations such

as living in the country)

o They are often positioned into preferred reading by reference to tradition and history
o Frequent use of the words ‘we’ or ‘us’ encode a mythical shared identity
o Direct mode of address anchors these representations.
 Bandura
o Simple theory suggesting audiences are victim to passive consumption
o The Daily Mail, through use of language, juxtaposition, typography and choice of
image implants or reinforces right wing beliefs and values
o The key with bandura theory is that it affects ‘behaviours’ e.g. the ‘BBC sacked me
for being a white man’ headline could encourage racism.
o Albert Bandura proposed the social learning theory: he said that direct
reinforcement could not account for all type of learning
o He said people can learn new information and behaviours by watching other people
which is known as observational learning theory
o He did a bobo doll experiment
o He finding meant he proposed people learn behaviour through imitation,
observation and modelling.
o Headlines such as the ‘BBC sacked me for being a white
man’ headline can cause an uproar and the BBC maybe
described as racist when people first see this headline
however the article explains how the BBC have
recognised their lack of diversity and they chose to let
him go. The article as explains how he wasn’t actually
sacked for being a white man however his contract had
come to an end, he had been there for 18 years and
they were looking for someone new after this someone
made comment to him about the decision to add
diversity which he assumes is why he was let go. This
means that he was probably sack for not being good
enough at his job rather than being a white male. The
danger is if people didn’t go on to read the full article and understand the whole
 story they would be left with the opinion that the BBC is racist which is untrue in this
circumstance.
 George Gerbner’s cultivation theory
o The effects of the media build up over a prolonged period of time which begins to
start to affect our views: our dominant ideologies may change on people.
o This works through repeating the same ideas in the media.
o Dominant ideologies are stereotypes that are formed of mainstream groups such
teenager are all badly behaved.
o Mean world syndrome is a term coined by George Gerbner to describe a
phenomenon whereby violence-related content of mass media makes viewers
believe that the world is more dangerous than it actually is.
 Van Zoonen - feminism and patriarchy.
o Van Zoonen believes the media portray images of stereotypical women and this
behaviour reinforces societal views.
o The media does this because they believe it reflects dominant social values (what
people believe in) and male producers are influenced by this.
o This is a patriarchy (a society ran by men for men) which dominates and oppresses
women.
o The mass media play a crucial role in socialisation in teaching us how to behave and
think in ways that our culture finds acceptable.
o A significant part of this socialisation process is to provide answers to questions like:
What does it mean to be a woman? and What does it mean to be a man?
o Examples of Gender stereotypes: Women are submissive, emotional and quiet. Men
are aggressive, non-emotional and loud
o Believes our ideas about gender change depending on the historical and cultural
context

Saudi Arabian women are

now allowed to drive

o Believes women are often objectified in the media – women are

seen as an object and eye candy that has no identity. Razer adverts
just show their legs not their face because they are so
unimportant.
o This illistarates we live in patriarchal society. The idea of
objectification is dues to man who are very dominant
o Women are presnted as emotional, nurtuting and domestic.
o Males are represented as being induviduals, more suited to the
work place and ploitics
 o Men and women’s bodies are represented differently: women are seen as effortless –
something they are born with and men’s bodies are something they needs to be worked
hard at to achieve.

The Press Complaints Commission

The Press Complaints Commission closed in 2014. It was the Independent Press Standards
Organisation is the independent regulator for the majority of the newspaper and magazine industry
in the UK.

Rebekah Mary Brooks

She is a British journalist and former newspaper editor. She was chief executive officer of News
International from 2009 to 2011, having previously served as the youngest editor of a British national
newspaper at News of the World [

Brooks was a prominent figure in the News International phone hacking scandal, having been the
editor of the News of the World when illegal phone hacking was carried out by the newspaper.
Following a criminal trial in 2014 she was cleared of all charges by a jury at the Old Bailey, which
accepted her defence of incompetence: that she apparently had no knowledge of the illegal acts
carried out by the newspaper she edited.

Millie Dowler

Murder of Milly Dowler. On 21 March 2002 a 13-year-old English schoolgirl, was reported missing by
her parents after failing to return home from school and not being seen since walking along Station
Avenue in Walton-on-Thames, Surrey, that afternoon. The press hacked into Milly’s phone and
listened to her voicemails as well as deleting voicemail giving her family false hope that she was
alive.

