INDUSTRY - HESMONDHALGH

NB: You would only have 15 - 20 minutes to write this essay. There are two versions of the essay here. Version 1 is very full and thorough. A good idea to read. Version 2 is shorter and could possibly be used in an exam.

Evaluate the usefulness of Hesmondhalgh in understanding the extent to which media ownership influences the content of news stories.

VERSION 1: FULL AND THOROUGH

Hesmondhalgh’s cultural industries theory argues that media companies operate within a framework of minimising risk and maximising profit. He suggests that the drive for profitability shapes the production, distribution, and content of media products, including news. Unlike Curran and Seaton, who emphasise the political influence of ownership and its impact on ideological diversity, Hesmondhalgh’s theory focuses on the economic structures and strategies that media companies use to maintain profitability in a highly competitive market. Hesmondhalgh’s theory is useful in understanding the influence of ownership on news content, particularly in terms of how news organisations manage risk and respond to market pressures. However, it may overlook the political and ideological factors that shape news content and may not fully account for the complexities introduced by audience interaction and participatory media.

Hesmondhalgh argues that media companies seek to minimise risk and maximise profit by using three key strategies: vertical integration, horizontal integration, and formatting. Vertical integration refers to the ownership of multiple stages of production and distribution, which allows companies to control costs and maximise revenue. Horizontal integration refers to the ownership of different media outlets across platforms, enabling cross-promotion and wider audience reach. Formatting involves the use of established genres, stars, and formats to attract audiences and reduce uncertainty.

The Daily Mail, owned by DMGT (Daily Mail and General Trust), demonstrates how Hesmondhalgh’s theory applies to news production. DMGT’s acquisition of The i in 2019 reflects a strategy of horizontal integration, expanding its reach to a broader demographic. According to Hesmondhalgh, this strategy would help reduce risk by ensuring that DMGT could target both right-wing and centrist audiences without relying on a single brand. However, while Hesmondhalgh’s theory predicts that this type of acquisition would lead to greater content alignment, Ofcom’s investigation found no evidence that The i’s editorial stance had shifted to reflect the right-wing tone of the Daily Mail. This suggests that while economic strategies like horizontal integration shape business decisions, editorial independence may still allow for diversity of content.

Similarly, The Guardian’s reliance on a donation-based funding model supports Hesmondhalgh’s focus on economic pressures. The Guardian openly states that financial independence allows them to maintain journalistic integrity and avoid the influence of advertisers or owners. This reflects Hesmondhalgh’s point that media companies are driven by the need to maintain financial stability, even when pursuing different business models. While Hesmondhalgh’s theory helps explain why The Guardian prioritises financial independence to minimise risk, it does not address the ideological motivations behind their content choices or the role of the Scott Trust Ltd. in safeguarding editorial integrity.

Hesmondhalgh’s concept of formatting is particularly relevant to news production. News organisations often rely on familiar story structures, recognisable voices, and high-profile journalists to attract and retain audiences. For example, both The Guardian and the Daily Mail use established columnists and political commentators whose views align with their core readership. This reflects Hesmondhalgh’s argument that media companies seek to reduce uncertainty by sticking to familiar formats and voices.

Hesmondhalgh’s theory also explains why newspapers rely on sensationalist headlines and emotionally charged language to drive engagement. The Daily Mail’s use of accusatory language and provocative imagery when covering political issues reflects a strategy designed to appeal to its middle-class, conservative audience. This aligns with Hesmondhalgh’s point that media content is shaped by the need to create predictable, audience-driven patterns of consumption. Similarly, The Guardian’s more measured tone and in-depth analysis reflect an effort to meet the expectations of a more left-leaning, politically engaged readership.

However, Hesmondhalgh’s focus on economic pressures does not fully explain why both The Guardian and the Daily Mail sometimes deviate from these patterns. For example, during the January 2021 announcement of a second UK lockdown, The Guardian took a supportive stance towards Boris Johnson’s decision, while the Daily Mail criticised it. Hesmondhalgh’s theory would suggest that economic pressures would push both newspapers toward consistency in tone and ideological stance, but political and ideological factors appear to override economic concerns in this case. This suggests that Hesmondhalgh’s theory is useful in explaining broad patterns of content production but less effective in addressing editorial choices driven by political or ideological motivations.

Hesmondhalgh’s theory remains relevant in the context of digital news distribution. The rise of online platforms and social media has increased competition and changed how news organisations manage risk. Hesmondhalgh argues that media companies respond to these changes by focusing on multi-platform distribution and online engagement. The Guardian’s investment in social media outreach and online-only content reflects this shift. By targeting younger audiences through Twitter and Instagram, The Guardian reduces reliance on traditional print revenue and ensures a more stable financial base.

The Daily Mail’s success with MailOnline also reflects Hesmondhalgh’s theory. MailOnline generates substantial advertising revenue through click-driven content, including celebrity gossip and sensationalist headlines. Hesmondhalgh’s theory helps explain why the Daily Mail has adapted its content strategy to prioritise online engagement and ad revenue, even at the expense of journalistic depth.

