The Daily Mail

Applying Gerbner's Cultivation Theory to The Daily Mail Front Page

The list of things that would happen if Labour was voted into government has an emotive response of panic and fear.

Use of wording ‘uncontrolled immigration’ shows The Daily Mail’s view on immigration and suggests it needs to be controlled, or the country will be overrun.

The audience is positioned to fear the changes that the Labour party are planning to make.

The paper is hoping to create an attitudinal change of people sticking to the Conservative party so that the Labour party don’t win.  

Applying Hall’s reception theory to The Daily Mail Front Page

The close-up photo of Keir Starmer and Angela Rayner is quite conspirational, relating to the Labour party’s plan that everyone seems so against.

The use of the red writing and outlines of captions could be seen as highlighting important stories and parts of the front cover but could also be be showing Labour’s colours.

The preferred reading of this front cover is that the readers want to stop Labour being elected and sticking to voting for the Conservative party.

The oppositional reading is the readers thinking that the story is hyperbolic and a complete exaggeration.  

Applying Hypodermic Needle Theory to The Daily Mail Front Page

The Daily Mail is hoping that the entire readership will respond to this front page the same way and vote for the Conservative party.

It is hoping to do this through evoking panic from the readers.

Using binary opposition of Labour vs Conservatives, as well as through the news values; threshold, continuity and proximity.

All of these news values are present and mean that the story on the front cover relates to and will impact the whole readership, further affecting the audience and their emotive response to vote for Conservatives.  

Applying Uses and Gratifications to The Daily Mail Front Page

Education is clearly shown on the front cover, with the list of impacts of the Labour party being elected. This is educational for those who aren’t certain about political policies around the time of election day.

It may also provide personal identity for some as they relate to and identify with a certain political party. This could also allow for social interaction, as people breakdown the barriers in society and make politics and less taboo topic. 

What’s the narrative in the ‘Starmer: I’m ready for government’ article and how is this shown?

Narrative: Starmer is not ready for government. The wealthy in society are going to suffer under a Labour government 

How: The use of the ellipses in the headline serves to undermine Starmer’s statement that ‘he is ready for government’. 

Use of the first person highlights that this is Starmer’s view, rather than that of the paper. Although there are numerous articles on the double page spread, the one that stands out is the one written by the Mail journalist Quentin Letts which suggests that Starmer is everything but ready.

The deck describes the politician as ‘amazed that he may be about to become PM’ in the deck of the article. The placement of this article (centre of double page and the only one with images) draws the reader’s attention. The choice of image is also not flattering with Starmer shown midmovement, creating an almost comical effect rather than that of a poised individual.  

According to an analysis of the article, how are audiences positioned in relation to Starmer?

To not vote or like Starmer and to stick to voting Conservative. Shown through the constant personal attack on Starmer throughout articles may further engrave opinion within the readership that Starmer won’t benefit the nation and shouldn’t be voted into government.

How does the news story attract the audience?

Big photo of Starmer, and Title “Starmer: I’m ready for government...” 

The big and bold title is relatively humorous as the ellipses at the end implies that the conservatives aren’t sure Starmer is ready for government. The choice of photo isn’t very flattering and creates a comical effect.  

What bias is there shown in the daily mail articles and how?

Bias towards Conservative party. 

Conservatives making fun of Starmer through the title- questioning how ready he is for government.  

Articles also emphasise that Starmer has bitten off more than he can chew. He looks nervous in some of the photos. Either that or the paper wanted to make him look unflattering.  

Describing Starmer as “amazed that he may be about to become PM”. Once again stating that they aren’t sure if Starmer is ready for this.  

‘About 70 enthusiastic, whooping, pink-faces activists heard the same old stump speech’. The writer is making fun of the Labour supporters. 

Which uses and gratifications are fulfilled in the article?

Entertainment rather than information.

The newspaper has a comical approach to reporting Starmer. This is shown through the unflattering choice of photos, making Starmer look unserious and unprofessional almost.  

