THE GUARDIAN - OWNERSHIP, VALUES & BELIEFS

Ownership of Newspaper

-Not usually profitable (means of gaining social and political influence)

- They are often owned by rich individuals rather then conglomerate 

-Owners to do interfer in newspaper (EDITORS who are interviewed frequently e.g sky news, bbc deny their owner interfered with content) - the owner appoints the editor and they have similar views to the owner.

-DO NOT SUPPORT ONE PARTICULAR PARTIES: 
ARTICLES SHOULD CRITICISE- both left and right wing ideas (that limit freedom of individuals)

Uses and Gratification: 
-Active/passive audience 
-Consume instead of watch/read etc 
- Social integration- News 

Within Newspapers uses and gratification which aids people to consume media. Newspapers aid social interaction as active audiences will talk about the political stories they read in the newspaper which may speak to other people who have differing points of views. Newspapers also provide personal identity as people who read the stories may relate to the political stories which reflect similar values to themselves and mimic or copy some of their characteristics.  Audiences consume the media to gain information about the world and the political stories of the cities they live in.

THE SCOTT TRUST(OWNS GUARDIAN/OBSERVOUR)

- Ensure editorial independence of newspaper 
-Appoint their editors 
-Ensure newspapers continue liberal traditions (no say in political views)
-Promote FREEDOM OF PRESS = anyone free to set up a newspaper and newspapers must not be censored of controlled by government (democratic freedom of speech and expression)

1. Liberal values
2. Target audience are middle class- 'progressives' who read newspaper for liberal viewpoint 
3. Celebrate stories of different genders,races,ethnicities and sexualities -  tolerance, fairness and progress through media language (liberal)
4. Collaborate with readers and others for impact 
5. Report fairly on people as well as power and find things out 
6. Promote democracy 
7. Celebrate individuality,diversity, tolerance and allowing opposing points of view
8. Open-minded about change

How does the observe/guardian could reflect the Scott Trust values

The observer/guardian reflect the Scott Trust values by promoting liberal viewpoints by providing both left wing and right wing ideas to reflect the liberal values. The Observer/Guardian further reflect Scott Trust values by celebrating stories of different genders, races,ethnicities and sexualities  and show tolerance, fairness and progress through media language. For example celebrating stories with both boys and girls, different races, and respect all people in the LGBTQ community. The Observer/Guardian reflects the values to promote freedom of the press to show speech and expression within the newspaper.