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Dublin: 15 °C Saturday 25 May, 2013

Tabloids have up to twice as many negative headlines as positive – study

A study of five Irish tabloids over a two-week period shows a distinct preference for negative headlines on stories.

Image: NS Newsflash via Flickr

A STUDY of Irish tabloid newspapers has shown that some titles carry twice as many negative headlines as positive ones.

A study of headlines taken from five papers over two weeks, carried out by business author Kevin Kelly, said four daily tabloids carried significantly more negatively-toned headlines than positive ones.

The Irish Daily Mail had the largest proportion of negative headlines, with 109 negatives ones compared to 54 with positive tones, and 19 neutral headlines. The Irish Sun was next with 85 negative headlines, 58 positive ones and 30 neutral ones.

The Irish Daily Mirror carried 92 negative headlines compared to 62 positive ones with 18 neutral in tone, while the Irish Daily Star had 110 negative headlines compared to 79 more positive-leaning ones with 25 neutral in tone.

The Irish Independent, which was included in the study because of its compact edition, was also measured – and carried 95 positive headlines, with 66 negative ones and 23 neutral ones.

Other broadsheet newspapers were similarly analysed for a week, but study of them was dropped when it became apparent that the majority of their headlines were neutral in tone.

The study omitted accompanying sub-headlines and pictures, parsing only the headlines themselves, from the first 11 pages of each paper for two weeks.

Kelly argued that the impact of imbalanced headlines had an ultimate impact on consumer confidence, which then filtered into reduced spending.

“This of course has a knock-on effect on advertising spending,” Kelly said. “Ironically, tabloid newspapers are becoming the authors of their own demise.”

Kelly, who has previously worked as a pollster, said negativity was not the preserve of newspapers but was also pervasive in other media sources including TV, radio and the internet.

“This is a challenge for all media. If it was possible to do a study on radio programmes, and so on, I would get the same findings.

“I want people to look in the mirror – I do think we need to up our game. If you walk away from the traditional leadership models, I think media can fill that.”

Read: Kevin Kelly’s headline analysis in full (PDF) >

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Comments (27 Comments)

  • mcbab 04/04/12 #

    Think some of the commenters on here must be writing those headlines!!!

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  • a lot of people have Been saying this for a long time – the media do saturate people with negativity. one reason why i started reading the Journal is because it has positive news stories also

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    • Except when you read a large majority of the comments on the journal and find that most people are just as negative

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    • Denis 04/04/12 #

      Some of the more lefty commenters on the journal seem to feel the need to put a negative spin on every story.
      I’d swear if an article was put up announcing 10,000 jobs they’d all be in moaning how it wasn’t enough or they weren’t the right type of jobs.

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  • Buteyko 04/04/12 #

    It is remarkable that an industry which depends on advertising for revenue is perpetually reinforcing negativity and gloom. With the greater population having lost trust in politicians and church, the media is helping to fill the information void. With its ability to influence consumer mood, sentiment and demand- surely it is time for newspapers to take a look at their role in society? Well done Kevin Kelly for taking this initiative.

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  • This is why (apart from JournaL.ie) I stay away from newspapers, radio and TV news. There are a certain few journalists out there that seem to get kicks out pi**ing off the the Irish puplic.

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  • At least the Indo is now officially classed as a tabloid.

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    • Thanks for all the comments thus far

      Just to clarify the aim of this study is to open the debate about the role of the media in modern Ireland.

      There is a proliferation of negative headlines in the tabloid press. As the papers form the foundation for our daily conversations in homes and boardrooms, a natural consequence of this is a drop in consumer confidence which filters into reduced spending. This of course has a knock on effect on advertising spending – ironically tabloid newspapers are becoming the authors of their own demise.

      It is important to note that our minds work very similar to computers – very simply – garbage in garbage out. This research reviewed headlines over a two week period – can you imagine what happens to a mind if exposed to this negativity for a number of months and years. And remember it isn’t only the written word, we are getting negativity from many sources – TV, Radio etc. Many studies have shown there is a link between negative press coverage and a reduction in consumer confidence – research by University of Amsterdam being the latest.

