Daily Mirror - Audience and Industries

 Audience

1) What is the Daily Mirror's audience? List the key statistics here.

The Daily Mirror is a British national tabloid newspaper with  a traditionally working-class centre .

2) Why do the Mirror stories on the CSP pages appeal to the Daily Mirror audience?

Stories on the Daily Mirror's CSP pages are tailored for a working-class, left-leaning audience by using emotional personalization and framing big political issues through human interest stories.

3) Why might a reader enjoy the Daily Mirror? Use Blumler & Katz Uses and Gratifications theory to add detail to your answer.

Readers might enjoy the Daily Mirror because it serves specific psychological and social purposes, aligning with the four categories of the Uses and Gratifications theory.

First, the paper provides surveillance. Readers use it to gather information about the world, specifically through a lens that focuses on news relevant to the working class. This helps them stay informed about politics, local events, and the economy.

4) Why are print newspapers generally read by older audiences?

Print newspapers are generally read by older audiences (typically those over 55) due to a combination of lifelong habits, trust in traditional media, and a preference for the physical, distraction-free experience of print.

5) How are the CSP pages constructed to appeal to Daily Mirror readers? Think about text and selection of images.

The Daily Mirror constructs its pages using a classic tabloid formula designed to resonate with a working-class, left-leaning audience. Textually, it employs an informal, colloquial register and short, punchy syntax to ensure the news is accessible and fast-paced, often utilizing emotive puns and bold headlines to anchor a specific moral viewpoint.

Industries

1) What company owns the Daily Mirror and why are they struggling? 

The Daily Mirror is owned by Reach plc, the largest national and regional news publisher in the UK. Formerly known as Trinity Mirror, the company also owns the Daily Express, Daily Star, OK! magazine, and numerous regional titles like the Manchester Evening News and Liverpool Echo

2) Who was the Daily Mirror editor between 2018 and 2024 and what was the Partygate scandal that the Daily Mirror exposed?  

Alison Phillips was the editor-in-chief of the Daily Mirror between 2018 and January 2024. Under her leadership, the Daily Mirror broke the "Partygate" scandal, a series of revelations about gatherings held at 10 Downing Street and other government buildings during COVID-19 lockdown restrictions. 

3) What is the Daily Mirror's circulation? How many papers did the Daily Mirror used to sell back in the 1990s?

The Daily Mirror currently has an average circulation of approximately 166,000 copies per day.

In the 1990s, the paper was a powerhouse with significantly higher figures:

• Early 1990s: It sold over 3.1 million copies daily.
• Late 1990s: Sales declined to roughly 2.3 million by 1998 as it battled fierce competitition from other tabloids

4) How has the Daily Mirror reacted to the decline in print sales and the growth of the internet?

To combat the freefall of print, the Daily Mirror pivoted to a digital-first strategy under its parent company, Reach PLC, prioritising its website and mobile app to reach over 20 million monthly users. This transition involved aggressive cost-cutting, including massive editorial redundancies and the merging of national and regional newsrooms into a single operation. W

5) List five of Galtung & Ruge's News Values and explain how they link to the stories in our CSP edition of the Daily Mirror.

Galtung and Ruge’s news values are heavily visible in the Daily Mirror CSP edition, particularly through Negativity and Elite People, as seen in the "Brexit Delay Chaos" headline which focuses on the political failure of then-Prime Minister Theresa May.

Newspapers: Daily Mirror - Language and Representations

 1) Write the definition of the following key language for newspaper front pages (you may want to add an example for each from our Daily Mirror CSP):

Masthead:  name and logo of newspaper 
Pug: graphic device often shaped like a sticker 
Splash Head: The largest headline on the front page
Slogan: A short, catchy phrase that sums up the newspaper’s mission, values, or target identity.
Dateline: A line of text that identifies the date and sometimes the location of the publication or story.
Byline: A line of text that gives the name of the journalist who wrote the story, sometimes including their job title or location.
Standfirst: An introductory paragraph that adds more detail than the headline

2) What is the main story on the CSP edition of the Daily Mirror (see above)? Make sure you learn the headline and what the story is about.

The main story in the February 1, 2022 edition of the 

Daily Mirror Close Study Product (CSP)

 focuses on the "Partygate" scandal involving the Conservative government and Prime Minister Boris Johnson. You can read the full analysis at Daily Mirror.

3) What is the 'pug' or smaller celebrity story on the front cover? Why might it appeal to Daily Mirror readers?

