Chapter

Newspapers and their Readers

Fiona M. Douglas

in Scottish Newspapers, Language and Identity

Published by Edinburgh University Press

Published in print March 2009 | ISBN: 9780748624379
Published online September 2012 | e-ISBN: 9780748671533 | DOI: http://dx.doi.org/10.3366/edinburgh/9780748624379.003.0004
Newspapers and their Readers

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This chapter begins by outlining the situation as regards Scottish newspapers and their readers. It then examines the nature of the relationship that exists between newspapers and their readers more closely and queries how a sense of shared community consciousness between newspaper and reader is created. It introduces the concept of the ‘ideal reader’, before going on to consider how newspapers seek to align themselves with their readerships, and the various strategies open to newspapers seeking to align themselves with a Scottish readership. How do these newspapers foster their Scottish identity and what effects might this have on the language they use? The chapter concludes by examining the role of the press as gatekeepers and assessing the impact of appropriacy constraints on the language that they use.

Keywords: Scottish newspapers; readers; community consciousness; readership; Scottish identity; press; language

Chapter.  6801 words. 

Subjects: Sociolinguistics

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