News: the guardian- Ownership, values and beliefs

The uses and gratifications theory can be applied to newspapers because it allows an active audience to consume and interpret it themselves, this gives them an opportunity for social interaction, because the topics in the news are a good start of conversation for the readers and allows active audiences to debate about their own opinions.

Newspapers also provide information for the audiences through articles and informs them about whats going on in the world. For example it provides information about Brexit.

Newspapers are not owned by a conglomerate 

Owners are not expected to interfere obviously with the newspaper.

Doing this would destroy the newspapers credibility.

Editors are interviews frequently in the media and they always deny that their owner interferes with the content. However the owner appoints an editor with similar views to them.

The Scott Trust owns the guardian/Observer

The Scott Trust exits to:

- Appoint their editors

- Ensure the editorial independence of Newspapers

- Ensure the newspapers continue their liberal traditions and do not affiliate to any political party

- Promote the cause of Freedom of Press

Their values and beliefs:

• Liberal values as they are owned by the Scott Trust whose job it it to ensure that newspapers are independent and liberal 
• The target audience are middle class 'progressives' who read this newspapers for its liberal viewpoint
• They celebrate and cover stories of different genders, races, ethnicities and sexualities again showing the liberal
• Liberal values: tolerance, fairness and progress through the media language, which makes it mainstream
• Collaborate with readers and others to have a greater impact.
• Report fairly on people as well as power and find things out. 

What representations would look like:

• Believes in the rights of each individual (human rights)
• That all individuals are of equal worth (democracy)
• All people of the world are of equal worth

Representations should:

• Promote democracy (equality) and human rights
• Celebrate individuality, diversity,tolerance and allowing opposing points of view
• Care for people no matter what in the world they live in (internationalism)
• Be open-minded about change 

How does the Guardian/Observer reflect the Scott Trust Values

The guardian and observer abide by the Scott trust values by believing that all humans are of equal worth and just state the stories instead of talking about the individual person of the story. They also promote both liberal viewpoints as they write about left and right wing stories.