The Guardian and The Sun

The Guardian and The Sun represent opposite ends of the British media landscape regarding audience, ideology, and journalistic style. The Guardian is a daily newspaper targeting a well-educated, liberal, and affluent audience, with 86% of its readers belonging to the ABC1 demographic.

Politically, it maintains mainstream left values and is uniquely not owned by shareholders, which it claims allows it to hold true to core journalistic principles. Its headlines are typically factual and unemotional, maintaining the focus of its broadsheet roots despite its current tabloid format. The paper often portrays the Conservative party as "dishonorable" and "amoral," using media language to depict figures like Boris Johnson as "clownish" or "inept". By using the pronoun "we," it creates a collective identity for its readership, whom it views primarily as office workers.

In contrast, The Sun is a right-wing "red top" tabloid owned by Rupert Murdoch’s News Corp. It primarily targets the C2DE demographic and maintains a reading age of eight to ensure accessibility for a wide audience. Unlike the formal tone of The Guardian, The Sun employs sensationalist and militaristic language, framing events like the COVID-19 vaccination rollout as a "war" involving a "Jabs Army". Politically, it is pro-Brexit and pro-Conservative, often using optimistic imagery of Boris Johnson to align him with historical leaders like Churchill.

The paper utilizes emotive pull quotes from celebrities and direct address—like "YOU"—to foster a sense of community and patriotism among its "mainstreamer" audience. While The Guardian appeals to the "digitally-savvy" through nuanced reporting, The Sun functions as an "entertainer" and "instigator," relying on bold visuals and simplified narratives to capture its readers