3.2 Being consistent or being on top
It is important for a newspaper to be consistent with the style it utilises. Implementing big style discrepancies between the print and online versions might dishearten some loyal readers.
It seems that the problem is partly solved by the fact that tabloids seldom use solely nicknames when referring to celebrities. Usually the legal names appear blended somewhere in the text as well.
The text below the title is rather more explanatory, as both Paul McCartney (Macca) and Heather Mill (Mucca) are referred to by their real names:
Source: The Sun
In this way The Sun uses both the nicknames which it seems to adore, and the legal names which are more probable to be used while searching for information. Both the style consistency remains and the chances of a search engine to spot the article increase. Maybe the case suggested by Cooper is not as harsh as he made it seem? In the following section I will introduce you to how search engines work and try to explain this question.