In the 

Daily Mirror Close Study Product (CSP)

 edition from February 1, 2022, the smaller celebrity story, sometimes referred to as a "pug" or a promotional "puff," focuses on the singer Adele. More information is available on the Daily Mirror website

4) Why is the choice of news stories, content and page design on the Mirror CSP front page typical of a tabloid newspaper?

The choice of news stories, content, and design on the Daily Mirror CSP front page (February 1, 2022) is typical of a tabloid newspaper 

5) What is the balance on the Daily Mirror front page between images, headlines and text?

The balance on the Daily Mirror CSP front page (February 1, 2022) is heavily skewed toward visual impact, prioritizing a large central image and bold headlines over dense body text. This layout is a defining characteristic of a tabloid "red top" designed for rapid consumption and high newsstand visibility

Representations

1) What political party does the Daily Mirror support? Is there any evidence to support this in the CSP pages we have studied?

Target Audience Appeal: The content focuses on issues like social inequality and government accountability, which directly align with the values of its traditional left-wing, working-class readership.

2) How does the Daily Mirror represent the Post Office in the CSP pages? Why do you think they present them in this way?

Based on the Close Study Product (CSP) pages and typical editorial stance of the Daily Mirror, the Post Office is represented as a negligent, heartless, and obstructive institution that ruined the lives of innocent working-class people

3) How is Fujitsu represented in the Daily Mirror CSP pages? Look particularly at the use of images on the front cover and the section on Fujitsu on the inside page. Give detailed answers with evidence from the CSP pages.

Based on analysis of The Daily Mirror Close Study Product (CSP) pages, Fujitsu is represented negatively as a "villain" within the Post Office Horizon scandal coverage, focusing on corporate accountability and the financial and human costs of its technology

4) How are the Conservative Party represented in the Daily Mirror? Again, provide evidence from the CSP pages to support your answers.

The Daily Mirror, a left-wing tabloid, presents the Conservative Party negatively, often portraying them as corrupt, incompetent, and out-of-touch, as evidenced by CSP examples focused on Boris Johnson.

5) Read the main articles on the inside pages. How are different people, groups and organisations represented in the Daily Mirror? Does this reinforce or subvert the stereotypes we usually see in the media?

The 

Daily Mirror

 typically presents a left-wing, pro-Labour stance, identifying with a working-class perspective and often framing itself as representing ordinary people against the wealthy.

Introduction to Newspapers

 1) What type of news can you typically find in a tabloid newspaper?

soft news

2) What type of news can you typically find in a broadsheet newspaper?

Hard news

3) If someone is left-wing, which political party in the UK are they most likely to support? Which newspapers would they be likely to read?

A left-wing person in the UK is most likely to support the labour parties, though some might lean towards smaller socialist parties or Green parties,

4) If someone is right-wing, which political party in the UK are they most likely to support? Which newspaper would they be most likely to read?

Right-wing individuals in the UK are most likely to support the Conservative Party, while newspapers they'd read often include the right-leaning Daily Mail, The Sun, and The Daily Telegraph

5) Why has there been a decline in newspaper sales in the last 50 years?

The decline in newspaper sales over the last 50 years is due to  the rise of digital and the internet

6) Why is a free press important in a democracy like the UK?

A free press is crucial in a UK democracy because it acts as the public's watchdog, holding power accountable by exposing wrongdoing, informing citizens for better decision-making

Extension: Read this BBC website report on the impact of coronavirus on the newspaper industry. 

Which newspapers were worst hit by Covid-19? 

Free newspapers were the worst-hit sector of the newspaper industry during the COVID-19 pandemic.

Which newspapers are trying to move their readers from print to digital? Why is the switch to digital attractive for newspaper companies?

In 2026, the transition from print to digital has become a survival imperative for the newspaper industry.

Do you think most newspapers will survive the next 10 years? Why?

in 2026, the question is not whether journalism will survive, but what form it will take. Experts predict a "mixed" future where some types of newspapers flourish while others disappear. 

December Mock Exam: Learner Response

 1) Type up any feedback on your paper (you don't need to write the mark and grade if you want to keep this confidential). If you only have marks and a grade on the paper, write a WWW/Next Steps yourself based on your scores.

WWW- some ability to recall the csps in this paper, e.g. tv + osp with references to the Q's

Next steps- complete practice past papers to ensure you are exam ready at times you are not fully answering the question.

