Paper 1 Section A
1) Analyse the Close Study Product Score hair cream advert using narrative theory including Todorov. [9 marks]
The Score Hair Cream advert dates back more than five decades ago. Since then, quite a lot of representations of gender, identity and race have drastically changed. Narrative theory seems like a very relevant thing to analyse when it comes to this advert. The advert is in the new equilibrium part of the three-part cycle. Todorov proposed a theory of equilibrium comprising of: equilibrium, disequilibrium and then new equilibrium. This CSP starts in new equilibrium as it states that the cream would improve you to be the perfect man and then introduce a new equilibrium where you are the dream man. The disequilibrium would be before you apply the cream, you are seen as an inferior man without the product and your attraction would increase massively after application. The stages of disequilibrium can also be applied. The 'disruption' phase is when your appearance is preventing you from approaching 'the ladies', the 'recognition' phase is when you acknowledge that you need to do something to fix your appearance and the 'reparation' phase phase is when you use the hair cream and reap the rewards. The man in the central image is clearly enjoying his new equilibrium phase with his smug smirk and the gun which could act as a phallic symbol that represents the hypermasculinity this cream supposedly gives you.
Other narrative theorists that can be applied here are Propp, Barthes and Levi Strauss. Vladimir Propp came up with a list of stock characters named 'the seven spheres of action'. In my opinion, the 'hero', according to Propp's theory is the central protagonist which is mirrored in the cream. The cream saves the day and the advert is trying to sell it as much as they can. The 'princess' in the advert would be you, the consumer. Your hair is in dire need of repair and Score Hair Cream will fix that, the hero saves the princess. The 'villain' here might be old age or just weak hair which is where the hair cream comes into play. We can also apply enigma codes and action codes courtesy of Roland Barthes. The enigma codes here would be the expression of the man. Why is that man happy? Will I get with that many ladies if I try the cream? This creates mystery for the consumer so that they feel intellectually duped. The action codes here might be the way that the females in the advert are carrying him on a platform which might imply that he will have sex with them later. Furthermore, the pack shot at the bottom of the advert is an example of an action code as it is the product that saves you from ugliness. Finally, we can apply Levi-Strauss' theory of binary opposition. Men were perceived as dominant and therefore more powerful. It was this patriarchal view that empowered men and belittled women. We see that the binary opposite here is men/women or even dominance/subservience. Both Barthes and Levi-Strauss noticed another important feature of these binary opposites is that one generally tends to be seen by a particular society or culture as more valued than the other. In many cultures during the 1960s, the idea of a successful and powerful woman was absurd so the idea of having a man as strong and dependant in the advert is vital to the success of the cream.
Walk and talk video guide:
2) “Postmodernity is said to be a culture of fragmentary sensations, eclectic nostalgia, disposable simulacra, and promiscuous superficiality.” – Jean Baudrillard
To what extent can your music video Close Study Products be described as postmodern? [20 marks]
Both music videos Close Study Products can be considered as postmodern due to them including elements of pastiche, historical deafness, bricolage and many more. In 'Ghost Town', a song by The Specials, we can apply many of Strinati's points as to what makes a media text postmodern. He states that one telltale sign of postmodernism is that there is a breakdown between art and popular culture. The director of the music video for 'Ghost Town' is well known for making arthouse films and this music video is no exception. The merging between highbrow and lowbrow activities is evident here as it combines a song that has topped the charts but has a arthouse style music video. This clearly presents 'Ghost Town' as postmodern. It's also clear that bricolage is present in the music video because we see how the car is driving through London which is a really old and established city whilst the song, which is from a relatively new genre, plays. This juxtaposing of old and new is further demonstrated with the reggae influences which adds to the contemporary 80s atmosphere.
The mise-en-scene as well as the filmography mirror popular film genres like British social realism, thriller and hammer horror. The use of intertextuality only proves my point that 'Ghost Town' is a really good example of postmodernism. The intertextuality also refers to the lyrics which reference the political mess Britain was in during the time Margaret Thatcher was in office. The song and video offers evidence of Gilroy's Black Atlantic Identity theory. It suggests that black culture is forged through travel and hybridity and was referred to as a "liquidity of culture". The representation of Britain as a multicultural country through the band and song is reinforced through the strong political message 'Ghost Town' sends.
