Contextualisation

The background to this project is contextualised as part of Unit 1 Assignment 1.

It investigated the institutional context of media production within the industry. I
also used casework from newspapers to expand on the context of their
audiences.
For the class project on media industries I used Sky & BBC as examples of public
and commercial broadcasting. I too explored their platforms, flagship
programmes and funding sources.
In terms of audience theories we studied passive and active models of audience
behaviour and had to apply them to our newspaper comparison for further
independent research. I will now outline the audience theories in Part 1 and test
them against the audience profiles and how readers engage with newspapers.
I studied and compared The Derry Journal and The Londonderry Sentinel
newspapers. I will explain how these papers interact and respond with these
media products.
Part 1 Audience Theories
The Hypodermic Needle Model
This model suggests that the media as a whole has an fast, direct and important
effect on its audience. It began over 90 years ago when the media was
questioned much less and for the most part the audience were much more
accepting and passive due to the fact the media was a very new concept.
Since the 1920s the media industry has flourished and grown massively,
especially in the 21st century. We have a multitude of media outlets which are
consumed every day by the public. We have so many genres of media outlets,
for example entertainment, news, social networking, that we capable of being
aware of the corruption and extreme power of the media.
Thanks to todays media we can see the true power of investigative journalism
and all the benefits of having a multitude of information at our finger tips.
The Active Audience
Development is research suggests that there is a process through which the
audience digests its media for those not using the mass media for news or
informational purposes. Morleys view of dominant, negotiated and oppositional
readings of texts is a semi logical approach because it recognises the important
of analysing sign particularly because they shape the modern media output.
In this model, if the audience is aware of the main message of the text they
could reject it for personal reasons, for example religious, ideological or cultural
reasons.

Uses and Gratifications

According to this model there is an extremely active audience who use the media
to suit themselves by picking and choosing the media they consume for
example, news, entertainment or documentaries.
The psychological basis for this model is Maslows Hierarchy of Needs which
states that humans require the following things and once one is acquired only
then can they go on to acquire the next.
-

Information about or geographical

and social world (news and documentaries)
A sense of identity. Media uses celebrities to which the audience can
relate.
Social interaction by watching soaps or dramas and experiencing the
interactions of others.
Diversion from important things by using media for both important news
but also for an escape by watching game shows or quizzes.

Both The Derry Journal and The Londonderry Sentinel meet the various needs of
their audience. I have looked at their history, social demographic, target
readership and political stance.
The Londonderry Journal and General Advertiser was founded in 1772 by a
Scottish Businessman who owned a stationary shop in Derrys diamond. Some
years later the paper was sold to the McCarrol family. Initially the paper was a
protestant one, with firm protestant values. However after slow but steady
changes the paper back Catholic Emancipation in 1879. This meant the paper
back catholic and nationalist rights. This change in beliefs caused editor of the
time William Wallen to resign and start his own paper The Londonderry Sentinel
and North West Advertiser a new protestant and unionist paper.
Rather ironically both papers are now owned by Johnson Press LTD and their
websites are layed out identically, the only difference being the colour scheme
used. This is so that Johnson press becomes more recognisable and branded.
While the journal now writes with Catholic and nationalist values in mind the
Sentinel writes with protestant and unionist values in mind. This difference can
be seen in most aspects of the papers.
The geographical location of the papers highlights this difference. The Journal is
based in Pennyburn on the Nationalist city side of Derry whereas The Sentinel
is located on Spencer Road on the Waterside of Derry.
Both papers are appealing to grade B3 downwards readers. They appeal both
those who work in well paid office jobs and do so by advertising certain medium
end products. They also appeal to those who are unemployed with their Job
Finder page.

Politically the papers back very differently. The Journal supports nationalism and
favours Sinn Feinn. Whereas The Sentinel backs the DUP. Their choice of sport
coverage also highlights exactly how they target their readers politically. The
Derry Journal covers GAA which is an inherently Irish and Nationalist sport.
However the Sentinel covers historically British sports cricket and golf. The
choice of football team also indicates their political stance with the Journal
supported the nationalist Derry City team and the Sentinel supporting the
protestant and unionist Institute Football Club.
An example of how my selected papers have written about the same story only
with different angles is the following.
The journal wrote a piece about the leader of the DUP Mark Robbinson accepting
the Saville Reports enquiry into Bloody Sunday which said the victims were all
innocent. The Journal focused on the positives of the outcome and didnt
acknowledge anymore to do with the inquiry.
However the Sentinel wrote about the vast costs of the Saville Inquiry. It listed
the costs brought about by the Inquiry.
In my research for this assignment I learned a lot about media industries and
why the perform the way they do. I also learned about the type of audience and
consumer not only I am but all those around me are.