Newspapers/ Audience- The Daily Mirror

Question 1

What is the Target Audience for The Daily Mirror?

Answer 1

• C2DE social classes.
• Male and Female (slight Male skew/ slant).
• 65+
• Labour Supporters

Question 2

What Targeting Techniques does The Daily Mirror use?

Answer 2

• Tabloid news values (lots of images to tell the stories (photojournalism), hyperbole/exaggerated language)
• Sensationalist mode of address.
• Emotive mode of address.
• Vilification of the Tories.
• Lexical choices e.g. informal language/ colloquialisms (links to the lower class of audience).
• Left- wing political agenda.
• Construction of cultural anxieties (most frequently those of the lower classes).
• Marketing USP as the ‘intelligent tabloid’ e.g. ‘Don’t say Stupid’ and #MadeUThink. Most tabloids are seen as being about celebrities and low- brow, unintelligent news- The Mirror is marketing itself as being different and better than rival tabloids, most prominently ‘The Sun’.
• Sponsorship takeovers e.g. I, Daniel Blake.

Question 3

What are ways in which New Technologies help with Audience Interaction in regard to The Daily Mirror?

Answer 3

• Mail Online.

- Newspaper e-edition and app.

Question 4

What are the different Audience Responses/Interpretations/ Readings of the news story in the Daily Mirror?

Answer 4

• Different readings of a news story may depend on the reader’s political values, age, family status, gender etc.

Dominant- Hegemonic Position or Preferred Reading- The reader understands and accepts the left-wing agenda of the story and is aligned with the opinions/ ideologies of the paper.

Negotiated Reading- The reader may accept that the story is legitimate but may not agree with the level of sensationalism.

Oppositional Position- Where the reader does not agree with the opinion/ ideologies of the story.