theorists

• the media theorists curran and seaton say that the freedom to publish in the free market ensures that the press reflects a wide range of opinions and interests in society. they argue that newspapers have to reflect the needs, interests and desires of the reader to maintain circulation sales and readership.
• Curran and seaton- like many media outlets, the daily mail is shaped by a complex interplay of profit motives, industry dynamics and audience preferences as outlined in the theory.
• digital convergence- the mail's print product and online presence (MailOnline) are also analysed through the lens of digital convergence and its impact on media consumption.
• uses and grats- escapism- people who enjoy newspapers, provides entertainment with their controversial take on contemporary subjects in the news
• in terms of the 4 C's- the cross cultural consumer characteristics- we may label the audience as succeeders as they 'possess self confidence' with a 'core need' for 'control'. The Daily Mail also publish ltos of stories on the monarchy, so we can safely assume their audience are traditionalists- this group likes 'established standards' and want to 'regulate social change' and 'ethical codes'
• in terms of the cross cultural consumer categorisation, we may label the daily mail's audience as succeeders as they 'possess self confidence' with a 'core need' for 'control'.
• the cultivation theory- prolonged exposure to television shapes our world view, so 'heavy viewers' are more likely to think their neighbourhoods are violent as they are seeing lots of violence on the small screen.