Media Constructs Reality: News Coverage of Ontario’s Minimum Wage Increase Slanted Heavily Towards Business Interests



An analysis by PressProgress (Source) of dozens of news articles covering the province’s recent minimum wage increase reveals Canadian newspapers overwhelmingly privileged the perspective of businesses over the perspective of Ontario’s low-wage workers.



Three-quarters of all news coverage (75%) between December 31, 2017 and January 4th, 2018 greeting the new minimum wage – including news reports, opinion columns and editorials – directly quoted or cited figures from business owners, bankers and corporate lobby groups.



Despite a body of credible research from academic sources showing minimum wage increases have clear economic benefits and 53 Canadian economists endorsing the policy, half of all news articles (50%) failed to list any economic benefits whatsoever from raising the minimum wage.

Instead, headlines were dominated by misleading claims of job losses and anecdotes from small business owners.

Full article  HERE

Keep in mind the Mass Media Principles when evaluating any type of media text , journalism, advertisement, cinema, television, music & video,magazines, novels and factual reportage, and any social media.




Bots & Trolls

A clear explanation of how bots and troll are used to influence political outcomes and societal tensions. This is how social media platforms are effectively used to identify target audiences and market social upheaval within a country.

If the screen does not appear in the blog post, click link to view in a new tab.

When marketing context goes wrong ?

One of the problems faced with marketing using the digital text of current Mass Media, is how to effectively place your advertisement. Some marketers try and cheat by placing  advertisement into Social Media comments & links. The dueling Komodo dragons  connection to lady’s clothing seems  surreal and possibly inventive; unfortunately, the context was created by a sneak-placement on the National Geographic Twitter page.

The actual Twitter post was , Photo of the Day – Dueling Komodo dragons, January 30 .

The third comment was from a clothing advertisement for women. There was no attempt to create context with some comment on the photograph.


The consequence is that the viewer must create their own interpretation and association. They may ignore the advertisement or snark about it and perhaps create a ironic context.  There is a risk for the marketer that a comment could go viral and undermine the marketer & the product. Obviously, the marketer hopes that enough viewer will be curious enough to check out the Twitter page. The long shot that a viral reaction to the ad placement, even a negative one, could also potentially bring in a few customers. 

So did this marketing context go wrong or not ? On a superficial level, it may have  created a ridiculous surreal association in the minds of some viewers. If this association is something the viewer conscious of, then chances are that this will, at best, put the product line in a comical context. If the association is more glancing and barely acknowledged, then there is now way of knowing dueling Komodo dragons will encourage to purchase  a lady’s jumpsuit.



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AIDA-Magazine Covers 2 – What do they have in common ?



More magazine covers to evaluate in terms of AIDA & Mass Media Principles.