Common's Letter To The Free is, in my opinion less postmodern but still contains elements of it. Much like 'Ghost Town', the music video is filmed in an arthouse style and the song itself was used in a movie and topped the charts. This is a clear use of postmodernism. We can also apply Frederick Jameson's idea of historical deafness as in the music video, Common emphasises the effect the oppression of black people has had not only on him but the whole black community. Historical deafness comes in because we are not taught this in school and this further shows that the media display information in a certain, constructed way. The 'mediasation' of history is a clear sign of postmodernism as the media tries to filter out information according to their individual views and beliefs. Common also explains that the black square is also a postmodern concept. In an interview, Common said that even he didn't know what it was and that it was open to interpretation. This represents the infinite thing about blackness and blackness cannot be defined in time or space. This links to Strinati's point where he states that a sign of postmodernism could be the "confusion over time and space".
Walk and talk video guide:
Paper 1 Section B
3) Identify three strategies used to promote Chicken to an audience. Explain a reason for each strategy. Each of the reasons must be different. [6 marks]
One of the strategies was that the film was on a film festival circuit. It featured in many places like Giffoni, Tallinn and France. This was effective because it could relate to a specific audience and the festivals invited many people who are interested in the arthouse genre, cementing its success. Film festivals also invite quite a few critics so the film is more likely to get picked up by a critic who is willing to give it acclaim.
Social media was also a huge player when it came to promotion. Social media was free and for a microbudget film, that's perfect. Their social platforms on Twitter, Instagram and Facebook would reach thousands of potential viewers and therefore creating more buzz around the movie by posting 30 second snippets of the film.
Traditional media such as posters and YouTube trailers were also a key factor in Chicken's promotion. The poster featured arthouse style pictures was accompanied with critic review quotes. This tells the viewer automatically that this is a film worth watching. The YouTube trailer can also capture a younger percentage of viewers as younger people spend their time on platforms like it. The YouTube trailer also gives us an insight to the film, almost like the film festival circuit.
Walk and talk video guide:
4) How do regulatory contexts shape the output of media industries? You should refer to your film industry Close Study Product, Chicken. [9 marks]
The BBFC regulates the film industry in the UK. They assign age ratings to films they deem fit for viewing. The film industry is a part of the cultural industry. This is perhaps one of the most expressive and successful media industries to ever exist. That still doesn't make it risk free. Media theorist David Hesmondhalgh refers to the cultural industry as a "risky business", this means that when a film comes out, its success isn't guaranteed. Risk can be reduced by including star power and even exploring a well established genre or franchise. The BBFC can have a massive impact on how a film does depending on its age rating. If the producer of a film aimed a film at 12 year olds and the BBFC rates it at 15, it might be difficult for that film to make money because it isn't accessible to their target audience.
The BBFC regulate the films into the following categories: Universal, Parental Guidance, 12, 15 and 18. The higher you go up in age, more restricted things are unlocked. Films with U and PG ratings are perfect for family films and films with a rating of 18 have violence, extreme nudity and drug use. The BBFC has a direct impact on the success of a film. For a film like Chicken, the budget was tiny and it was in the arthouse style genre, which is not widely known. If Chicken was put in the wrong rating, say 15, the film would not do well and lose money. The fact if the film makes even £10k profit that's still something. If the BBFC filters out films that younger audiences might love, then it looks bad on the BBFC's front too.
