THE DAILY MAIL (MEDIA LANGUAGE)

Question 1

Masthead?

Answer 1

Font- Gothic, serif, bold (connotes authority, heritage, tradition, British Conservatism)
Motto: ‘For King and Country’ (nationalist, historical connotations)

Question 2

Lexical choices?

Answer 2

• Hyperbolic/ emotive headlines (‘Immigrants flood Britain!)
• Declarative sentence asserting authority (Britain must control borders)
• Colliqualism and slang (appeals to ‘Middle Britain audience)
• Ommissions reflect conservative ideology ‘migrants vs refugees’

Question 3

Narrative structures?

Answer 3

• Todrovian linear narratives- equilibrum (Britian is safe and fine) Disruption- immigration, crime or scandal, Resolution- gov crackdown, public outrage (makes complex issues more digestible)
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Question 4

Overall technical codes- print media conventions?

Answer 4

• Columns- can be dense sometimes (broadsheet style)
• Pull quotes- isolated sensational quotes in larger font.
• Infographics- simplified stats

Question 5

Digital conventions?

Answer 5

• Infinite scoll- enages prolonged engagment
• Clickbait thumbnails (celeb images)
• Ad-heavy layout (pop ups, autoplay videos)
• SEO-driven headlines
• Leverage social media platforms (X, Facebook, Instagram) - expands reach, drives website traffic

Question 6

Semiotics (Strauss, Barthesian myths)

Answer 6

• Binary oppositions- “Us vs. Them” (e.g., British public vs. migrants/elites, traditional vs modern, safe vs dangerous)- oppositions construct ideological meanings and frame stories in emotionally polarising ways.
• Moral panic (Cohen): Amplifies threats (e.g., “health tourism,” “crime waves”).
• Often reinforce myths around British values, immigration or national decline.

Question 7

Genre theory- Neale

Answer 7

Hypridisation (Mixes broadsheet conventions and tabloid conventions- repeats tabloid-esque stories but adds variation to keep readers interested.