The Sun - Deep Dive
- Mastering Media
- Apr 27
- 4 min read
Point The Sun utilizes specific tabloid codes and conventions to simplify complex political and medical issues for its readership. Evidence The front page features a recognizable "red top" masthead in block text alongside the bold, imperative headline "JOIN OUR JABS ARMY." Theory This frames the pandemic through a structuralist lens, using military metaphors like "army" and "fight" to transform a medical story into a common, tangible struggle. Analysis By employing the collective pronoun "our," the newspaper positions itself as a proactive and dynamic force that is leading the country toward a solution. Cultural Context The use of iconic national symbols, such as Big Ben and the Union Flag, connects the vaccination effort to a sense of British pride and collective duty.
Point The newspaper constructs a patriotic representation of the vaccination program to motivate its audience during a period of national crisis. Evidence A photoshopped image of Big Ben replaces a clock hand with a syringe, while a heart-shaped "Jabs army" puff mimics a badge of honor. Theory This aligns with Stuart Hall’s representation theory, where signs are encoded to suggest that helping the NHS is an act of "national pride" and generosity. Analysis The syringe pointing toward midnight suggests that "time is of the greatest importance," creating a sense of urgency reflected in the copy's call to act "rapidly." Cultural Context By using intertextual links to Churchill and Nelson in the "Britain Brexpects" headline, the paper aligns current leadership with historical moments of British resilience.
Point The Sun targets a C2DE demographic by ensuring its content is highly accessible and emotionally resonant for a "Mainstreamer" audience. Evidence The paper maintains an average reading age of eight years, utilizing bold words, large visuals, and "bitesize" chunks of text. Theory This reflects the use of trusted opinion leaders, such as celebrities Gary Lineker and Kate Garraway, to endorse the campaign through personal, emotive testimony. Analysis These formatting choices make the product easy to "skim and scan," catering to readers who may have weaker literacy skills or who read during a daily commute. Cultural Context Its self-definition as "The People’s Paper" reinforces its role as a relatable, daily relationship for the lower to middle social classes.
Point The publication maintains a clear right-wing, pro-Brexit, and pro-Conservative ideology that informs its political reporting. Evidence The masthead includes a positive "off-lead" story showing Boris Johnson with his thumbs up, accompanied by the headline "PM: Britain Brexpects." Theory The newspaper acts as a powerful gatekeeper, explicitly telling its readers how to act with phrases like "Boris ticks all the boxes" or "Stay home." Analysis Positive terms such as "heralded" and "dawn" are used to frame the UK's departure from the EU as a moment of "newfound freedom." Cultural Context This isolationist stance reflects the paper’s history as a figurehead of the Leave campaign during the 2016 referendum.
Point Owned by Rupert Murdoch's News Corp, the paper utilizes a strategy of diversification to navigate the financial decline of the print industry. Evidence To boost revenue, the brand has expanded into gambling and lifestyle sectors, such as "Sun Vegas" and "Sun Bets." Theory This supports Curran and Seaton’s theory that media is a commodity driven by "profit and power," where large conglomerates dominate the market. Analysis Because "£1 in every £7" spent on groceries is by a Sun reader, the paper remains an extremely "attractive advertising vehicle" for major brands. Cultural Context As traditional print advertising revenue is "hoovered up" by Google and Facebook, the paper must rely on high-volume digital reach to survive.
Point Technological convergence has allowed The Sun to transition from a purely print product into a multi-platform digital brand. Evidence Content is distributed through a dedicated app, social media platforms like TikTok and Snapchat, and free feeds on Apple News. Theory This acknowledges the shift toward an active audience that interprets news according to their own personal values, context, and beliefs. Analysis Reaching 6 million people a day online allows the paper to bypass declining print figures, though it faces fierce competition from rivals like MailOnline. Cultural Context In an era of increasing online disinformation, the paper emphasizes its role as a traditional source for communicating essential public health policy.
Ownership: Who is the "media baron" that owns News Corp, the parent company of The Sun?
Demographics: What is the specific social class demographic that makes up the majority of The Sun’s print audience?
Visual Language: On the January 1, 2021 cover, what iconic British landmark was photoshopped to include a syringe?
Language Choices: Why does the paper use the term "army" when referring to the vaccination volunteer force?
Political Stance: How does the headline "Britain Brexpects" signal the newspaper’s ideology regarding the UK’s departure from the EU?
Accessibility: What is the approximate reading age of The Sun, and how does this reflect its target audience?
Economic Strategy: Besides newspaper sales, what are two examples of how The Sun has diversified to increase its revenue?
Digital Reach: Which digital platform provides 23% of The Sun’s page views by supplying free content to users?
Simple Glossary
Advertorial: An advertisement designed to look like a legitimate news article to gain more "weight" and trust from the reader.
Direct Address: A technique where the text speaks directly to the reader (e.g., using the word "YOU") to create a personal connection.
Diversification: A business strategy of moving into new areas, like betting or apps, to make up for falling print sales.
Imperative: A "command" verb used in headlines, such as "JOIN," to encourage the audience to take immediate action.
Intertextuality: When one media text makes a reference to another, such as linking Boris Johnson to Winston Churchill.
Jingoism: A tone of extreme patriotism or aggressive nationalism, often found in tabloid representations of Britain.
Masthead: The large, red-and-white block title at the top of the page that identifies the newspaper.
Puff: A graphic or "badge" on the front cover used to grab attention or promote a specific campaign or offer.
Red Top: A colloquial term for British tabloids that feature a bold red masthead and focus on sensationalism and celebrities.
Standfirst: The introductory paragraph of an article, often printed in bold, that summarizes the story for the reader.
Comments