Walk and talk video guide:
5) How useful are media effects theories in evaluating the success of media products? Refer to your Radio Close Study Products, Life Hacks and War of the Worlds, in your answer. [20 marks]
In both radio CSPs, media effects theories can be applied to analyse the success of them. In BBC's Life Hacks, the use of Blumler and Katz's Uses and Gratifications theory could be applied. They suggested that there were four types of audience pleasures. Life Hacks utilises the following: personal identity, surveillance and diversion. One can find personal identity when the hosts include a topic or invite a guest that has the same background as them. Members of the BAME community in particular could relate to the content or hosts in Life Hacks. Surveillance can be found in the news element of the show, as it is run by the BBC and a part of their remit is to "inform, educate and entertain". The last part of their remit links to the diversion part where listeners of the podcast are asked fun questions or the music they like is played. We can also apply the two-step flow model to Life Hacks as the hosts are a key factor in being the 'opinion leader' when attracting young people to the show.
War of Worlds is a much more dated and established radio show that is a completely different idea. Frankfurt School's idea of the hypodermic needle is a 1920s theory that suggest that the media injects content into consumers and therefore can have a devastating effect on them. This is clear with the War of Worlds broadcast when reports suggested that people had packed their bags and left the town following the initial report of invasion. Stanley Cohen's theory of 'moral panic' can also be applied. This is when the media defines something as a threat to societal values and interests. When the broadcast aired the chaos that ensued was similar to the moral panic explanation. The broadcast made a lot of people panic and they called the police station many times, this was a success.
George Gerbner's cultivation theory could be applied here as consumption of media can affect the way you react to certain situations. Heavy consumption of the radio in the 30s could have been vital in making the radio show seem very real. It made people vulnerable to fake news and it worked. This created the 'Mean World Syndrome' where heavy consumers viewed the world as much worse than it actually is. My final use of media effects is the dependency theory by Rokeach and DeFleur. They suggested that people rely so much on the media that they believe everything they say. This means that the media can influence people on what decisions they make and can create any feeling such as fear in War of Worlds
Walk and talk video guide:
Paper 2
1) Liesbet van Zoonen suggests that gender is constructed through media language and that these constructions reflect social contexts.
How far does an analysis of Men’s Health and Oh Comely support this argument? [25 marks]
Men's Health and Oh Comely both include rather different views on gender and it's clear why that is the case. OC positions itself as a niche feminist magazine and Men's Health weighs in as a well established magazine helping men around the world. Van Zoonen views gender as negotiated and dependant and social and historical context. She argues that in media today women are: objectified, framed in a provocative way, restricted to secondary roles and reinforce western beauty ideals. This is clearly not the case in OC as we see that the magazine takes in a very different representation of women across the edition. There is an androgynous person who takes a relaxed pose. We question this as we are unable to tell if they are male or female. The colours the model is wearing also reflects how alternative the stereotypes OC show are. This agrees with Van Zoonen's idea about gender being constructed by the media and that OC are opposing that view. The front cover and indeed the other CSP pages in OC actually oppose Van Zoonen's statement as they are showing how it's like to be gender fluid and free. They show that it is not a problem.
In Men's Health, we see a very different take on gender. Whilst they target men with mental health issues, their blatant fat shaming style of advertising is quite profound. This can be seen from the get-go with Vin Diesel's flexed tricep and his dominant stance reinforcing the hypermasculinity and could even hint at bell hook's theory. Radical feminist bell hooks suggests that the media projects men in one way and shames those who do not fit that agenda. She calls this "normalised traumatisation". This is where men are used to show how they should look, and anyone who does not comply with 'the norm' is seen as different. Like Van Zoonen, she agrees that gender roles are constructed and are not natural. Butelr also agrees because she belives that 'gender is a performance' and is influenced by society, culture and micro rituals. The use of many hypermasculine cover lines as well as the obvious PhotoShop to Diesel's muscle shows that Men's Health accepts toxic masculinity. The cover image also rejects David Gauntlett's idea that masculinity is in crisis.
The use of the #slaywinterblues on the front cover links to Gauntlett's theory that meanings change over time and that there are generational differences. The hashtag shows that they want to reach a younger audience and that 50 years ago, they would have got much less attention with this marketing style. Van Zoonen also states that the media sexualises males and females to reinforce sex role stereotypes and sex-appropriate behaviours. She goes on to explain that men are typically presented as dominant and women submissive. This is clear in MH where everything from the very personal editor's letter to the direct eye contact (direct address) Vin Diesel gives demonstrates that MH clearly reinforces dominant masculine stereotypes. Gender is clearly constructed by the use of blue, often associated with males, and agrees with Van Zoonen and Butler.
