In 1903 Harmsworth decided to establish the Daily Mirror, a newspaper for gentlewomen.
In the First World War the Daily Mirror became the most popular newspaper on the Western Front; whereas Rothermere’s newspapers, the Daily Mail and the Evening News, gave support to Hitler, Mussolini and Oswald Mosley.
The Daily Mirror, under the editorial director, H. G. Bartholomew, moved the newspaper to the left.
On the advice of Cecil King, the advertising director, H. G. Bartholomew, decided to make the Daily Mirror a tabloid newspaper.
Political views: Left wing, Labour
A Discourse Analysis of an article in The Mirror
Title: ‘You ain’t half looking like a PM now Ed’
Author: Kevin Maguire
Another article on the page is called ‘workers vote with feet as PM flounders’ suggesting a Pro-Labour agenda. A picture takes up the majority of the article; this combined with the bright colour scheme and stylised text boxes give a fun and informal tone to the piece. It is designed to look aesthetically pleasing and draw the reader in.
Opposites have been used to contrast the parties against one another; boosting the appearance of one side by weakening the other. Miliband is described as ‘punchy’ and ‘confident’ while Sturgeon’s actions are described as ‘begged’ and ‘pleaded.’ Critically read it could be suggested there is a sexist tone to the article by implying she is dependent on the male political actor’s strength.
‘You ain’t half’ is colloquial; it has been used in the headline to communicate a conversational tone in the piece and is an example of how tabloids often used common vernacular to mimic the voice of their readers to represent the everyday reality that they live in. The word ‘ain’t’ is improper grammar showing the journalist’s lack of concern to use Standard English; in other forms of official texts this would be unacceptable, but in newspapers it is ok.
The article is written in 3rd person to remain detached and report on the events as opposed to having personal involvement. Most of the sentences are mid-length giving a simple steady pace to the article that is easy to follow.
They have used pronouns to create a sense of belonging in the reader and to sell the Labour as the voice of the public and the majority, and segregating UKIP voters as a ‘significant minority’ as it reports. They have manipulated the writing so that Miliband appears stronger than the other party leaders; strong and positive language help to encourage to associate these qualities to the Labour party and their leader.
The newspaper does not hold back in their mockery of Miliband, they choose to launch personal attacks about his character, as opposed to commenting on the Labour party as a whole, and their policies. It shows a lack of concern for objectivity or relaying facts to the public and giving the information they need to make an informed decision on the party that can best represent them; and more concern for their own political agendas and a want to discredit Labour in any way they can. It is more likely the audience will be more entertained and can relate more to an individual being attacked, than the entire party and more generalised criticism.
‘The Mirror’ has used simple vocabulary, slang and descriptive language to create a brasher, more expressive tone that they believe will capture the attention of their readers. They use provocative and powerful language to add imagery and colour to the stories so that it fulfils the purpose of being a form of entertainment for their audience. They have relied on bright colour schemes and heavy use of imagery to draw their readers in.
The article is not shy in expressing its political agenda. They have made Cameron the target of negativity, while using hyperbole and sensationalism to heighten Miliband’s appearance; highlighting their Pro-Labour attitude.