Paul Gilroy: Blog Tasks :)

Go to our Media Factsheet archive on the Media Shared drive and open Factsheet 170: Gilroy – Ethnicity and Postcolonial Theory. You can access it online here using your Greenford Google login. 

Read the Factsheet and complete the following questions/tasks:

1) How does Gilroy suggest racial identities are constructed?

Gilroy suggests racial identities are constructed by colonialization, slavery, nationalist philosophies and consumer capitalism 

2) What does Gilroy suggest regarding the causes and history of racism?

Gilroy suggests that the causes and history of racism isn’t caused by race, racism causes race. Racism is not caused by the clash of two or more races, instead, Gilroy states that racial difference and racial identities are the product of racial oppression. Racial identities are caused by historical conflicts that have brought different groups into opposition 

3) What is ethnic absolutism and why is Gilroy opposed to it?

Ethnic absolutism is a line of thinking which sees humans are part of different ethnic compartments, with race as the basis of human differentiation. Gilroy is opposed to ethnic absolutism as it is counter to his argument that racism causes race 

4) How does Gilroy view diasporic identity?

Gilroy considers a transatlantic diasporic identity, where groups across the Atlantic share cultural practices – a “single, complex unit” of black cultural practitioners as a result of a shared history of oppression and slavery. Gilroy sees black identities as a product of movement – the African diasporic identity is based on routes taken throughout history, and not the roots of origin. Gilroy sees this as a diaspora that cannot be reversed, unlike the classic position which offers the myth of returning to the place of origin. For Gilroy, the Black Atlantic diaspora is irreversible because the experience of slavery irrevocably changed the diasporic identity. It cannot be ‘rewound’ to a state of cultural purity and cannot return to Africa as the place of origin has changed – the place of origin doesn’t exist as it did before diaspora 

5) What did Gilroy suggest was the dominant representation of black Britons in the 1980s (when the Voice newspaper was first launched)?

Gilroy suggests the dominant representation of black Britons in the 1980s when the Voice newspaper was first launched was as “external and estranged from the imagined community that is the nation” As such, to accept the role of slavery into the cultural identities of Britain would be to challenge the negative stereotype of black Britons at the time, and reverse the “external and estranged” relationship with the nation 

6) Gilroy argues diaspora challenges national ideologies. What are some of the negative effects of this?

Gilroy argues diaspora challenges national ideologies- some of the negative effects of this are that diasporic identities can also become trapped within a national ideology, diasporic cultural ideologies and practices exist within a national ideology based upon its social, economic and cultural integrations and as such there is a cultural difference with the diasporic identities 

7) Complete the first activity on page 3: How might diasporic communities use the media to stay connected to their cultural identity? E.g. digital media - offer specific examples.

Diasporic communities use the media to stay connected to their cultural identity as seen with examples such as the #1millionshirts campaign on Twitter along with the Invisible Children's Kony 2012 video about capturing the notorious Ugandan rebel Joseph Kony which both came under heavy diaspora scrutiny online. The video was regarded as "over-simplified" and "misleading" by many in the diasporic community 

8) Why does Gilroy suggest slavery is important in diasporic identity?

Gilroy suggests slavery is important in diasporic identity as the modern world was built upon a normalised view of slavery, particularly plantation slavery. Slavery was only rejected when it was revealed as incompatible with enlightened rationality and capitalist production 

9) How might representations in the media reinforce the idea of ‘double consciousness’ for black people in the UK or US?

Representations in the media might reinforce the idea of  'double consciousness' for black people in the UK or US in that the dominant representations of black males, primarily in the US, is either a rapper, criminal or gang member, or an athlete 

Teen Vogue Industry and Social Media: Blog Tasks :)

Industry: Condé Nast

1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?

Condé Nast publishes other magazines like Vogue, GQ, Tatler, WIRED, Glamour, Vanity Fair and The New Yorker - last year they made $2 billion in total revenue 

2) What are Teen Vogue’s main sources of income?

Teen Vogue's main source of income is selling advertising which is targeted using browsing history. Customer data and loyalty is also monetised and the data can then be sold to other companies  

3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?

Traditionally print-based products like Teen Vogue are diversifying to create new income streams by creating a larger presence on social media like YouTube as a way to make money by monetising their videos. Summits are also being held in which consumers can interact with other consumers  

4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?

Sponsored content and 'advertorial' are particularly important in media linked to the fashion industry because it engages audiences with fashion by advertising products linked to magazine to encourage purchases 

5) Do you view Teen Vogue’s content as a form of public service media or is Condé Nast simply interested in clicks and profit?

Teen Vogue's content as a form of public service media due to offering content on current affairs that is relevant and interesting to their target audience. The audience pleasure of surveillance could be applied here due to the offer of news and information that educates people- the interest in educating people proves that they are not simply interested in clicks and profit 

Closure of print edition research

Read the following short articles to learn the background to Condé Nast's decision to close the print edition of Teen Vogue in 2016 and then answer the questions below:

BBC: Teen Vogue: How will going online-only affect readers?

New York Times: Condé Nast Ends Teen Vogue’s Print Run

Folio: Your Teen Vogue Hot Takes Are All Wrong

1) Why does the BBC suggest “Teen Vogue’s digital game is strong”?

The BBC suggests "Teen Vogue's digital game is strong" due to the six million Facebook likes, a huge following on Snapchat and 3.5 million Twitter followers 

2) What does the BBC suggest is responsible for the Teen Vogue website’s success?

The BBC suggests that the reason for the Teen Vogue website's success is the light and relatable headlines with many written in the first person that make viewers want to click on them and find out more about what they actually mean 

3) How did Teen Vogue justify the closure of the print magazine?

Teen Vogue justified the closure of the print magazine by saying, "Though the quarterly print editions will cease publishing on a regular schedule, we will explore re-imagined special issues timed to specific moments, as we do in social," a spokesman told BBC News. "As audiences continue to evolve around content consumption, we will modernise and calibrate how, where and when we produce and distribute our content to be in sync with the cultural moments and platforms most important to our audiences" 

4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?

In the BBC article David Hepworth suggests there is a risk to going digital-only, this risk is, "Once you let paper go you're just another website. You're just more space junk floating around out there." 

5) How do online-only publications make money?

Online-only publications make money through advertising 

6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?

Regarding audience consumption for print and digital Sarah Penny suggests that the limited amount of money eligible to be made for print and the decline in physical sales of magazines in general. Specifically, she notes the difference in Gen Z's in which "print is a very difficult medium to sustain"  when they're the target audience 

7) What does the New York Times say Conde Nast is known for?

The New York Times says Conde Nast is known for its lavish spending and its visually rich glossy magazines 

8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?

The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016 by £8M (6.6%) 

9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.

The Folio article also looks at the switch from print to digital. A statistic that justifies the digital-only approach 

10) Finally, Folio also highlights some of the aspects we have studied elsewhere. Pick out two quotes from the article that link to our work on the Teen Vogue audience, representation or design.

