The Sun: Exploring the Media

The Sun is a prominent British tabloid daily newspaper, owned by News UK, a subsidiary of Rupert Murdoch’s News Corp. The paper is known for its sensationalist and often right-wing perspective. Initially published six days a week, it expanded in 2012 with a Sunday edition. It has a daily print circulation of approximately 1.3 million copies and a readership of 2.3 million. The Sun’s target audience primarily consists of C2DE individuals, with most readers being male and aged 35–64. Despite its wide reach, the paper has been described as polarizing, with 29% of readers reporting a positive opinion.

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Media Language

The Sun’s media language includes distinctive codes and conventions. The paper’s iconic red and white masthead is a characteristic of tabloid journalism, which is often sensationalistic and focuses on celebrities, gossip, and simplified political issues. The front page typically features imperative language, like the headline “Join our Jabs Army”, using military metaphors to frame the Covid-19 vaccine campaign as a national battle. The paper’s use of collective pronouns such as “our” and “we” helps create a sense of community and encourages action, portraying the vaccination effort as a matter of national pride.

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The imagery on the front page also reinforces this theme: a photoshopped image of Big Ben with a syringe replacing the clock hand symbolizes the urgency of the vaccine rollout, while also associating the issue with nationalistic symbols like the Union Flag. Celebrity endorsements, such as quotes from Gary Lineker and Kate Garraway, are strategically used to lend credibility to the message, especially for the paper’s mainstream audience.

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Representation

The representation of events in The Sun often aligns with the paper’s right-wing ideology. In the case of Covid-19, the pandemic is portrayed as a "war" to be fought, with the vaccine rollout seen as a patriotic duty. Boris Johnson, the Prime Minister, is depicted positively in a pro-Brexit context, with headlines like “Britain expects” referencing Winston Churchill and Horatio Nelson. This rhetorical choice aims to link Johnson to national heroes and reinforce Brexit as a positive step for the UK. In contrast, the Brexit debate is presented as a victory for the UK, with terms like "newfound freedom" used to suggest that leaving the EU will bring about a better future.

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Media Industries

Newspapers, including The Sun, have faced significant challenges in the digital age. With the rise of the internet, the newspaper industry has seen a decline in print circulation and advertising revenue, much of which is now taken by Google and Facebook. As a result, newspapers have had to adopt digital strategies to remain profitable, with The Sun offering online content via its website and app. It also engages in synergy, promoting content through platforms like Apple News and social media. To adapt to changing media landscapes, The Sun has diversified its revenue sources, including advertorials—advertisements that appear as editorial content—helping boost income while maintaining the paper’s editorial tone.

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Audience

The audience of The Sun is C2DE, with a large portion of readers being male, aged between 45 and 64. The paper also appeals to an online audience, where younger demographics (especially 60% of online readers) engage with its content. The Sun’s tabloid style and sensationalist headlines are specifically designed to attract a mass audience looking for easy-to-digest news, particularly in the form of celebrity gossip, sport, and politics.

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Media Contexts

The context of the paper's production reflects the socio-political climate, particularly around events like Covid-19 and Brexit. The Sun plays an influential role in shaping public opinion, using its reach to influence political decisions and social issues, such as the vaccine rollout and the Brexit debate.

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1. What role does imperative language play in The Sun's headline "Join our Jabs Army"?

2. How does The Sun use military metaphors to frame the Covid-19 vaccine campaign?

3. What does the photoshopped image of Big Ben with a syringe symbolize in relation to the Covid-19 vaccination?

4. How does The Sun portray Boris Johnson in its coverage of Brexit and the Covid-19 pandemic?

5. What is the significance of celebrity endorsements like Gary Lineker and Kate Garraway in The Sun's vaccine campaign?

6. How does The Sun represent Brexit on its front pages, and how is this representation in line with its ideological stance?

7. In what ways has the newspaper industry had to adapt to the digital age, and how does The Sun do this?

8. How does The Sun balance advertorials and editorial content to boost revenue while maintaining its editorial voice?

9. What demographic does The Sun primarily target, and how does it use tabloid journalism to appeal to this audience?

10. How does the use of the Union Flag and other national symbols help shape the representation of Covid-19 as a national issue in The Sun?