Bringing you the Daily Mail

The Daily Mail was first published in 1986, and sold under slogans ‘A Penny Newspaper for One Halfpenny’ and ‘The Busy Man’s Daily Newspaper.’ It was the first newspaper in Britain that catered for the new reading public that needed something simpler, shorter and more readable, than others previously had been.



Format: Tabloid

Political Views: Right Wing, Conservative

It was first published in the later 19th century as an eight-page publication, founded by Alfred Harmsworth a.k.a Lord Northcliffe. Following his death in1922, Rothermere took full control of the Daily Mail as well as the Daily Mirror. It is the flagship publication of the Daily Mail and General Trust PLC, a London Media Company incorporated in 1922 with holdings in radio, television, and weekly and daily newspapers.

Lord Northcliffe is thought of as a pioneer of popular journalism. He is thought to have exercised much influence over British opinion at the time, as owner of The Daily Mail and The Daily Mirror. As the century saw the rise of popular journalism, he was at the forefront of an age of the media that targeted the working class with a tendency to sensationalise topics.


Lord Rothermere (Harold Harmsworth) was brother of Lord Northcliffe and with his brother, ran The Daily Mail and The Daily Mirror. During the 30’s he was a known supporter of the Nationalist Socialist Party; and he used his contacts and influence to promote British Support for Germany.


Discourse Analysis of a Daily Mail Article

Title: ‘Tories vow to spend £100 billion on Trident’

Author: James Chapman

daily mail analysis.jpg



Next to this article, one another one titled ‘PM delivers 16,000 apprenticeships.’ At the time the newspaper was published David Cameron was in power. Below the article is then an advert for another story titled ‘Labour disarray.’ The positive manner used to describe the Conservative Prime minister is a stark contrast to the negative description used for the Labour Party. It demonstrates the paper has a pro-conservative tone.

The article is set up to look like what you expect a newspaper article to. No images are used in the story, and no other colours are used besides black and white.



The word ‘stab’ is used in the headline as a powerful adjective to create a sense of shock in the reader. It is used to grab the audience’s attention. It continues hold the reader’s attention by using adjectives and metaphors to make the article interesting and entertaining.

It uses metaphors like ‘landslide’ and ‘earthquake; to make the comparison between natural disasters and politics. By doing this the manmade concept of politics is presented as a natural phenomenon within our society.

The heavy use of colloquialism and description gives an informal tone to the article. It appears the newspaper prioritises the need to be entertaining and engaging just as much as being informative.

The author has also used a lot of emotive language to instil a sense of fear in the reader. Phrases such as ‘mounting panic’ sensationalise and dramatise the news being reported. This exaggeration is done to create a sense of impending doom in the reader, that they then contrast with positive language and hyperbole to describe the conservative party.

They are doing this to make it seem to the reader like The Conservative Party, are the only hope and solution to these problems.

When the article refers to the Conservative party, it is always proceeded by a determiner preposition e.g. ‘The Conservative Party,’ but when speaking on Labour they do not do this.

This implies a sense of importance when referring to the Conservative Party, demonstrating the article’s bias. They always use negative language when describing the Labour party and their actions, portraying them as undesirable to the audience.



Complex and descriptive sentences slow the pace of the article, while abnormal arrangements of words make the piece harder to read.

There are many additional and unnecessary details used in the article that cloud the facts and statements being said. Usually articles will be more succinct and to the point to make it easier for the reader to follow; it is more traditional for prose to employ this kind of discourse.

It has been written more creatively than it has for factual purpose, again demonstrating the demand upon the newspaper to be a form of entertainment for its audience.



The article assassinates the character of Miliband, Labour’s leader at the time, it uses personal insults and metaphors to mock and damage the reader’s overall impression of him.

The article plays upon society’s value of power, and uses language to display him as weak and therefore not as someone many readers will respect or potentially wish to support. They also make use of personal pronouns such as ‘our.’

This creates a sense of group belonging between the newspaper and the readers, portraying the opinions of the article to be the majority held ideals, and creating a minority of others who believe differently.

This is a common approach used to persuade others into believing in an agenda, as we are social creatures, that do not like to feel odd or left out. It is a way of pressuring others into agreeing with a point of view.

[1] See appendix F.3


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