• "Surely it comes as no great revelation that Teen Vogue‘s young female audience prefers to consume articles on mobile devices and via social media rather than in print magazines" 

• "The fact that both The New Yorker and Vanity Fair, the other two prongs of Condé’s three-headed anti-Trump vanguard, were among the only titles whose print editions were spared any cutbacks in the company’s restructuring certainly seems to undermine the argument that politics are hurting Teen Vogue" 

Social media analysis

Work through the following tasks to complete your textual analysis of Teen Vogue's social media presence:

1) Look at the Teen Vogue Twitter feed (you don’t need to sign up to Twitter to see it but may need to log-in at home). How many followers does Teen Vogue have?

Teen Vogue has 3.3M followers on Twitter 

2) Now look at the content. Classify the first 20 tweets you can see using the sections on the Teen Vogue website: News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness and Homecoming. What does the Twitter feed focus on most? Does this differ to the website?

It is clear that Teen Vogue's Twitter feed is centred around entertainment and celebrity gossip which is indicated through the articles on upcoming movies and celebrity interactions 

3) How are the tweets and headlines written? Can you find examples of clickbait?

The tweets and headlines are written in a way that makes them seem relatable to readers but also interesting making readers more likely to click on the headlines or tweets and engage with them

4) How does the Twitter feed use videos and images?

The Twitter feed uses videos and images in conjunction with the articles it links to making readers more interested in the article due to the visual representation of the videos which you can also click on to take you straight to the article 

5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?

On the Teen Vogue Facebook page they have 5,560,394 likes and 5,509,039 follows 

6) Click on the Videos link on the left-hand menu. What type of content do the videos feature? Does this differ to the website or Twitter feed?

On the Facebook page Teen Vogue feature political along with health and fitness contrast perhaps to cater more to the older audience on Facebook who might not be interested in the celebrity gossip that they post about on Twitter 

7) Now look at the Events tab to explore past events. What are these events and what do they tell us about how audiences interact with the Teen Vogue brand?

The Teen Vogue events consist mainly of summits along with other kind of meet-ups with Teen Vogue readers allowing the website to be more than a digital form but a physical form 

8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?

Teen Vogue has 4M followers on Instagram 

9) How does the Instagram feed differ from other social media channels?

The Instagram feed differs from other social media channels in that it is more focused on movies and celebrity gossip similar to the Twitter page but quite different from the Facebook page 

10) What examples of digital convergence and synergy can you find on Teen Vogue social media including the Teen Vogue YouTube channel? (E.g. opportunities to engage with the brand across different platforms). 

Teen Vogue social media exemplifies digital convergence as across all of their social media platforms the link to the Teen Vogue website is there for readers to access them in one place 

Teen Vogue Audience and Representation: Blog Tasks :)

Audience

1) Analyse the Conde Nast media pack for Teen Vogue. What is the Teen Vogue mission statement and what does this tell us about the target audience and audience pleasures?

The Teen Vogue Mission Statement is: Teen Vogue is the young person’s guide to saving the world. We aim to educate, enlighten, and empower our audience to create a more inclusive environment (both on- and offline) by amplifying the voices of the unheard, telling stories that normally go untold, and providing resources for teens looking to make a tangible impact in their communities." Teen Vogue is clearly aimed towards teens who aim to have an impact on the world and Teen Vogue will provide them with the resources to do so- Blumler and Katz Uses and Gratification theory can be applied here because there is clear evidence of surveillance in the way that Teen Vogue educates the youth and provides material for them to learn from 

2) What is the target audience for Teen Vogue? Use the media pack to pick out key aspects of the audience demographics. Also, consider the psychographic groups that would be attracted to Teen Vogue: make specific reference to the website design or certain articles to support your points regarding this.

The target audience for Teen Vogue is predominantly teenagers to young adults who have interest in fashion but also keep up to date with politics. 63% of their 18.5M reach are Generation Z/Milllenials and in total their audience has spent $11B on fashion and beauty. Reformers and Succeeders are likely to be the psychographic group for Teen Vogue due to the emphasis they have on value their own opinions with them being activists that aim to improve the world 

3) What audience pleasures or gratifications can be found in Teen Vogue? Do these differ from the gratifications of traditional print-based magazines?

Due to the strong focus on politics and current affairs, there is clear evidence of surveillance in Teen Vogue. There is an entire section that educates people on current affairs and politics which is why I believe that surveillance is the most prominent audience pleasure in Teen Vogue. Their mission statement also states that they aim to "educate" which shows that they place a heavy emphasis on wanting to teach young people about the world around them 

4) How is the audience positioned to respond to political news stories?

The audience is positioned to respond to political news stories by forming their own opinions and sharing them on social media in order to spread their opinion and potentially influence the opinions of others 

5) How does Teen Vogue encourage audiences to interact with the brand – and each other – on social media? The ‘tentpoles and editorial pillars’ section of the media pack may help with this question.

Teen Vogue encourages audiences to interact with the brand and each other on social media via events like the Summit aiming to connect the new generation of activists along with the Young Hollywood Portfolio which aims to allow audiences to reach out and support one another along with encouraging them to end up in this portfolio 

Representations

1) Look again at the Conde Nast media pack for Teen Vogue. What do the ‘tentpoles and editorial pillars’ (key events and features throughout the year) suggest about the representation of women and teenage girls on teenvogue.com?

The 'tentpoles and editorial pillars' suggest that the representation of women and teenage girls on teenvogue.com presents them as being strong, capable and intelligent as many of these pillars focus on women winning awards or being praised for their encouraging work as activists or how they've tried to challenge the industry 

2) How are issues of gender identity and sexuality represented in Teen Vogue?

Issues of gender identity and sexuality in Teen Vogue are represented in a liberal and open way. One of the most obvious ways of Teen Vogue being accepting about sexuality was the employment of Phillip Picardi as an editor who is openly gay and was a major part in the transformation of Teen Vogue into the successful website it is today 

3) Do representations of appearance or beauty in Teen Vogue reinforce or challenge traditional stereotypes?

The representations of appearance/beauty both challenge and reinforce traditional stereotypes- although they still reinforce Western beauty standards that van Zoonen put forward, there are still aspects of challenging traditional stereotypes when it comes to race and ethnicity due to their features of artists and activists from all backgrounds 

4) What is the patriarchy and how does Teen Vogue challenge it? Does it succeed? 

The patriarchy refers to the domination of men in society which has been repeatedly challenged by Teen Vogue due to the emphasis of successes in women. Teen Vogue has successfully done this through the encouragement they have given women to subvert previous expectations of women in a patriarchal society 

5) Does Teen Vogue reinforce or challenge typical representations of celebrity? 

Teen Vogue reinforces typical representations of celebrities due to the gossip-type stories that  would not gain attention if they were not celebrities 

Feature: how Teen Vogue represents the changing nature of media aimed at women

Read this Quartz feature - The true story of how Teen Vogue got mad, got woke, and began terrifying men like Donald Trump - and answer the following questions:

1) How was the Teen Vogue op-ed on Donald Trump received on social media?

The Teen Vogue op-ed on Donald Trump was very well received on social media although it was also met with some baffled reactions as well evoking responses such as: "big words for a magazine about hairstyles and celebrity gossip", "Who would have guessed @TeenVogue might be the future of political news. Unreal coverage of the election" and "Go back to acne treatments" 

2) How have newspapers and magazines generally categorised and targeted news by gender?

