Comparing Editorial Comment

Similarities:

• Small Masthead.
• Column Style - text based.
• Authoritative, persuasive tone.
• Subheading - outlines opinion.
• Based on current affairs.
• Two or three different comment articles.

Differences:

• Guardian articles are a lot longer than the Mail's.
• Guardian is objective but Daily Mail is biased (more nationalistic).
• Guardian states more facts.
• Mail's more opinionated.
• Guardian has more complicated, intellectual language.
• Mail uses more word play.
• Mail has more emotive readers.
• Guardian writes more passively.
• Mail writes more actively.

Uses and Gratifications Theory:

• The Daily Mail fits the identify part of this theory because right-wing supporters identify with the values that the paper holds.

• The Daily Mail educates its readers in the comment section by sharing their views and giving their opinion on different topics.

• The Daily Mail entertains its audience with the more relaxed and biased perspective. Some readers enjoy the lack of objectiveness and enjoy strongly opinions pieces.

• The Guardian fits the identify part of this theory because centre-left supporters identify with the values that the paper holds.

• The Guardian educates its readers with a more objective viewpoint. It gives readers an unbiased explanation of topics and events.

• The Guardian entertains its readers because their readers like to be informed objectively so they are entertained by this.

• Both of the papers offer social interaction because they give their readers a talking point to start a conversation with other people about things they may have read in the paper.