A new word has entered the Geordie vocabulary: Pardewed. To be Pardewed involves having all the creativity crushed out of you. Increasing numbers of Newcastle United fans believe its victims include several members of the club's first-team squad.

Moussa Sissoko, Yoan Gouffran and Sylvain Marveaux are seen as good examples of a process that Hatem Ben Arfa is, rather forlornly, rebelling against.

Pardew will, with some justification, dispute that narrative but there is little argument that Newcastle have played some unimaginative, overly direct football since Christmas. Along the way they have lost 12 of their past 17 games, failing to score in 12. Several of the defeats have been heavy – by three- and four-goal margins. To make matters worse Sunderland have scored more Premier League goals (three) at St James' Park during 2014 than Newcastle.

On Saturday, at Stoke, the travelling support finally snapped. After months spent directing their anger at Mike Ashley, Newcastle's owner, for under-investment in the squad they called for the manager's head. He responded by deflecting the blame, variously arguing it was down to the loss of Yohan Cabaye to Paris Saint-Germain in January, a mini injury crisis and, somewhat contentiously, the local media.

If the first two are reasonable excuses – and Pardew has been badly let down by Ashley's failure to replace Cabaye and provide the squad with adequate strength in depth – pointing a figure at journalists from the Journal, Evening Chronicle and Sunday Sun was risible.

Ever since their news rooms reported – in measured fashion – an anti-Ashley march through Newcastle's city centre on a Saturday morning last October those three local papers have been banned by the club. Their reporting has remained commendably proportionate with plenty of praise forthcoming when, inspired by Cabaye – on and off the pitch – Newcastle's pre-Christmas surge briefly promised to propel them into Europe. Unfortunately, such creditable balance did not prevent Pardew from standing in Stoke's media room and attempting to spin the line that the north-east press are out of control.

It was perhaps intended as a message to future employers that he had been forced to cope in unusually hostile terrain but that backfired when the Sunday Sun produced an ironic, "apology" that dominated its entire backpage. Listing the team's run of defeats it said "sorry" for not only that litany of disappointment but also accepted "responsibility" for Pardew head-butting Hull's David Meyler during a recent match at the KC Stadium. Thanks to social media it was soon big news with the broadcaster Jeremy Vine, among those tweeting the Sunday Sun's "apology" to his numerous followers.

Pardew can only hope his team beat Swansea City at St James' Park on Saturday. If the 52,000-strong home crowd turns on him he could be left mortally wounded.

Although Ashley is famously impervious to the views of Newcastle supporters – and in many ways has a "tamed" Pardew exactly where he wants him after refraining from sacking him in the wake of the Meyler head-butt – even he might be forced to take drastic action.

Significantly, Pardew's biggest problems are centred on his dressing room. After the Stoke game he was reported to have clashed with Ben Arfa and Fabricio Coloccini, his captain and former close ally. Then there are the group of senior players who complain whenever he picks Ben Arfa, claiming that the French winger represents a defensive liability.

Whether the players, the coaching or a bit of both are responsible for the grimness of the football is a moot point. One of the biggest indictments of Newcastle's class of 2014 came from Sunderland's Adam Johnson. Following the Wearsiders's 3-0 win on Tyneside on 1 February, the winger said: "The manager told us we would pass Newcastle off their pitch and we did." Gus Poyet's bottom-placed team have not won a league game since.

Perhaps Newcastle's first-teamers lost a little respect for Pardew when he abused his Manchester City counterpart, Manuel Pellegrini, during the course of a technical area dispute and maybe his stature was further diminished as he head-butted Meyler. Or is it that Ashley sanctioned the signing of too many French players rather than emulating most other clubs and opting for a wider, more eclectic, international mix?

In permitting the French contingent to travel frequently to Paris to receive medical treatment that could be provided by club physiotherapists Newcastle were surely unwise. Pardew is frustrated by the time it is taking for Loïc Rémy, Mathieu Debuchy and Sissoko to recover from relatively minor injuries, but, with a World Cup looming, they seem in no particular hurry to return to action.

Similarly, Ashley – understood to be on holiday abroad – appears in no rush to part company with a manager employed on a long-term contract and boasting a decent overall track record since succeeding Chris Hughton. It is only two years ago that Newcastle finished fifth and Pardew was manager of the year.

Ashley's promotion of Lee Charnley to managing director was said to be intended to bolster a head coach who he has apparently become closer to since the Meyler incident. Then there is Keith Bishop. Ashley and Pardew are advised by – and close to – Bishop, a highly influential London-based public relations executive who has been described as "the glue" in their relationship.

The boardroom plan seems to be that Newcastle will stagger on until the end of the season, somehow clinging on to the top 10 finish that was last summer's objective before Pardew, Charnley and Graham Carr, the club's super scout,rebuild the squad during the summer. How feasible this is should start to become apparent at St James' Park on Saturday.