EXPLAIN HOW CULTURAL CONTEXTS INFLUENCE THE WAY THAT NEWSPAPERS MAINTAIN NATIONAL AND GLOBAL AUDIENCES.
Refer to The Guardian and the Daily Mail to support your answer. [10]
REMEMBER A GOOD ESSAY WILL:
- Answer the question.
- Have a clear sense of a core argument.
- Use specific and detailed examples.
- Analyse every example carefully.
Introduction:
The content of newspapers has always been shaped by a need to appeal to the psychographics of its target demographic, with The Daily Mail and The Guardian continuing to frame significant cultural shifts through a lens that will appeal to the values of their respective audiences. However, the rise of the Internet has heralded a radical shift in the cultural practices around the consumption of news. This technological change has not only altered expectations around immediacy, interactivity, range and cost, it has also facilitated the rise of citizen journalism, which represents a radical change to our cultural expectations around news consumption.
Section 1: The framing of the social justice movement
Both The Daily Mail and The Guardian newspapers focus mainly on stories that support their social, cultural and political ideologies, which is key to maintaining audience loyalty, and reinforcing their respective cultural identities. One of the most significant cultural shifts in the last decade has been the growing visibility of the social justice movement and the relative framing of these ideas demonstrates the way that theses publications cater to the psychographic profile of their audience.
Examples:
8th June 2020 - Covers - BLM activists toppling the Colston statue.
Mail - EZ8BLX5XkAIRBhw (898×1200) (twimg.com)
Guardian - 2.jpg (640×815) (magzter.com)
Other examples might be the framing of Brexit, The framing of lockdowns etc.
Section 2 : Online News in the Internet age.
The rise of the Internet has been one of the most significant cultural shifts in history, redefining the expectations around the cultural practices of audiences regarding the consumption of news. In particular, there has been a cultural shift in the desire for immediacy, interactivity, range and availability.
Examples:
News, sport and opinion from the Guardian's UK edition | The Guardian
Immediacy: Alarms sounded at 3 p.m., by 4 p.m.
This reflects the 'now' culture that is increasingly pervasive.
Interactivity and Social Media:
Not only has interactivity significantly altered the expectation of consumption styles, but it has also radically altered marketing (clickbait).
Range:
The Guardian has maintained a hard news agenda (online content very similar to print).
The MailOnline is far less nationalistic and favours a soft news agenda.
Accessibility:
Consider - Platforms, Marketing and Cost.
Section 3: Citizen Journalism
Citizen journalism has existed since before the explosion of The Internet, but the opportunities presented by interactivity (polls, surveys, reader stories, videos etc.) have developed this into a crucial element of newspaper publication.
Example: Theorist Clay Shirky interviewed in 2010
Clay Shirky: 'Paywall will underperform – the numbers don't add up' | Clay Shirky | The Guardian
450 - 650 words
Print and email by start of lesson on Wednesday 26th April
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