Guardian

• The Guardian is a British daily newspaper founded in 1821 with a liberal tradition
• The Guardian aims to deliver “fearless, investigative journalism” and “quality, trustworthy reporting” free from “political and commercial influence”
• The study guide will analyse the relationship between The Guardian's progressive stance on contemporary issues and its appeal to the target audience
• The Guardian had a 3.2m monthly print and an 18.4m monthly digital readership in 2021 according to PAMCo
• The Guardian reached 113m unique browsers around the world each month on average
• More males read The Guardian each month compared to females
• 13.3m of The Guardian's readers were over 35 years-of-age compared to 6.5m under 35
• The Guardian appeals to all social grades
• 6.9m readers of The Guardian are classified as AB – higher and intermediate positions, and professional occupations
• 5.9m of The Guardian readers have skilled manual and unskilled occupations or would be considered unemployed
• 40% of The Guardian’s UK readers had university degrees according to market research firm GWI
• The phrase “Guardian reader” is often used to describe a left-wing and liberal point of view
• The Guardian targets a modern and progressive audience by drawing attention to social injustice and championing the voices of those less heard
• The Guardian is proud of its COVID-19 investigations and dedication to truth and a more hopeful future
• An Ipsos Mori poll found The Guardian readers held “progressive views” and were motivated by new ideas and innovation
• OfCom research found The Guardian was the “most trusted news brand in the UK”
• The typical Guardian reader could be labelled as an activator from SBI’s list of UK consumer groups
• The typical Guardian reader might define themselves as achievers who focus on “professional endeavour”
• The typical Guardian reader

  • Could be labelled as an activator from SBI’s list of UK consumer groups because they are at the “forefront of innovation” and are “most open to new ideas”
  • Might also define themselves as achievers who focus on “professional endeavour”
• Personality types of the typical Guardian reader

  • Activator
  • Achiever
  • Reformer
• Consumer categorisation of the typical Guardian reader

  • Activator
  • Achiever
  • Reformer
• Media companies research the demographic psychometric profile of their consumers to ensure their content matches their needs and values
• The Guardian is considered part of the “quality press” which focuses on hard news rather than sensationalism
• The Guardian often promotes the ideologies of the mainstream left of British politics
• The Guardian strongly endorsed Tony Blair’s bid to become leader of the Labour Party in 1994
• The Guardian declared its support for the Liberal Democrats in the 2010 general election and their desire for electoral reform
• The Guardian endorsed remaining in the European Union throughout the divisive Brexit referendum
• When the free-trade agreement provisionally came into effect in February 2022, The Guardian recognised parts of the nation had a “lump in its throat” and there was a “national bereavement” while others celebrated with “a raised middle finger of defiant good riddance”
• The Guardian’s stance on Brexit was reflected in its readers
• The Guardian’s liberal perspective appeals to its progressive consumers
• The Guardian satisfies the desire to be informed by providing facts that help readers understand the world
• Sections in The Guardian

  • Politics
  • Sport
  • Culture
  • Lifestyle
• The lifestyle section in The Guardian might appeal to personal identity by offering reports on fashion, health and wellbeing, and travel
• The values encoded in The Guardian's articles and investigations can reinforce readers' attitudes and behaviours
• The comment section after each article in The Guardian offers readers a chance to voice their opinions
• Values encoded in articles and investigations

  Can reinforce our own attitudes and behaviours