| Key Word / Theme / Question etc. | Daily Mail (textual evidence) | Daily Mail (institutional evidence) | The i (textual evidence) | The i (institutional evidence) |
| Globalisation | Its website has more than 218 million unique visitors per month | In December 2017, the owners of the i, Johnston Press, announced the newspaper was bringing in a monthly profit of around £1 million | ||
| Business over humans | Lord Harold Rothermere, the 1st Viscount Rothermere, was a friend of Benito Mussolini and Adolf Hitler, and directed the Mail’s editorial stance towards them in the early 1930s | ‘YOU SHOULD BE READING THIS ON THE FRONT PAGE’ – hunger crisis in East Africa placed in the middle of the newspaper whilst Jubilee coverage is on the first page (P16) | ||
| Patriotism | ‘Joyous Jubilee’ – suggests positivity towards the Royal Family (P1) ‘We are strongest when united’ – quote in bold suggests strong patriotism (P2) ‘Hilarious and barmy… final parade was so very British’ ‘How the nation came together to put on a right royal spread’ ‘Keep the togetherness’ | The owner of the Daily Mail encouraged people to buy the newspaper for nationalistic reasons, stating it stood “for the power, the supremacy and the greatness of the British Empire”. | ||
| Racial superiority | ‘YOU SHOULD BE READING THIS ON THE FRONT PAGE’ – hunger crisis in East Africa placed in the middle of the newspaper whilst Jubilee coverage is on the first page (P16) | |||
| Feminism | Women make up 52-55% of its readers | |||
| Militarism | ‘Bodies were hanging from tress, says British paramedic‘ (P17) ‘Putin the Great? Hardly… His military incompetence must leave his hero, Peter I, spinning in his grave‘ (P19) | |||
| The fusion of entertainment and information | ||||
| Protectionism | ||||
| Class | ‘Proof that the poorest people get hit worse by soaring inflation‘ (P23) | |||
| Freedom | Does not have voice of editor, but an ‘Opinion Matrix’ instead – a range of different voices and opinions which creates more freedom and plurality in voice and thought (P18) | |||
| Immigration | ||||
| Religion | ||||
| Charity | ||||
| Social security | ||||
| Conservative party | ‘dossier of doom’ – in support of the Conservative Party (P2) ‘Boris Johnson is by a country mile the best person to lead the Tory government’ – editorial supports Boris Johnson (P18) | Jonathan Harmsworth, the owner of the Daily Mail, holds right-wing political views The paper has endorsed the Conservative party in every UK general election since 1945 | During the referendum on the United Kingdom’s membership of the European Union, held in June 2016, the paper chose not to declare for either “leave” or “remain”, unlike a majority of other British newspapers who came out for either side of the debate. In the 2017 and 2019 UK general elections, the i chose not to endorse a political party | |
| Labour party | ‘dossier of doom’ – (P2) ‘the deluded and dangerous left’ – editorial dislikes the left wing (P18) ‘Is West End going broke because it’s gone all woke?’ against wokeism (P19) ‘Ousting PM now would be nothing less than insanity’ (P23) | During the referendum on the United Kingdom’s membership of the European Union, held in June 2016, the paper chose not to declare for either “leave” or “remain”, unlike a majority of other British newspapers who came out for either side of the debate. In the 2017 and 2019 UK general elections, the i chose not to endorse a political party |
