•  internationally recognized for her work on the image of women in advertising
• Jean Kilbourne was part of the 2nd wave of feminism
• Women are objectified in society and are always living in ‘a world of danger’
• Talks about how magazines are dehumanizing people with unrealistic images of the female and male bodies.

Curran and Seaton present the view that a free press relies on a free market where individual newspapers can compete through their political stances and points of view.  

Analyse the ways that The i and the Daily Mail attempt to establish a distinctive identity within this free market.  To what extent has this been successful? Refer to the specific edition of your case study – for both papers – as well as, on-line versions of these publications. 

Curran and Seaton’s theory of The Liberal Free Press suggests that the public should be entitled to their own opinions and views. Newspapers should reflect a wide range of interests and options in society. “The freedom to publish in the free market ensures that the press reflects a wide range of opinions in society.” This quote by Curran and Seaton explains how diversity will cater to everyone’s needs in terms of the media and being able to see what they want. Curran and Seaton suggest that newspapers in a free market stay successful by being diverse as they are in the public’s interest. Curren also states, “the press is the people’s watchdog, scrutinizing the actions of the government and holding the countries rulers to account.” This idea suggests that the press is providing information to the public in regards to what is happening in the world without being told what to write by the government. Curran and Seaton’s theory also links to habermas’s theory of the public sphere. The theory of the  public sphere is an area in social life where individuals can come together to freely discuss and identify societal problems, and through that discussion influence political action. This links to the theory of the liberal free press because both theories are about the peoples own ideas and views that aren’t inflicted by the government and what the government wants people to think. 

The Daily Mail, which was founded in1896, is a right wing British newspaper. The Daily Mails target audience is lower middle-class women which is 55% of its readers. Since the newspaper is leaning to the right wing they generally hint their favour towards the Conservatives in the UK and the Republicans in American News. The daily Mail is a successful newspaper in terms as a profitable newspaper earning £140 million per year as it provides its readers news and information for the public’s interests. This can be linked to Habermas who thought of the theory of the public sphere which is similar to the concept of free press. The public sphere suggests how people can freely be connected to others horizontally rather than vertically, However, since a lot of articles are in there for the public’s interest it has been proven that a lot of what the Daily Mail is publishing isn’t as true as they’re letting on. A quote from Wikipedia reads,”The Daily Mail has been noted for its unreliability and widely criticised for its printing of sensationalist and inaccurate scare stories of science and medical research, and for instances of plagiarism and copyright infringement.” By publishing fake news suggests to the reader that the Daily Mail newspaper is primarily driven by its profits rather than the truth to the public. 

The i is a British national morning paper published in London by Daily Mail and General Trust and distributed across the United Kingdom. It is aimed at “readers and lapsed readers” of all ages and commuters with limited time, and was originally launched in 2010 as a sister paper to The Independent. The I has been seen as leaning to the left wing of the political spectrum, making it more a competitor to The Guardian. However, The Independent tends to take a liberal, pro-market stance on economic issues. The Independent on Sunday referred to itself as a “proudly liberal newspaper”. An article in the i, “Biden vows to ‘heal America’ as armed trump supporters warn ‘this isn’t over’. This article presents to its viewers and readers that it is a liberal newspaper like it claims to be neither favoring the left or right wing political stance. However connotations in this quote can be seen as favouring the centre left wing like claims say the I favours. This is because of the connotations against Trump in the quote such as “armed” could suggest that these are dangerous people, however nothing remotely bad is said about Biden this could suggest the i is centre left wing because Biden is as well. 

In conclusion, the i and the Daily Mail are both successful newspapers in the free market due to the fact one newspaper is influenced by the need to only make profit out of the papers and feed false information to their readers and to either gain political readers. However the two competing newspapers know how to appeal to their individual audiences whilst still maintaining their individual identities. 

who= Andrew Pierce wrote in the Daily Mail on Monday 19th October 2020

Says what= Mocking left wing politics

Shannon and Weaver in 1949- developed and criticized the model of communication

 Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. he developed the Two Step Flow model of communication,  messages are not directly injected into the audience, but while also subject to noise, error, feedback etc, they are also filtered through opinion leaders, those who interpret media messages first and then relay them back to a bigger audience.

Cultivation Theory George Gerbner,Looking primarily at the relationship between violence on television and violence in society. They developed what is known as CULTIVATION THEORY, noting the distinct characteristics of television in relation to other media forms, they suggest that ‘television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources‘  In other words, television shapes the way individuals within society think and relate to each other. 

