There are however a few basics to consider to get things started and for you to get a feel of the tone...
- Masthead
- Layout & style
- Language
Masthead
The word 'Independent' has various meanings that the reader can interpret for themselves, however it is clear that it wants the audience to see it as unique. It suggests that by reading you can be your own person an individual that might stand out from the crowd. The word also signifies that it might not be influenced by anyone else - it is not controlled by owners, advertisers or political parties and is free to say what it wants.
The large red sans serif font is a ll in capitals and dominates - this implies that it is firm in its views and demands attention. The image of the bird is a symbolic reference to the freedom it has as a contrast to the constraints that other newspapers might have.
Layout & Style
The page is very busy without being cluttered - it has an organised formal feel to it. The image is central to the page and the audiences eye will be drawn to it. The main headline is not related to the main image which suggests that no one story is more important than another - encouraging the audience to make their own mind up which again reinforces the idea that the newspaper celebrates an individual's independence.
There are a few more small images at the bottom of the page and the start of a few articles at the side - overall there is a calm and formal tone - nothing feels over the top or 'in your face' which suggests that the reader is not going to be bombarded with unnecessary information or exaggerations.
Language
As expected the language is formal and at times suggests that a certain level of education or at least a good vocabulary is needed to understand the articles fully. For example Oliver Wright's article on the NHS opens with a paragraph about politicians offering "unequivocal backing" to a man described as "beleaguered".
The paper also uses various devices expected of the medium such as the use of statistics and quotations directly from prominent people in the articles. In keeping with the style of the newspaper and the ideologies implied by the masthead - the headlines are not sensationalist or extreme - they are simple and give the impression of just providing the facts, suggesting that the reader is to make their own minds up.
Click on one of the following links to conduct your own semiotic analysis...
