The Daily Mirror (L,R,I&A) Flashcards
When did the Daily Mirror first report this story?
November 2021
What is the newspaper scandal known as?
‘Partygate’ in reference to he ‘watergate’ scandal in the US in the 1970s which resulted in the resignation of President Nixon
References the fact that Boris is corrupt and untrustworthy.
What does the Daily Mirror present itself as?
The voice of the British people (they align themselves by using the personal pronoun ‘us’)
(Daily Mirror) Plug
The advertising feature on the front of the paper is of the Platinum Jubilee which reinforces the cultural heritage of the UK.
The queen is wearing fancy clothing and jewellery which would be quite expensive (upper class) which may be an escapist fantasy for a lot of readers (working-class readership)
The use of the old photo suggests the length of her reign - representing the monarchy as being a part of tradition.
What type of newspaper is The Daily Mirror?
Tabloid
What party does The Daily Mirror support?
Labour
What does The Daily Mirror’s slogan suggest?
“The Heart of Britain”
It suggests that the newspaper stands up for the ordinary person and is a key part of cultural life in the UK.
Significance of The Daily Mirror headline
“ZERO SHAME”
It is brief and dramatic (which is typical of the paper’s style)
(Daily Mirror) Main image FP
The image is large which suggests that he is important and powerful - especially to this story.
Johnson is wearing a suit and tie which we typically associate as being wealthy and high status - but looks disheveled (connoting that he is lazy and unprofessional)
Johnson appears unconcerned/unapologetic (smirk). Along with the caption “I’m not going” suggests his failure to take responsibility for what has happened.
(Daily Mirror) Language
The language is emotive and reflects the values/attitudes of the newspaper and their political allegiance as they refer to Johnson as “shameless” which also creates a negative representation of BJ.
“Stain” - negative connotations, Conservative Party is dirty and they have ruined the country not just for a short time either
(Daily Mirror) Mode of address
It is direct and uses colloquialisms such as ‘cops’ and ‘lockdown bashes’ to engage with the target readership
(Daily Mirror) Busy DP
It incorporates a range of different features which is unusual for a newspaper to have all of these on the same page - it suggests the story’s importance.
(Daily Mirror) Main image on DP
They are emotive and dramatic. They have juxtaposed te scene from the hospital ward to one with the prime minister smirking with a glass of wine.
Represents BJ as being lazy, enjoying luxuries as opposed to saving lives.
(The Daily Mirror) Levi-Strauss’ structuralism theory - conform or challenge?
It conforms!
There is a binary opposition between the government and ‘the people’ which feeds into the ‘us vs them’ ideology of the newspaper.
Discusses how BJ was out partying “while the rest of the nation was diligently sticking to the rules” - helping the audience feel like they were doing the right thing
Pitting BJ against the rest of Britain
“Compare Hannah’s quiet dignity with his lying bombast”
- real member of the public
- see her as good vs Boris as villain
(Daily Mirror) Direct quotations on DP
They represent ordinary people’s stories (from diverse and W/C backgrounds) and makes it about the experiences of individuals rather than a complicated political story. This builds emotional engagement.
-will appeal to DM readers as they are in similar situations
Connotes that BJ is unpopular with a lot of people and makes the representations of him feel more accurate and untrustworthy.
(The Daily Mirror) Hall’s representation theory - conform or challenge?
The paper is using stereotypical representations of the prime minister to convey a left-wing agenda and raise awareness of the equalities in society.
Also, the representation is constructed through signs e.g. dress codes are used to convey messages about social standing.
(The Daily Mirror) Curran and Seaton’s power and industries theory - conform or challenge?
It conforms!
The newspaper industry is dominated by a small number of powerful companies. The Daily Mirror has concentrated ownership meaning they receive a narrow range of viewpoints.
(The Daily Mirror) Hesmondhalgh’s cultural industries theory - conform or challenge?
It conforms!
Reach plc is one of the largest newspaper publishes and has become horizontally integrated with a number of different titles in order to maximise audiences and minimise risk.
What is The Daily Mirror’s target audience?
C2DE, over 35, mostly male and working class Labour supporters
How does The Daily Mirror target their audience?
- how they represent particular stories to resonate with likeminded readers (left-wing)
- using digital platforms (has its own website which has 32 million monthly readers) which allows to appeal to younger audiences
(The Daily Mirror) Gerbner’s cultivation theory - conform or challenge?
