News- prep Q3 & 4

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Links:


Question 3: 10 marks
-Context question:
  • Economic- Industry in managed decline, facing dual challenge of rising competition from online news and how to monetise content in the digital age. Print revenues falling and internet news like google and facebook monopolise profits from online advertising
    • Mailonline makes more profit than The Daily Mail- but is very successful online
    • Guardian just recently recorded its first operative profit in decades- used to have £60m loss each year
  • Political: Press are fourth estate; underpin democracy and hold powerful to account. Our system is capitalist, free-market- but purpose of papers is to make a profit- this is why industry is oligopoly
  • Cultural/historical: British cultural tradition. Since 1980's news is shifting to online (historic)- audiences prefer online media and have expectations of entertainment, marketing and self-promotion (cultural). Newspapers often support one-dimensinal view of British culture and enforce cultural norms and viewpoints due to oligopoly
  • Social/cultural: The way audiences consume, interact and pay for news has changed. News reflects what is happening in our society and reflects current social anxieties- Brexit, corona or terrorism



Explain how the political context in which papers are produced, influences their ownership and regulation. Refer to the Guardian and Daily Mail papers you have studied to support your answer.

[How does the fact that the news industry has a free-market system influence the regulation of press, and the way news is owned. Are there any other reasons that both papers are different? Give examples from set products]

Political context:
  • The press is the fourth estate; underpins democracy and holds the powerful to account
  • Politically, our system is a capitalist, free-market economy- this is why the news industry is an oligopoly and needs to be regulated to ensure plurality- necessary for a free press
Macro: intro
  • Three companies (DMGT, Reach, News UK) own 80% of newspapers- an oligopoly. The Guardian only have a 10% market share
    • Majority right-wing political alliances
  • Concentrated market- limited opinions and viewpoints
  • The job of the press is to hold powerful institutions and politicians to account- be the eyes and ears of the public
  • Leveson enquiry- set up to investigate the culture, practices and ethics of British press due to phone hacking scandal. It also explored the relationship between the press, policed and politicians
  • As a result, two regulators- IPSO and IMPRESS, set up to uphold press standards- gov backed IMPRESS (Leveson) and industry accepted IPSO- Guardian is self regulated through Guardian reader editor
Regulation:
  • The close relationship between press and politicians was criticised by Leveson leading to greater levels of transparency
  • Post Leveson- Self-regulation by IPSO- an industry body that upholds press standards and maintains editors code of conduct (not Leveson complaint(
  • IMPRESS- backed by government. No national papers signed up 
  • Guardian claim both regulators are flawed- Scott trust have their own regulatory board instead
Ownership of guardian vs DM
  • Daily Mail owned by DMGT (viscount rothemere)- propriterior model
  • Revenue from circulation of sales and advertising (capitalist nature of paper)
  • 25% market share
  • Owner and editor (Geordie Greig) have close relationship- rothemere influences papers ideas and content
  • Guardian parent company is GMG- owned by Scott's Trust (non-for-profit organisation)
  • Needs to be liberal and progressive to represent Scott's trust values
  • Revenue goes back into paper to enforce quality journalism and reflect news values
  • Agenda-setting: stories are prioritised if they are of public interest and reflect equality/freedom
Question 4: 10 marks
-Theory
-Evaluative

Evaluate the usefulness of one of the following in understanding audiences for online newspapers such as The Guardian and The Daily Mail:
  • Shirky end of audience theory
  • Gerbner cultivation theory
Gerbner cultivation theory- 
  • Exposure to tv over long periods of time cultivates standardised roles and behaviours
  • Heavy tv viewing led to mainstreaming-common outlook on the world based on the images and lables on TV
  • Heavy users of TV were more likely to develop mean world streaming
Shirky's end of audience theory-
  • Consumers are now producers- active not passive
  • Behaviour is variable across different sites- some audience create content, synthesise content or consume content
  • The old media created a mass audience. The new media provide a platform for people to provide value for each other
Online news: macro
  • Print news has been in decline for past 20 years-newspapers have gradually moved content online
  • online advertising is now much more lucrative (profitable) than print
  • Some newsbrands like The Times introduced paywalls where you have to pay to read content online- DM and TG dont so they rely on ads for revenue
  • Despite having different print demographics, TG and DM have very similar online audiences- profilteration of the internet and technology
Mailonline:
  • Same masthead font to Daily Mail- house style- audience recognise it
  • Sidebar (pink)- very gossip, celeb stories- particularly for female readers
  • Stories fill the web page, it keeps on going- crowded and screams at audience
  • Editorially different-appeals to wider audience (DMGT reaches a wider market)
  • It has a much younger audience than print newspaper
  • International audience- high traffic from USA
  • Each day it produces- 2000 articles, 900 videos and 30,000 photos
  • 10 dealings with IPSO per week (14,000 articles)- surprisingly low
  • Still has a right-wing, conservative agenda, but greater focus on celebrity and gossip
  • most stories are personalised and focused on individuals, than collectivised
  • 25 million monthly visitors
  • 4.5 million daily readers (1.3 million for daily mail)
Guardian online:
  • 33.6 million monthly readers
  • 33% aged 15-34,  67%- 35+
  • Much younger audience than counterpart (print)
  • ABC1, educated, culturally aware audience
Intro- 
-Macro online news
-theory one line summary

Para 1-
-Mailonline- examples and how it fits with theory

Para 2-
-Guardian.com- examples and how it fits with theory

Para 3- 
-limitations backed up with examples

Conclusion
-go over everything briefly- is it useful and why?





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