14.12

 ideology - a system of beliefs but often used to describe the ways in which those in power use their power to distort meaning
- and ideology can be used to normalise the dominant ideas of the ruling class

why would a newspaper want to manipulate the ideology of the target audience - to draw attention to a certain thing to sell newspapers
- more likely to side with them/agree with them, so we are more likely to buy it
- pushing who we should vote for
- change public discourse
-because they can
- less likely to question what is join on in our lives and society 

karl marx - marxism: the idea that the working class are being manipulated by the ruling class
in a period of false consciousness -  constructed by the media

broadsheets: 
formal mode of address 
more copy 
less obviously biased
less images
heavy use of writing
sophisticated mode of address
hard news
emphasis on statistics
more mainstream
relevant news
mainly monochromatic : black and white
£2
serious/ quality
aimed at middle class
plain layout 
small fontsize
effort needed to read it


tabloid
colourful
emphasis on free things
informal
more images, less words
brand names
more celebrity gossip
font size is larger
dramatic mode of address
"popular" press
more eye catching
target audience of working class
costs less than £1

polysemy - multiple meanings

preferred reading -  newspapers typically attempt to avoid polysemic readings. anchors the reader into reading it a certain way

anchorage can often be achieved through use of captions

bias and agenda

bias- favouring a certain point of view

agenda - why, underlying intentions

how bias can manifest- 
bias through selection and omission
bias through placement
bias by headline
bias by photos, captions and camera angles
bias through use of names and titles
bias through statistics and crowd counts
bias by source control
word choice and tone