Daily Mail and Mail Online

Daily Mail and Mail Online analysis

Use your own purchased copy or our scanned copy of the Brexit edition from January 2020 plus the notable front pages above to answer the following questions - bullet points/note form is fine.

1) What are the most significant front page headlines seen in the Daily Mail in recent years?

A NEW DAWN FOR BRITAIN

ASYLUM SEEKERS FERRIED AROUND IN STRETCH LIMO

ENEMIES OF THE PEOPLE

2) Ideology and audience: What ideologies are present in the Daily Mail? Is the audience positioned to respond to stories in a certain way?

Right-wing ideologies are present in the Daily Mail. The audience is positioned to agree with the message of the news stories.

3) How do the Daily Mail stories you have studied reflect British culture and society?

They seem to be very conservative and "Pro-Britain". The headline "A NEW DAWN FOR BRITAIN" celebrates Britain's independence from the EU. However, "ASYLUM SEEKERS FERRIED AROUND IN STRETCH LIMO" shows negativity towards non-British people.

Now visit Mail Online and look at a few stories before answering these questions:

1) What are the top five stories? Are they examples of soft news or hard news? Are there any examples of ‘clickbait’ can you find?

Cheers for Prince William! Royal is seen for first time since his farm shop trip with Kate as Palace sources say they hope public sightings of couple will mean 'everyone can calm down' (but the wild conspiracy theories STILL won't go away) 

Italy boss Luciano Spalletti launches into a bizarre rant about his players' 'addiction' to PLAYSTATION

"JUSTICE SERVED" - Man accused of DANCING and BLASTING loud music on the tube slapped with a £10k fine

Reports say that 28% of pupils in secondary school would DROP OUT if given the chance

Kobbie Mainoo reveals how he found out about his England call-up after Gareth Southgate rewarded his Man United form... as Harry Maguire and Bukayo Saka welcome him into the senior fold 

2) To what extent do the stories you have found on MailOnline reflect the values and ideologies of the Daily Mail newspaper?

They are pro-conservative, which reflects the fact that they are a right-wing newspaper. A lot of the stories are about celebrities, which reflects the fact that they are a tabloid.

3) Think about audience appeal and gratifications: why is MailOnline the most-read English language newspaper website in the world? How does it keep you on the site?

It has a wide range of news stories that cater to every single reader. It keeps users on the site through blasting as many news stories as possible on screen.

Factsheet 175 - Case Study: The Daily Mail (Part 1)

Read Media Factsheet 175: Case Study: The Daily Mail (Part 1) and complete the following questions/tasks. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets or online here (you'll need your Greenford Google login).

1) What news content generally features in the Daily Mail?

The Daily Mail typically covers a wide range of news content, including stories concerning women (health, family, fashion, celebrity focus), Royal family coverage, outspoken columnists such as Richard Littlejohn, political topics such as pro-Brexit commentary and criticism of the EU, coverage of British interests like food and agriculture, terrorism risks, and plots. Additionally, it includes campaigns against the current NHS, supporting a 'patients betrayed' ideology, and features a wide-ranging health section.

2) What is the Daily Mail’s mode of address?

The Daily Mail's mode of address is tailored towards its predominantly female readership, employing a language and discursive strategies more likely to appeal to this audience. The newspaper often adopts an outspoken and hyperbolic tone, along with simplistic language. It relies heavily on images, particularly online, and features content specifically aimed at women's interests. 

3) What techniques of persuasion does the Daily Mail use to attract and retain readers?

The Daily Mail employs various techniques of persuasion to attract and retain readers. These techniques include practical approaches such as offering rewards, coupons, and incentives, emphasising newness and longevity, promoting ease of use, and presenting content as inexpensive or luxurious. Emotional techniques involve exaggeration or hyperbole, repetition, comforting narratives, invoking fear, and using humour or satire. Additionally, the newspaper utilises associations, including celebrity endorsements and expert opinions, to appeal to its audience.

4) What is the Daily Mail’s editorial stance?

The Daily Mail's editorial stance is traditionally Conservative, with a history of supporting the Conservative Party in recent general elections. It is critical of the Labour Party and its leader, Jeremy Corbyn. The newspaper also tends to be critical of institutions perceived as left-leaning, such as the BBC. It holds a pro-Brexit stance and supports traditional British values, often advocating for consumerist ideals.

5) Read this brilliant YouGov article on British newspapers and their political stance. Where does the Daily Mail fit in the overall picture of UK newspapers? 

The Daily Mail is seen as Britain's most right-wing newspaper.

Factsheet 177 - Case Study: The Daily Mail (Part 2)

Now read Media Factsheet 177: Case Study: The Daily Mail (Part 2) and complete the following questions/tasks. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets or online here (you'll need your Greenford Google login).

1) How did the launch of the Daily Mail change the UK newspaper industry?

The launch of the Daily Mail in 1896 brought significant changes to the UK newspaper industry. Utilising new production technologies and targeted marketing, the Daily Mail expanded its reach to a wider audience, particularly the lower middle-class readership. It introduced a new layout with shorter, magazine-style articles and clear headlines, revolutionising the way news was presented. Additionally, the Daily Mail's success in attracting advertisers led to the shaping of layout and content to meet the perceived lifestyles and desires of its readers, establishing a symbiotic relationship between newspapers and advertisers.