‘His trouser belt was a little looser after 42 days off campaigning’. Use of humour and personal attack. 

Which news values are shown in the article?

Frequency, threshold and proximity and continuity

Frequency- Politics are included in the frequency new value. The double page spread is discussing whether Starmer is ready for government, what his policies are and whether these will or won’t benefit the nation. 

Threshold and proximity news values are described as an event that impacts a large range of people and news that is about the people it is targeting and is relevant to them. In this case, Starmer going into government will affect the whole nation. Specifically on this double page spread it is mentioned that there may be an increase in capital gains tax.  

The article shows continuity because it is a story that will be reported on again to update the public. Whether Starmer made it to government or not and how everyone feels about his policies. 

What are the Daily Mail's values and beliefs?

Rightwing, pro-business, low taxation and is socially conservative. Promoting traditional British values; warning against too much immigration.

Their journalism lacks depth and detail of broadsheets (like The Guardian) but contains much longer pieces and carries more serious news stories than tabloids.

How many visitors do they have on DailyMail Online?

Over 15m global readers daily

Audience

• Lean towards right-leaning, older demographics who prefer traditional values and sensationalist news.

• Average age 58 

• Over half of readers over 65 

• 14% of readers under 34 

• The Daily Mail is the only newspaper with more female readers than men 

• 2/3 of readership are ABC1 

• Conservative political leaning- traditional ideologies 

What is an example of how the Daily Mail delivers the benefits of digital technology?

• Videos create interactive experience for consumers

• Sensationalized main article ‘ Oil tanker ablaze.’ 

• A big don't miss section providing some adverts and stories relating to celebrities- soft news 

• Article at the top is the one the audience has engaged with the most. Know what audience is like 

• Can have more content on online newspaper. 

In what ways do your online set text evidence and more experimental approach to content than their traditional media rivals? 

Use of explicit images- less regulation online. 

How has the Daily Mail been affected and adapted to the digital revolution?

• Decreasing print sales 

• Lots of other places to get news 

• Mail online affected by social media- Other news sources. 

• Create a website 

• Comments section 

• To get to comments have to scroll through a lot of adverts 

What's the bargain that allows audiences to use MailOnline for free? What do users unofficially agree to access content? 

Cookies- allowing Daily Mail to customize adverts, increasing likelihood of audience clicking on adverts, raising revenue for producer. 

How do producers create benefits for themselves because of making online content free? 

• Gaining viewers clicking onto website and advertisements 

• Some articles are mail+ and require a subscription 

• Can see what current interests are- one at top is most interesting 

How does advertising compromise experience of online browsing? 

• May irritate audiences. 

• Scrolling through adverts to get to comments to engage. 

How does online advertising compromise the integrity of the Daily Mail? 

• Audiences have money to spend. Advertising makes and spend. 

• Soft news draws audiences in once on website cookies, personalized adverts

Industry

• Middle market daily owned by the Daily Mail and General Trust. (DMGT) 

• DMGT owned Metro and i newspaper. 

• Daily Mail, One of the UK's most read daily titles. 

• 2011, Lord Rothermere bought out all the shares to take the group into private ownership, placing him as the chief executive DMGT. 

• Three companies (News UK, Daily Mail, Group, and Reach) dominate 90% of the National Newspaper market. 

• When online readers are included, these three companies dominate 80% of the market. 

Applying aspect of Curran and Seaton to The Daily Mail- media controlled by small number of companies that make products to create profit

Oligopolistic newspaper market. 

Applying aspect of Curran and Seaton to The Daily Mail- Media companies rely on advertising to generate income

Lots of advertising but also subscriptions. £1.99 MailOnline. Exclusivity subscriptions give you discount on print. Also rely on. Audience to generate income.