The Leveson Inquiry

 The Leveson inquiry was a judicial public inquiry into the culture, practices and ethics of the
British press following the News International phone hacking scandal, chaired by Lord Justice
Leveson
 A series of public hearings were held throughout 2011 and 2012.
 The Inquiry published the Leveson Report in November 2012, which reviewed the general
culture and ethics of the British media, and made recommendations for a new, independent,
 body to replace the existing Press Complaints Commission, which would have to be
recognised by the state through new laws.
 Prime Minister David Cameron, under whose direction the inquiry had been established,
said that he welcomed many of the findings, but declined to enact the requisite legislation
 Key points
o New watchdog independent of MPs and newspapers, with statutory underpinning
- It should be free of "any influence from industry and government". Leveson says:
"It should be governed by an independent board. The chair and the members of the
board must be appointed in a genuinely open, transparent and independent way."
o The possibility of a first amendment style law – Should allow for an independent
regulator to be organised by the industry but it should also place an explicit duty on
the government to uphold and protect the freedom of the press
o Powers remedies and sanctions of the new watch dog – fines of 1% of turnover
with a maximum of £1 million. The watchdog should have sufficient powers to carry
out investigations both into suspected serious or systemic breaches of the code
o Libel resolution unit – The new watchdog should have an arbitration process in
relation to civil legal claims against subscribers. The process should be fair, quick and
inexpensive. "Frivolous or vexatious claims" could be struck out at an early stage.
o Membership - This is not legally obligatory, which means the likes of Richard
Desmond, owner of the Express, could continue to opt out of the regulatory body.
But Leveson recommends that if they do not join the independent regulator, they
should be policed by the broadcast watchdog, Ofcom.

After the PPC failed and the Leveson enquiry not becoming law there are two new body’s that
produce guidelines

 IPSO – Independent Press Standards Organisation

o On their website they claim to be an “independent regulator for the newspaper and
magazine industry in the UK. We hold newspapers and magazines to account for
their actions, protect individual rights, uphold high standards of journalism and help
to maintain freedom of expression for the press.”
o Majority of the newspapers have signed up to IPSO because it is still self-regulating
o They make sure that member newspapers and magazines follow the editor’s code.
 Impress –
o Impress say they: “IMPRESS is at the vanguard of a new, positive future for news
publishers, ensuring quality independent journalism flourishes in a digital age. We
help to build understanding and trust between journalists and the public - and
provide the public with trusted sources of news.”
o IMRESS is independent meaning it follows the Leveson report.

I believe we are no better off after these press regulations because the majority of newspapers are
signed up to ISPO with is still self-regulating like The Press Complaints Commission therefore they still
have full control over what they release which was the problem. However I do believe that after the
sandal it has raised awareness and after has made the newspapers unlikely to do something like that
to that extent after the outrage from the public which caused embarrassment and a bad reputation.

Why newspapers are moving into digital platf orms?

  As technology has progressed almost everyone has their own smart phone that can access
the internet. This means that they can go and read the news whenever and wherever they
want.
 This means that newspapers are becoming less popular and less common as online
newspapers are more convenient
 The Guardian reported that 55% of adults use internet to read or download content from
newspapers

The Daily Mail online

 The Daily Mail has created a website where everyone in the whole world is able to access the
website online.
 They have also developed a Daily Mail app where individuals can download it to their phones
& access news easily on the go.
 Social media platforms such as “Snapchat” has a Daily Mail story where target audiences are
able to easily access news whilst on Snapchat.
 As technology improved most target audiences have been moving to digital media. This had
made the number of target audiences consuming traditional print media decrease.
 The Daily Mail is the second biggest selling daily newspaper after The Sun. Mail Online is a
division of DMG Media which is part of Associated Newspapers Ltd. It was launched in 2003.

The Daily Mail DGMT

 Manages a diverse multinational portfolio of companies with total revenues of around £1.5
billion that provides businesses and consumers with compelling information, analysis,
insight, events, news and entertainment.
 On the consumer side with origins as one of the UK’s most successful newspaper companies
they now have growing global audience. As the digital world changed the face of media we
extended the Daily Mail brand online, where it attracts more readers around the world than
any other English Language newspaper website.

The Daily Mail online

 Mail Online was made into a separately managed site in 2006 under the editorship of Martin
Clarke and general management of James Bromley. It is now the most visited English-
language newspaper website in the world, with over 11.34m visitors daily in August 2014.
 The website has an international readership, featuring separate home pages for the UK, USA,
India and Australia. While the Mail Online maintains the conservative editorial stance of the
print edition, much of the content featured on the website is produced exclusively for the
Mail Online and is not published in the Daily Mail. It is known for its "sidebar of shame",
which is a box listing celebrity misdemeanors. The mail online is famous for publishing news
on the “Kardashian Family.”
 The website reached 199.4 million unique monthly visitors in December 2014, up from
189.52 million in January 2014 and 128.59 million in May 2013. Globally the site was forecast
to reach £60m in advertising sales in the year to September 2014, up 49%. £35m has been
invested in creating the site. The site has introduced sponsored articles, with a guarantee of
450,000 page views at a cost of £65,000 per article.

The Mail Online website.

 Mail Online features a broad mixture of international news, and carries mainly UK focused
coverage of sport, personal finance, travel, celebrity news, science and lifestyle editorial.
  The daily mail website fills its whole page with a range of different stories that they have
published. Their main big stories are placed bigger to attract the audience’s attention. The
other side stories are on the side to target audiences that are interested in the news that
they have published.

