Daily Mail and The Guardian Newspaper History and Ownership

• The Daily Mail, a tabloid newspaper founded in 1896, is known for its sensationalist approach to news, offering mainly conservative views.
• The Guardian, a broadsheet newspaper launched in 1821, is generally left-wing, presenting readers with liberal and progressive perspectives on political, social, and cultural matters.
• Both newspapers represent the daily press tradition in Britain with different target audiences and diverse news presentation styles.

Editorial Policies and Political Stance

• The Daily Mail is generally known for a right-wing, conservative editorial policy, often campaigning on issues such as immigration and law and order.
• The Guardian tends to have a liberal, left-leaning focus, often tackling subjects like human rights, social justice, and climate change.
• The political stance of both papers greatly influences the type of news that is published, and how it is framed or reported.

Audience and Consumer Behaviour

• The target audience of the Daily Mail tends to be older, more conservative readers, typically from the middle class.
• The Guardian's readership is generally younger and more liberal, with a large proportion being students and professionals.
• Both newspapers have successfully transitioned to digital platforms, capturing a global audience and diversifying their reader base.

Presentation of News and Use of Language

• The Daily Mail tends to adopt a consistent, straightforward language style that appeals to its target readership. Headlines are often sensational and emotionally charged, drawing readers into the story.
• The Guardian uses a more sophisticated and measured language style, often providing in-depth and detailed coverage of topics in its articles.
• Each paper's aesthetic mirrors its ideological position - the Daily Mail tends to use emotive images and large fonts while The Guardian often uses a more sober, mature design approach.

Digital and Social Media Presence

• Both the Daily Mail and The Guardian have robust online platforms with heavy usage of multimedia, such as videos, podcasts, and interactive content.
• The Guardian website is known for its emphasis on longform content and investigative journalism, reinforcing its commitment to thorough news coverage.
• The Daily Mail's website, retitled as the MailOnline, showcases a wide range of news and feature articles, including a strong emphasis on celebrity culture and human interest stories.
• Both newspapers also leverage social media platforms like Twitter, Facebook, and Instagram to engage their readers, expand their reach, and drive traffic to their websites.

Critiques and Controversies

• The Daily Mail has been criticized for its sensationalist reporting, accused of fear mongering and being biased, particularly in its coverage of topics like immigration.
• The Guardian has faced criticism for its perceived liberal bias, with critics arguing that it promotes a singular, left-wing worldview.
• Both newspapers have faced challenges in their transition to digital, including issues of monetization and competition from other online news sources.

Impact on Society and Culture

• With their differing ideological stances, both newspapers have played significant roles in shaping political, societal, and cultural debates in the UK and beyond.
• Their powerful influence is evident in election coverage, policy debates, and societal attitudes on important issues such as climate change, education, and social equality.
• By moving online and expanding their reach, both newspapers have been able to increase their influence, contributing to the global spread of British perspectives and attitudes.