• Left wing = More concerned with humanity; Collective
• Right wing = More concerned with economics/ business; Individualist.
• Authoritarian = The idea of power and control.
• Libertarian = The idea of freedom and liberty.

The Daily Mail

Audience:

•  It has a majority female readership, with women making up 52–55% of its readers.
• Average age of its readers was 58.
• Is considered to be the voice of ‘Middle-England‘ (middle class england).
• “Highest-circulated daily newspaper. February 2020 show gross daily sales of 1,134,184 for the Daily Mail.”

The i

Audience:

• It is aimed at “readers and lapsed readers” of all ages and commuters with limited time (lapsed reader = They had not read since leaving formal education, or because their reading habits had been interrupted).
• The paper had an average daily circulation of 302,757 in March 2013.
• At the top of select pages there are links to the social media handles of ‘The i’, perhaps they are trying to connect to a younger audience, becoming more inclusive and progressive.

Page 20 – “Your view”, opinions from the audience (readers letters)
‘Collin and Kathy’ – Freedom of speech to present unheard voices. “Exposes the brutality of Israel’s treatment”

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Essay Plan

“Ideology can be defined as a collection of values and beliefs. To what extent do media products target audiences by constructing an ideological view of the world?“

• Define authoritarian/ libertarian/ right/ left/ political compass
• Introduce CSP’s and key information about each paper.

The purpose of newspaper is to highlight global issues and to reflect the conversation of the ‘public sphere’. Habermas (1989) says that the newspaper has allowed a libertarian expression of thought and opinion, he comments on how the media is an ‘arena of public debate’. Curran reinforces this ideology by saying that “the freedom to publish in the free market ensures that the press reflects a wide range of opinions and interests.” Different newspapers use their political stance to influence their target audiences, providing information that links to their ideological view of the world. ‘The Daily Mail’ and ‘The i’ provide us with opposing ideological viewpoints. ‘The Daily Mail’ evidently constructs a right wing political stance with support for the conservative party whilst ‘The i’ is presenting a more libertarian, central viewpoint.

Analysis

KEY THEME/ ISSUE/ KEY WORD	The Daily Mail (Textual evidence)	The Daily Mail (Institutional evidence)	The I (Textual evidence)	The I (Institutional evidence)
Globalization		August 2016: The ‘Daily Mail‘ began a partnership with ‘The People’s Daily‘, the official newspaper of the Chinese Communist Party. This partnership included publishing articles in the ‘MailOnline’ produced by The People’s Daily. The agreement appeared to observers to give the paper an edge in publishing news stories sourced out of China, but it also led to questions of censorship regarding politically sensitive topics. – Implies that the newspaper shares the views of ‘Communism’ through
Political stance (Right/Left, Conservative/ Labour, Authoritarian/Libertarian)	Page 3 – “Tory rebels”, “We are strongest when united”, “No alternative candidate” (The Daily Mail is supportive of this one party state) Suggesting that the UK is a one party state (right authoritarian). Authoritarian viewpoint Page 18 (Daily Mail Comment/ Editorial, the voice of the newspaper) – “Boris is right” “Humiliation, Malice, Superiority” “If the Tories implode, they could let in the nightmare coalition of the Labour etc.” Page 23 – Strong views of support for the conservative party “outsting PM now would be nothing less than insanity”	As a right-wing tabloid, the Mail is traditionally a supporter of the Conservative Party. Lord Rothermere was a friend of Benito Mussolini and Adolf Hitler, and directed the Mail’s editorial stance towards them in the early 1930s. According to a December 2004 survey, 53% of Daily Mail readers voted for the Conservative Party The paper is generally critical of the BBC, which it says is biased to the left – Right wing stance which seems more concerned with buisness and authority over humanity.	Front cover: ‘Johnson future turning toxic for Tories	‘The i‘ chose not to endorse a political party throughout the 2016 elections. 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” Nick Clegg, 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. Perhaps, the paper is a more ‘centralist’ viewpoint rather than supporting one political ideology.
Business over humanity		The ‘Daily Mail and General Trust’, the publishers of ‘The Daily Mail’, ‘The Independent’ and ‘The i’ etc. The Daily Mail is a conglomerate which uses horizontal integration to merge ownership over many newspaper products.		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.
Patriotism/ Nationalism (support of own country)	Page 6 – National pride “final parade was so very British” Page 10 – “How the nation came together to put on a right royal spread Page 14 – “keep the togetherness”, “lets not go back to bickering after the weekend”- The Royal Family are presented as more important/ superior
Support for the Royal Family	Front page – “magnificent celebrations”, “joyous jubilee”- The paper seems to be in support of the monarchy, celebrating their status. Special insert with coverage of the Queen’s Jubilee – “our platinum queen” – Page 4 of insert “Our beacon of duty”		Front page – “Slimmed down Royal Family is revealed in Jubilee finale” Page 7 – “A grand spectacle packed with pomp, silliness” – ‘The i’ is criticizing the over dramatic parades seen at the Queen’s jubilee. (The Queen) “absent from so far, absent from party at the palace” – Bringing light to the lack of royal presentation when all this money and effort put into creating the Queen’s jubilee.
Power through authority	Page 20 – “Sturgeon keeps schtum over bullying inquiry” – Perhaps the paper is in support of the abuse of status/ authority .
Racial superiority/ Immigration
Terrorism
LGBTQ+ Representation	Page 21 – “backlash as transgender paedophile is spared jail” – Perhaps the newspaper perceives those in the LGBTQ+ community as dangerous individuals.		Page 22 – Representing the voice of a LGBTQ+ individual. Presenting diverse views. She says that “pride month is an empty gesture” and how Pride has been stripped of celebration for individuality it is now “one giant rainbow painted empty gesture”.	The Mail described one of the judges as “openly gay.” Critics accused the Mail of unnecessarily highlighting the judge’s sexual orientation due to anti-gay motives.
Difference in Religion
“From each according to his ability, to each according to his need”
Education	Page 32 – Presenting the university ideal, concluding that higher education is the only way to success and knowledge. “My lifelong shame over failing to go to university”
Tax
Reproduction	Page 39 – “decided to pay Svetlana to have their baby”, “your Ukrainian surrogate”, perhaps they are presenting this view that immigrants are objects of slavery. Ridiculing couples who rely on surrogacy to reproduce?
Commodification
Regulation
Money VS Unemployment
The Military/ Violence	Page 28 – The paper is presenting this idea that the Military should be kept to deal with violence and not waste time on minor issues such as helping in an airport. – “The army is not a snap solution to every problem”
Representation of different countries.			Page 16 – Not a news story, an advert. “You should be reading this on the front page” – Use of statistics and numbers to shock the audience into making a change. Page 32 – ‘Panorama’ section which provides news stories from other countries over the world. Under-represented countries such as; ‘Cambodia’, ‘Bangladesh’, ‘
Information fused with entertainment