Comparing Editorial Comments

Similarities:

• small masthead
• column style- text based (no images)
• authoritative, persuasive tone 
• subheading = outlines opinion 
• based on current affairs 
• 2-3 different comment articles 

Differences:

• vocabulary range 
• Daily Mail audience- less intelligent people/ The Guardian audience- intelligent people
• Daily Mail- easy to read and easy to understand/ The Guardian- hard to read and difficult to understand what the writer is trying to inform the reader. 
• The Daily Mail- easy to persuade the reader/ The Guardian- might be hard to persuade the reader 
• Formal and opinionated

                         

Uses and Gratification theory- a popular approach to understanding mass communication. Audiences choose what type of media they would like to consume, which shows that they are active. Audiences are responsible for choosing media to meet their needs.

• Basic model- identify- being able to recognise the product or person in front of you, tole models that reflect similar values to yours. 
• Educate- being able to acquire information, knowledge and understanding. 
• Entertain- what you are consuming should give you enjoyment.