Wednesday, 1 May 2024

Representation and audience - The newspaper industry revision

What goes where?

Newspapers can come up in any section of component one! So make sure you are prepared. 

Component one section A

Media language - an unseen front page or interior page from an unseen newspaper

Representation - the set edition of either the Mirror or The Times (‘partygate’ editions) COMPARED to an unseen product, probably another newspaper front page 


Component one section B

Industry - the newspaper in general, including the website - DO NOT TALK ABOUT SET EDITION

Audience - the newspaper in general, including the website, and may ask to refer to ‘a print edition’  - DO NOT TALK ABOUT SET EDITION



Note: for the following two representation questions we focussed on the respective set edition. However, please note that in the final exam, the representation question will involve an unseen comparison


Representation


1. Compare the ideologies conveyed through the representations in this newspaper and the set edition of The Daily Mirror you have studied.

In your answer, you must:
consider how representations convey ideologies
consider the similarities and differences in the ideologies conveyed
make judgements and draw conclusions about how far social and cultural contexts affect the representations. [30]





Knee-jerk reaction

The mirror uses a series of straightforward representations to construct a straightforward ideology to appeal to and to manipulate the ideology of the working class target audience in order to maximise revenue


Plan

Masthead

Stuart Hall

Red

Labour

Bold font

Lexis

Main image

Left wing ideological perspective 

MES

Colours

Yellow

Gender performativity

Anchorage 

Typography

Colloquial 

Skyline

Gauntlet's identity theory 

Baggy suit

MES of hair

Male gaze theory subversion 

Postcolonialism Gilroy

Stereotypes

Strapline

Caption 

Binary opposition 

Headlines

High key lighting

Candid image

Symbolic annihilation - lack of representation

Representation of ruling class


DAC

Representation refers to how a group of people, an issue or event are constructed through media language by the producer. Representations are a re-presentation: they are a reconstruction of reality, and always reflect the ideology of the producer. In this way, representations can be used to reinforce and to manipulate the ideology of the audience, primarily for the purpose of power, profit and to construct a dedicated target audience. In this essay I shall argue that The Daily Mirror uses straightforward and stereotypical representations to construct a straightforward ideology for its working class and middle aged target audience, in order to both minimise risk and to maximise profit. I shall compare the representations in the Daily Mirror to [the unseen newspaper]. The Daily Mirror is a working class tabloid newspaper produced by Reach PLC that broadly supports the Labour party. 


Content

  • MES of scruffy hair constructs an ideology where Johnson is presented as unprofessional, reinforcing an ideology where Johnson should not be listened to. Therefore, the newspaper constructs a manipulative ideology that positions the audience in direct opposition to Johnson. A childish and informal mode of address.
  • This is further reinforced through the biased selection of image, where the MES of Johnson's smug face anchors an ideological perspective that Johnson should not be prime minister. Therefore this representation of a privileged ruling class white man is used to position the audience
  • Further anchored through the sans serif, bold and blocky font, which constructs Johnson as a moronic child, playing with the citizen’s of the united kingdom. This is further reinforced through the highly leading and even stereotypical MES of Johnson’s ill fitting suit, constructing him as a clownish and unserious figure
  • The headline perfectly anchors the dominant ideological perspective of the newspaper, and constructs a polysemic representation, of Johnson not only as shameless but also incompetent 
  • The lexis of the headline uses numbers in a highly leading way to construct the image of a countdown, perhaps a failed countdown to the target audience. Not only do these numbers connote actual factual evidence to present the audience, they also make intertextual reference to a bomb detonation. This intertextual reference to action films not only constructs Johnson as the evil antagonist of an action film, it also potentially positions the audience as the protagonist.  In order to win this battle, the audience must vote.
  • Further emphasised through the MES of starmer authoritatively talking to the audience. This binary opposition also constructs starmer as the helper in a classic narrative, and positions the audience in a perfe3ct hyperreality where their ability to vote actually has a conceivable impact
  • Binary opposition is constructed in the double page page spread between the frantic MES of the ICU and Johnson's smug look at the camera while clutching a glass of champagne in open defiance of his own rules. While the image was clearly taken at an official event, the anchorage of the article confirms the left wing ideology of the newspaper and further reinforces the tabloid mode of address of the newspaper. The caption is highly leading, and further anchors the ideology of the newspaper, blatantly constructing a reality where Johnson is an unreliable rule breaker. Finally, the anchorage of the placement of the editorial column constructs a reality where the composition of the page seems to show Johnson staring smugly at the allegations against him.
  • Additionally, through the intertextual references to action films, most notably confirmed through the countdown lexis, as well as the villainess MES of Johnson clutching the glass, a narrative is constructed where Johnson is the antagonist of the lives of the working class target audience. This broadly Marxist ideology is typical of a working class newspaper, and helps the working class audience to construct their own identity 
  • Both images also produce a voyeuristic mode of address, positioning the audience in an investigative and active mode of address. By piecing together the numerous headlines, copy and pull quotes, along with the highly leading images, the audience is encouraged to feel like they are making their own mind up. However, the tabloid newspaper utilises a highly biased and even manipulative mode of address to encourage the working class, left wing audience, to both oppose the Tories, and ultimately to vote labour. 
  • The ‘personal letter’, actually an editorial guest column from leader of the opposition Kier starmer, provides a personal mode of address, and forms a diametric opposition between friendly Starmer, and the cold, distant, calculating Johnson. This informal lexis and address is typical of tabloid newspapers and infers the audience are to be treated through a patronising address