Newspapers and magazines have generally categorised and targeted news by gender where the sections on Business and Politics were meant for men and the Lifestyle section covering all topics 'feminine' such as cooking, fashion, beauty, parenting and celebrity news was targeted at women 

3) How is this gender bias still present in the modern media landscape?

This gender bias is still present in the modern media landscape in how journalists are assigned stories. Women have been attending and graduating from journalism school more often than men since the 1970s, by 2010, 64% of J-school graduates were female. Yet as of 2015, 65% of political journalists, 67% of criminal justice reporters, and 62% of reporters covering “business and economics” were male 

4) What impact did the alternative women’s website Jezebel have on the women’s magazine market?

The alternative women's website Jezebel had a huge impact on the women's magazine market as it was the first mainstream publication to successfully adopt the feminist-blog approach as well as challenging the traditional gender bias in terms of news. In 2008, Anna Holmes’ Jezebel made the then-risky move of combining politics coverage and traditionally feminist op-eds with fashion and celebrity gossip, betting that the same woman could plausibly enjoy reading both Megan Carpentier on Hillary Clinton and Sadie Stein on bandage dresses. Jezebel’s traffic soon outstripped its more dudely counterpart Gawker, and created a model for women’s media that is still the norm today 

5) Do you agree with the writer that female audiences can enjoy celebrity news and beauty tips alongside hard-hitting political coverage? Does this explain the recent success of Teen Vogue?

I agree that female audiences can enjoy celebrity news and beauty tips alongside hard-hitting political coverage. Just as people are able to separate their work from their lives outside of work everyone is able to find a balance and they shouldn't be forced to pick one over the other. The fact that Teen Vogue was able to recognise and act on this explains their recent success 

6) How does the writer suggest feminists used to be represented in the media?

The writer suggests feminists used to be represented in the media as "sexless, grim bra-burners, uninterested in pleasure or aesthetics" 

7) What is the more modern representation of feminism? Do you agree that this makes feminism ‘stereotyped as fluffy’?

The more modern representation of feminism the writer alludes to are people that are finally willing to talk about makeup and Beyonce but in doing so get stereotyped as fluffy. I think that over the years the movement that feminism is has become very blurred particularly as it has become more mainstream 

8) What contrasting audience pleasures for Teen Vogue are suggested by the writer in the article as a whole?

The contrasting audience pleasures are surveillance and entertainment (applying Blumler and Katz's Uses and Gratifications theory). Surveillance is offered by the politics as well as offering entertainment through the celebrity gossip and the promotion of fashion and beauty  

9) The writer suggests that this change in representation and audience pleasures for media products aimed at women has emerged from the feminist-blog movement. How can this be linked to Clay Shirky’s ‘end of audience’ theory?

The writer suggests that this change in representation and audience pleasures for media products aimed at women has emerged from the feminist-blog movement. This links to Clay Shirky's 'end of audience' theory as this reinforces the blur between the roles of producers and consumers. Blogging has allowed consumers to become amateur producers which led to the feminist-blog movement 

Teen Vogue Background Reading and Textual Analysis: Blog Tasks :)

Teen Vogue: background reading

Read this Guardian feature from 2017 on Teen Vogue and answer the following questions.

1) What was the article that announced Teen Vogue as a more serious, political website – with 1.3m hits and counting?

The article that announced Teen Vogue as a more serious, political website with 1.3m hits and coming was an op-ed piece by Lauren Duca about Donald Trump gaslighting America 

2) When was the original Teen Vogue magazine launched and what was its original content?

The original Teen Vogue magazine was launched in 2004 and its original content used to focus on the standard cocktail of fashion must-haves and celebrity worship 

3) How did editor Elaine Welteroth change Teen Vogue’s approach in 2015?

Editor Elaine Welteroth changed Teen Vogue's approach in 2015 by featuring three unknown black models on the cover, that break conventions. “It was everything which, during my 15 years working in New York, I heard, ‘You can’t do it; it won’t sell,’” creative director Marie Suter told a reporter for the Atlantic- however, it became the bestselling issue of the year 

4) How many stories are published on Teen Vogue a day? What topics do they cover?

Teen Vogue publishes between 50 and 70 stories a day. They cover topics such as fashion, entertainment and current affairs 

5) What influence did digital director Phillip Picardi have over the editorial direction?

Director Phillip Picardi had an influence over the editorial direction in that he thought that Teen would have to "dig into politics and the news cycle" 

6) What is Teen Vogue’s audience demographic and what does ‘woke’ refer to?

Teen Vogue's audience demographic lies with 18-24 year olds and Welteroth described their readership as 'genderless', sophisticated and conscious. Welteroth regards Teen Vogue as a 'woke' brand and believes their readers are too 

7) What issues are most important to Teen Vogue readers?

The issues that are most important to Teen Vogue readers are things like cultural appropriation and feminism. Creative director Marie Suter is charged with keeping the look and feel “elevated and sophisticated, no matter (how radical) the content”, and the web platform operates as “a playground to test out different things” – what Welteroth calls “consumer research on demand” 

8) What does Tavi Gevinson suggest regarding the internet and ‘accountability culture’ with regards to modern audiences? Can you link this to our work on Clay Shirky?

Tavi Gevinson suggests that the internet has created an “accountability culture”, where the relationship with readers is closer and more transparent, and says brands have had to respond to that. Consumers have been given more of a voice and can now criticise the professional producers that used to hold all the power. The fact that Tavi Gevinson regards readers as (amateur consumers) being closer to the brands (professional producers) they are now able to actually influence production, something that wouldn't have been possible in the old relationship between consumers and producers signifying the end of audience 

9) What social and political issues have been covered successfully by Teen Vogue?

The social and political issues that have been covered successfully by Teen Vogue include Trump's election, the Black Lives Matter Movement, LGBTQ+ community rights, immigration and women's rights 

10) What do Teen Vogue readers think of the magazine and website?

Teen Vogue readers think that the magazine and website maintain a good balance between fashion and political and social issues due to the belief that you can be interested in both  

Teen Vogue: Factsheet Part 1

Read Media Factsheet #200 Teen Vogue - Part 1. Answer the following questions: 

1) The Factsheet suggests Teen Vogue has successfully made the transition to an online, social and participatory product. Why? What platforms is it now available on?

The Factsheet suggests Teen Vogue has successfully made the transition to an online, social and participatory product due to its reflection of the the challenges facing print products, and reinforces ideas about a changing media landscape and audience expectations. It is now available on platforms such as Twitter, Facebook, YouTube, Instagram and Pinterest 

2) Look at the screenshots and details on pages 3-4 of the Factsheet. What does Teen Vogue offer its audience?

Teen Vogue seems to offer its audiences the latest news on fashion trends, make-up along with political and social issues such as the suffering of Appalachian coal miners 

3) Who is the typical Teen Vogue reader?