2) Use the mark scheme for this Paper 2 mock (posted on GC) to read the answers AQA were looking for. First, write down a definition and example of non-diegetic sound (Q1.1 and 1.2). 

Non-diegetic- no sound at all as nobody is speaking or doing anything

3) Next, identify three points you could have made in Q1.3 - camerawork and the extract. Look for the indicative content in the mark scheme - these are the suggested answers from AQA.

At the beginning mentioning different angles, step over the shoulder shows relationship

4) Now look at Q1.4 in the mark scheme - pick out two points from the mark scheme that you could have included in your answer.

Find examples of how gender stereotypes are reinforced, mention non-verbal codes.

5) Look at Q2 - the 20-mark essay on representations of age and social and cultural contexts. Pick out three points from the mark scheme that you didn't include in your answer.

Mention both tv csp episodes with relevant examples, focus on how age is represented 

6) Turning your attention to Section B, write a definition and example of user-generated content - use the mark scheme to check it.

Users create own content for others to enjoy, etc, comment on YouTube

7) Look at Q4 - the 20-mark essay on the power of influencers. Pick out three points from the mark scheme that you didn't include in your own answer. 

Offer lots of examples from their online social pages, How many followers on Instagram, how audience receive information

8) Now look at Q5 - the 20-mark essay on regulation and the internet. Again, pick out three points from the mark scheme that you didn't include in your own answer.

The dangers, etc cyberbullying, negative comments, explicit content etc Marcus Rashard missing penalty 

9) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for your Media mock exam? Be honest here - it's a good chance to think about how to approach the next set of mock exams.

5/10

10) List three key things you want to revise before the next mock exams in February (e.g. particular CSPs, terminology, exam technique etc.)

 More csps, and tv with references

OSP: Audience and Industries Marcus Rashford & Kim K

 Audience

1) Who are the potential target audiences for Marcus Rashford and Kim Kardashian's online content? Try and cover both demographics and psychographics.

Loads of people such as young Football Fans for Marcus Rashford, and Kim Kardashians audience are a range of people who are interested in beauty, fashion, and celebrity culture.

2) Marcus Rashford’s online presence is partly driven by his excellent use of social media. How does he use social media to engage with his fans and make them feel part of his brand?

By leveraging his platform for social activism and authentic connection.

3) What is Instagram engagement rate and what engagement rates do Marcus Rashford and Kim Kardashian have? 

The Instagram engagement rate measures how much an audience actively interacts with content through actions, e.g. through their likes, comments, and saves.

5) What audience pleasures are provided by Marcus Rashford's online presence? What about Kim Kardashian? Try and apply Blumler and Katz's Uses and Gratifications theory here. 

Blumler and Katz's Uses and Gratifications theory suggests that audiences actively select media to satisfy specific needs: information, personal identity, social interaction, and entertainment

6) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Marcus Rashford and Kim Kardashian's online presence be?

• Preferred reading (people who support Rashford/Kardashian): 
• Oppositional reading (people who criticise Rashford/Kardashian): 

Applying Stuart Hall's Reception theory, different audiences will decode the online presence of Marcus Rashford and Kim Kardashian based on their own social positions, cultural backgrounds, and personal beliefs.

Industries

1) What is Marcus Rashford and Kim Kardashian's net worth and how does their online presence help them to make money? 

Marcus Rashford has an estimated net worth of around £60-65 million ($75-80 million), while Kim Kardashian has an estimated net worth of $1.7 billion. Their online presence contributes significantly to their wealth by enabling brand endorsements. 

2) What companies/brands are Rashford and Kardashian associated with? Why might they want to be linked to those celebrities?

Marcus Rashford is primarily associated with Nike, which he has partnered with since he was 11 and for which he has a signature collection, along with past or project-based associations with brands like Burberry, Levi's, and NatWest. Kim Kardashian is the founder of the multi-billion dollar shapewear and clothing brand Skims, the skincare and beauty brand SKKN by Kim, and previously other ventures like KKW Beauty and fragrances.

3) Research Twitter/X and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?

X (formerly Twitter) is owned by Elon Musk , which makes money primarily through advertising, data licensing, and subscriptions, but has experienced a significant drop in profit.

4) What are the worries about Instagram’s negative effects?

Worries about Instagram's negative effects include worsened body image issues, anxiety, and depression, especially among young people, due to unrealistic, curated images.

5) How do social media platforms manage online abuse on their platforms and why has Marcus Rashford drawn attention to this? How might this change in the future?