1. Compare how this newspaper and the front page to the Times you have studied represent social groups. [30]


In your answer you must:
• consider the similarities and differences in how social groups are represented
• consider how stereotypes can be used positively and negatively
• make judgements and draw conclusions about how far the representations reflect social and cultural contexts.






Knee jerk reaction


The Times represents middle class and ruling class people in a stereotypical and broadly complex way, in order to reinforce the newspaper’s ideological perspective

Plan


Stuart hall representation - stereotypes are useful!
Headline
Hegemony
Broadsheet
Main image 
Target audience: right wing middle aged middle class
bell hooks feminism 
Van Zoonen
Colour
Bland
Codes and conventions
Lexis
Pull quote
Font
Serif masthead
Anchorage
Captions
Byline 
Credibility
David Gauntlett identity!
Binary oppositions
Paul Gilroy
Cultural hierarchy 
MES
Gutters
Sophisticated mode of address
Hegemonically unattractive
Bias through selection
Ideology
Minimise risk maximise profit
Target conservative audience

DAC


Representation refers to how the producer present’s their ideological perspective through media language, and re-presents social groups and reconstructs reality. By reconstructing reality, newspapers are able to present the ideology of the producer, and position the audience in a leading way in order to accept the dominant hegemonic ideological position. By reinforcing conservative values, The Times not only appeals to a right wing middle class audience, but actively constructs a target audience who will read The Times every day. In doing so the producers minimise risk and maximise profit. This manipulation of the target audience is typical of UK newspapers, and it uses stereotypes to do this. The Times is a centre right broadsheet newspaper that targets a middle aged and middle class target audience. It is produced and published by News UK, a subsidiary of News Corp, one of the largest media conglomerates in the world. 

Content 


  • The MES of serif font constructs a stereotypical representation of a middle class target audience, and allows the target audience to pick and mix their own identity form this newspaper. Buying the times every day becomes a performative ritual for the target audience
  • The main image of Johnson, constructed through an unflattering close up constructs Johnson as a smug and problematic, yet also reinforces Johnson’s persona as a bumbling and yet loveable clown. This complex representation will appeal to  the readers of the times, who will take pleasure in this stereotypical representation of an upper middle class British man . Additionally, this complex representation assumes a more mature and complex target audience
  • Compared to the image from the front of the mirror on the same day, a particularly biased image is used
  • The lexis is resolutely anti Johnson. Words such as ‘four lockdown parties’ and ‘police’ reinforce the fact that this hard news story has real implications
  • The promotional advert in the skyline constructs a binary opposition. The bright and appealing use of Blue and yellow conflicts with dull and dark colours of the main image, and further anchors the ignorance of the conservative party. It alsp constructs a clear demarcation between hard and soft news, providing the middle class target audience with a less serious distraction
  • The soft news story presents a hegemonically attractive yet clearly relatable representation that will appeal to the target audience. Additionally, the MES of her haircut and gym gear reinforce a representation of this woman as middle class, and therefore she not only appeals to the male gaze, but also presents an aspirational mode of address to the family, middle class target audience. The lexis ‘do the bare minimum’ anchors and targets an overworked middle class aspirational audience who may be predisposed with motherhood. Therefore, the newspaper presents an apparently easy solution to getting fit which will appeal to stereotypical middle class audiences.
  • Additionally, the conservative, middle class and middle aged audience are specifically target here, as the suggestion of doing the bare minimum will be particularly appealing . it reinforces a stereotype that middle class people have less free time to exercise, and therefore must be smarter with their free time. 
  • “I was bitten by a pandemic puppy” provides anchorage to the main, headline story, as it humorously deals with a real issue caused by the lockdown. Once more a relatable mode of address is constructed for the stereotypical middle class target audience. The selection of relatable situations actively addresses a privileged target audience who may not have to worry about material deprivation
  • The pull quote takes a serious and officious mode of address, using very formal language to reinforce the seriousness of the situation. A binary opposition is formed between the terms leadership and failure, with, when provided with the anchorage of Johnsons’ smug face, once more reinforce a representation of Johnson as a weak authority. This highly typical representation of a failed authoritarian political leader reinforces the notion that Johnson is a poor choice for PM. 
  • While the Times is a right wing newspaper, here it takes an overtly critical approach of Boris Johnson. This is due to the wildly unfavourable public opinion of Johnson at the time. By representing Johnson in such a stereotypically unfavourable way, the newspaper is able to communicate with the critical audience, and reinforce widespread hegemonic condemnation of the prime minister. Curran and Seaton argue that newspaper producers are solely motivated by power and profit. That newspapers can shift their ideology to conform to the ideology of other newspapers in order to please audiences is shocking, and displays a lack of critical integrity.