The typical Teen Vogue reader is 18-24 years olds and editor Welteroth added that their readership is 'genderless', sophisticated and conscious. Welteroth regards Teen Vogue as a 'woke' brand and believes their readers are too 

4) Finally, look at pages 6-7 focusing on representations. What range of representations can be found in Teen Vogue and what does this suggest regarding Teen Vogue's values and ideologies?

The representations found in Teen Vogue are mostly positive and left leaning as suggested by the numerous articles about him all with quite negative headlines 

Teen Vogue textual analysis and example articles

Work through the following tasks to complete your textual analysis of the Teen Vogue website and read notable Teen Vogue articles to refer to in exam answers. 

Homepage analysis: 

Go to the Teen Vogue homepage and answer the following:

1) What website key conventions can you find on the Teen Vogue homepage?

Some of the key website conventions on Teen Vogue homepage are the horizontal navigation bar along the top and the brand logo situated at the top left as well as the search button at the top right and a link named 'newsletter' which redirects readers to sign up to the newsletter 

2) How does the page design encourage audience engagement?

The page design encourages audience engagement through the use of GIFs and images of celebrities that audiences may recognise and therefore be more likely to click on as it makes the articles seem more personal 

3) Where does advertising appear on the homepage?

The advertising on the homepage appears in the same format as some of the articles as a one-off section of its own along with a whole row at the very bottom 

4) What are the items in the top menu bar and what does this tell you about the content of Teen Vogue?

The items in the top menu bar are: Style, Politics, Culture, Identity, Video, Summit, and Shopping. This tells us that the content of Teen Vogue is quite varied which means that there is inclusion for everybody's interests 

5) How far does the homepage scroll down? How many stories appear on the homepage in total?

The homepage scrolls very far due to the total of 33 stories appearing  

Lifestyle section: 

Now analyse the Lifestyle section of Teen Vogue (in the Identity section) and answer the following:

1) What are the items in the top menu bar for the Lifestyle section?

The items in the top menu bar for the Lifestyle section are Health, Sex and Relationships, Wellness, Horoscope, Lifestyle, and Voices 

2) How is the Lifestyle section designed to encouragement audience engagement? Think about page design, images, text and more.

The Lifestyle section is designed to encourage audience engagement through the layout of the articles which resembles a list. The organised format encourages audiences to click through the articles in an orderly fashion and makes navigation easier 

3) What do you notice about the way headlines are written in Teen Vogue?

Teen Vogue headlines are written in a relatively straightforward way to understand which allows readers to know what to expect as well as the familiarity providing an environment in which readers feel that they can return 

4) What does the focus on education, university and ‘campus life’ tell you about the Teen Vogue audience demographics and psychographics?

The focus on education, university and 'campus life' tells us that the Teen Vogue audience demographics are young people who are educated. In terms of psychographics, the Teen Vogue audience are likely to be Succeeders or Reformers as they are the type of audience that is likely to have strong goal orientation or are intellectuals that value their own independent judgement 

Teen Vogue: Five key articles

Read the following five notable Teen Vogue features then answer the questions below.

Donald Trump Is Gaslighting America

The new face of teen activism

Black Teens Have Been Fighting for Gun Reform for Years

Netflix and strong female leads

How to Break Away From the Gender Binary

1) What do you notice about the content and style of these articles? What do they have in common? 

A noticeable feature with the content of Teen Vogue is that it states that changes to society have been presented as becoming more positive and they adopt a left-wing liberal approach 

2) How do the articles use narrative to engage the reader? Try and apply narrative theory here if possible - what makes the reader want to click or read more?

Todorov's theory of disequilibrium can be applied to Teen Vogue through the suggestion that the issues presented in the news section of the website is the disequilibrium and addressing and reading about the cause of the issue leads to the new equilibrium 

3) Pick a quote from each article that illustrates the political, 'woke' ideology of Teen Vogue and paste it here.

• "black youth, who've been passionately advocating for gun control measures, have been demonized, obfuscated, and overlooked": Black Teens Have Been Fighting for Gun Reform for Years 

• "A lot of impact can be made online, and older generations don't always get that": The New Face of Teen Activism

• "if you shake up stereotypes and break boundaries with regard to what a female character can do, people will watch": Netflix and Strong Female Leads

• "It wasn't one of the biggest Electoral College victories in history, so presumably that's another red-herring lie to distract from Trump treating the Central Intelligence Agency of the United States like it is some rogue blogger to be cast to the trolls": Donald Trump Is Gaslighting America 

• "Cancel the gender reveal parties":  How to Break Away From the Gender Binary

4) What effect on the audience are these articles hoping to achieve?

These articles are trying to encourage audiences that things are undoubtedly changing in society to reflect what young people seem to be more open-minded about they set out to inspire them to accelerate this process and ensure that they meet their final destination 

5) How do these article reflect the values and ideologies of the modern Teen Vogue?

These articles reflect the values and ideologies of the modern Teen Vogue as they proudly challenge, 'call out' and encourage change in society to subvert the traditional stereotypes. They address politics, feminism, identity, social injustice and activism and therefore reinforce the fact that their readers are active and reflect and discuss these matters too 

Clay Shirky 'End of Audience': Blog Tasks :)

Media Magazine reading

Media Magazine 55 has an overview of technology journalist Bill Thompson’s conference presentation on ‘What has the internet ever done for me?’ It’s an excellent summary of the internet’s brief history and its impact on society. Click on MM55 and scroll to page 13 to read the article ‘What has the internet ever done for me?’ Answer the following questions:

1) Looking over the article as a whole, what are some of the positive developments due to the internet highlighted by Bill Thompson?

It allows you to email people, exchange files, use mobile phones to talk to other users around the world. It is open to innovation like email, the web, Spotify or Snapchat. The network connects us to other people, it provides a great source of information, it can be used for campaigning and political action, to draw attention to abuses and fight for human rights. It’s a great place for gaming and education, which can also be used to make money as well as a place where you can meet your friends 

2) What are the negatives or dangers linked to the development of the internet?

It makes it almost impossible to stop spam, abuse or the trading of images of child abuse. Lots of bullying and abuse takes place there. There’s pornography that you don’t want to see, and illegal images of child abuse that you might come across. Extremists and radicals can use the network to try to influence people to join their cause, and fraud, scams, rip-offs and malicious software are everywhere. There is also the dark web, made up of websites and online services accessed via specialised browsers and tools that make it very hard to identify who is using them, which is used to sell drugs and for other illegal activity 

3) What does ‘open technology’ refer to? Do you agree with the idea of ‘open technology’?

Open technology refers to an open society based around principles of equality of opportunity, social justice and free expression, that needs to build it on technologies which are themselves ‘open’, and this is the only way to encourage a diverse online culture that allows all voices to be heard. Open technology is an important part of modern society because it gives voices to those who may not have had the opportunity to express themselves in the past. The power of speech is more important than ever because it allows people to share their own experiences about things and spread and gain awareness for certain things 

4) Bill Thompson outlines some of the challenges and questions for the future of the internet. What are they?

Bill Thompson outlines some of the challenges and questions for the future of the internet as what the internet could do for you and your friends and what you could make it do. People have the opportunity to shape the internet and it can be a great tool if you know how to use it. Privacy is very important so there is the question of how the network can deliver that, there is also an emphasis on interaction from people around the world so there is the question of how the network can help there, there is also an emphasis on the understanding of the world and engagement with it so there is the question of how to deliver news media that can operate effectively online and still make money

5) Where do you stand on the use and regulation of the internet? Should there be more control or more openness? Why?

