Lesson 1: Apply Theory - Newspaper Question One - Media Language Style Question

Typical Question Format:

 

Analyse the way that Media Language is used to present social contexts in Source A (The Daily Mail) and Source B (The Guardian Online).​ 

Apply Barthes Theories about Semiotics in your answer.

 

Context: You will be asked to write about social, cultural, political or historical context.

Theory: You will be asked to apply one of the following theorists

• Apply Barthes Theories about semiotics.
• Levi-Strauss theories about structuralism.
• Todorov's theories about narratology.
• Baudrillard's theories about Postmodernism.
• Neale's theories about genre.

WHAT DO YOU NEED TO KNOW ABOUT CONTEXT?

 

SOCIAL CONTEXT

Social Context focuses on the different social groups being presented by the newspaper and what we are being encouraged to think about them. It will usually consider broad ideas such as gender, age and class, but may also consider ethnicity, race, disability, sexuality or other social groups. Think about which groups are being represented, how they are represented, and whether the newspaper presents them positively, negatively or neutrally.

Think about:

• Which social groups are being represented?
• What does the newspaper want us to think about that group?
• Is the representation positive, negative or mixed?
• Does the representation reflect wider social attitudes or tensions?

Simple question:

What is the newspaper saying about different groups of people?

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CULTURAL CONTEXT

Cultural Context focuses on the beliefs, values and attitudes that exist within society and how the newspaper reflects or challenges them. It can include ideas about British identity, religion, tradition, family, morality, patriotism, popular culture and changing attitudes. Think about what the newspaper appears to believe is important, acceptable, normal or threatening.

Think about:

• What values and beliefs does the newspaper appear to promote?
• What does it present as right or wrong, normal or abnormal?
• How does it represent ideas about British identity or national identity?
• Does it support traditional values or challenge them?
• Are there particular cultural attitudes or beliefs that its audience is expected to share?

Simple question:

What values does the newspaper suggest are important, right, wrong or normal?

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POLITICAL CONTEXT

Political Context focuses on the political ideas, events and issues. It is particularly important to consider who has political power, what political decisions are being made and where the newspaper stands politically. Think about how the newspaper's political viewpoint or ideology might affect the stories it chooses and the way it presents them. It is supporting a political party/perspective or is it challenging that party/perspective? 

Think about:

• What political event or issue is the newspaper reporting?
• Who has power and who is being criticised or supported?
• What are the major political arguments or debates at the time?
• What is the newspaper's political viewpoint or agenda?
• How might the newspaper's political position influence its representation of the story?

Simple question:

What is happening politically, and whose side does the newspaper appear to be on?

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HISTORICAL CONTEXT

Historical Context focuses on the events, developments and changes from the past that help us understand the significance of a newspaper story. Think about whether the story is connected to a longer-running issue, previous event or historical relationship, and whether the newspaper is relying on its audience knowing about that past. Historical context can therefore help explain why this particular story matters at this particular time and why it may be represented in a particular way.

Think about:

• What is the historical significance of the story? Why does this event matter beyond what happened on that particular day?
• Is the story part of a longer-running issue? For example, immigration, the NHS, the economy, Britain's relationship with Europe, or tensions between countries.
• Are there important historical events or relationships behind the story? These may shape how readers understand the people or issues involved.
• Has the situation changed over time? Consider whether the newspaper is presenting the story as evidence of progress, decline, crisis or change.
• Does the newspaper use the past to influence how we judge the present? For example, by referring to previous governments, conflicts, scandals or historical events.

Simple question:

What does the past add to our understanding of this story?

QUESTION CONTEXT: 

On March 7th, 2021, Meghan Duchess of Sussex gave an Interview to Oprah Winfrey in which she accused the Royal Family of racism. This came just a few hours after the Queen's speech to the British Commonwealth in which she stressed the importance of duty.

 SOURCE A: DAILY MAILCOVER MARCH 8th 2021

SOURCE B: THE GUARDIAN ONLINE MARCH 8th 2021

 

YOU MAY FIND IT EASIER TO USE THIS...

 

So, start by asking yourself the following questions...

Context (Social)

1: What social groups are being presented?

2: What is the messaging about those social groups?

Theorist (Barthes)

1: What myths are being presented as natural?

2: What ideological position do those myths seem to suggest are just common sense? 

 

SO, HOW DO WE ANSWER THE QUESTION

MARK SCHEME - YOUR SCORE FOR THIS QUESTION IS OUT OF 10

1. Correctly characterise the theory [0,1,2]​ 

Use the theory correctly, the right words and the right ideas. 

2. Answer the question [0,1,2]​  

Refer to the right elements of context or representation. e.g. If you're writing about social context, use the phrase social context.  

3. Use specific and detailed examples [0,1,2]​ 

Carefully select examples from the text to write about. There may be times when you approach it slightly differently, but as a rule of thumbs approach in this order:

i) Look at the main image and anchoring text.

ii) Look at the main headline and sub headline - consider typography and language

iii) Look at anything else of interest on the page

4. Uses the theory to analyse the examples [0,1,2]​

After you have presented the example, apply the theory to analyse it.

5. Use Media Studies terminology [0,1,2]

Finally, and throughout, try to use as much terminology that is specific to Media Studies as you are able. (You'll get better at this as you progress).

1. THEORY [0,1,2]​   

2. QUESTION [0,1,2]​ 

3. EXAMPLE [0,1,2]​   

4. ANALYSIS  [0,1,2]​

5. TERMINOLOGY [0,1,2]

 WHEN APPROACHING THE ESSAY, START BY IDENTIFYING THE THEORY AND THE CONTEXT. FOR EXAMPLE...

Barthes argues that signs create connotations which can construct myths, that make ideologies appear natural or common sense.  This can link to social context by reinforcing our expectations about different social groups. 

 The image and anchoring text on the cover of the Daily Mail constructs connotations around the social contexts of age, ethnicity and social hierarchy that reinforce the myth that Britain is morally superior and that the Queen is the ultimate example of this.  The image of the Queen uses direct address and eyeline matching, to connote connection with the British audience and the anchoring text indicates that she is making a speech to her subjects. This reinforces the myth that she is both our leader, but also one of us, which naturalises the Daily Mail’s patriotic ideological position. By contrast, the image of Meghan is a high angle shot, which may connote the idea that we are meant to look down on her. Her facial expression is smug and she is looking off camera, instead of connecting to the audience. This is combined with the anchoring text, ‘speaking out’ which is constructing the idea of her being so self absorbed that she is willing to share private matters in public. All of these elements combine to construct the myth that young, American celebrities are uncouth and beneath the British class system. This naturalises the patriotic and ethnocentric values of the Daily Mail and its readers. 

 Look at this example of the the first two paragraphs and apply the mark scheme. In the contents below, give it a grade.