      In an era where two of the central social planks – the Catholic Church and the Dáil have lost widespread public respect, I believe the media is in a unique place to fill that vacuum – but they need to fill it with a positive outlook to lead us out of our current economic and social challenges. Overall the media need to become positive change agents – they too need to take responsibility for the mess in which we find ourselves and take positive corrective action. Unfortunately their current actions are merely contributing to the negative blame culture.

      Interestingly enough recent research by Pew in the US has highlighted the fact that though the media is widely criticised, it is trust more than business and govenment.

      We don’t need 25 more pages of the Mahon Tribunal – we need 25 pages of how to, what people can do now to change their fortunes – we need to move from anger towards inspiration and positive action. Right across our society each person should take a look in the mirror and instead of blaming everybody, focus on what they can do today to aid the recovery. Collectively we could change the countries psyche.

      It is ironic that out of 925 headlines only one could be perceived as “How to” for the reader ie “Shopping around on life insurance deals could save €10,000.” Furthermore strong inspirational stories were often given minimal attention and placed in the “sidebar” eg the fact that over 3400 new businesses were set up in Ireland last year by people aged between 50 and 64

      One small example of positivity was the recent RTE TV and radio series ‘ Operation Transformation’ that mobilised communities to take positive action for and about themselves. We need more of this on TV/Radio and in the written press.

      Over the past 20 years I have addressed audiences on Leadership around the World – I believe now it is time for the media to show some Positive leadership.
      This is the challenge for the modern press, a challenge that will not only raise the country it will swell their advertising coffers again.

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  • Whatever sells I suppose,

    Although I do think this recession is being milked media wise and I’ve no doubt they have a huge role in keeping it on going (not purposely, just saying that the more people are discouraged to spend the longer the recession will go on for)

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  • No news is good news.

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  • L 04/04/12 #

    Study shows that thejournal.ie has three times as much Apple stories than any other Irish news site.

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  • Good news is no news.

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  • I tend to agree with the tone of that article. We are deluged with negativity from all media sources not just newspapers. It all becomes a self fulfilling national prophecy. If we are constantly told things are bad we will think and act accordingly (albeit subsconciously most of the time). People with little or no money lose hope and give up. Those with money hoard for the even rainier day. The immediate result is that the economy moves even slower. The indirect result is depression or other illnesses and a general sense of hopelessness which in turn leads our young to believe there is no option but immigration or worse deliquency and crime. Nobody is looking for happy clappy reporting in a time that everyone is struggling but some balance is required instead of what looks to me like many media outlets trying to outdo the other with tales of woe.

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  • I am delighted that this study has been undertaken as it’s about time we open the conversation about the role the media is playing in modern Ireland , let’s not stop at the print media the radio and Tv are just as culpable eg.Joe Duffy is he a force for positive or negative ?

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  • unfortunately most people are full of negative news and again the government and the banks making all that happening…very sad to be honest…

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  • Who reads only 11 pages of a paper? Of course, the first – and top positioned stories – are likely to be more negative. So why were they only included? It seems to make the study a ridiculous, biased snapshot of each paper, simply aligning to your pre-determined view of tabloids. Maybe if the whole news section was analysed it would give a more balanced view of each paper.

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  • Also, I would query the choice between deciding a headline is negative rather than neutral. “BB Bri Mugged At Knife Point,” for example. That simply states a fact: Brian Dowling was mugged at knifepoint. How could that be made “positive”? Surely by stating the facts of what happened – as was done here – it is neutral. No spin, as you seem to be accusing papers of doing in their headlines. To make it negative, would it not have to be something alike, “Evil Rapist Viciously Mugs BB Brian At Knifepoint,” adding the editorial negativity?

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  • Thanks for all the comments

    The question remains – are the media open to some introspection?