Internet regulation is very necessary in the society we live in because there is a lot of access to media that can be harmful and dangerous so regulation of the internet can limit the exposure that young people have of certain media that may be harmful towards them. Many people still have the freedom to express themselves online without any issues but regulation of the internet only allows appropriate things to be put online- young people may be exposed to dangerous media if there is no regulation. I don't think that regulation of the internet is restricting anybody from posting the content they want, it is only making the internet a safe space for people who are vulnerable to seeing certain types of media 

Clay Shirky: Here Comes Everybody

Clay Shirky’s book Here Comes Everybody charts the way social media and connectivity is changing the world. Read Chapter 3 of his book, ‘Everyone is a media outlet’, and answer the following questions:

1) How does Shirky define a ‘profession’ and why does it apply to the traditional newspaper industry?

Shirky defines a 'profession' as something that exists to solve a hard problem, one that requires some sort of specialisation. Most professions exist because there is a scarce resource that requires ongoing management. In the case of newspapers, professional behaviour is guided both by the commercial imperative and by an additional set of norms about what newspapers are, how they should be staffed and run, what constitutes good journalism, and so forth 

2) What is the question facing the newspaper industry now the internet has created a “new ecosystem”?

 "What happens when the costs of reproduction and distribution go away? What happens when there's nothing unique about publishing anymore, because users can do it for themselves?"

3) Why did Trent Lott’s speech in 2002 become news?

Trent Lott's speech in 2002 became news because he practically confessed that America would have been better off if Thurmond had won the election in 1948. Two weeks later, he was rebuked by President Bush, politicians and the press on both the right and the left leading to his announcement of not seeking to remain majority leader in the new Congress 

4) What is ‘mass amateurisation’?

Mass amateurisation refers to the capabilities that new forms of media have given to audiences and the ways they apply these skills to create and distribute content to compete with larger, professional institutions 

5) Shirky suggests that: “The same idea, published in dozens or hundreds of places, can have an amplifying effect that outweighs the verdict from the smaller number of professional outlets.” How can this be linked to the current media landscape and particularly ‘fake news’?

This can be linked to the current media landscape and particularly 'fake news' due to the common occurrences false news in the media which is often shared amongst people and increases the coverage of the false news and encourages more people to believe it which makes it harder to distinguish between false news and real news 

6) What does Shirky suggest about the social effects of technological change? Does this mean we are currently in the midst of the internet “revolution” or “chaos” Shirky mentions?

Shirky suggests that the social effects lag behind technological ones by decade so real revolutions don't involve an orderly transition from point A to point B. Rather, they go from A through a long period of chaos and only then reach B. In that chaotic period, the old systems get broken long before new ones become stable 

7) Shirky says that “anyone can be a publisher… [and] anyone can be a journalist”. What does this mean and why is it important?

This means that releasing content that can be found and accessed globally is important because it means that audiences don't need to be professionals in order to be successful. There is more opportunity to produce independently and allow you to gain an audience despite the independent production of the media 

8) What does Shirky suggest regarding the hundred years following the printing press revolution? Is there any evidence of this “intellectual and political chaos” in recent global events following the internet revolution?

Regarding the hundred years following the printing press revolution Shirky suggests the printing press broke more things than it fixed, plunging Europe into a period of intellectual and political chaos that ended only in the 1600s. There is definitely evidence of this “intellectual and political chaos” in recent global events following the internet revolution as we've seen by political figures such as Donald Trump with controversial views that caused him to be reprimanded by being banned across a number of social media platforms 

9) Why is photography a good example of ‘mass amateurisation’?

Photography is a good example of mass amateurisation because prior to services like iStockPhoto, amateurs had no outlet for selling their photos which made it impossible for amateurs to thrive 

10) What do you think of Shirky’s ideas on the ‘End of audience’? Is this era of ‘mass amateurisation’ a positive thing? Or are we in a period of “intellectual and political chaos” where things are more broken than fixed? 

Shirky's ideas on the 'End of audience' are extremely applicable in the digital age especially because it means that it has become increasingly difficult for professionals to profit in their field despite their speciality. We are arguably in an era of “intellectual and political chaos” due to the chaos that is happening in the political climate in the UK, especially due to the inconsistency in our politics at the moment 

Magazines Final Index :)

My Magazine Final Index

1) Magazines: Front cover practical task & LR

2) Men's Health - Audience

3) Men's Health - Language and Representation

4) Men's Health - Industries and the impact of digital media

5) Oh Comely - Audience

6) Oh Comely - Language and Representation

7) Oh Comely - Industries case study

Oh Comely Language and Representation: Blog Tasks :)

Language: close-textual analysis

Work through the following tasks to complete your close-textual analysis of the Oh Comely CSP pages:

Front cover

1) What do the typefaces used on the front cover suggest to an audience?

The typeface used on the front cover of Oh Comely is sans serif which communicates to the audience that Oh Comely is a magazine that moves with the times and provides representations that reflect the changing society. It could also be said that there is a sense of community due to the intimate connotations provided by the masthead which could be intentional due to the niche nature of the magazine 

2) The words under the title introduce the content and topics addressed. What do these suggest about the potential audience of Oh Comely?

The words under the title ('stories/film/music/fashion/mischief/ideas') introduce the content and topics addressed which suggests that the audience of Oh Comely is likely to be young and artistic people who accept and embrace alternative forms of media and expression 

3) How do the cover lines use narrative to create enigma? What do the cover lines suggest about the magazine's content and audience?

The cover lines ('Power and poise Words of hard-won wisdom Surprisingly strong things') use narrative in order to create enigma through the ambiguity and lack of cover lines which considered unconventional for mainstream magazines which tend to have heavy emphasis on engaging with audience's interest as an attempt to encourage them to purchase the magazine and read it for themselves 

4) Write an analysis of the central image.

The central image of the magazine has deliberately been set up in order to seem androgynous through the short hair and thick eyebrows of the model which subverts typical magazine conventions of sexualising women and men- this is a strong part of what Oh Comely stands for in terms of embracing the new attitudes towards gender and identity reflecting. Applications of David Gauntlett's key ideas can be applied here based on the evolution of gender and identity (identity is becoming more fluid and things change over time). The model also seems to be wearing some light natural makeup and the lack of photoshop and airbrushing helps to make them seem more like a real human than someone completely unattainable. Again, this is another subversion of mainstream magazine conventions that increases the audience pleasure of personal identity (Blumler and Katz) because it makes the models seem more human-like and relatable to the audience. The choice of clothing is also significant in that it helps to create a sense of elegance in the model which is contrasted by the huge earrings which attracts instant attention and it portrays a more progressive style of fashion 

5) What representation of gender can be found on this front cover?

The representation of gender in this magazine reinforces its fluidity in this age as the model isn't presented as particularly feminine or masculine creating a more gender fluid/gender non-conforming representation which is very suitable for the acceptance of the fluidity of gender in society 

Feature: Speaking Out

1) What does the headline and standfirst suggest about Oh Comely's feminist perspective?

