Online, Social and Participatory Media: The Mail Online, The Guardian – A Level Media Studies OCR Revision

Background and Development

Both the Mail Online and The Guardian are digital offshoots of physical UK newspapers, created to transition into the increasingly digital nature of media consumption. The Mail Online is a part of the Daily Mail and General Trust and The Guardian is owned by the Scott Trust.
The Mail Online was launched in 2003 while The Guardian’s online presence began in 1995 as the ‘Guardian Unlimited’ network of websites before evolving into the present form in 2008.
Both have leveraged digital platforms to remain relevant in a changing media landscape but have adopted different business models: The Mail Online focuses on advertising revenue, while The Guardian has a hybrid model, supplementing advertising with reader contributions.

Content and Audience

The Mail Online is known for its mix of news, celebrity features, and human-interest stories often with an emphasis on sensationalism. It targets a popular, mass-market audience.
The Guardian provides a blend of news, opinion pieces, and analysis with a more serious journalistic tone, targeting a liberal, middle to upper-class audience. Its online content is known for its progressive editorial stance and comprehensive coverage of arts, politics, and society.
Both outlets use features like live news updates, audio-visual content, and interactive graphs as part of their content strategy, appealing to a digitally literate audience.

Visual and Audio Elements

Both outlets utilise multimedia elements, from embedded videos to interactive graphics or quizzes, enhancing the user experience.
The layout of “above the fold” content on The Mail Online tends to be image-heavy with enticing headlines to draw in the reader, while The Guardian favours a more minimalist, text-centric approach, typically reserving its top space for major or breaking news.
Both websites offer smartphone apps, radio broadcasts like the Guardian’s ‘Today in Focus’, and podcasts to cater to a range of audience preferences.

Online Strategies and Tactics

User-generated content is embraced in the form of reader comments, discussions, and social media shares, fostering a sense of community and interaction.
Both outlets have strong social media presence, where content is frequently shared, further broadening their reach.
Search engine optimisation (SEO) techniques are employed to increase visibility and attract traffic, with headline choice and keyword integration playing a crucial role.
Both use ‘clickbait’ strategies, highlighting enticing headlines to encourage users to read stories.

Impact and Influence

These platforms’ successes underline the continued relevance of traditional media organisations in the digital age, provided they adapt effectively.
The Guardian and Mail Online play significant roles in shaping public opinion, influencing discourse, and at times precipitating change, such as The Guardian’s investigative work on the Cambridge Analytica scandal.
They have contributed towards the diversification and democratisation of news, by fostering room for reader interaction and engagement.

Analysis and Critique

Both platforms have faced criticism: The Mail Online often for its sensationalist, tabloid-style journalism, and The Guardian for its perceived liberal bias.
However, the breadth and mix of content they offer caters to a diverse range of audience interests and needs.
Their popularity underscores the dynamic nature of media, illustrating how traditional outlets can thrive in the internet age through adaptation and innovation.