The Guardian - Audience/ Uses&Grats

The Guardian - Audience (ABC1)

Readership- Total number of people who read publification (800,000)

Circulation- Number of newspaper copies that are distributed to newsagents and news stands on an average day (PRINT: 177,000)

Middle class progressives- Forward looking people who are keen to try new things 

The Observer:

Sport: predominantly male, doesn't target females (appeal to typical sport fan)

Song culture

Hard news - appeal to politic interested audiences, opinion pieces 

News review (culture:tv,review)

Comedic stories 

Magazine inside (magazine)

^ different to target different audiences 

-Sport in the observer is shown as being predominantly male masculine as the typical sport fan will be attracted to this part of the paper. 

-The news review shows culture of tv and reviews about pop culture to appeal to cultural driven consumers 

-Hard news to appeal to political interested audiences with opinion pieces. 

-Magazine inside appeals to women as it has gardening, relationship advice etc

Reader Profile 

Statement which describes the reader

The reader of the Guardian/ observer would be a news hungry, male who is of a middle class and enjoys politics, sport and learning about cultural representations about tv, pop culture etc. The readers would accept liberal traditions which the newspaper uphold by not conforming to a certain party in politics. Guardian offers independent content that positions us as the modern, progressive, exciting challenger. Modern, innovative newspaper 

-95% read no other newspaper 
-85% ABC1 
-Well travelled, take trips to theatre, £81 a week on grocerys reader 

-Even split male and female for print newspaper 
-Historical print predominantly male as females were being housewives 
-Online male readership 
-Races are diverse (Scotts Trust)

Exam Q : Analyse the use of media language to create meaning to appeal to it's audience in the online observer page. 2 Examples ..... 

On the observer home page,the layout of the page looks clear and easy to access. For example, the tabs located at the top for different categories allows the different target audiences to access quickly their desired choice of read. The colour connoted with the lifestyle  is pink which reflects the female audience that read the 'lifestyle' articles of the paper. The colour contrast of blue (at the top of the page) and pin reflects the liberal and equal values from the Scott's Trust.

Representation- 
Black/ White: Diverse values 
Image of gossipy: stereotype of gossipy girls 

Uses & Gratifications Theory 

Personal Identity: Newspaper can be used as symbol of social identity

' Guardian reader' connotes certain type of social attitudes- reinforces social and political attitudes in representations. (Observer readers- open minded, follow both sides of argument)
--Customisable (you can follow whichever sections of the guardian appeal most on twitter)

Social interaction and integration: Offer stories and opinions to readers that may form basis of conversation (Broadsheets offered the opportunity for privacy in crowded social situations)

Reading articles by familiar columnists and responding with tweets,comments on the website may replace real social interatctions. 
--'Comment is free' section,Facebook profile for Guardian Opinion & use of speech bubble on website)

Entertainment: Entertainment function} humour (punning headlines), diversion into celebrity world of glamour, human interest stories (invited to sympathies with subjects of article),games,puzzles, arts 
--There is entertainment news, lifestyle, people may read to 'pass the time'

Surveillance: Use of newspaper is to gain  a sense of knowing what is going o in world e.g hard news stories (updating on events) 

--News,fact-based. Mixture of hard and soft news appeal to wide audience