question 1 and 2 :
Q1) How does media language convey values attitudes and beliefs about the world 
daily mail 
bully newspaper 
readers have similar opinion 
go top to bottom of paper and analyse 
look at font - connotations eg DM - tradition, old fashioned, elaborate, serif
coat of arms in DM connotes support of royal family. 
text anchors photo images?
photos link to social context
look at language what does it connote?
guardian 
not emotive and dramatic, more subtle
the image shows innocence and youth, it is persuasive because of the high angle and sweet smile the little girl portrays it, conveys their ideas and beliefs of migrants are welcoming and 
news at the top are much more soft than headline- more intellecutal soft news - conforms to conventions 
masthead - serif but modern and easy to read. 
the guardian is more no nonsense 
lots of text so conforms to broadsheet conventions - text 
against david cameron
headlines more subtle with formal language and not as in your face. 
DFS advert not that normal 
direct mode of address
subjective - opinionated
objective - neutral 
guardian targets more socially aware demographic 
supports minority groups 
migrant - more liberal   


Q2) Social representations in the DM and the Guardian using a theorist 

Question 3 and 4 
3)THE GUARDIAN AND DAILY MAIL
dealing circulation, online newspapers and technology - daily mail and the guardian (the guardians online platform is was more commercially successful than in print.) print version is niche media. Range of media overpower news. Tik Tok and twitter -people rely on them for news.
THE GUARDIAN
how do the guardian get their money. 
guardian they have no money but DM do 
unique funding structure - funded through reader and subscription
the phone hacking scandal - Murdoch
panama papers
windrush 
corupt politions 
Edward snowdon 
the pegasis project
noel clark
Donald trump allegation 
 
THE DAILY MAIL
young target audience 
chance to interact with younger demographic through website (social media)
printed - one way communication technology 
social media - can copy and past stories (create dialogue) ability to communicate  
6th and 7th most visited news website in uk
not up to 900000 circulation figures DM
the guardian most recent figure Was 105000
financially a golf between printed and online newspapers. 


the guardian reclining in circulatiotion figures. But well at online 
guardian owned by Scotts trust 
DMGT buy out other companies (commercialise) 
Scott trust can't do that 
POST COVID ECONOMIS DECLINE -online news less risk 
ONLINE NEWSPAPER OFTEN FREE (the times/ Sunday times have a paywall) and ease of access 
IMMEDIACY - print cannot compete 
MANY ALTERNATE NEWS PLATFORMS - eg twitter tik  Tok sky and bcc news apps 24 hour tv and radio news and alone news platforms for example buzz feed 
DECLINE IN ADVERTISING REVENUE - primary source of revenue 
LESS ENVIROMENTAL ISSUES - online news 

OWNERSHIP 
daily mail owner connected to royal family 
DMGT have incredibly wealthy owners whereas the guardian don't 
newspaper that is nt driven by profit 
guardian are combative 
can't think of a single institution the guardian haven't taken on
they don't feel like they have an owner 
we don't answer to advertisers \
guardian have limited resources
 
question 4)
"Evaluate the usefulness of... (choice of two theorists)
then try refer the theory to daily mail or guardian 
Gerbner cultivation theory
about passive audiences  
repeated representations reinforces and circulated as common sense happens more in printed newspapers little rely opinions and beliefs are cultivated by the newspaper - more passive audiences 
for example Daily Mail news values on Harry an Meghan the migrant crisis and Brexit could lead to the cultivation of a similar worldview and passive consumption 
the guardian reader tends to be more active but still reactionary up to 

CLAY SHIRKY 
AUDIENCE 
the idea the internet and digital technology have had profound effect on the reactions between the media and individuals
the idea that conceptualisation of audience members as passive consumers of mass media content is no longer tenable in the age of the internet was media consumers have now become producers who speak back to the media in various ways, as well as creating and sharing content with one another. 
in other words we are now more likely to use the internet and other technologies to respond to texts, including creating our own. 
active audiences.