Applying Theories: Newspapers

The Mirror (Media Language): Barthes’ Narrative Codes

• Where are Barthes’ 5 narrative codes exemplified on The Mirror front cover?

• These are some examples of how Barthes’ 5 narrative codes are exemplified on The Mirror front cover:

  • Semantic Code: The yellow colour of ‘Zero’ in the headline connotes danger and caution, perhaps encoding the idea that Boris Johnson’s lack of shame will endanger the UK’s reputation.

  • Symbolic Code: Boris Johnson’s costume (formal blue suit) is symbolic of his class and subsequential wealth, linking to his political ideologies (capitalism).

  • Action Code: The secondary image of Kier Starmer shows him mid-speech, implying that he has an opinion on this matter and due to the target audience’s political stance (left-wing), they will likely want to know what he has to say.

  • Enigma Code: The ellipses before ‘and still’ in the cover lines creates enigma and mystery, encouraging the audience to buy and read the newspaper.

  • Cultural Code: The phrase ‘Partygate’ is purposefully devised to liken this event to the American Watergate scandal involving Richard Nixon and his resignation and impeachment in the 1970s. The audience will see this and, if they’re apart of the intended culture, will instantly associate the offender (Nixon) with Boris Johnson.

The Mirror (Media Language): Strauss’ Binary Oppositions

• Where are binary oppositions exemplified on The Mirror front cover?

• The front cover compares the right and left wings, communicating the idea of bad (Boris Johnson) vs good (Kier Starmer). Alongside this, the idea of ‘us vs them’ is represented.

The Mirror (Representation): Hall’s Representation Theory

• How does The Mirror represent the PM and other members of the government? Why?

• The Mirror uses stereotypical representations of the PM and other members of the government to convey its left-wing agenda and to raise awareness of inequalities in society. For example, this story highlights the inequalities in power as those in power have been seen to flout the rules they themselves set, whilst the public must conform and suffer as a result.

The Mirror (Audience): Gerbner’s Cultivation Theory

• What does long term exposure to The Mirror’s ideologies do to the audience?

• Long term exposure to The Mirror’s ideologies shape and influence the audience’s views and opinions of the world around them. This is especially true for newspapers because they function as opinion leaders and mediate the news for the readers with their political allegiance in mind.

The Mirror (Audience): Hall’s Reception Theory

• How does Reception Theory link to audience positioning?

• How does The Mirror position their audience?

• The audience is positioned to take a preferred reading as this is what producers always want.

• The Mirror positions their audience to take a preferred reading by presenting its left-wing ideologies. This conforms to their target audience thus increasing the likelihood of preferred readings. Although, this also means that those who have differing political ideas will likely take an oppositional reading and therefore will not buy/read it.

The Mirror (Audience): Shirky’s End of Audience Theory

• How do modern audiences use media?

• How does The Mirror satisfy modern audiences?

• What does the term ‘speak back‘ mean and how does The Times encourage this?

• Shirky theorises that modern audiences do not use media in a one dimensional and passive way because they like to interact with the media they consume by commenting, liking, etc.

• For example, The Mirror have a feature on their website called ‘Got A Story?’ where the audience can submit their own stories as a citizen journalist, offering an immediate perspective on news stories.

• Shirky believes audiences like to ‘speak back’ to producers, meaning to give feedback. The Mirror website offers opportunities for readers to comment on stories and features, thus giving them a voice as part of the newspaper’s community.

The Mirror (Industry): Curran & Seaton’s Power & Media Industries Theory

• Who is the newspaper industry dominated by and what result does this have?

• What does more diverse ownership result in and how does this link to The Mirror and Reach PLC?

• The newspaper industry is dominated by a small number of powerful conglomerates. As a result, audiences receive a narrow range of viewpoints.

• Diverse ownership results in more choice, creativity and diversity of products. In terms of The Mirror, it’s a relatively lone voice in a largely right-wing press; Reach PLC has maintained their position in the UK market despite falling sales of the Daily Mirror and other mainstream titles by diversifying into regional news. This diverse ownership has allowed them to create the conditions for more diverse products.

The Mirror (Industry): Livingstone & Lunt Regulation Theory

• How is regulation becoming harder for Reach PLC? When did this pressure arise?

• Regulation is becoming harder for Reach PLC and they’re facing increasing pressure alongside the rest of the UK press industry to adhere to strict rules and regulations on industry practice. This pressure arose after the phone hacking scandal which resulted in News of the World newspaper ending production. There is an underlying issue of protecting citizens from harmful material while ensuring choice and press freedom and this is why the ‘Editor’s Code’ exists.

The Mirror (Industry): Hesmondhalgh’s Cultural Industries Theory

• How does Reach PLC minimise risk and maximise profit and audience?

