Both newspapers are from Monday 6th June 2022
| KEYWORD | THE DAILY MAIL (Textual Evidence) | THE DAILY MAIL (Institutional Evidence) | THE I (Textual Evidence) | THE I (Institutional Evidence) |
| Class superiority | ||||
| Business over humanity | ||||
| Left wing (labour) | ||||
| Audience | Page 18 Links Social Media handles -More inclusive, trying to reach to a younger audience Page 20 Reader’s letters -Freedom of speech for the reader’s of the paper, inclusive of people’s opinions | |||
| Right wing (conservative) | Page 2 “No alternative candidate” “We are strongest when united” “Conservatives calling him [Boris] untrustworthy” – They like the Tory party but not Boris as the leader -This shows a very authoritarian perspective -Suggests UK is a 1 party state -No mention of another party Page 18 [Editorial] -Shows what the editor/newspaper thinks/what their beliefs are “Boris is right and Macron is wrong” “Tory rebels need to look no further” -People who agree with labour party need to ‘look no further’ for loyalty ‘If the tory’s implode, they could let in a nightmare coalition of Labour Subheadings: ‘Humiliation’ ‘Malice’ ‘Superiority’ Page 20 “Ousting PM now would be nothing less than insanity” | -Ownership of Daily Mail supports the Conservative party. -The paper supports Brexit | Front Page “Vote on Johnson future turning toxic for Tories” -Suggesting the ideas Tories thought Johnson would put forward are deteriorating | -former UK Deputy Prime Minister and former leader of the Liberal Democrats, a centrist party, is a fortnightly columnist for the i. His column usually features in the “My View” comment section of the paper – |
| Racial superiority | ||||
| Feminism/Female representation | -It has a majority female readership, with women making up 52–55% of its readers -The term “suffragette” was first used in 1906, as a term of derision by the journalist Charles E. Hands in the Mail to describe activists in the movement for women’s suffrage | |||
| Freedom of people | ||||
| Traditional Values | Founded in 1896 | Launched in 2010 as a sister paper to ‘The Independant’ | ||
| Family values/royal family | Page 5 “So close yet so far” (circling where Prince Harry and William are sitting) -Suggesting that now Harry ‘left’ the inner circle of the Royal Family, they think he’s far behind William and they don’t support his decision. | Front Cover “Slimmed down Royal family is revealed in jubilee finale” -Suggesting not all members of the royal family are representative/good enough to represent Page 12 “Pharmacy worker tops Queen’s top service” -Suggesting that if the queen is getting praised for her time on the throne, we should praise other people who has done it longer | ||
| Patriotism | Front cover “Joyous jubilee” Queen on front page “Magnificent celebrations… party for millions” Page 4 “Our platinum queen” | Page 7 “A grand spectacle packed with pomp, silliness and smiles” -Suggests the parade was more important than it really is, that it was over dramatised “The queen was absent so far, absent from party at the palace, absent from the service at the cathedral…. soon might appear on the balcony to greet the crowds” -Suggesting that so much effort has gone into her jubilee celebrations but she hasn’t even bothered to turn up to them. Isn’t grateful? | ||
| Nationalistic | Page 6 “Parade was so very British” Page 10 “The nation came together” Page 14 “Keep the togetherness” “Let’s not go back to bickering after the weekend Britain” -Royal Family are seen as important Page 20 Adverts for the British heart foundation -Only adverts seems to only benefit England and the well known/respected charities. COMPARED TO THE I WHERE THEY HAVE ADS TO SUPPORT UKRAINE FOUNDATION ETC | |||
| Restriction of immigration | ||||
| Militarism | Page 28 “Airports told: It’s YOUR job to sort out queues chaos” “Ruled out army to sort out queues at struggling airports” – | |||
| Globalisation | ||||
| Abortion | ||||
| Protectionism | ||||
| Regulation | ||||
| Patterns of ownership | -The paper and its website were bought by the Daily Mail and General Trust (DMGT) on 29 November 2019, for £49.6 million -Originally launched in 2010 as a sister paper to The Independent | |||
| Discipline | ||||
| Commodities | Page 39 “Decided to pay Svetlana to have their baby” “Your Ukrainian Surrogate” -Seems like they’re making fun of the fact people have to pay for surrogacy because they’re unable to do it the ‘normal’ way -No need to mention that they had to pay for it, suggesting that the pregnant lady is a ‘slave’ | |||
| LGBTQ+ | Page 20 “Backlash as transgender paedophile is spared jail” “After judge is told pervert is anxious about coping in jail” | Page 22 “Pride month is empty now” -Representative of the community suggesting that pride month and symbols such as the rainbow that is identified with the community, has been taken out of their hands and is overdone “Pride is basically for straight people.” -Suggesting that straight people make more of a deal out of it than members of the community. | ||
| Religion | ||||
| Charity | ||||
| Education | Page 32 “My lifelong shame over failing to go to University” -Presenting ideas that if you don’t go to university, you’ve failed in life, it’s the only way to go. | |||
| Tax | ||||
| Disability |
Facts about The I
- It is aimed at “readers and lapsed readers” of all ages
- The paper is classified as a ‘quality‘ in the UK market but is published in the standard compact tabloid-size format.
- By February 2018, the paper held a 20% market share of the ‘Quality’ weekday market
- former UK Deputy Prime Minister and former leader of the Liberal Democrats, a centrist party, is a fortnightly columnist for the i. His column usually features in the “My View” comment section of the paper
- the i chose not to endorse a political party