However, Hesmondhalgh’s theory overlooks the role of audience interactivity and participatory media in shaping news content. The rise of citizen journalism and user-generated content complicates the relationship between ownership and content. For example, Twitter reactions and online commentary can influence how news stories are framed and updated. While Hesmondhalgh’s theory explains why media companies prioritise engagement and ad-driven revenue, it does not account for the dynamic relationship between producers and audiences in shaping news content.

While Hesmondhalgh’s theory is useful in explaining how economic pressures and risk management strategies shape media content, it overlooks the political and ideological influences on news production. Curran and Seaton’s theory provides a more detailed analysis of how ownership and political agendas shape editorial decisions, whereas Hesmondhalgh’s theory remains focused on business strategy and market dynamics.

Furthermore, Hesmondhalgh’s theory does not fully explain how audience feedback and participatory media influence content. While The Guardian and the Daily Mail rely on economic strategies to maintain profitability, they also respond to audience engagement and social media discourse. Hesmondhalgh’s model treats audiences primarily as consumers rather than active participants in shaping news content.

Additionally, Hesmondhalgh’s theory does not address the role of regulatory bodies and journalistic standards in maintaining editorial independence. Ofcom’s investigation into DMGT’s acquisition of The i demonstrates that editorial independence can be maintained despite ownership concentration. Hesmondhalgh’s focus on economic strategies overlooks the complex regulatory and ethical frameworks that shape news production.

Hesmondhalgh’s theory is useful in understanding the extent to which media ownership influences the content of news stories, particularly in terms of economic pressures and risk management strategies. His focus on vertical and horizontal integration, formatting, and online distribution helps explain why media companies adopt specific business models and content strategies. However, Hesmondhalgh’s theory is less effective in explaining the political and ideological factors that influence editorial decisions or the growing role of audience interactivity in shaping news content. While Hesmondhalgh’s theory remains valuable for understanding the economic context of news production, it should be supplemented with other theoretical perspectives, such as Curran and Seaton’s work on ownership and ideology, to develop a more comprehensive understanding of modern news media.

VERSION 2: SHORTER 

Hesmondhalgh’s cultural industries theory argues that media companies aim to minimise risk and maximise profit through vertical integration, horizontal integration, and formatting. Vertical integration refers to owning multiple stages of production and distribution, while horizontal integration involves owning different media platforms to expand reach. Formatting uses familiar content structures to attract predictable audiences and reduce financial uncertainty. Hesmondhalgh’s theory is useful for understanding how economic pressures shape news content but overlooks political and ideological influences.

The Daily Mail’s acquisition of The i in 2019 illustrates horizontal integration. DMGT (Daily Mail and General Trust) expanded its audience reach by acquiring a centre-left publication while maintaining distinct editorial stances. Hesmondhalgh’s theory explains the financial logic behind this strategy, but the fact that The i’s content remained independent suggests that economic pressures do not always override editorial independence. Similarly, The Guardian’s reliance on a donation-based funding model reflects a strategy to maintain financial independence and journalistic integrity. Hesmondhalgh’s focus on profitability helps explain why The Guardian adopted this model but does not account for the ideological motivations behind their content.

Hesmondhalgh’s concept of formatting applies to how news organisations maintain audience engagement. The Daily Mail relies on sensationalist headlines and provocative language to attract readers, while The Guardian’s measured tone caters to a politically engaged audience. This reflects Hesmondhalgh’s argument that media companies use predictable formats to reduce risk and maximise profit. However, Hesmondhalgh’s theory does not fully explain why both papers deviated from their usual stance during the January 2021 UK lockdown. The Guardian supported Boris Johnson’s decision, while the Daily Mail criticised it—choices driven more by political positioning than financial strategy.

Digitally convergent platforms also align with Hesmondhalgh’s theory. MailOnline generates substantial advertising revenue through click-driven content, while The Guardian invests in social media outreach to engage younger audiences. These strategies reflect Hesmondhalgh’s argument that media companies adapt to digital markets to reduce reliance on traditional revenue streams. However, Hesmondhalgh overlooks the growing influence of audience interaction and participatory media. Social media reactions and citizen journalism increasingly shape news content, complicating the traditional producer-consumer relationship.

Hesmondhalgh’s theory is limited by its narrow focus on economic pressures. Curran and Seaton’s theory, which emphasises political and ideological influences, better explains why The Guardian and The Daily Mail take contrasting editorial positions despite similar market pressures. Hesmondhalgh’s model also fails to account for the role of regulatory bodies, such as Ofcom, which safeguard editorial independence despite ownership concentration.

In conclusion, Hesmondhalgh’s theory effectively explains how media ownership influences news content through economic strategies, but it falls short in addressing political, ideological, and audience-driven factors. While useful for understanding the business dynamics of news production, it should be combined with other perspectives for a fuller analysis.