The Theory of Preferred Reading- Stuart Hall,  developing a critical theory that looked to analyse mass media communication and popular culture as a way of both uncovering the invidious work of the State and Big Business, as well as looking for ways of subverting that process. Hall suggested that power, control and therefore, behaviour management cannot be exerted directly, willfully and without resistance. Towards this aim he proposed the encoding/decoding model of communication, or the theory of preferred reading, where individuals are not only active in the process of interpretation and the construction of meaning, but they are also able to dismiss and reject dominant messages.

Habermas’s– Public Sphere

Habermas’s theory of the public sphere is an area in social life where individuals can come together to freely discuss and identify societal problems, and through that discussion influence political action without the influence of the government. This can be applied to The Daily Mail as the government have no control over what is being written in the newspaper for the people to see. Both the I and The Daily Mail are on the internet and are now easily spread between people as well as this generation now being able to access the newspaper on their phone makes it much easier to spread and read the Daily Mail and the I amungst each other.

• it is the United Kingdom’s highest-circulated daily newspaper
• The current chairman and controlling shareholder of Daily Mail is Jonathan Harmsworth, 4th Viscount Rothermere.
• A survey in 2014 found the average age of its readers was 58
•  it has a majority female readership, with women making up 52–55% of its readers.
• It had an average daily circulation of 1,134,184 copies in February 2020
• Its website has more than 218 million unique visitors per month.
•  Its in a tabloid format. 
• Lord Rothermere was a friend of Benito Mussolini and Adolf Hitler, and directed the Mail’s editorial stance towards them in the early 1930s.
• There have been accusations of racism against the Daily Mail.
•  Critics accused the Mail of unnecessarily highlighting the judge’s sexual orientation due to anti-gay motives. 
• The Daily Mail’s medical and science journalism has been criticised by some doctors and scientists, accusing it of using minor studies to generate scare stories or being misleading
•  The Daily Mail’s main target audience is lower-middle-class British women.

• according to classic liberal theory, the freedom to publish in the free market ensures that the press reflects a wide range of opinions and interests in society.

• The market based press is interdependent because it owes allegiance only to the public.

• The press is the peoples watchdog, scrutinizing the actions of government and holding the country’s rulers to account.

• By 1977, all but one of the leading publishing groups in both the international and regional press were part of larger conglomerates with holdings in fields as diverse as oil, transport, mining, construction, engineering, finance or the leisure industries.”

• ” In the provincial press as a whole, it concluded, there is nothing approaching monopoly and we can see no strong tendency towards monopoly.

Capitalist Media- aim is profits

Public Service media- Tax pays for public services broadcasts, doesnt make any profit, money goes back into the service

Civil Society Media- very interdependent services (hospital radio)

Jurgen Habermas and the concept of the public sphere.

Jurgen habermas describes the public sphere as a place where people come together who have strong opinions about societies problems.

James Curren & Jean Seaton

The theory of the liberal free press, Curren and Seaton write about how the media should be free from political control so the press reflects a wide range of opinions and interests in society.

According to Butler’s theory, gender is essentially a performative repetition of acts associated with male or female. Currently, the actions appropriate for men and women have been transmitted to produce a social atmosphere that both maintains and legitimizes a seemingly natural gender binary.This essentially shows how gender is a social construct. Her work was influenced by Jacques Lacan and Karl Marx. 

Oh is part of a development in Lifestyle and environmental movements. It mainly looked at female empowerment and how they wanted to change the ‘normal’ standard of what women ‘should’ look like which is published by Pirates Ahoy! Contrastingly, Men’s Health is a male orientated magazine and published by Hearst Communications, which is a conglomerate media corporation in America. We can apply Stuart Halls theory of representation as the absence of men, it creates an identity for the brand as they are doing something different and showing how women can have different representations and aren’t just objects, as you would see in various magazines and music videos for example “Blurred Lines”.

The Fourth wave of feminism is a phase of feminism which began around 2012 and focuses on the empowerment of women. Bell hook also introduces the idea of intersectionality, the theory that feminism is not homogenous or universal and that feminism links to other factors like age, sexuality, class, education religion, etc. The rose of 4th wave feminism gave Oh a platform and audience for their content. 

Overall, Judith Butler’s idea that gender is an identity instituted through a stylised repetition of acts is useful for analysing the representation of gender in music videos and other media forms, such as magazines like Men’s Health and Oh, because it helps to understand the representation of gender and identity in media.

• Oh Comely is part of a development in lifestyle and environmental movements of the early twenty first century which re brand consumerism as an ethical movement.
• it’s a contrast to men’s health magazine
• Oh shows how developments in new technology mean that small companies can also use the internet to communicate and target audiences.