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 

Media Paper 1: Learner Response :)

1) Type up your feedback in full (you do not need to write mark/grade if you do not wish to).

WWW: Really good focus on Q2 representations of masculinity with social/historical contexts with references to both print adverts 

EBI: Develop industry section for Q6- not enough subject knowledge on how new technology influenced marketing/distribution of the film industry 

2) Read the mark scheme for this exam carefully, paying particular attention to the 'indicative content' for each question. This is some of the best analysis you can do as it gives you an idea of what the exam board is expecting. For your LR blogpost, identify ONE point you could have added for the first three questions in Section A:

• Q1 (unseen text) additional point/theory: The black and white colour scheme offers connotations of class, traditional and style with the limited use of red drawing attention to the brand logo 

• Q2 (unseen text and CSP) additional point/theory/CSP reference: Applying van Zoonen: building on Butler, van Zoonen argues sex role stereotypes are reinforced by the media and this advert emphasises male power, wealth and professional success 

• Q3 (Letter to the Free) additional point/theory/CSP reference: There is also a cinema verité aesthetic which constitutes a viewpoint (black and white film, realistic location, element of historical accuracy)

3) Now focus on Section B. Section B began with two questions testing your knowledge of industry terminology. Make sure you know the answers to these (get the answers from the mark scheme if you have to):

• Benefits of vertical integration: 

- Greater control of the production process 

- Lower costs and higher profits 

• Definition and benefits of diversification: Diversification is when a media company branches out into a different area of the media industries. For example, in the film and TV industries major companies such as Disney have diversified into streaming to remain market leaders (Disney+) and prevent newer companies such as Netflix overtaking their market share 

4) The Section B CSP focus was on Blinded By The Light. The impact of new technology on distribution was a weaker area in most answers. Pick out three points from the mark scheme that you could have included in your answer here.

• Streaming has changed the way audiences watch films with audiences increasingly watching movies using streaming sites on smaller devices (such as phones and tablets) meaning cinema exhibition is struggling to retain its relevance and influence in the industry

• In many ways, Blinded By The Light is a very traditional film release – adapted from a book, directed by Gurinder Chadha who had previous success with Bend It Like Beckham and bought at auction by New Line Cinema for a traditional summer release 

• However, technology arguably has saved the film (and New Line Cinema who paid $15m for the rights to distribute) with deals to make Blinded By The Light available first on Amazon Prime and then on Netflix. This means the film will continue to generate income despite the initial disappointing box office figures 

5) Finally, identify three things you plan to revise before your next Media assessment or mock exam (e.g. terminology, particular theories or CSPs etc.)

• Revise different fonts so that I can refer to the typography in the unseen texts more confidently

• I also need to work on theories that relate to Common's Letter to the Free because I lost marks by not mentioning any theories 

• I need to revise Blinded by the Light in more detail because I need to ensure I use the names of the companies that bought the film and when 

Magazine Cover: Learner Response :)

1) Add your finished magazine cover as a JPEG image.

2) Type up your feedback from your teacher. You don't need to include a mark or grade if you don't want to.

WWW: This is a very good cover – there is a lot to credit here. The image is extremely convincing for Elle – particularly in terms of mise-en-scene and image focus. The cover lines are well written and capture the Elle style impressively. I also like your evaluation which is pretty much spot on. The fact that you are reflecting on your work and holding yourself to such high standards is a very good sign for the real coursework next year 

EBI: There are two factors that are keeping you out of the top level here. Firstly, the typography is very difficult to read – you needed a different font to fit the Elle house style. The three blocks of text are also compressed and make it slightly difficult to read so audiences they won’t take the full meaning of the cover such as the text ‘Mental Health’ has no space in between the words. In terms of hitting professional standards, we need to make sure everything is perfect. I have no doubt that this task was beneficial in you getting to grips with Photoshop and by the actual coursework you will be more confident with the software 

Mark: 12/15 

3) Consider your mark against the mark scheme. What are the strengths of your production based on the the mark scheme? Think about magazine cover conventions and the media language techniques you have used to communicate with your audience (e.g. mise-en-scene, camera shot etc.)

One strength of my magazine cover was that I upheld the Elle magazine convention of placing the model in front of the name of the magazine as well as the four-five cover lines which are typically about self-care about fashion. I have also strategically taken a picture of the model using a medium shot which is also another convention of Elle magazine in order to try replicate the Elle magazine cover to the best of my ability. I also tried to recreate the convention of a blank background as well as I could but struggled to make the lighting look natural 

4) Look at the mark scheme again. What can you do to move your mark higher and, if required, move up a level?

In order to move my mark higher, I could have ensured that the text for the cover lines was clearer to read by making it a colour that does not blend in with the background and spacing out the letters better. I also could worked on the lighting in order to make the image on the cover look clearer because the lack of naturalism likely made my mark lower 

5) What would be one piece of advice you would give a student about to start the same magazine cover project you have just completed?

I would give them the advice to familiarise themselves with Photoshop before they start so that they don't struggle while against a deadline