Audience


Explain how media producers attract audiences. Refer to a print edition of the The Times  to support your answers [12]


What theories?


  • Encoding/decoding (negotiation)
  • Cultivation
  • Pick and mix/identity
  • Jenkins
  • Clay Shirky


  • Headline story ‘strike costs will force unions in to climbdown’ takes an anti union perspective, which reinforces the right wing middle ideology of the newspaper, and allows it to target its audience. Audiences are able to pick and mix their identity, and by allying themselves against disruptive unions helps the audiences to feel a sense of unity with one another
  • The formal lexis of the times is seen throughout the print edition. For example ‘ministers resist covid curbs’ uses broadly technical language to discuss a complicated international news story
  • The intrusive selection of an image of a pro cannabis protester cultivates the ideological value that recreational use of cannabis is bad. This belief will resonate with conservative audiences, and clearly reflects Murdoch’s conservative and anti-drug agenda 
  • A broadsheet works through taking a far more sophisticated mode of address, using sophisticated lexis, and resisting colloquialisms. The font of the masthead is an excellent example, with it’s subtly serif bold capital typography, anchored through the use of it’s formal crest, which reflects the long established values of the newspapers . The brand identity of the time is it’s most important selling point, and audiences will buy it every day as it consistently meets their expectations and cultivates their ideologies and worldview 
  • The cover price of £2 for subscribers clearly encourages to apparently save money which appeals to conservative values. It also encourages audiences to financially support the times, and therefore apparently take ownership of it

Explain how social and cultural circumstances affect audience interpretations of newspaper content. Refer to a print edition of the Daily Mirror to support your points. [10]


  • Stuart Hall argued that audiences can interpret media products in wildly different ways based on their own social and cultural circumstances. However, newspaper producers will both address and anchor the audience using highly leading and even manipulative selection of stories and coverage. To explore this idea I shall look at the 30/12/22 edition of The Daily Mirror. 
  • The front page features a cover story on the death of Pele, a famous footballer. Many assumptions are being made here: that the audience cares about football, and that they recognise Pele. Here the audience are positioned as working class
  • Vivian Westwood’s death is given less column inches, indicating she is less newsworthy. This suggests that high fashion is less important to the working class target audience, a stereotypical assumption that newspaper journalists rely on
  • The assumed audience are able to identify with rags to riches story, and therefore his death is made impactful 
  • A double page splash story about covid ties into the dominant ideology of the newspaper. Representing foreign people, in particular Chinese people as a threat, the newspaper plays to stereotypically racist assumptions of working class people, and assumes that the target audience are xenophobic. The image of a middle aged east Asian woman pushing a trolley constructs a threatening mode of address that ensures the target audience keep reading 
  • Coverage of the Ukraine crisis appears later in the newspaper (page 19), and suggests that this story is less newsworthy. It makes the stereotypical assumption that not only are working class people less educated, they are also less interested in international news
  • The national news story on page two focuses on soaring bills and falling pay in the UK. This alarmist mode of address will particularly align with working class audiences who will be specifically affected by these issues. 


Daily Mirror fact file

  • Left wing tabloid newspaper
  • Circulation of 240,000 - has recently collapsed!
  • Print newspaper doing terribly due to competition from digitally convergent platforms
  • Founded 120 years ago
  • Website is not paywalled but funded by many many adverts 
  • Owned by Reach PLC, a horizontally integrated organisation specialising  in UK newspapers, particularly local news
  • Price of £1.40, higher than competitors such as The Sun
  • Originally launched as a newspaper for women
  • Scandals with Piers  Morgan, dodgy Nazi references and the phone hacking scandal!
  • Regulated voluntarily by IPSO
  • Originally middle class audiences
  • The only mainstream left wing tabloid in the UK