The primary purpose of an opinion column is persuasion: the writer argues a specific position and wants the reader to adopt, or at least seriously consider, that position.
Unlike a news article, which informs, or a feature article, which explores, an opinion column takes sides: it is openly and intentionally partial.
A secondary purpose is to provoke thought or debate: even readers who disagree are meant to engage with the argument rather than ignore it.
Some columns also serve a social or political function: they hold institutions and individuals accountable, challenge received wisdom, or amplify perspectives that mainstream reporting ignores.
Who Reads an Opinion Column
The audience of an opinion column is the readership of the publication: a broadsheet column assumes an educated, politically engaged adult; a tabloid column assumes a reader who responds to directness and emotion.
Columnists typically write for a readership that already shares certain assumed values: the column does not explain why fairness, justice, or progress are desirable. it takes those values as given and argues from within them.
Understanding theimplied audience is essential to analysis: a column that appears moderate to one readership may appear radical to another, because the same words position differently depending on shared context.
Common Mistake
Do not confuse purpose with effect.
The column's purpose is to persuade; its effect depends on whether the audience is already sympathetic, neutral, or hostile.
Strong analysis distinguishes between the two.
Opinion columns are not objective.
Analysing them requires noting what the writer assumes the reader already believes, not just what they explicitly argue.
The Relationship Between Writer and Reader
Thebyline is central to the opinion column's authority: the writer's name, professional identity, and sometimes photograph signal that this voice has standing to make the argument.
The use offirst person positions the writer as an individual with a personal stake, creating a relationship of trust or challenge between writer and reader that news reporting deliberately avoids.
Inclusive pronouns such as "we" and "us" construct a community of shared values between writer and reader, positioning the column's argument as common sense rather than contested opinion.
Thetone and register of a column are calibrated to the publication's house style and readership expectations: a column in a quality broadsheet uses measured, evidence-grounded language; a column in a popular tabloid may use more direct, emotional appeal.
Exam technique
When writing about purpose, be specific: say the columnist argues that X in order to persuade the reader that Y, rather than the columnist wants to persuade the reader.
When writing about audience, link what you say to specific language choices: the use of "we" implies a readership that already agrees, whereas direct address with "you" may signal a more combative relationship.
Interactive question
What is the primary purpose of an opinion column, as distinct from a news article?
Markscheme
Opinion columns are openly partial: they argue a position rather than report neutrally. The purpose is persuasion, not information [1]
Active recall
What is the primary purpose of an opinion column?
How does the audience of a broadsheet column differ from that of a tabloid column?
Explain what "assumed values" means and why they matter when analysing purpose and audience.