Social media platforms use a combination of automated tools and human moderators to manage online abuse, but these efforts have been insufficient, leading marcus rashford  to highlight the issue and advocate for stricter measures like immediate account deactivation and stronger government regulation.

6) What happened by law in 2022 that changed the way the internet is regulated? Write three changes that this new law may bring in and explain why it is difficult to regulate the internet.

 is a new set of laws that protects children and adults online. It puts a range of new duties on social media companies and search services, making them more responsible for their users’ safety on their platforms.

OSP: Language and Representation Marcus Rashford & Kim K

 Language

1) Make two lists - one of website conventions used on Marcus Rashford and Kim Kardashian's official website and one of social media conventions found on their Instagram pages. 

clear branding, navigation menus, and contact information, while Instagram pages often rely on a grid-based layout, visually appealing posts (images and videos), and a combination of hashtags and engaging captions

2) How does Marcus Rashford's website and social media promote his brand? Give at least three examples of different pages / posts / images from his website or social media. 

By showcasing his extensive social activism and charitable work alongside his football career using a humble, and impactful communication style.

3) How does Kim Kardashian's website and social media promote her brand? Give at least three examples of different pages / posts / images from her brand websites or social media.

 By posting on Instagram announcing a product/collaboration, By her promotional strategy and posting on TikTok.  

4) How does Marcus Rashford's online presence use the narrative of his childhood upbringing to create a positive brand identity?

The context of his upbringing means he can convincingly support good causes. 

5) How does Kim Kardashian's website and social media promote other media products or websites using the Kardashian brand (e.g. Keeping Up With The Kardashians TV show)? 

Leveraging the power of her vast influencer network and cross platform engagement 

Representations

1) How does Marcus Rashford use different aspects of mise-en-scene (e.g. clothes/costume/ settings/locations) to create representations of himself on his website and social media? 

Marcus Rashford uses mise en scene across his website and social media to construct a multifaceted personal brand that is both an authentic, community-oriented individual and a professional, global influencer. 

2) What examples can you find of website pages, social media posts or aspects of his brand that create a positive representation of Marcus Rashford? You may wish to comment on his discussion of family or his campaigns - his page on the FareShare campaign website may help with this question

He tried to combat child food poverty in the uk by expanding free school meals

3) How does Marcus Rashford's online presence challenge stereotypes? Think about gender (masculinity), race/ethnicity, social class or football here.

 Marcus Rashford's online presence challenges stereotypes by presenting a new model of a celebrity athlete who is vocal, emotionally intelligent, and politically engaged.

4)  What representation of celebrity is created by Kim Kardashian's website and social media? How are audience encouraged to view celebrity? 

Kim Kardashian's online presence creates a representation of a modern, multifaceted celebrity who is both an aspirational figure of glamour and success and a relatable entrepreneur and family person

5) What gender stereotypes are reinforced or challenged in Kim Kardashian's online presence? 

Kim Kardashian's online presence both reinforces traditional gender stereotypes 

Introduction to OSP

 Introduction to OSP: Influencers blog tasks

Read this article in The Week magazine on the rise of social media influencers and answer the following questions:  

1) What years did YouTube, Twitter and Instagram launch?

YouTube launched in 2005, Twitter in 2006, and Instagram in 2010

2) What is the definition of an influencer?

A person who has the ability to affect others by peoples purchasing decisions, and opinions on a product.

3) Give an example of an influencer and how many followers they have. Try and add some additional information, brand associations or other statistics if you can.

Selena Gomez - she has over 417 million followers on Instagram. Her content is diverse and blends her work of music and stories about her life etc. fashion posts.  

4) How big is the influencer industry according to the article?

in 2025 $32.5 billion to $33 billion 

5) What are the problems associated with being an influencer?

Getting online hate, and influencers getting cyberbullied 

6) Why is it suggested that audiences actually like being sold products by influencers?

Audience having trust for influences as they share their personal stories 

7) What representation of beauty is often found on Instagram or other influencer sites?

Specific facial features, how they dress, look, etc

8) What is YOUR opinion on influencers? Are they a positive or negative influence on our society and culture? Why?

I think influences are fun and interesting as they post day to day vlogs about life and can learn new things and let their audience know. Some influences can be positive as they are respectful online and are seen as nicer, and intriguing for people to watch. Some can be negative as many hate them for no reason and put private information for people to begin disliking them because of what's been seen online.