The Daily Mail case study
- established in 1896 - uses and refers to tradition
- supporters of the British Royal Family
- outspoken right wing political ideology - pro Brexit
- sister paper - The Mail on Sunday (1982)
- tradition dictates ownership - Daily Mail and General Trust (4th Viscount of Rothermere current chairman, great grandson of co-founder)
- 1.25 million print circulation, 2nd highest - sun first place
- research Geordie Greig - new editor of Daily Mail and a Remainer
- theorist Bandura for e.g., environmental factors affect your behaviour
Target Audience
- male/female gender split with a female gender skew, called the Femail
- C1, C2, D - stereotype is middle aged, middle England
- right winged political alignment
- 35+ with significantly 55+ print readership (average 58)
- environmental change
- supports royal family
The Guardian case study
- established in 1821 - older than The Daily Mail
- not profits driven, not a commercial owner - Scott Trust
- hoping to break even this year for the first time ever
- positive action scheme - recruited ethnic minorities to break down barriers
- proud of their Windrush coverage - initially one story and grew to the extent that Amber Rudd had to resign
Target Audience
The Three Little Pigs advert:
Shows that their readers challenges viewpoints and can express their opinion and perspectives on social media platforms. they want them to be an active audience compared to the daily mail who consumes the news the receive, being passive.
- left wing political alignment - expressing socialist views, wanting to fight against the system
- educated, middle class
- 18+ audience - trying to reach a younger audience and demographic
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