"Do We Want To Follow New York& Be Smoke- Free"?

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Introduction

Text Analysis; Evening Standard (London), October 27, 2003 "Do We Want To Follow New York & Be Smoke- Free" (Ross Lydall; Alexis Akwagyiram) The Evening Standard is published by Associated Newspapers Ltd which is the management company for five major newspapers; Daily Mail, The Mail on Sunday, Evening Standard, London Metro, Ireland on Sunday as well as the advertising publication, The Loot. The Evening Standard is the only evening newspaper in London, published daily, and is generally perceived as being the first paper to break important news thus setting the agenda for the next day's news. It is a tabloid newspaper with certain assertions to being an 'intelligent' tabloid. Associated newspapers are known to be a company right of the middle, with its politics most characterised by The Daily Mail. It publishes four editions throughout the day (between 8.00am and 4.00pm) and has a daily circulation in excess of 424,000 and an estimated readership of 1 million.

Middle

that they have access to the internet through work or home which suggests a middle class market). The piece quotes research gathered by the anti-smoking pressure group, Smoke-Free London but provides no research from any pro-smoking groups. This research showed that a significant majority of people supported their cause (between 70-75%) which is of no surprise as they would not have published results that did not support their claims. The results from the survey the article is promoting will be passed to London Mayor, Ken Livingstone in January. We are subsequently told that the Mayor does not have the authority to introduce a smoking ban but is "committed to working with partners to cut smoking in public places". Upon close analysis of the article the implication is that the proposed smoking ban will most likely not be exclusive but each sector, such as club industry, pub industry, shopping centres, will be informed of the results and asked to make a decision based upon the findings of their market.

Conclusion

We are presented with the opinion of two customers at Clapham Common's SW4 bar which has already introduced segregated smoking areas. Both customers appear to be middle class (a nursery nurse and a property developer from Borough and Kensington, respectively) and thus have more meaningful opinions within media ideology although the property developer, a smoker and against the ban, appears much more articulate than his 'opponent'; "To say that a person cannot smoke in a public place is, in my opinion, an infringement of that individual's civil liberties." The positioning of his quotation is significant as it appears at the very end of the article to conclude it. It is the only opinion featured that actively opposes the ban and to leave it to the end could suggest a certain 'dead donkey' attitude from the journalist towards it but personally I find that it emphasises his position and slightly trivialises the content of the article previous. The reader leaves the article with this impression and opinion engrained upon them.

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