{"id":70678,"date":"2011-10-12T11:06:18","date_gmt":"2011-10-12T10:06:18","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/the-storyteller-august-2011\/"},"modified":"2011-10-12T11:06:18","modified_gmt":"2011-10-12T10:06:18","slug":"the-storyteller-august-2011","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/the-storyteller-august-2011\/","title":{"rendered":"The Storyteller &#8211; August 2011"},"content":{"rendered":"<h2><strong>The end of the World<\/strong><\/h2>\n<p>Rupert Murdoch\u2019s media empire took a damaging blow last month, as the oligarch\u2019s son and News International chairman closed The News of the World in the wake of the phone-hacking scandals. But how did competing newspapers, both with the knowledge of writing to influence, tackle the same story?<br \/>\nNewspapers, you\u2019d think, would need to be whiter than white when pegging up the dirty laundry of, well, anyone of public interest. The News of the World and its fellow red-topped protagonists are hardly darlings of the British public, but surely no one expected the disgraceful lengths employees of the aforementioned tabloid would go to just to gain a story.<br \/>\nLast month, James Murdoch announced the decision to close The News of the World amid widespread public disgust and numerous advertisers pulling campaigns from the troubled paper. This advertising boycott has seen rival publications fall over each other in the rush to secure ad partnerships with those that forfeited association with the \u2018toxic\u2019 paper. But how have NotW\u2019s rivals, with a focus on The Guardian (cloud 1) and The Sun (cloud 2), reacted to the death of what was the UK\u2019s biggest selling Sunday paper? And does the language used betray a thinly veiled agenda?<br \/>\n<strong>The Guardian\u2019s<\/strong> approach was to rationally inform on the key occurrences and knock on effects of the paper\u2019s closure as opposed to rubbing salt into the wound. \u2018Staff\u2019, \u2018advertisers\u2019, \u2018journalists\u2019 and \u2018Sunday\u2019 (referring to the final edition) take up a similar amount of space in the cloud, whilst the expected \u2018Murdoch\u2019, \u2018news\u2019 and \u2018World\u2019 are prominent in both clouds. While \u2018James\u2019- as in James Murdoch \u2013 is prominent in The Sun\u2019s cloud, it does not feature in that of The Guardian. Here, Rupert Murdoch as chairman of News Corporation is portrayed as the villain in all of this, with most negative points made by The Guardian tied in some way to the media baron.<br \/>\nTrue to form, <strong>The Sun\u2019s<\/strong> cloud suggests another sensationalist article. Negative prose such as \u2018appalled\u2019, \u2018jailed\u2019, \u2018victims\u2019 and \u2018probe\u2019 frame the cloud, suggesting The Sun didn\u2019t hold back in its criticism of their sister paper. However, these word mash-ups don\u2019t provide an entirely accurate view. When we read the Sun article in full, there is evidence to suggest a degree of damage limitation on behalf of News International. Each negative point is countered by an apology, acknowledgement of wrongdoing or statement condemning actions \u2013 all from a senior News International figure. Words such as \u2018respect\u2019, \u2018action\u2019, \u2018satisfied\u2019 and \u2018responsible\u2019 help paint a more positive picture, with the focus on resolving issues and doing the right thing.<br \/>\nFor this word cloud analysis, the two rival newspaper\u2019s take on the same story suggested, at first glance, the unthinkable; agreement. However, when we pay close attention to the subtle differences in language used (and consider the reputation that goes before a certain red-topped tabloid) the real picture emerges. For as much as The Sun laid out the raw hard facts about their sister paper, you still sense an element of squirming from the Murdoch camp being projected. Meanwhile, The Guardian was content to sit back and let the facts talk for themselves, knowing for sure The News of the World had thrown itself off a cliff.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The end of the World Rupert Murdoch\u2019s media empire took a damaging blow last month, as the oligarch\u2019s son and News International chairman closed The News of the World in the wake of the phone-hacking scandals. But how did competing newspapers, both with the knowledge of writing to influence, tackle the same story? Newspapers, you\u2019d [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[453],"tags":[],"class_list":["post-70678","post","type-post","status-publish","format-standard","hentry","category-archived-content-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Storyteller - August 2011 - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/the-storyteller-august-2011\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Storyteller - August 2011 - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"The end of the World Rupert Murdoch\u2019s media empire took a damaging blow last month, as the oligarch\u2019s son and News International chairman closed The News of the World in the wake of the phone-hacking scandals. 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