The headline and standfirst suggest Oh Comely's feminist perspective due to its suggestion that the readers 'need to know about' the 'strong voices' of the five women in the magazine. This theme of female strength runs throughout the whole issue of Oh Comely and the line "follow and inspire your own revolution" gives connotations to fourth-wave feminism 

2) What do the interviewees in this feature suggest about the values and ideologies that underpin this magazine?

The interviewees in this feature suggest that the values and ideologies that underpin this magazine are diversity in terms of body types and not only in terms of race. The first feature from Fahma Mohamed (an FGM campaigner) shows that she is wearing a hijab which provides an authentic and genuine representation of Muslim women which is not found in media often. Despite the very serious issue and threat of FGM, it lacks representation and coverage in mainstream media so Oh Comely reporting on this issue reinforces the niche and independent nature of the magazine. In another feature with the interviewee Megan Jayne Crabbe, a body positivity blogger, the image used for the feature rejects Laura Mulvey's male gaze and seems to allude more to third-wave feminism in the sense that she is reclaiming her body which once would have only been seen as the property of men in turn helping to reinforce the niche feminist perspective of Oh Comely. The quote for this feature "My beauty ripples. My thighs make waves" explicitly challenges the accepted western beauty standards that van Zoonen discussed in regards to women being seen as a 'spectacle'. This undeniably portrays Oh Comely's stance with regards to their values and ideologies- they challenge the norm in order to give strength to women in support of their feminist views 

3) How conventional is the page design in this feature? Why?

The page design in this feature is considered unconventional due to the very minimalistic cover with lots of blank white space. The interviewees have very uniform page setups which includes a picture of them, their name, profession, pull quote, the interview and then their social media username. An almost art book portrayal is given through this but it also gives the reader the opportunity to focus on each interview without distractions of other things on the page which may not be relevant to the cause 

4) Pick out specific aspects of this feature that subvert the stereotypical representation of women in the media. Are they different to what we may find in conventional women's lifestyle magazines such as Glamour or Cosmopolitan? Why is the absence of men a key feature of Oh Comely?

The interview with Megan Jayne Crabbe links to van Zoonen's idea of women being a 'spectacle' due to the expectation to adhere to western beauty standards (being skinny, white and blonde). In the image of Megan, she subverts this outdated beauty standard instead being proud and happy with her body which has been deliberately reinforced by the quote "My beauty ripples. My thighs make waves". This is far from conventional women's lifestyle magazines such as Glamour and Cosmopolitan due to their reinforcement of outdated representations of women. The absence of men is such a significant feature of Oh Comely as it subverts the typical domination that men have in the media which has taken away from the opportunities available for women- a magazine with only women presents the idea that women deserve the spotlight instead of exclusively men 

5) How does the photography offer a fresh or unusual perspective on women?

The photography offers a fresh perspective on women due to the obvious lack of photoshop in the photos which provides a very authentic and real representation of women as supposed to the conventional oversexualisation of women in the media. Another fresh perspective of women is the newfound focus on their faces rather than on their bodies (which has been the norm for decades) which again helps to subvert van Zoonen's theory of women being a 'spectacle' 

Feature: More than gender

1) How does this feature offer a fresh perspective on gender and identity?

This feature offers a fresh perspective on gender and identity due to the nature being about two siblings who are sharing their experience with shifting identity. The application of David Gauntlett is suitable here, especially his suggestion that identity is becoming more fluid 

2) What is the significance of the writer and photographer? How does this fit with the Oh Comely brand?

The significance of the writer and photographer is that it is by Andrea Allan (one of the siblings in the feature). This undeniably matches Oh Comely's brand as they allow Andrea to use their voice to tell their own story in their own way. There is a sense of personal identity and personal relationship (Blumler and Katz) due to the more authentic representation of Ash and Andrea due to the sibling dynamic they have in real life- the feature becomes much more personal which is a key goal of Oh Comely 

3) What style of photography is used in this feature?

The style of photography is considered intimate and realistic, the first image being a picture of a picture of Ash and Andrea as children in a family photo. This photo creates an intimate and informal environment that almost allows the readers to feel like they have known them since they were children. There are two images placed side by side of Ash and Allan now older both standing against brick walls and facing each other despite them being two separate images- this almost shows that despite their journeys they have stuck together and can rely on each other for support and stability no matter what. Scenery is the image focus for the next few pages which could arguably be a way of Oh Comely presenting transitioning and gender fluidity as a natural journey 

4) What representations of the transgender lifestyle can be found in this feature?

The representations of the transgender lifestyle that can be found in this feature are that it isn't a straightforward process as well as being completely natural. After Ash first transitioned, there was a second transition but even then it wasn't going back to how things were before as Ash decided to keep their androgynous name and their gender is oscillating rather than being fixed. Ash's' transition made them feel more comfortable as they were able to fully express and be who they were according to how they felt in the moment 

5) Why is the biographical information at the end of the article significant? (Clue: the writer is also an editor of a niche, creative magazine called Entitle)

The biographical information at the end of the article is significant due to its emphasis on the fact that there is a place for niche forms of media. A sense of community has been given here as well as creative freedom in order to present a magazine that is not competitive with other magazines, they are simply independent and presenting their own story 

Representation and identity

Work through the following questions on representation and Oh Comely:

1) How do representations in Oh Comely challenge stereotypes? 

Representations in Oh Comely challenge stereotypes due to the deliberate selection of models that contrast western beauty standards that traditional magazines still abide by. Oh Comely also challenges stereotypes of black people being entertainers by featuring people from ethnic minorities who are educated and are in positions of high standing. Oh Comely also challenges the traditional representations of gender being black and white with the 'More than Gender' feature which viewed gender more fluidly 

2) What representations of race, ethnicity and nationality can be found in the 'Speaking Out' feature?

In the 'Speaking Out' feature there are many positive and diverse representations of race, ethnicity and nationality. The writer, Fahma Mohamed, is a Somali FGM campaigner and Deanna Rodger is a Jamaican-Scottish Brit Poet. Minorities are undeniably being represented as being able to hold talent and power in Oh Comley where they may have been made to feel otherwise elsewhere 

3) What representation of women and femininity can be found in Oh Comely?

The representation of women and femininity in Oh Comely is empowering, strong and independent as a way of inspiring other women. The quote "Why aren't there more women in tech? It shouldn't just be a boy's club" empowers women to feel like they are just as capable as men in a world where men have been said to hold an unattainable amount of power and talent 

4) Why might Oh Comely deliberately under-represent men? (The absence of men in the magazine appears to be a largely deliberate move by the editors).

The deliberate under-representation of men presents the idea that there has been more than enough representation of men in the media and women deserve the same attention in the media that men have been getting for decades. The strong feminist perspective of Oh Comely is known as a way to empower women without the need for a man to be present- most other forms of media empower women through the use and mention of men but Oh Comely subverts this and still empowers women through the absence of men 

5) Does Oh Comely fit into the possible fourth wave of feminism? Or is it evidence of post-feminism - that feminism is no longer needed?