2) What company owns the Daily Mail? What other newspapers, websites, and brands do they own?

The Daily Mail is owned by the British Media company DMGT (Daily Mail and General Trust plc). DMGT also owns several other newspapers, websites, and brands, including Mail on Sunday, MailOnline (the world's largest newspaper website), Metro (a free urban tabloid newspaper), Wowcher (an online vouchering website), Jobsite (a UK recruitment site), and This is Money (providing consumer financial advice), among others.

3) Between 1992 and 2018, the Daily Mail editor was Paul Dacre. What is Dacre’s ideological position and his view on the BBC?

Paul Dacre, during his tenure as editor, held conservative ideological positions and was known for his critical stance towards certain institutions, including the BBC. Dacre viewed the BBC as an ever-growing dominant state-sponsored news service, which he believed was distorting the free market for internet newspapers and undermining media plurality in Britain. He argued that the BBC's extensive reach and influence were detrimental to the democratic process and called for measures to address its perceived monopolistic tendencies.

4) Why did Guardian journalist Tim Adams describe Dacre as the most dangerous man in Britain? What example stories does Adams refer to?

Tim Adams described Paul Dacre as the most dangerous man in Britain due to his editorial influence over the Daily Mail, which, according to Adams, played a significant role in shaping public opinion, particularly on divisive issues like immigration. Adams pointed to the Daily Mail's relentless focus on immigration, citing examples of sensationalised headlines and narratives that portrayed immigrants in a negative light, contributing to an atmosphere of fear and xenophobia.

5) How does the Daily Mail cover the issue of immigration? What representations are created in this coverage?

The Daily Mail's coverage of immigration tends to emphasise themes of fear, threat, and national identity. It often portrays immigrants in a negative light, focusing on stories of criminality, welfare dependency, and cultural clashes. The representations created in this coverage often perpetuate stereotypes and reinforce perceptions of immigrants as a burden on society. The newspaper's editorial stance on immigration aligns with a conservative agenda, advocating for stricter border controls and tougher immigration policies.

Factsheet 182 - Case Study: The Daily Mail (Part 3) Industrial Context

Finally, read Media Factsheet 182 - Case Study: The Daily Mail (Part 3) Industrial Context and complete the following questions/tasks. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets or online here (you'll need your Greenford Google login).

1) What do Curran and Seaton suggest regarding the newspaper industry and society?

Curran and Seaton suggest that newspapers must reflect the needs and desires of the readership to maintain circulation and readership. They argue that media power is exerted over society, and newspapers, as representative institutions, are expected to respond to the concerns of their readers to stay in business. The press is seen as a watchdog, scrutinising government actions and holding rulers accountable.

2) What does the factsheet suggest regarding newspaper ownership and influence over society?

The factsheet suggests that newspaper ownership has shifted from being independent to being controlled by conglomerates, which harms their independence. Media owners can interfere with and manipulate newspaper content, impacting the independence of journalists and editors. Anti-monopoly legislation has been ineffective, allowing the creation of large media monopolies, which wield significant power in shaping public opinion.

3) Why did the Daily Mail invest heavily in developing MailOnline in the 2000s?

The Daily Mail invested heavily in developing MailOnline in the 2000s due to the changing landscape of the newspaper industry, including rising newsprint prices, diminishing advertising revenue, and the rise of online competitors. Recognising the shift towards digital consumption, the owners sought to address the declining readership of the print edition and capitalise on the growing online audience.

4) How does MailOnline reflect the idea of newspapers ‘as conversation’?

MailOnline reflects the idea of newspapers 'as conversation' by providing an ongoing and immediate interaction with its readers. Unlike the print edition, which offers a one-way communication from producer to audience, MailOnline allows for a two-way communication where readers can provide feedback through comments, influencing the content and direction of the platform.

5) How many stories and pictures are published on MailOnline?

MailOnline publishes around 1000 stories and 10,000 pictures daily, reflecting its emphasis on visual content and comprehensive coverage of various topics.

6) How does original MailOnline editor Martin Clarke explain the success of the website?

Martin Clarke attributes the success of MailOnline to its ability to cover a wide range of topics and appeal to diverse interests. He emphasises the importance of making the website compelling, engaging, and entertaining for readers, catering to their preferences and interests.

7) How is the priority for stories on the homepage established on MailOnline?

The priority for stories on the homepage of MailOnline is established based on their popularity, determined by the number of clicks and reader engagement. Stories with high click counts are featured prominently to attract more readers, ensuring the homepage reflects the interests of the audience.

8) What is your view of ‘clicks’ driving the news agenda? Should we be worried that readers are now ‘in control of digital content’?

The reliance on 'clicks' to drive the news agenda raises concerns about the quality and diversity of content. While it allows for immediate feedback from readers and ensures content relevance, it may prioritise sensational or clickbait stories over substantive journalism. There's a risk of trivialising news and catering solely to popular demand rather than providing comprehensive and informative coverage.