THE DAILY MAIL AUDIENCE

Question 1

Daily Mail- Class & Socioeconomic Status:

Answer 1

• Appeals to C1/C2/D (lower middle-class, skilled working-class).

usually aspirational or traditionalists

Question 2

Daily Mail- Audience (Gender)

Answer 2

• Predominately female readership

(especialy through its lifesyle/celeb content-Femail section)

Question 3

Daily Mail- Audience (Location)

Answer 3

• Outside London
• Rural suburban areas.

Question 4

Young and Rubicam’s 4Cs Model (Psychographics - Values, Interests, Lifestyle) .

Answer 4

• Mainstreamers- Seek security, belonging (content reinforces British traditionalist values, family life, stability)
• Aspirers- Status concious and materialistic (content-celeb gossip, fashion and lifestyle)

Question 5

Audience Political Leanings & Ideology?

Answer 5

• Political ideology- Right-Wing/Conservative/Pro-Brexit/Nationalistic.

Question 6

Can you describe the ideology of the Daily Mail audience?

Answer 6

• Ideology- Anti-woke traditionalists (appeals to readers who feel disconnected from progressive movements- often criticizing political correctness, immigration and liberal policies)
• Patriotic and nationalist- (content emphaises British identity, nostalgia, protection of British values.

This reinforces hegemony (Gramsci) by promoting dominant conservative ideologies while marginalizing more progressive viewpoints.

Question 7

How could you apply the gratification theory- Blumer and Katz to the Daily Mail’s readership?

Answer 7

• Information- desire political news, health news (that alligns with worldview)
• Personal identity- identify with the papers traditionalist values.
• Entertainment- enjoy celeb gossip and scandal.
• Social interaction- desire content that sparks discussions (especially amongst right leaning online/social communities)