• Reach PLC is one of the UK’s largest newspaper publishers and has become a horizontally integrated company with a wide range of titles (e.g. Daily Star) in order to minimise risk and maximise profit and audience. Furthermore, they have embraced technological advancements and now offer digital marketing (e.g. a website with a subscription) to generate additional income.

The Times (Media Language): Barthes’ Narrative Codes

• Where are Barthes’ 5 narrative codes exemplified on The Times front cover?

• These are some examples of how Barthes’ 5 narrative codes are exemplified on The Times front cover:

  • Semantic Code: The blue colour of Boris Johnson’s suit in the dominant image encodes hi political stance (right-wing).

  • Symbolic Code: The apostrophe in the headline connotes possession, communicating he idea that, despite The Times being a right-wing newspaper, it’s still holding him accountable.

  • Action Code: The plug mentions ‘Times2’ which is a segment within The Times newspaper, encouraging the readers to read onto this point.

  • Enigma Code: The pull quote says ‘there were failures of leadership and judgements by different parts of No.10…’, creating a sense of enticement as to what these ‘failures’ and ‘judgements’ are.

  • Cultural Code: The reference to (UK) ‘lockdown’ in the headline is a cultural code as it’s referring to a period of time that was experienced differently from culture to culture.

The Times (Media Language): Strauss’ Binary Oppositions

• Where are binary oppositions exemplified on The Times front cover?

• The front cover brings attention to ideas such as guilt vs innocence and good vs bad.

The Times (Representation): Hall’s Representation Theory

• How does The Times represent the PM? Why?

• The Times holds Boris Johnson accountable for his actions, despite their right-wing allegiance, as they want to preserve their own reputation. For example, in the dominant image, Boris Johnson is framed to face Sue Gray’s pull quote, emphasising his lack of remorse. Here, The Times is buying into the stereotype that the right-wing (specifically ideas on capitalism) only have concern for themselves and their reputation.

The Time (Audience): Gerbner’s Cultivation Theory

• What does long term exposure to The Mirror’s ideologies do to the audience?

• Long term exposure to The Times’ ideologies shape and influence the audience’s views and opinions of the world around them. This is especially true for newspapers because they function as opinion leaders and mediate the news for the readers with their political allegiance in mind.

The Times (Audience): Hall’s Reception Theory

• How does Reception Theory link to audience positioning?

• How does The Times position their audience?

• The audience is positioned to take a preferred reading as this is what producers always want.

• The Times positions their audience to take a preferred reading by presenting its right-wing ideologies. This conforms to their target audience thus increasing the likelihood of preferred readings. Although, this also means that those who have differing political ideas will likely take an oppositional reading and therefore will not buy/read it.

The Times (Audience): Shirky’s End of Audience Theory

• How do modern audiences use media?

• How does The Times satisfy modern audiences?

• What does the term ‘speak back‘ mean and how does The Times encourage this?

• Shirky theorises that modern audiences do not use media in a one dimensional and passive way because they like to interact with the media they consume by commenting, liking, etc.

• For example, The Times provides platforms for interaction and feedback (e.g. online comment sections).

• Shirky believes audiences like to ‘speak back’ to producers, meaning to give feedback. The Times website offers opportunities for readers to comment on stories and features, thus giving them a voice as part of the newspaper’s community.

The Times (Industry): Curran & Seaton’s Power & Media Industries Theory

• Who is the newspaper industry dominated by and what result does this have?

• What does more diverse ownership result in and how does this link to The Times and News Corp?

• The newspaper industry is dominated by a small number of powerful conglomerates. As a result, audiences receive a narrow range of viewpoints.

• The Times is part of a horizontally and vertically integrated company and subsequently a large conglomerate. Less diverse ownership results in limited creativity and diversity. The Times’ owner, Rupert Murdoch, is often accused of controlling his newspaper content and editorial teams which would support this point.

The Times (Industry): Livingstone & Lunt Regulation Theory

• How is regulation becoming harder for News Corp? When did this pressure arise?

• Regulation is becoming harder for News Corp and they’re facing increasing pressure alongside the rest of the UK press industry to adhere to strict rules and regulations on industry practice. This pressure arose after the phone hacking scandal which resulted in News of the World newspaper ending production. There is an underlying issue of protecting citizens from harmful material while ensuring choice and press freedom and this is why the ‘Editor’s Code’ exists.

The Times (Industry): Hesmondhalgh’s Cultural Industries Theory

• How does News Corp minimise risk and maximise profit and audience?

• News Corp is vertically and horizontally integrated company with a wide range of titles (e.g. The Sun) on offer in order to minimise risk and maximise profit and audience. The reach of News Corps spans a range of different cultural industries enhancing their global power. By association, The Times benefits from access to other cultural industries and is therefore financially protected. Furthermore, they have embraced technological advancements and now offer digital marketing (e.g. a website with a subscription and paywall) to generate additional income.