The Daily Mail TV

 The Daily Mail TV launched its first episode on the 18 th September 2017.
 The Daily Mail TV showcases exclusive stories and brings breaking news to the forefront
 The program is based out of New York City and has multiple satellite studios to give the show
access to reporters on the ground.
 the program covers a wide variety of topics, including show business, politics, crime,
technology, health, science, and much more.
 Its hosted by Jesse Palmer

The Daily Mail on Snapchat

 The Daily Mail online joined Snapchat in 2015. The Daily Mail had teamed up with Snapchat
as it had close to 200 million monthly average users, up from 100 million in August, with the
company valued at least $10bn.
 Snapchat appeals to the kind of youthful audience that Facebook is failing.

Daily Mail app

 The Daily Mail App can be downloaded for free on any type of phone such as Android, Apple
iPhone and BlackBerry.
 The app consists of 4 main sections of the types of news that they publish
 The female section also targets females through the use of advertising
 The app is created to make it simple for their target audience to read news.
 The app can also be accessed without data or the internet so audiences on the go are able to
read the news without not problems

Daily Mail on Facebook

 The Daily Mail on Facebook has over 15 million likes in 2018.

 Daily Mail created their page on the 4 th May 2011 and has 12 countries that manage the site
which include, UK, USA, Israel, Australia, Germany etc
 It has other related pages that they have created to target their niche audience such as a
Brexit page by the Daily Mail where they post news about Brexit.
 The Daily Mail has done this in order to appeal to an older niche target audience with an A/B
social demographic profile.

The Daily Mail on Instagram

 The Daily Mail joined Instagram on the 26 th June 2014.

 626 thousand followers
 Posts news on celebrities and exciting news every day to attract and appeal to their target
audience.

Diff erent news for diff erent target audiences on social media

 On Instagram and Snapchat, the news they publish on these social medias are mainly
focused on fashion, celebrities and exciting news around the world.
  However, on Facebook, the daily mail website, the daily mail app and YouTube, focuses on a
wider range of topics such as politics and about the Brexit which is more appealing to the
older target audience of A,B,C1,C2 social demographic profile who are adults.
 Whereas Snapchat and Instagram is aimed at a younger target audience who liked reading
news on celebrity gossip, fashion and lifestyles. Snapchat was the latest social media that
they have joined.

The Guardian online

 The Guardian is a British daily newspaper. It was known from 1821 until 1959 as The
Manchester Guardian. Along with its sister papers The Observer which is printed on Sundays
only when the Guardian is not.
 The Guardian is part of the Guardian Media Group, owned by the Scott Trust. The Trust was
created in 1936 "to secure the financial and editorial independence of the Guardian.
 This means the content of the paper is not influenced by owners who may have their own
political agender to put forward.
 Guardian in 2014 was 5th most widely spread newspaper with online editions with over
42.6million readers.
 Unlike other newspapers the Guardian website is free to access globally.
 The guardian is the only British national daily to conduct an annual audit, social,
environmental and ethical audit.

Online webpage

 simple and easy to navigate

 It uses different colors to highlight shortcuts to various sections including news, opinion,
sport, culture, lifestyles and 'more
 The Guardian webpage also features less ads which may be because at the bottom of the
page they ask for a donation towards the Guardian. There is no paywall to their content.
 The main headings on the guardian are similar to other newspapers websites. (i.e. news,
sports, lifestyle) However the Guardian further to these headings the guardian focuses on
more social topics (i.e. the environment, education, global development, society)
 The website gives easy access and allows people own opinion to be expressed through their
comment section at the end of each article.
 Free to access globally
 Advertising is meant covers the cost of the free service.

Online stati sti cs

 The Guardian is available to read in various ways such as print, via PC / laptop, mobile phone,
tablet, Smartphone (through the app) with highlights & social media feeds on Facebook,
Instagram & twitter.
 The Guardian has 4,541,000 readers a day across all its platforms.

Social media

 Social media pages allow people to join in globally and share their own news.
 The Guardian joined Facebook on the 26 th November 2007 and has 13 countries who
manage the page including the UK, USA Israel, Germany, Australia etc.
 The Guardian had joined Instagram on the 10 th May 2012. The Guardian had created an
account 2 years before The Daily Mail did
Gerbner’s cultivation theory

 Cultivation theory suggests that repeated exposure to television over time can subtly
‘cultivates’ viewers’ perceptions of reality.
 George Gerbner theorised that TV is a medium of the socialisation of most people into
standardised roles and behaviours
 Cultivation Theory suggests Television influences its audience to the extent that their world
view and perceptions start reflecting what they repeatedly see meaning TV is considered to
contribute independently to the way people perceive social reality and will have an effect on
the audience’s attitudes and values
 Gerbners theory within newspapers explains how individuals of the public buy a newspaper
that won’t alter their opinions but it’ll reinforce them