The Guardian Flashcards
(10 cards)
The Guardian is a __________ and The Sun is a ___________
broadsheet/tabloid
The Guardian supports the labour party whereas the Sun traditionally leans towards the conservatives.
How can one describe The Guardian’s audience?
Well educated, affluent, digitally-savvy, liberal audience. 86% ABC1 and 56% male.
Context to know when talking about the Media Language: Cummings
Dominic Cummings previously served as Johnson’s Chief Political Advisor. He was forced out of Downing Street eventually and was the whistleblower that exposed the party that Johnson threw.
Stereotypical images in the skyline:
While tabloids use stereotypes often to quickly convey meanings, broadsheets usually reserve their use for comedic relief in contrast to the serious political coverage.
Images Overview:
mages from iconic British sitcoms that take place in offices -> suggests that The Guardian’s readership is part of the middle/upper classes who are white collar workers and can relate to The Office setting.
Wine -> suggests that The Guardian readership are educated on fine culture and have disposable income which they can spend on luxuries wine.
Image of Boris Johnson -> provides anchorage for The Guardian’s political orientation as the main cover image works to ridicule the Prime Minister.
Images: sitcoms and office settings
Reiterates the fact that the Guardian readers are part of the ABC1 demographic. Polaroid style pictures may connote nostalgia, or memories of the past, which links to article about missing working life (pre-pandemic).
Image: Bojo
The dominant image is a long shot of Boris Johnson jogging with his dog. Dressed in a beanie hat, woollen jumper, shorts, and trainers – it is not a statesmanlike image of the Prime Minister.
The fact that he cannot even run in appropriate attire suggests that he is incompetent of even simpler tasks let alone running the country.
Quite clownish.
- Dark imagery, paparazzi style photography, as if they have caught the prime minister unaware, a clear decision not to choose a posed picture - makes him seem like he’s caught hiding, running away into the dark, symbolic of his unwillingness to confront the problem.
Text and Written Language: “What we miss about working in the office”
Use of collective pronoun positions the guardian readership as a community, creating a more relatable tone.
Once again established the fact that the readership is white collar workers.
Text: Cummings accuses PM
“Accuses” - emotive language - emphasises how passive Boris is, being accused by someone with less power than him.
Layout and Design:
Blues and whites connote sophistication and refinement, as well as a tone of seriousness.
The rule of thirds is employed, with typical broadsheet formatting, abundance of text and a single main image to accompany the splash - demonstrates organisation.
Perhaps the organised columns are juxtaposed with the chaos of the image to demonstrate The Guardian’s desire for consistency and refinement, in contrast to the lack thereof in Johnson’s leadership style.
