Gramsci talks about the theory of Hegemony. this focuses on the idea that the view of the upper class in society has the power to influence and manipulate mass audiences. Their view becomes the cultural ‘norm’.

In relation to the daily mail, it is a newspaper, which is owned by a ruiling class family. Wikipedia states that the daily mail is a unreliable source, as their aim is to simply sell their newspapers, to create profit. So, the use of front on the front paper is normally in black large, bold writing, making it more likely to sell, as it is eye catching.

So, linking back to gramscis theory, the rich (Lord Rothermere) creates a story, in order to manipulate and influence the mass audience