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Under the editorial guidance of Paul Dacre the Daily Mail clearly took an editorial stance that was designed to appeal to a right-wing readership. The Mail championed the merits of a hard Brexit - their ‘Proud of Yourselves’ front cover, for instance, accusing MPs who voted against the the advancement of the EU exit as traitors to democracy.
The paper encodes the hegemonic championing of English democratic values - positioning their readers to view Brexit as a democratic necessity. A right-wing readership will most likely create a dominant reading - agreeing that the parliamentarians in question are ‘malcontents’.
Yet, a left-wing readership would inevitably decode the Mail’s messages differently - using their contextual knowledge of the newspaper’s bias and their own beliefs to construct a contrary view of the MPs as exercising their democratic right as elected officials.
Describes the media products that dominate within a society. Hall suggests that these products are trend setting forces.
Media terminology used
A reading of a media product that is filtered by the knowledge and beliefs of the reader. A newspaper front page for instance might be read in an oppositional manner if the reader's political views are opposed to the editorial bias of a newspaper.
Products that support right-wing political ideologies are said to have a right-wing bias. Right wing political ideologies champion business growth and traditionally forward the argument that the state ought to play a small role in the lives of citizens. The right-wing political party in the UK is the Conservative party.