Newspapers - CSP The Guardian Flashcards
(17 cards)
What is the origin of The Guardian newspaper?
The Guardian began as the Manchester Guardian in 1821, founded by journalist John Edward Taylor and other Manchester businessmen after the 1819 Peterloo Massacre, aiming to hold governments accountable. It changed its name to The Guardian in 1959.
Ownership context: Who owns The Guardian and what is its circulation like?
he Guardian is owned by The Guardian Media Group, part of the Scott Trust since 1936. It reinvests all profits back into journalism, not to shareholders. Its UK daily print circulation was about 105,000 but circulation figures are no longer publicly released since August 2021.
Ownership context: Who are the notable editors of The Guardian and what are their contributions?
Alan Rusbridger was editor from 1995-2015 and championed open access news online. Katherine Viner became editor in 2015 after a staff ballot; she previously ran the American and Australian editions.
Ownership context: How is The Guardian regulated and held accountable compared to other British national newspapers?
The Guardian is not regulated by IPSO but has formed its own regulatory board with The Financial Times. It is the only British national daily to conduct an annual social, ethical, and environmental audit since 2003, scrutinised by an independent auditor. It also employs an internal ombudsman (“readers’ editor”) to handle complaints and corrections.
What are the key economic facts about The Guardian’s readership and digital model?
The Guardian has 3.2 million monthly print readers (2021) and 18.4 million monthly digital readers. Its website is the 3rd largest newspaper site globally, with 62 million unique monthly browsers—about two-thirds outside the UK. It offers free news with no paywall, relying on traditional advertising, plus optional digital subscription packages.
what are the Guardian’s audience demographics?
-slight male readership leaning
-average age of 44
-1/3 18-24yr olds have used the website within the last year
-13.3m over 35 readers compared to 6.5m under 35
How popular is the Guardian?
-5th most popular UK newspaper
-19th circulation in the UK (134,000)
-4th highest monthly reach across platforms amongst UK newspapers, 27m consumers
-monthly print edition reach of 3m
-113m unique worldwide visits per month
what is the Guardian’s reader psychographics?
-89% ABC1 readership
-40% of readers are educated at degree level or above
-left wing liberal viewpoint
- 54% of the readers are male,
- average age of the print reader is also 54
-‘the most open to new ideas’
-activators and achievers
What content does the Guardian focus on?
-part of the “quality press”, focuses on hard news rather than sensationalism
-reporting often reflects the left wing political ideology
-endorsed remain EU campaigns, Labour governments of Blair and Lib Dem coalition
-OFCOM described as ‘the most trusted news brand in the UK’
-focus on contemporary issues
Who owns the Guardian?
-owned by the Guardian media group, a daughter company of the scott trust, a non charitable trust established in 1936 to ensure editorial independence and uphold liberal values
how is the Guardian funded?
-relies on revenue from its global readership
-annual or monthly digital subscription which gives ad-free access to their content
-option to become a patron by donation between £1200-5000 per year, includes special benefits
-advertising is key, a double page advert or billboard advert on a page of the guardian costs an agency £46,000 per day
-online advertising, which is handled often by google
-Revenue is reinvested into journalism to ensure quality and editorial independence , a unique selling point of the newspaper
what financial struggles did the Guardian face?
-the Guardian was losing £100,000 per day in 2012
-had to sell its share of AutoTrader in 2014
-sold its regional media output, including the Manchester Evening News
-since then the Guardian has balanced out, in 2020/21 revenue increased by 0.9%
How can reception theory be applied to the Guardian?
The Guardian’s editorial content and presentation can be analysed through the lens of reception theory to understand how audiences interpret and respond to its media texts.
For example, through reader comments, social media interactions, and letters to the editor, one can gauge audience interpretations and reactions to specific articles or topics covered by The Guardian.
Additionally, the newspaper’s online engagement metrics, such as shares, likes, and comments on digital platforms, provide insights into how different audiences engage with and interpret The Guardian’s content.
How can Media effects theory (cultivation theory) be applied to the Guardian?
Media effects theory can be applied to study how The Guardian influences audiences’ attitudes, beliefs, and behaviours.
Researchers could conduct surveys or interviews to assess the impact of The Guardian’s reporting on readers’ perceptions of social, political, and cultural issues.
Longitudinal studies could track changes in audience attitudes over time in response to specific campaigns or investigative reports by The Guardian.
Analysis of audience engagement with opinion pieces, editorials, and letters to the editor could reveal how The Guardian shapes public discourse and influences reader opinions.
How can uses and gratifications theory be applied to the Guardian?
Readers typically engage with newspapers for the following reasons:
>Surveillance- they want to know what is going on in the world
>personal identity- people like to associate with their political views and which sources they cultivate them from
>personal relationships- the Guardian’s journalistic integrity resonates with many readers, it has a personal mode of address which creates connections with its readers
>diversion- many readers want to escape the stresses and strains of their everyday lives
How is the Guardian regulated?
They are NOT regulated by by IPSO, have formed their own regulator body with The Financial Times, Since 2003 The only british national daily to conduct an annual social, ethical, and environmental audit.
Also employ an internal ombudsman to handle complaints and corrections.
What news values may the Guardian newspaper prioritise?
-liberal values
-education/information
-conflict
