The decline in print media

Part 1: Ofcom report into news consumption 2022

Read this Ofcom 2022 report on the consumption of news in the UK and answer the following questions (bullet points/short answers are fine):

1) Look at the headlines from the report on page 6. Pick three that you think are interesting and bullet point them here. Why did you pick those three in particular?  

• TikTok’s reach for news has increased from 2020 (1%) to 2022 (7%). Half of its user base (for news) are aged 16-24.
• Five of the top six TV channels (including BBC One which remains the top news source across platforms) saw decreased reach from 2021 among online adults.
• Social media is overtaking traditional channels for news among teens. Instagram, TikTok and YouTube are now their top three most used sources for news. Meanwhile many sources have seen decreases since 2021, with reach of BBC One/Two decreasing to 24% in 2022 (down from 35% in 2021).

I picked these as it shows the stats of the interaction of news media with a young audience, and also because it is after 2020 so after the COVID lock-down pandemic where many people watched and viewed the news.

2) Look at the overall summary for adults on pages 7-8. What are the key points on newspapers? 

The reach of newspaper has decreased by 9%, however online newspaper remains study. The Daily Mail is widely read on Sundays.

3) Look at the statistics on page 13. What do you notice about newspapers and how has it changed in recent years?

Readership has decreased by 16%, and has decreased the most out of the other media platforms.

4) Now look at the age demographics for news consumption on page 16. What age demographic groups are most and least likely to read newspapers and what are the percentages? 

Most likely to read newspapers would be audiences age 75+ (51% on newspaper hardcopy and 59% on online) and least likely to read would be 16-24 (10% on the hardcopy and 30% on online).

5) Look at the newspaper-specific data on page 36. Which are the most popular newspaper titles? 

As of 2022: Daily Mail (35%), The Sun (20%) and The Metro (17%).

6) Now look at the total newspaper reach of print and online on page 39. How has this decreased over the last three years?

The general readership of newspaper for both online and print as decreased in the last 3 years by 11%.

Part 2: Factsheet - The death of print media

1) What has happened to print media in the last 30 years?

Print media used to be the main sources of information but in the last 30 years has decreased in readership.

2) Why is the Independent newspaper such a good case study for the decline in print media?

As it was set up by Rupert Murdoch in which he decided to reduce printing costs and his paper reigned 

3) What was the Independent newspaper famous for?

The selling line which was "free from political bias, free from proprietorial influence" as it was known for it's 'unorthodox' front pages.

4) What did the then-owner of the Independent, Evgeny Lebedev, say about the newspaper's digital-only future?

He suggested that it was a bold transition and that the industry is changing and the change is driven by the readers, and the future is digital.

5) How do online newspapers make money?

By selling advertising spaces for companies to buy and rent to use to promote their own company.

6) What did the Independent's longest-serving editor Simon Kelner warn regarding the switch to digital?

He suggested that the power and originality came from the print and that this was hard to replicate in digital format.

7) What is the concern with fake news? What does 'post-truth' refer to?

That as things become more digital it is harder to see what is fake news and what isn't as it is easy to replicate a website and the conventions of a online news site and it is also more accessible and doesn't have the cost of printing and selling to find the audience, especially with the rise of social media it is easier to spread. Post-truth refers to the idea of a circumstance in which objective facts are less influential in shaping public opinions and personal beliefs.

8) What is your view on the decline in print media? Should news be free? Is it a concern that established media brands such as the Independent can no longer afford to exist as a printed newspaper?

I think that print shouldn't be extinct as it's much more traditional and physical, and I don't think it ever will as it would be kept as a nostalgic niche product such as The Gentlewomen for example. Global news should be free so things about war or politics but then newspapers about specific genre such as economy so The Financial Times and niche newspapers in other languages can be pay if they want as they target a niche specific audience. It is not really a concern as they were mainstream and most audiences want digital instead of print nowadays.