The possible fourth wave of feminism may be applied to Oh Comely due to its emphasis on the fact that there is an issue with the representation of women's bodies in the media nowadays to appeal to the male gaze which was put forward by Laura Mulvey 

6) How does the 'More than gender' feature challenge Levi-Strauss's structuralist theory of binary opposition?

The 'More than Gender' feature challenges Levi-Strauss's structuralist theory of binary opposition as it suggests that things aren't as black and white as being either male or female 

7) Judith Butler argues gender is a performance. How does Oh Comely challenge traditional gender roles? You should refer to both the cover and the selected CSP features. 

Oh Comely challenges traditional gender roles with the front cover of the issue as they have chosen a model who is deliberately androgynous due to the thick eyebrows and short hair so traditional gender representations of being either male or female have been subverted and reinforces the idea that gender isn't fixed and rather is considered fluid 

8) Liesbet van Zoonen has suggested women's bodies are objectified and artificially constructed to present women as passive and restricted to secondary roles. How does Oh Comely challenge this stereotypical representation of women in the media? 

Oh Comely challenges the stereotypical representation of women in the media that Liesbet van Zoonen suggested with her sex role stereotypes as the women in Oh Comely are play the dominant role in all steps of production and the rest of the components that make up the magazine. The features are about women, the editors are women and even the 3 people that created the magazine are women which empowers women and proves that they can be powerful and talented and capable of being in charge of something without the help of a man 

9) David Gauntlett argues that identity is becoming more fluid, media representations change over time and that there are generational differences. Does Oh Comely support this viewpoint?

Oh Comely supports David Gauntlett's viewpoint that identity is becoming more fluid, media representations change over time and that there are generational differences. The 'More than Gender' feature undeniably supports Gauntlett's view that identity is becoming more fluid as Ash was able to transition to an identity that made them feel the most comfortable which would not have been acceptable in the past but is now much more accepted within societies which proves that things change over time 

10) It has been argued that Oh Comely is a far more open text (Stuart Hall - encoding and decoding/reception theory) with more room for negotiation in interpretation. Do you agree with this view? Why?

I wholeheartedly agree that Oh Comely is a far more open text (Stuart Hall - reception theory) with more room for negotiation in interpretation as Oh Comely's main purpose is to uplift and empower women by praising them for their work rather than just their bodies. However, the strong feminist perspective comes with the interpretation that the creators are 'man-haters' rather than simply empowering females which is the main focus of Oh Comely 

Oh Comely Industries Case Study: Blog Tasks :)

Iceberg Press

Visit the Iceberg Press website - particularly the Who Are We page and the Why Are We Here page. Read the content and then answer the following questions:

1) Why did the people behind Iceberg Press set it up?

The people behind Iceberg Press set it up to do things differently- to usher in a new age for magazines and media brands 

2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).

The Iceberg Press's mission statement is:

"It's all about the audience.

Chase the work, not the money.

Compromise isn't our friend.

We will always make time for ideas.

We are stronger when we work with others.

We want good people to work in a good place.

Every year we will help a cause that matters.

We believe in a thing called Print."

3) What similarities do you notice between The Simple Things magazine and Oh Comely?

Oh Comely and The Simple Things have similarities due to them both being independent and niche magazines made by Iceberg Press. The target audience for both are also similar due to the aim towards middle-class audiences between the ages of 20-late 30s 

4) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?

Hearst UK and Iceberg Press are very different. One way in which they differ is through the fact that Hearst UK publishes many mainstream magazines such as Cosmopolitan and Elle whereas Iceberg Press publishes a smaller variety of independent niche magazines

Writer's Edit journal article

Read this excellent Writer's Edit academic journal article on the independent magazine industry and answer the following questions:

1) What is the definition of an independent print magazine?

The definition of an independent print magazine is “published without the financial support of a large corporation or institution in which the makers control publication and distribution…“independent” in spirit due to a maverick editor or publisher who leads the magazine in an exploratory, noncommercial direction” 

2) What does Hamilton (2013) suggest about independent magazines in the digital age?

Hamilton suggests that independent magazines in the digital age are quietly thriving even as the global newspaper and book industries falter” 

3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?

The aim of Kinfolk magazine is to find “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family”. One similarity to Oh Comely, Kinfolk is an independent niche magazine that subverts mainstream magazine conventions 

4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?

The article suggests that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling as independent magazines use digital developments to their advantage, and have a strong online presence 

5) How do independent magazines launch? Look at the example of Alphabet Family Journal.

Independent magazines like Alphabet Family Journal launch by first identifying a goal for the magazine. For the first issue of AFJ, there had to be complete reliance on its online crowdfunding campaign for print publication. In order to raise enough funds to produce AFJ, Brimble employed a filmmaker to produce a short film to exemplify the mission of the magazine. With this film and the strength of an online media following built over three years, sufficient funds were received from online supporters donating to her Kickstarter campaign over a few short days to cover production costs as well as payments for contributors 

6) What does the article suggest about how independent publishers use digital media to target their niche audiences?

The article suggests that independent publishers use digital media to target their niche audiences as they can now easily recruit new readers, new collaborators and media interest. Where mainstream magazines compete for presence in a sea of similar products, independent magazines attract readers with extremely specific pastimes 

7) Why is it significant that independent magazines are owned and created by the same people? How does this change the creative process and direction of the magazine?

It is significant that independent magazines are owned and created by the same people because this is what allows them to hone in on such specific markets as everyone working on the magazine should then share a similar creative vision. This allows the creative process a lot easier as all of the creators have the same vision for what is to be produced 

8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?

The benefits of a 'do-it-yourself' approach to creating independent magazines are that the spirit of collaboration encourages like-minded creative people to produce work together without the confines of editorial briefs that typical mainstream magazine have. This emphasises semiotic self-determination in how citizens formulate and live out their identities and actions as citizens” 

9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?

Audiences may appeal to the printed form of magazines in the digital age more because of the aesthetics of certain publications. There is an increasing awareness of graphic design elements, brought about by online sites such as Pinterest, and indeed a glaring prevalence of poor design on various blogs and websites frequented by today’s magazine reader. The appeal of print magazines may be something to do with how they are “something real [that] will never go away. Because nothing beats the experience of print. There is beauty in the ritual of holding a physical magazine in front of you” 

10) What are the challenges in terms of funding and distributing an independent magazine?

The challenges in terms of funding an independent magazine are that while they might be able to accumulate the initial costs to produce their magazine through crowdfunding from there, creators have to rely on subscriptions and high cover prices to continue to produce, while not necessarily making a profit from each print run. While highly innovative, these methods require risk and a willingness on the part of the founders as well as contributors to expect little financial reward. 

With regards to distributing an independent magazine, it can be difficult to reach widespread distribution in news agencies and other typical magazine retailers. Brimble’s realisation that independent magazine production is “10% creative, 90% hustle” exemplifies this dilemma. A small print run prevents large-scale distribution, while founders need to locate venues where their readership may frequent in order to chase their market

Irish Times feature

Now read this short feature in the Irish Times on the growth of independent magazines and answer the following questions:

1) Why are independent magazines so popular?

