The Guardian

https://www.theguardian.com/uk

Good news: Vegan Fashion

Bad news: coronavirus, Pornography, social care

Surprise: Coronavirus in the UK

Follow up: Trump

Celebrity: Jeff Bezos, Imelda Staunton 

Relevance: live updates 

Entertainment: The crown

Magnitude: Coronavirus 

Curran and Seaton and Hesmondhalgh are relevant to the newspapers under the guardian group as they all use repetitive layouts and similar/ the same stories and headlines. where as the daily mail is different so it set out differently.

Theories

Curran and seaton:power and media industries

• Patterns of ownership and control are important in how the media functions.
• Media industries are Capitalist and aim to increase concentration of ownership:this lead to a narrowing of opinions represented in the press, affecting plurality.
• Owners pursue profit at the expense of quality or creativity 
• The Impact of the internet on the ownership of news is nominal and it is still controlled by an Oligarch( a small group of people who have control)

Hesmondhalgh: Cultural Industries:

• Cultural industries follow a capitalist pattern of increasing concentration and integration so production is owned and controlled by a few conglomerates.
• Risk is seen in terms of loss of money. Risk is high because production costs are high
• Companies rely on repetition to minimise risk and cover failure. Repeated formats are easily recognisable to audiences and use copyright laws to protect products from reproduction and piracy.

Livingstone and Lunt: Regulation:

• Consumers are individuals who's seek private benefits from the media and require regulation to protect them from damage by the media. Citizens are social, seek public or social benefits fro the media and require regulation to promote public interest
• Regulation in the Uk is under threat by increasingly globalised industries due to technological convergence.

Clay shirkys end of audience theory

Believes that audiences are no longer passive.
Passive audience mindlessly watching as film or reading a newspaper without actually having to think about anything
we are now more active audienmces wanting to interact- due to technology changing- leding us to
expect to be able to share content
audiences like to speak back to producers
more equality of power between audience and producers.

End of Audience’ Model

"Every consumer is also a producer, and everyone can talk back.”
Media had been a hierarchical industry—in that one filtered first, and then published.
"All of that now breaks down….....
People are producing who are not employees or media professionals. So we now publish first, and then filter. ” It’s all about connections, participatory networks




As a result of Caroline Flacks death there has been a proposal for a law called "Carolines law" that limits what newspapaers can do or say about celebrities etc.

Henry Jenkins:

Believes that fans play a key role in the media
This is due to them ecommenting and sharing thye item to friends and they are able to interpret the products in their own way and dicuss with other fans,
He uses a phrase called textual poaching-audiences taking a media product and remaking or reworking it to create their own emaning
This is caused by the improvement in technology.

Example:HOC

Gerbner’s Cultivation theory:

• The Cultivation Theory, also known as the Cultivation Analysis or the Cultivation Hypothesis, is a social theory that studies long-term effects of media on viewers’ ideas and perceptions, especially through the television medium
• Its main causal argument is that “Mass communication, especially the TV, cultivates concepts of social reality of its viewers,” giving the theory its name.
• Gerbner observed on the basis of the “people religiously watching TV” that we know some things not because we have experienced them but because we see them on media. Therefore, according to this theory, there is a direct relationship between TV time, the frequency that a person watches TV, and reality perception, how realistic a person thinks something is. The more frequently viewers watch TV, the more they are likely to believe what they see on TV. Furthermore, in his 1982 Violence Index, the results showed that violence is at least ten times (10x) more on TV than in real life. In other words, violence and other “realities” shown on TV are exaggerated. So if this was what the people were seeing on TV, these people were likely to have believed a distorted perception of reality.
• The Cultivation Theory is considered a stalagmite theory. A stalagmite is a mass of accumulated deposits that grows on cave ceilings, and so, it is a metaphor for the long-term effects of media.

News and Online Media Audience

Market Segments

Audiences can be divided up by statistical data such as age, gender (socio-economic) or by beahviour (uses and gratification) and experiences such attitudes to social issues.  Segmenting audiences in such a way ins such a way helps newspapers understand audiences better.

Audiences can be segmented:

•Demographically

•psychrometrically

Demographics:

This groups a population into specific categories such as

Age

Gender

Social class

Ethnicity

Religion income level

Geographical location and so on…

Demographic profiling focusses mostly on age, gender, income and occupation

Men are more likely to read newspapers than women, but by a small margin- 51% are males 49% women.

Those aged 55+ are more likely to read a newspaper

57% of millenials are also likely to read a newspaper. That two in five people every week.

Psychrometrics

Psychrometrics is another way of categorizing audiences.  One way is to use VAL’s  typology which consists of

•Values

•Attitudes

•Lifestyle or behavior

Young And Rubican in the news:

The Struggler- Presley Kids in Care

Explorer and the aspirer or the struggler who cant get their own tickets - Tickets to chessington

Mainstreamer

Succeeder- The Queen

Resigned- The saving on the NHS

The Aspirer- Beauty tips

  Audience types

•Target Audience:  a specific group of people targeted by the newspaper made of different demographics and psychometrics

•Mass Audience: a very large audience including a large a wide range of people made of different demographics and psychometrics.  Print traditionally attracts a mass audience

•Niche audience: a small select group who have a unique interest.

The content and appeal of paper.

Newspapers must appeal to audiences and advertisers to stay profitable.  They do his through the content they offer to their audiences.

News Stories selected .

The stories featured in a paper reflect the viewpoint of the owner and editor of the  paper, they must also reinforce the values and interest of the target audience.

Harcup’s news values (2001) address the importance and appeal of sensationalism and attracting audiences

How do Newspapers target and reach their audiences?

1. Price.

Set to appeal to the audiences socio demographic profile

A redtop tabloid costs between 40 p and75p, a broadsheet newspaper ranges from £1.60 - £2.70

2.Cross platform advertising

Newspapers will market their print news version across a range of converged media

3.Promotional offers

Offers such as free give away’s, posters, discounts on holidays shopping vouchers appeal to and reach the target audience

4.Subscriptions

Audiences are invited to show their loyalty to the paper by committing to monthly and annual subscriptions.

5.Sponsorship

Newspaper will sponsor event that reflect the values of the paper

6.Partnership marketing

Synergy deals with other companies that help to proomte both products to similar audiences with the aim of widening the market share both products can access.

Eg. the Sun has a patnership marketing deal with GoCompare.

How Audiences use and interpret media

Audience and the Daily Mail

59% per cent are women

the average age is 59

62% fall into the ABC1 socio-economic groups (with the largest group falling into C1)

The majority of readers live in the south east

They have average savings of £39,000

They spend 52 minutes reading the paper

Audience and the Guardian

44.2% aged 55+

50% male and female

approxiamtely 75% ABC social demographic

Good News- Kate Middleton helps nursery
Bad News- Manchester United Chief house fire
Surprise-  Chris Huges Fight
Entertainment- Fight, adwards show, Phil and Holly drunk
follow up- Coronavirus news
Relevance- Social Media Platforms
Celebrity- Phil, Holly, Kate, Chris, Jesy, David
Magnitude- Mention of Kate Middleton

Blumler and Katz Uses and gratification-
Information and education- the news of the virus
social interaction- social media pages