Newspaper news story research

WEEK 1:

Mail online: A gentleman to the end: How 'depressed' Strictly star Robin Windsor 'struggled to get out of bed' amid injury, relationship and money woes but bravely spent his final weeks bringing joy to others as fans share their touching moments with the star | Daily Mail Online   -  20/02/2024

This news story is focused on the death of a celebrity, Robin Windsor, who was a dancer most known from Strictly come dancing. It is focused on his life and career journey and how he struggled with depression and has a lot of statements and memories made by people he knew and fans. This could be considered a mixture of both hard and soft news as it talks about the death of someone but as this person was someone who worked on the entertainment industry it also focuses on his life as a personal biography there a lifestyle genre. This might link to the audience type of The Daily Mail/Mail Online as they have a much more working class readership than they used to, and this person starred on Strictly which had a huge fanbase of this particular demographic so they knew who this person was (Personal relationship - Blumler and Katz: Uses and Gratifications theory.)

The Guardian Website: Keir Starmer seeks to head off another Labour rebellion over Gaza ceasefire | Labour | The Guardian - 20/02/2024

This news story is about the ongoing conflict between Israel and Palestine, and how the Labour Party as well as other MP's are calling for a ceasefire to help aid to be delivered to Palestine and for hostages to be returned. It also talks about how Keir Starmer is going to parliament tomorrow (21/02/2024) for a ceasefire vote and how that protestors called him out for not acting on this issue for a long time. This is hard news as it covers the topic of war. This would appeal to the audience how would be upper/middle class citizens who would want to be up to date with the politics in the world as these hard news topics appeal to their psychographics and also might link to their political ideological viewpoint as the upper/middle class is becoming more left-wing, therefore siding more with the Labour. I would argue that this is quality journalism as this doesn't take any particular political side and covers the whole story up to date.

WEEK 2:

Mail online: Max Verstappen's dad Jos 'has told friends his son will LEAVE Red Bull if he has to - with Mercedes a potential destination' - amid feud with Christian Horner | Daily Mail Online - 03/03/2024

This news story is to with how Max's dad (Jos) has said Max will leave Red Bull if Horner stays in the manager role as there have been some issues going on with one of the female staff members. So now there is conflict between Jos and Horner, with Jos talking with Toto Wolff from Mercedes. This is soft news as it is to with sports. This would appeal to the audience as this is aimed at more working to middle class people so they enjoy sports including F1(Blumler and Katz: Uses and Gratifications theory - diversion) . This is quality journalism as it gives us information on something that could occur  

The Guardian Website: Italian warship forced to shoot down Houthi missile in Red Sea | Houthis | The Guardian - 03/03/2024

This story is about how Italy was forced to shoot down a missile by Houthi and now they have been threatened that they have put there people in danger, and how Iran wants to control the sea. This is an example of hard news as it is about politics and war. This would appeal to the audience as it is aimed at middle to upper class people so they would want to keep up to date with these hard news topics (Blumler and Katz: Uses and Gratifications theory - surveillance) 

WEEK 3:

Mail Online:The 16 'photoshop issues' with Kate Middleton's Mother's Day portrait: From an 'empty space' where Charlotte's sleeve should be, to the Princess of Wales' 'misplaced' zip and the patterns on Louis' jumper | Daily Mail Online - 11/03/2024

This story is about how the image of Kate Middleton has been altered and photoshopped and just picking out the mistakes that have been done. This is an example of hard news and is about elite nations and celebrities in reference to Galtung and Rouge as it is to do with the royal family. This would appeal to the audience as it leaves us in enigma (Barthes) as it makes us think as to why it has been changed.

The Guardian Website:Princess of Wales photo furore underlines sensitivity around image doctoring | Catherine, Princess of Wales | The Guardian - 11/03/2024

This story is also about the edited photo of Kate Middleton but makes the royal family much more evil suggesting that it is "manipulative" and unprofessional. This is an example of hard news and and about elite nations and celebrities with reference to Galtung and Rouge's news values as it is to do with the royal family. This would attract to an audience as it provides them of useful information about AI and deepfakes in an age where digital technology and AI programming is rising (Blumler and Katz: Uses and Gratifications - Surveillance)

Week 4:

Mail Online: Nottingham Forest release statement expressing their 'extreme disappointment' at four-point deduction from Premier League, claiming financial rules will 'destroy mobility in the football pyramid' | Daily Mail Online - 18/03/2024

