THE I



The i newspaper:


NOTES:

> launched in 2010
> 20p was the launch price, now is 60p,
> owned by Johnston Press (based in Scotland)
> low circulation - this means declining print media circulation due to becoming multimedia (online newspaper). 
> went digital in 2016
> 2 million unique users each MONTH
> print version, tabloid size format
> target younger educated readers (students) - DONT SAY YOUNG ADULTS OR TEENAGERS
> No supplements in the weekend edition
> doesn't publish own political ideologies. - unofficial center left politics.
> Nick Clegg, former liberal leader writes column anchoring left values.
> read by Corbyn who suggests he enjoys the lights read aspect of the newspaper
> connotations for information "i" or independent ( unusual vertical masthead )
> advertising funded.
> a broadsheet in tabloid format
> high ration of text to photography
> formal mode of address
> objective epistemology (balanced way of telling stories)
> more hard news over soft news
> assumes level of intelligence  of the reader - they make up their own mind/ opinion of the article. Not undertone. Unbiased. 
TARGET AUDIENCE:
> busy professionals,male/ female split. 
> ABCI - 19-45
> liberal, potentially left wing but do not want to be dictated
> environmentally friendly, with social conscience but also interested in the Arts and culture. 


THEORISTS:

Stuart Hall
üOppositional: Many oppose political views that are being discussed. Some may be on the other side of the political spectrum. (more right wing instead of left wing).
üNegotiated: some audiences may understand both sides to the story, e.g. nature topics/ who is to blame for problems in society that is causing environmental issues.
üDominant: some individuals may be towards views head in articles as they are more influential and passionate about other views being promoted. 
Gerbner
Television became more popular as they were released during the 1950s.
üWatching TV influenced the viewer’s attitudes rather than behaviour. It will potentially change the viewer’s perception of reality. The changes in a person’s behaviour is small and gradual.
üThe Gerbner theory was a division between two order effects:
1)First order effects: general beliefs about the world today.
2)Second order effects: specific attitudes and judgments.
HEAVY VIEWERS:
Like to shape their concept of reality from watching TV. Also are influenced by media, people experience and knowledge. 
HEAVY VIEWERS:
>young people
>low socio-economic groups
>watching TV more than 4 hours a day
>affected by Mean World Syndrome (meaner and violent than the world really is)
>involved in resonance – a double dose effect
>they are less selective o what they view
>expected to be involved in violence 
“monkey see, monkey do”
> More fearful towards life 

A way in which the Gerbner theory relates to the 'i' news and the 'i' online is based on how viewers respond to their published articles. Gerbner highlights the viewer's attitudes rather than behaviour. Moreover, some headlines, related to political views especially, such as 'Brexit', may trigger a rise in debated opinions. Their aim to change the viewer's perception of reality. However, Gerbner focuses on the influence of TV, therefore news readers would be influenced by written articles or released  videos/ images.

Bandura 
üIn relation to the BoBo Doll experiment, the researchers wanted to investigate how children respond to adults by the influence of their actions and behaviours towards the doll.
üThis can relate to the ‘i’ because articles they produce linked to political or social topics can easily influence how younger audiences interpret the behaviours and insights of other people. 

In comparison to the Bnadura theory, he believed in the therm 'monkey see, monkey do'; meaning people would be influenced by visually seeing or learning about a given behaviour. If viewers saw or read about an attack, this may influence the newspaer audiences to act the same.

CLASS WORK:

Readers are given the opportunity to negotiate meaning through broadsheet conventions - objectivity and balance.
However, liberal sensibilities and love of art and culture are pandered to with a wide range of stories/ articles that position the audience into a shared cultural experience.
An element of self esteem, ensures reader feel good about themselves as they can understand sometimes complex issues. 
BANDURA
Simple theory suggesting audiences are victim to passive consumption.
The reader more activity consumes newspaper content (see uses and gratification theory - surveillance, social interaction, personal identity and diversion up to point).
The newspaper resists Bandura's theories through the interactive approach of dipping in and dipping out - behaviour is not affected.
GERBNER
The i reflects a lack of obvious, encoded news values.
It offers more diverse, pluralistic reprentations.
Through this, the newspaper challenges the concept that ideologies are cultivated.
It is in binary opposition to the daily mail in this regard.
THE i ONLINE
Successful website reflects decline oin print media circulation (and particularly low i circulation_. The print version wants to direct you to the website.
Convergent links to a-v MEDIA AND SOCIAL MEDIA (TWITTER AND FACEBOOK) - interactive discussion using Web 2.0.
Hard news dominates above and below the fold with simplisitc uncluttured design and layout that allows the user to select and activiely engage.
DIFFERENCES IN i PRINT AND ONLINE PLATFORMS
Interactive content, easier to access on a range of platforms like a website - more accessibility and choice.
Immediacy - breaking news stories but also ability to expand content (the i print version has limited content compared to most broadsheets).
Maintains house style/ brand identity of the print edition.
REGULATION AND THE i NEWSPAPER
Narrative objectivity resists the controversy of other  newspapers like the daily mail.
Quality tabloids and broadsheets are less in need of regulation - less dramatic, emotive headlines likely to cause offence.
i has received some accuracy complaints.

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