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  • It’s hard to polish a turd when courruption and greed goes on every day. What are they supposed to say “Bertie is a good guy the money was only resting in his account” “Sean Sherlock is not a complete moron he knows what he is doing come on people lay off him” maybe we should just let the people at the top just do what they like and we can just read and hear about “ends the elephant player the drums at Dublin zoo today” ahhhh so nice and positive….but I do agree with most people saying that they don’t buy newspapers anymore and get there news online from good websites.

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  • A study? It’s not that hard to see.

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  • No mention of inter-rater reliability unfortunately, difficult to accept these figures as a consequence.

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  • Very useful analysis. The question is what to do about it? My belief is that tabloids play into a lowest common denominator game -> maximise sales by printing stories which they believe tap into public opinion (rather than stories outside the box which could potentially lose reader’s interest). The problem is that this that they are re-enforcing that negativity which has been ever more prevalent since 2008.
    One approach is to start flooding the papers with positive news and see if they print any of it.
    Another is to start asking people you see carrying a tabloid why they spend their money on something which is mostly negative and by consequence going to make their day more negative. Note, a second consequence of reading tabloids is that if the analysis is overly simplistic (be it negative or positive), then finding solutions to the problems will be hard because we don’t have the big picture. The political system is a reflection of us (elected politicians need to tap into public opinion really well which is why they often lack leadership – they reflect the public rather than lead public opinion to a better place). If we get people to see the consequences of their daily tabloid purchase, then their minds may be opened.
    Another approach is to print a positive news tabloid which if successful becmoes a game changer and another is to highlight the possible negative impact on their advertising revenue.
    Of those 4 suggestions I favour the 2nd (engaging people on the street in a discussion about it, could even have a leaflet ready to give them as reminder and I’d start prioritise the most negative tabloid first) but no doubt there are many more possible approaches.

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  • I’ve been saying this for the last 4 years – once the recession started, all we got was bad news after bad news. Now, don’t get me wrong, there is a lot of bad news out there, but equally, there is a hell of a lot of good and positivenews as well, but of course, this won’t sell newspapers – will it? I believe as a society, a lot of us secretly love to moan, gossip, complain, perhaps thrive in someone else’s misfortune, which is why papers continue to print bad news as this sells. So, not only have the papers to change their stories, but we need to start looking for the good stories, the postive ones, the ones that will get this country back to basics (starting to sound like Enda now – sorry).

    I’m not saying that we sould ignore all the bad things, but constantly reading them and looking at them just makes us miserable and less willing to spend our hard earned money locally – industries which NEED our support now more than ever. This leads us to look for cheaper prodcuts online (or in the North) in order to save a few Euro here and there, but what about the long term effect in our pocket and in our community. There more we spend abroad, the less money going into our economy, which means jobs will be lost, less money goes to the Revenue, which means higher taxes- so that few Euro you just saved has now been wiped out in tax increases.

    I’ve stopped reading papers and even looking at the news on occasions just to avoid all these negative stories. Lets get our heads down, stop moaning, work hard, spend locally and lets utilies the skills, talent and ideas of both our current and younger generations in order to get this country moving in the right direction. I don’t care if Fingleton gets off or jailed, if Bertie was a good or a bad guy, if Fitzpatrick or Drum are made bankrupt – none of this will get us out of the current situation – we are where we are (admitingly, it would be nice to see justice done though). As Pumbaa says in the Lion King, ‘you gotta put your behind in the past’…….

    It’s time to start shouting loud at these tabloids that we want positive feel good stories – and the only way to do that is by telling them where it hurts, in their pockets. So stop buying these tabloids (especially The Mail – can only be considered toilet paper, even worse than The Sun) and let them know that we want to move forward and that whilst they are part of the problem at the moment, they can also be part of the solution in the future.

    Now who’s with me??? Anyone?? Okay, I’m off to have a cup of tea and read The Star…………..the sports sections only – at least there’s good news there, I think……

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