Curran and Seaton’s theory relates to PROFIT and Power. Media theory Curran and Seaton.  Argue that media industries follow a capitalist pattern of increasing concentration of ownership in fewer and fewer hands.   

·         With the concentration of newspaper’s in fewer hands (oligarchies) enables Newspapers to increase profits through increased readership.

·         With the narrowing of choice to few Newspaper groups the owners of the Press groups the Press Barons (see below) or Elites have the opportunity to represent their political perspectives.

·         This applies to the narrow range of political opinions expressed by British Newspapers with a bias to Pro capitalism

·         The reason why Press barons own Newspapers is to achieve status and to wield political power.

Newspaper adverts:

Telegraph:
Holidays
Furniture

Daily Mail:
Tax advice
Fashion


Newspapers relied on circulation and advertising for revenue, Tabloid Newspapers had a larger circulation but their working class audiences were less attractive to advertisers so the Tabloids relied more on cover price.Broadsheet Newspapers had smaller circulations and an attractive upmarket audience and relied more on advertising. Newspapers now have a wide range of funding sources. The Daily Mail has a cover price of £ 0.65 which is relatively low in order to boost its circulation. Some Newspapers rely entirely on advertising as they are given away (to boost circulation and attract advertising) for Free such as the Metro. The Daily Telegraph retails for £1.40 and applies a Paywall £3.00 per week to generate income. The Guardian retails for £2.20 and relies on voluntary donations for online news and now has 800,000 paying supporters. Some newspapers gain revenue from advertising space where Print was traditionally more lucrative than online advertising, however with the decline in print sales online is increasingly more important especially as On-line has a global audience.

Daily Mail:
Age 65 and over- Holiday adverts, Articles on Tv
Female - Gossip stories
B, C1, C2, D, E - as political stories are also targeted

Telegraph:
Age 65 - royal family
Male - Game of Thrones advert
Female - womens clothes
C2, D, E -

S. Hall’s Reception theory
The theory suggests that: When a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience
– In some instances audiences will correctly decode the message or meaning and understand what the producer was trying to say
– In some instances the audience will either reject or fail to correctly understand the message
media producers encode ‘preferred meanings’ into texts, but these texts may be ‘read’ by their audiences in a number of different ways:
• The dominant position: a ‘preferred reading’ that accepts the text’s messages and the ideological assumptions behind the messages
• The negotiated position: the reader accepts the text’s ideological assumptions, but disagrees with aspects of the messages, so negotiates the meaning to fit with their ‘lived experience’
• The oppositional reading: the reader rejects both the overt message and its underlying ideological assumptions.

Task discuss the main headline opposite.  Apply Hall’s theory to discuss the three ways that the text could be interpreted Preferred - Believe in the message, and think that 1.5 Turks are a bad thing. Oppositional - Reject the complete message, and completely disagree that 1.5 Turks coming in doesn't exist Negotiated - May agree that the message is real, but may want to manage the Turks coming in.