This story is about hoe Nottingham forest have been fined and deducted 4 points in the premier league as they overspent their finances, to get better players to advance in the league. The premier league imposed financial rules so bigger clubs don't keep spending so they monopolise the market, but Nottingham say this is ruining the game. This is soft news as it to do with sports. Appeals to audiences who are football fans. (B+K:U+G) Personal identity as they might support the club, personal relationships as they create a bond with the club and players, surveillance as it provides football fans with their valuable information. This report sides with the fans and the club. Shows continuity in Galtung and Ruge's news values as it is happening in this current time.

The Guardian Website: Supporters should blame club owners – not the rules – for points deductions | Nottingham Forest | The Guardian - 18/03/2024

This news report is the same but is different in the way it present the news report. This makes the club and the club executives look bad, siding with the rules and the regulators. It is constructed to position the audience in a way to force them to blame the club rather than the rules.  This is quality journalism as it reports on what is actually happening in the footballing world to football audiences.

Week 5: 

Mail Online:  https://www.dailymail.co.uk/news/article-13239111/Maryland-Key-Bridge-collapses-struck-large-container-ship.html - 26/03/2024

This story is about a ship which crashed into the Key Bridge in Baltimore, sending trucks, construction workers and cars in to the river. There are currently rescue workers trying to get people who fell in the cold waters who are at risk of hypothermia. This is soft news. This reflects the ideological stance in some way, as The Mail is ore right-wing capitalists, and this report talks about the money and industry effect more than the actual people in danger. Appeals to an audience as it provides them with surveillance (Blumler and Katz: Uses and Gratifications theory).With reference to Galtung and Rouge, this is a human interest story.

The Guardian Website:  https://www.theguardian.com/us-news/live/2024/mar/26/baltimore-bridge-collapse-ship-collision-francis-scott-key-updates - 26/03/2024

This story is the same however reflects the ideology of the newspaper as it also more about "the brave men and women" who are helping solve is problem, reflects the value of the newspaper as they are liberal, left-wing and progressive, so are creating the people to be hero's. This is soft news and provide surveillance for the audience, so is appealing. With reference to Galtung and Rouge, this is a human interest story.

Paper 2: mock exam: learner response

1) Type up your feedback in full (you do not need to write mark/grade if you do not wish to).

Total = 52 = B 

WWW - You start and end brilliantly...if we can sort out the two questions in between you will be flying.

EBI - Revise and practice evaluation of theory questions. Try to cover both side of the argument to show a critical perspective towards the theory.

LR - See blog

2) Did you succeed in meeting or exceeding your target grade for A Level Media in this paper? If not, how many additional marks do you need to achieve your target grade in Paper 2?

Exceeded target grade. 

Now read through the real AQA mark scheme for Paper 2. Note that some of the CSPs have changed since last year's exam so we've updated some of the indicative content for our 2024 CSPs.

3) Write a question-by-question analysis of your performance. For each question, write how many marks you got from the number available and identify any points that you missed by carefully studying the AQA indicative content in the mark scheme:

Q1: 7/9

Additional points: The positioning of characters and the mode of address could be seen as a signifier of race and gender. The white male is positioned in the middle showing the stereotypical dominance, the black characters are put aside the white man perhaps housing how they are his workers or less superior than him. The female is positioned at the back to show how she is weak and meant to stay obedient so positioned at the back, but also gives a sense of authority due to the direct mode of address.

Q2: 12/25

Additional points:  The Voice - Shows the democratisation of new content through interviews and features about/by local people. There is an option of audience interaction and for them to contribute to the website through the comment section and the readers polls. Zendaya - raised her profile with her response to the E! Fashion Police criticism which went viral amongst the Gen Z which shows an arguable shift of power towards the audience. Much of her social and YT  presence is all constructed to encourage interaction with her fans reflecting end of audience.  