Independent magazines are so popular as they are as much objects as magazines, collectible and shareable in the best sense of the word. These are magazines that play with the form, from open binding to multiple paper stocks. Their subject matter is as diverse as their production techniques, from mental health to trans rights, from football to street wear. They are driven by a passion, both for their content, and the printed form, and thanks to technology, they are able to reach audiences around the world. From Twitter to Instagram, from Patreon to Kickstarter, it’s never been easier to build an audience, and sell your creation to them 

2) Why is the magazine publishing industry set up to favour the big global conglomerates?

The magazine publishing industry is set up to favour the big global conglomerates as they can rely on advertising (rather than copy sales) for revenue. They have a relatively cheap cover price (a 12-issue subscription to Vogue UK costs less than £20), and are filled with adverts. On the other hand, independent titles are reliant on copy sales, as their print runs are too small for advertisers and the media agencies that represent them 

3) What does the article suggest regarding finding an audience for an independent magazine?

Regarding finding an audience for an independent magazine, the article suggests that figuring this out is key. Making the subject of the magazine too broad will lead you to get lost in the crowd while making the subject too narrow will leave you with too small of an audience therefore you have to get it just right. Once you know who your audience is, many other elements will fall into place 

4) What are the challenges for magazine distributors?

The challenges for magazine distributors are based around the cost of distributing. Shipping boxes of magazines is expensive, and with publishers taking all the risk (they pay for both shipping, and if the magazines don’t sell, the price of shipping them back), it’s key that publishers focus on getting as many direct sales online as possible. This goes back to building an audience - the more people aware you exist, the more people will purchase your magazine. That conversion rate will probably be less than 1 per cent, which shows how important it is to start building an audience before you publish 

5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?

The article suggests that many independent magazines only make money by diversifying into other products such as if you set up a League of Ireland fan culture magazine you can host events, sell graphic prints, T-shirts and maybe even set up a Patreon account to host football podcasts 

Oh Comely Audience: Blog Tasks :)

Read Meet the Editor - Oh Comely in Media Magazine 65 (p26). Answer the following questions:

1) Summarise the ownership and production of Oh Comely - how did it start and who owns it?

Oh Comely was started by three friends at Oxford University who wanted to create the antidote to the women's magazines on the market. Photoshopped covers and features on diets saturated the women’s magazine market at the time. And the founders felt like they wanted to offer something much more than that: meaningful content, thoughtful stories, creative writing, and a safe space for honest discussion, arty photography and illustration. Iceberg Press owns Oh Comely, which is an independent publishing company set up by three friends who all worked together in a large magazine publishing company 

2) What is the print circulation and how many subscribers do they have?

The print circulation of Oh Comely is around 10,000 copies and they have more than 3,000 subscribers

3) How does the editor Alice Snape characterise the typical Oh Comely reader?

The editor Alice Snape characterises the typical Oh Comely reader as 18-35-year-old creative, intelligent women who may or may not be settled into careers and are looking for inspiration from other women/interesting characters. Oh Comely readers are educated and politically aware and looking for a unique and thought-provoking look at the kind of lives they aspire to lead. They like spending money and time on the things that matter to them – art, culture, music, theatre, clothes, jewellery, experiences, travel, home, craft/creative projects... Most don’t have children yet, but if they do, they’re not the kind of mothers who just want to read baby magazines 

4) What are the key aspects of the magazine's design aesthetic discussed by the editor? How might this link to audience pleasures?

The key aspects of the magazine's design aesthetic discussed by the editor are that it reflects the words, it’s thoughtful, beautiful – the clean and minimal layout allows the words and pictures to shine. They also love natural portrait photos to accompany interviews too, capturing people – no matter how famous. No photoshopping or editing – they do not believe in airbrushing, and are surprised at how many magazines still do that 

5) How does the magazine represent women in terms of its production team and editorial decisions?

In terms of its production team and editorial decisions, the magazine represents women in that the core small team is made up of four women and they also work with a number of female and male freelancers 

Now read the Oh Comely website page on advertising and audience to get a good idea of the demographics and psychographics for the Oh Comely target audience. Answer the following questions:

1) How does Oh Comely introduce itself ('what it's all about')?

Oh Comely introduces itself as a powerful mix of words and pictures, stylishly presented and much loved by its readers. It provides an alternative to the ‘pile-it-high-sell-it-cheap’ aesthetic of mainstream magazines for young women, and this is why it has carved a loyal niche of fans 

2) How do the print circulation/readership statistics for Oh Comely compare to Men's Health?

Oh Comely: 

• Social Media Reach: 100,000
• Readers Per Issue: 25,000
• Average Age of reader: 27
• Sold through independents, WHSmith and international outlets

Men's Health Key Stats: 

• Circulation (UK edition): 180,000
• Readership: Close to 1 million
• 905k are ABC1, aged 25-44

3) How is Oh Comely distributed to the audience?

Oh Comely is distributed to the audience through independents, WHSmith and international outlets 

4) What do you think the target audience demographics for Oh Comely might be?

The likely target audience demographics for Oh Comely are those that are aged 18-35 women who are creative, intelligent, educated and politically aware 

5) What psychographic groups might be attracted to Oh Comely?

The likely psychographic group likely to be attracted to Oh Comely are Reformers as they would appreciate both the style and values of the magazine 

6) What social class classification would you expect most Oh Comely readers to be? Why?

The expected social class classification for most Oh Comely readers to be ABC1 as the magazine costs £5-£6 which is not considered cheap. Also, the editor mentioned that Oh Comely's readers were creative which could mean that the minimalistic style of the magazine is likely to appeal more to the upper-middle class due to its unique style 

7) What level of education would you expect for most Oh Comely readers? Why?

The expected Oh Comely readership is likely to be university graduates due to the issues spoken about by the magazine. The relevance of the magazine is likely to be higher for university graduates or students because that is the stage of education that the editors are at so the content produced by them is more relatable to people in similar education levels 

8) What audience pleasures are offered by Oh Comely?

By applying the Blumler and Katz Uses and Gratifications theory, we can say that Oh Comely offers a sense of personal identity due to the models being presented naturally without photoshop which allows readers to feel a sense of realism from them which allows them to relate to them. It could also be said that Oh Comely also offers surveillance due to the insight into stories that the mainstream media may have ignored as it is a niche magazine so readers are able to learn things outside of mainstream media 

9) It has been suggested Oh Comely is a “magazine about people, their quirks and creativity rather than money and what it can buy”. How does the design and advertising content of Oh Comely support this view?

The design and advertising content of Oh Comely supports this view because the magazine focuses on sharing the thought-provoking stories of women and whole pages are dedicated just to scenery rather than irrelevant content like advertisements

10) Why do you think Oh Comely was able to build a loyal audience of subscribers in the years before it closed down? Think about audience demand, rival magazines and the overall media landscape in the digital age.

I believe that Oh Comely was able to build a loyal audience of subscribers in the years before it closed down as it had a clear goal and it ensured constant delivery to achieve it which fulfilled the lack of representation of women in the media. However, the niche element of Oh Comely causes mainstream rivals to have a wider reach than them which was likely the cause of the their downfall