The repeated exposure of certain things (e.g. the government) may influence the audience’s own views and opinions as newspapers function as opinion leaders. However, this depends on what the audience already believes.
(Newspapers) Hall’s reception theory
Left wing audiences are more likely to take a negotiated reading of the Daily Mirror and an oppositional reading to The Times.
It depends on things such as class, income, political views, education etc.
(The Daily Mirror) Shirky’s end of audience theory - conform or challenge?
It conforms!
Audiences can no longer be passive due to the new age of technology. The Mirror does offer some opportunities for ‘citizen journalism’ (e.g. the “What’s Your Story?” section of their website)
Consumers can also actively engage and ‘speak back’ to the news media. The Daily Mirror website offers opportunities for readers to comment on stories and features, thus giving them a voice as part of the newspaper’s community.
When was the Daily Mirror first published and what was it published as?
1903 as a newspaper for women, ‘to act as a mirror on feminine life’
Reach PLC
Owner of the Daily Mirror
largest commercial,national and regional publisher in the UK, publishes more than 130 national/local media brands (horizontally integrated)
- means they can get rid of their competition and stay as a leader in the market
- can share journalists between different newspapers (reduces overall costs)
Daily Mirror sales
Been falling year after year.
Feb 2022 - around 330,000 a day (down 9%)
Mirror Online
Due to the recent technological change and therefore the downturn in newspaper print sales, the Daily Mirror established an online presence through a website and social media sites.
This has allowed them to produce up-to-the-minute national/global news
Daily Mirror regulator
Part of regulatory framework called the Independent Press Standards Association (IPSO)
Not backed by the government (independent)
Fully funded by the industry.
(Daily Mirror) Masthead
Suggests that the newspaper is going to reflect the days events to their audience.
Conventions of tabloid newspapers
- large images (eye catching)
- small amounts of text
Reflects the low literacy levels of readers - makes it easy to understand
(Daily Mirror) Headline FP
“ZERO SHAME”
- Anchors the meaning of the image - suggesting he should be ashamed but isn’t
Lots of use of numbers (highlighted in yellow - draws more attention) to make article more persuasive suggesting the amount of evidence against BJ and Conservatives.
Use of ellipsis - still no apology (values of DM)
(Daily Mirror) Representations of men
All of the men (Kier Starmer, Boris Johnson and King George) are wearing suits and ties which represents men as in positions of power and wealth
(Daily Mirror) Shame
This word is repeated several times on both the FC and the DP which emphasises BJ’s wrongdoing.
(Daily Mirror) Kier Starmer interview DP
Article is written by KS (leader of the Labour Party) which explains why it is very anti-BJ/Conservative.
“He should do the decent thing and resign”
Inclusive language - audience is part of his belief group and not the conservatives (e.g. “Dear Mirror readers”, “our” “we”)
Flatters British public in pull quote “The British people aren’t fools”
(Daily Mirror) Representations of NHS workers
DP represents NHS workers in a positive and heroic fashion but also as victims that we should support.
Working hard to save people’s lives.
The caption says that they are treating a covid victim who is in “critical condition” which represents their roles as being risky and dangerous but essential and heroic.
(Daily Mirror) Satirical meme
Putin on the phone basically saying that he doesn’t want to talk to Boris because even he can’t be associated with him - really emphasising the negative aspects of BJ.
(Daily Mirror) Print Circulation
- rapidly declining (do well online - tackles falling print circulation)
- target audience is going online (website is free in order to compete with other websites)
- can still make money through online advertising (another stream of revenue for company)
(Daily Mirror) Other streams of revenue
- online advertisements
- premium rate phone lines in newspaper
- betting and dating sections (have to pay for)
(Newspapers) Shirky’s end of audience theory
- audience becoming more active with technology and wanting to speak back to producers and create their own content through comments
- DM has used interactive elements on website such competitions, phone ins and text ins.
(Daily Mirror) Advertising
- shops like Tesco, Lidl, Aldi, McDonald’s
- targeting working class audience
How does the Daily Mirror attract their target audience?
- on their website there are lots of opportunities to enter competitions and win money/prizes which would target those who are on a lower income.
- labour represented in positive way
- conservatives represented in negative way
- softer news (younger audience)