Q3:14/25

Additional points: D83 - exploitation of social media shows the change in TV consumption, strategy for the Sundance TV marketing was to use historical sliders, live tweeting by the actors and a 1980s playlist for the show. Distributed by Freemantle which is a global company targeting a global audience. Capital - BBC, series seen as "State-of-the-nation" drama so got the Sunday prime time slot which shows how they may have been a limited change to the distribution and consumption for Capital. Aimed at an older audience with a weekly schedule and adapted from a novel which may be a cause a interactivity, showing the traditional strategy in defining audiences. 

Q4:19/25

PLAN/ADDITIONAL POINTS DOWN BELOW.

4) Look at question 4 - the synoptic question. How many of the four key concepts did you cover in your answer? Write a new essay plan for this question using the indicative content in the mark scheme and taking care to include at least three of Language - Representations - Audience - Industries. You can use bullet points but make sure you offer enough content to meet the criteria for Level 5 (top level). This will be somewhere between 3-4 well-developed paragraphs planned in some detail.

QUESTION: To what extent do media construct a discourse of gender inequality? 

INTRO: Do construct gender inequality to a certain extent. Evidence for strong female representations but places for inequality.

PARA 1: The Sims Freeplay (TSF) - gender/sex roles (van Zoonen) seen when consuming characters and expansion packs such as Teens, pregnancy and The mall - all benefit the women. Also much more hairstyle and clothing option for women then men = inequality for men - reinforces stereotypes of women having to look and dress a a certain way - gender performativity (Butler).

PARA 2: Horizon Forbidden West (HFW) - Aloy is a strong female character, Guerilla Games described her as "Strong and independent" - shows progressive nature of media (woke). She can protect and attack her enemies just as the male characters, if not even more better. Gauntlett -" Sassy girl power icon...rather than a housewife" - subverts stereotypes of women being inferior.

PARA 3: TSF - audience contexts - challenges discourse of gender by having a new option for creating a non-binary option for characters. Shows how videogame industry is becoming more equal. Guantlett - Gender Fluidity.

PARA 4: HFW - However there may be inequality as Aloy is sexualised and objectified - lesbian storyline seen as voyeuristic pleasure for males and her costume is exposing,  Sex sells and spectacles (van Zoonen), male gaze (Mulvey), Berger's 'ways of seeing'.

CONC: Gender equality is much more progressive and inclusive then it used to be and videogames can be used as an example for this, but there is still some regressive and traditional viewpoints.

5) Based on the whole of your Paper 2 learner response, plan FIVE topics / concepts / CSPs / theories that you will prioritise in your Easter Media revision timetable.

1. OSP - Zendaya and The Voice   
2. Social, economical, cultural and political context of Capital and D83  
3. Clay Shirky  
4. Henry Jenkins - fandom  
5. Videogames - TSF and HFW  

Paper 1 mock exam learner response

 

1) Type up any feedback in full (you do not need to write mark/grade if you do not wish to).

Q1: Technical Codes? 

Q2: Excellent use of theory

Q3: No reference to hyper reality

Q4: Good grasp of guantletts idea 

Q5: -

Q6: "Social media" not traditional. - Traditional techniques!

Q7: -

WWW: well structured, focused on the audience - good work!

EBI: lacks attention on newsbeat and in relationship with the audience.

56/84 B Exceeds AUPC (C) = CPx4

Now read through the genuine AQA mark scheme. This is vital as the paper was an official exam paper and therefore the mark scheme tells us a lot about what AQA are expecting us to produce. Please note that some of the CSPs have changed since last year's exam so we've updated some of the indicative content for our 2024 CSPs.

2) Write a question-by-question analysis of your performance. For each question, write how many marks you got from the number available and identify any points that you missed by carefully studying the AQA indicative content in the mark scheme:


Q1: 4/8 

Additional points: Could've mentioned technical codes for how the advert has been constructed in terms of camerawork, and other key signifiers such as the brand name and the copy such as anchorage and slogans. The model has intertextual references to 1950's women celebrities e.g. Marilyn Monroe.

Q2:10/12

Additional points: Could've mentioned verbal codes which goes and supports the social norm. The advert has a voiceover which suggests "The trends we love. The tools we need." which does support van Zoonen's ideas on sex role stereotypes and women being expected to look and dress a certain way.

