Constructing Representation

Ideology is encoded by the producer. 
Audience decodes it. 

 Newspaper are biased:
it allows newspaper to target a specific audience for financial reason
Persuading/ to manipulate audience to agree with their ideology
Able to manipulate the audience into voting their favourite

All media industry are motivated by power and profit . 

DAILY MIRROR = LEFT WING
MOST NEWSPAPER = RIGHT WING

broadsheet: 

  • more copy 
  • formal 
  • educated 
  • aimed at middle class audience 
  • more text, smaller picture 
  • serious headline 
  • focus on political and international news 


tabloid:

  • less copy 
  • gossipy 
  • popular press 
  • bigger picture, less text
  • aimed at working class audiences 
  • layout has more audience appeal 
  • more puns, jokes
  • focus on human interest and celebrity stories 

Polysemy = Multiple meanings.

  • not everything has a single meaning. One of the best ways of applying media theory, is through suggesting two or more possible meaning 
  • in creating a newspaper, producers typically attempt to avoid polysemic readings. The process of forcing an audience in to a particular reading is called anchoring 

Anchorage = is the fixing of a particular meaning to a media text, often through of caption

Agenda = having a particular aim 

How Bias Can Manifest:
bias through selection and omission 
bias through placement 
bias by headline 
bias by photos, camera angle and caption
bias through use of names and title 
bias through statics and crowd counts
bias by source control 
bias through word choice and tone

To what extent do newspaper construct version of reality for their target audience?
The Sun is right wing, informal and immature representation of Corbyn. There's a pun in the headline which continues the imagery of the chicken. 'Clucks' sounds like 'fucks' which is polysemic joke, both childish and an adult joke. Calling Corbyn is represented as a coward, and a wimp. Biased selection of images for Corbyn he looks scared and stupid. 'THIS' is emphasised presenting him as a animal. Its a rhetorical question allows audience to chose their side. 'Cowardly Jez' informal name insulting him, dehumanising him. Jermery is a common middle class name, whilst 'Jez' is more working class, this makes him look stupid. 

Daily mirror is left wing, slagging off Boris Johnson. Bias of selection they used an unflattering image of Johnson. A joke is used in the headline which is mocking him. An easy to understand and decode argument for the working class audience. Assumption that the working class audience is stupid. 











































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