Newspaper: Ownership

The Independent: As of 2010, The Independent came under the ownership of Alexander Lebedev.

Publisher: Independent Print Ltd

Alexander Lebedev > The Independent, Independent on Sunday, I > Independent Online, only publish in digital format

The Sun: Owned by News UK, who, in turn, are part of the American mass media conglomerate, News Corp. Rupert Murdoch is the executive chairman.

News Corp > News UK > The Sun, The Times, The Sunday Times

The Independent

The last printed edition of The Independent was published on Saturday 26 March 2016, leaving only its digital editions.

The I was also launched as a competitor for free papers. Originally a sister newspaper to The Independent, it cost only 20p when first published. However, it is now owned by JPIMedia.

The Independent website page has pop-up ads advertising asa means of generating revenue.

The Sun Youtube:

- 1.1Mil Subscribers 

- TV style video bullets

- Adverts before clips

- Live streams (eg. US polling booths)

- Most popular video:

    - Women saves koala

    - On-screen ads

    - 18m views

    - 238k likes 

The Sun 

Above-the-line advertising billboards, websites, pop up ads.

Both the Sun and the Independent have social media such as twitter, Facebook and Instagram. 

The Reception theory:

Stuart Hall

Preferred reading - this is when audiences respond to the product the way the media producers want/expect them to.

Negotiated Reading - This is when a member of the audience partly agrees with part of the product

Oppositional Reading - This is when the audiences are in complete disagreement with the product message. 

Tinky Winky

preferred - amusing facial expression, used educate children

Oppositional - represents homosexuality,  encourages obesity

Negotiated - controversial associations and positive benefit

Fusion Food

Preferred - intrigue people in wanting to try it whether its disgusting or delicious

negotiated - They find it disgusting but are still fascinated by the combinationsOppositional - disgusted and find it repulsive that they are encouraging obesity and don't want to red the entire article.