Q3:3/9

Additional points: How the advert has an impact due to its sexist characters representations. The performance codes (mise-en-scene) dominate more than the actual actors. The performance of gender lacks any creditability as it is over stereotyped and shows a gender binary. The jungle is heavily constructed and shows the hunter referring to colonialism and creates this idolised representation of the man. 

Q4:14/20

Additional points: Couldve mentioned the social media culture - the song and video emerged from which reflects the idea of how people use the media to construct their identity, which is further reinforced from how the video is constructed like a typical TikTok video. The idea of the new hybrid genre of 'country rap' influences how audience construct their identity through music genre due to this evolution and change in music.

Q5.1:2/3

Additional points: 3rd correct answer was D.

Q5.2:3/3

Additional points: None.

Q6:4/9

Additional points: The UK release of the trailer took a lot of cost for the advertising in cinema and TV - which focused on the nostalgic elements of the 80s through mise-en-scene and soundtrack which grabs audience attention. They also went on interviews and festivals to make publicity but they spend too long on this so this may have been the reason why the lost the box office to Yesterday, a movie with the similar genre and style.

Q7:16/20

Additional points: A lot of the audience now days focus on social media and so Radio Newsbeat ask its audience to interact with them platforms such as Twitter and Facebook. This allows a connection to build between the audiences and producers (Blumler and Katz: Uses and Gratifications theory - Personal Relationships).

3) Look at Question 4 - a 20-mark essay evaluating Shirky's 'End of audience' theory. Write an essay plan for this question using the indicative content in the mark scheme and with enough content to meet the criteria for Level 4 (top level). This will be somewhere between 3-4 well-developed paragraphs plus an introduction answering the question planned in some detail.

Question: How valid is David Gauntlett's claim that audiences use representations in media products to construct their identities? 

You should refer to the Close Study Product Old Town Road in your response.

Intro: Gauntlett's claims are valid to a great extent. Audiences do use representations to construct their identity.

Para 1: Old Town Road shows collective identity towards the queer community, as Lil Nas X and also shows fluidity in identity. This is evident from costumes, jewelry and make up, such as nail polish worn by Lil Nas X - represents queer identity. Also fluid through the Knowing reference by Billy Ray Cyrus - talks about  a very masculine American man "Marlboro Man" whilst wearing a pink suit - shows fluid identity. Targets queer audiences and influences them how to act therefore shows Gauntlett's claim on how audiences use media to construct their own identity.

Para 2: Plays with identity through its postmodernism elements of the parody and pastiche elements - it plays with identity throughout the whole video of black people, queer people and how there is " a change in time" with new representations of these type of people in todays world yet using a more traditional setting. This also shows generational differences on how queer people and all races are much more accepted - more woke society. Therefore allows audiences to constructs their own identity based on media representations.

Para 3: Identity as fluid is also shown through ethnicity in the video. Shows how black people are much more accepted in todays society. Subverts stereotypes of black people as criminals, showing them as hero (Propps seven spheres of action) - Lil Nas X shown in much more positive light, and also educates people on how 25% of cowboys were black but most representations are all white - Yeehaw agenda came as a result of this and shows how Gauntlett's claim is correct on how audience construct their identity based or media representations as due to this this song,  black people wanted to reclaim their past culture as cowboys.

Para 4: Both the template of the song and the music video came from social media platforms such as YouTube and Twitter, which shows how much publicity the social media culture has, and this is also seen through how the video is constructed as a TikTok video with all the dance trends and references to social media culture as in the scene where the pedestrian records Lil Nas X comes on to the road with a horse - this shows how audiences constantly use social media representations to construct their own identity.

Conc: Therefore, Gauntlett's claim are valid, and audiences do use media representations to constructs their own identity, and this is increasing in the digital age.

4) Based on the whole of your Paper 1 learner response, plan FIVE topics / concepts / CSPs / theories that you will prioritise in your summer exam Media revision timetable.

1. Postmodernism concept
2. Film Industry unit - Blinded By the Light
3. All of Radio (especially Newsbeat)
4. Hesmondhalgh - all theories
5. Gauntlett's theory of identity