THE DAILY MAIL AUDIENCE Flashcards
(9 cards)
Daily Mail- Class & Socioeconomic Status:
- Appeals to C1/C2/D
- Lower middle-class
- Skilled working-class
usually aspirational or traditionalists
Daily Mail- Audience (Gender)
- 59% female readership
(due to focus on celeb content, lifestyle and FeMail section)
Daily Mail- Audience (Location)
- Outside London
- Rural suburban areas.
Young and Rubicam’s 4Cs Model (Psychographics - Values, Interests, Lifestyle) .
- Mainstreamers- Seek security, belonging (content reinforces British traditionalist values, family life, stability)
- Aspirers- Status concious and materialistic (content focus celeb gossip, fashion and lifestyle)
Audience Political Leanings & Ideology?
- Right-Wing
- Conservative
- Pro-Brexit (anti-EU)
- Nationalistic and patriotic
Can you describe the ideology of the Daily Mail audience?
- Ideology- Anti-woke traditionalists (appeals to readers who feel disconnected from progressive movements- often criticizing political correctness, immigration and liberal policies)
- Patriotic and nationalist- (content appeals to British identity, nostalgia, protection of British values.
This reinforces hegemony (Gramsci) by promoting dominant conservative ideologies while marginalizing more progressive viewpoints.
How could you apply the gratification theory- Blumer and Katz to the Daily Mail’s readership?
- Information- desire political news, health news (that alligns with worldview)
- Personal identity- identify with the papers traditionalist values.
- Entertainment- enjoy celeb gossip and scandal.
- Social interaction- desire content that sparks discussions (especially amongst right leaning online/social communities)
What is populism?
a political approach that strives to appeal to ordinary people who feel that their concerns are disregarded by established elite groups.
How does DM reinforce hegemony (Gramsci)
DM reinforces hegemony (Gramsci) by promoting dominant conservative ideologies while marginalizing more progressive viewpoints.