Applying aspect of Curran and Seaton to The Daily Mail- Advertising drives companies to produce products with mass audience appeal

MailOnline is busy and has a larger variety of news stories. Idea of entertainment. Double page spread has elements of soft news in hard news articles making it accessible. Important to have audience to buy advertised items. It depends, advertising more important online. 

Applying aspect of Curran and Seaton to The Daily Mail- Media concentration adversely affects media content to some extent.

Doesn't matter about media concentration as the newspaper content will appeal to audiences and show what the public want. Owners of conglomerates use media to sway public opinion. Front cover- saying to stick to Conservatives so Labour doesn't win by making fun of Starmer and inducing fear in audience by listing Labour's policies. 

What is a Neo-Marxist approach to media ownership?

Media ownership is controlled by a few to keep the working class in place and culture acts as a distraction.

Analysis of front page

• Lack of soft news due to social context- general election day

• List of Labour’s policies causing an emotive response. Panic and fear

• The audience is positioned to fear the changes that Labour are planning to make

• ‘your tactical voting guid’ Direct address to audience

• The image and the text together convey the narrative that Labour will cause chaos for the country.

• ‘Vote Farage, you get them [Starmer and Rayner]’ Farage is right of conservative. The Daily Mail are encouraging individuals to sick to conservatives because if you stray and vote Farage, Labour would win

• Close up image of Starmer and Rayner is quite conspiritorial

• ‘Uncontrolled immigration’ Daily Mail’s view on immigration- idea of protecting British culture. Immigration needs to be controlled

• Oppositional reading: thinking that the story is hyperbolic

• Preferred reading: wanting to stop Labour being elected.

Double page analysis “Starmer: I’m ready”

• Use of first person, highlighting that Starmer feels ready, the newspaper doesn’t agree

• Written code of ‘vows’ has a sarcastic tone as audience aren’t sure Starmer will do what he promised, or benefit the country

• “So I better not make promises I can’t keep to anyone- including my children”. He can’t even keep promises to his children so it’s likely he’ll break promises made to the country too. Audience unlikely to trust Starmer as he’s already showing he lacks some key qualities. Narrative: Starmer is out of his depth

• “70 enthusiastic, whooping activists”- mocking excitement of Labour supporters.

• “His trouser belt was a little looser after 42 days of campaigning too” - use of humour and personal attack

• Referring to Starmer as “dull pudding”. Saying he is boring, informal and conversational language

• Uses and gratification: entertainment rather than informative;

  • Biased as writer is mocking and has negative outlook on Starmer and Labour party

  • Simplistic language and imagery may attract the audience

Double page analysis “for government…”

• Unconventionally making a serious topic entertaining

• Ellipses implies conservatives are mocking him

• Starmer looks nervous and confused in photo

• “Starmer visited three nations yesterday” Emphasising the national impact if Starmer becomes PM, also emphasising how overwhelmed and out of his depth he is

• “Wealth ‘already leaving Britain’” Daily Mail audience are upper middle class, threats and possibility of tax increase would personally affect them

• Describing Starmer as “amazed that he may be about to become PM”

• Choice of photo isn’t very flattering as Starmer is mid movement, creating a comical effect

• The placement of the article- centre of double page spread draws reader’s attention

Wimbledon page analysis

• Focus on the event's prestige, emphasizing exclusivity and tradition.

• Use of vivid imagery to capture the excitement and atmosphere of the tournament.

• Soft news on page 2

• Shows the values of right centre (conservative) tradition

• Photos of women and ‘bold style statements’ appeal to the predominantly female readership of the Daily Mail

• Provides readers with entertainment. Which is an expectation of a middle market daily

• Narrative: actress’ style and fashion. As well as other celebrities that attended the Wimbledon.

• Star appeal attracts audiences - Hesmondhalgh

• News Values

  • Visual imperative- this page is mostly taken up by photos

  • Proximity- UK news about a nationally known sports event

  • Use of elite persons

  • Composition. The hard news comes first, that’s why this is only the second page