The way that the readers may react to these gender representations could be different. With OC, women could feel empowered and go on social media to evoke even more change in the feminist community. In MH. it's a matter of how to sell stuff. The readers of MH may see the feature of the Marathon Man and think why they are not like that, it certainly seems attainable. The way that MH constructs their idea of masculinity has an impact on how the readers may be motivated to make changes to their exercise routine or eat less. If this advice is met with success, the reader will come back for more therefore resulting in a strong connection between MH readers and the constructed image of masculinity.
Walk and talk video guide:
2) “Television dramas reflect the social and cultural contexts of their production.”
To what extent does an analysis of your television Close Study Products support this view? [25 marks]
Capital is a 2015 BBC drama which uncovers the 2007 global financial crash and explores social issues and the dire situation of London homeowners at the time. Deutschland 83 is a 2015 costume drama that is in German and takes place in 1980s Germany at the height of the Cold War. Capital is a state-of-the-nation drama and is based on a book by John Lanchester. Capital does a good job at reflecting the division between rich and poor and other ethnic, occupational and demographic categories. This is a clear use of Levi-Strauss' binary opposition as we see both sides of the story. One side we see Roger, a rich banker and the other side we see Qwentina whos is an abused and mistreated asylum worker who struggles to make ends meet. This in fact was relevant in 2015 as the EU referendum as well as the smaller economic growth meant that the division between rich and poor had increased massively.
Capital also depicts how the rates of the world's banks are declining which, even though it was more prominent in 2007, was still true in 2015 with the failing high-street banks issue. Although, some may argue that the representation of certain ethnic groups like the Kamal family and Bogdan are somewhat incorrect in accordance with contemporary views. The Asian and the Eastern European communities have swelled in numbers since 2007 and in 2015 even more came to the UK for work. This increase in ethnic minorities mean that tolerance and acceptance towards these groups also increased. Perhaps they weren't represented correctly, this is why the statement isn't 100% right for Capital. You could also argue that Capital is both left and right wing as many ideologies across the spectrum are somewhat enforced. Capital also represents British culture quite well as we see a diverse mix of residents on Peepys Lane and indeed reflects social and cultural contexts of its production.
The producers of Deutschland 83 were a mix of German based UFA Fiction and US based Freemantle Media. This synergy between the two countries enhances the view that foreign language television is becoming increasingly popular and mainstream. D83 reflects the global nature of television and how connected we all are internationally. It's an eclectic mix of spy-thriller, costume-drama and a coming-of-age TV show, it uses the hybridity of its mishmash of genres and makes for a gripping show that relates to the viewers even though it's set 40 years ago. The fact that the construction of this program is done in a postmodern way reflects modern media culture and how the TV shows of today toy around with different genres to find a balance in between. We can clearly see the influence of the German side of production due to the sourcing of the actor, the language and the setting but we can also see that the US side of production has had an effect due to the thriller style narrative, the postmodern conventions and of course the budget.
D83 makes a good case in presenting the time it was produced as we know from 2013, the documents for Able Archer were released for public viewing. We can apply Baudrillard's hyperreality theory because they use replicas of the documents in the briefcase scene which also brings in Frederick Jameson's idea about historical deafness. History was written by the winners and clearly from the reports you see a one-sided report. This is an example of how the media deliberately alters parts of history and we learn from there, not knowing any better. So that is one flaw when agreeing with the statement that it reflects cultural and social contexts. The use of postmodernism is noteworthy too. In the supermarket scene, Sweet Dreams by The Eurythmics diegetically plays whilst the arrangement of the food products on the shelves resembles Andy Warhol's Tomato Soup art. It's this blend of art and popular culture which makes D83 a postmodern TV show a and therefore makes it perfect when looking at the social and cultural contexts of its production. Postmodernism will always evolve and carry on being contemporary.
Walk and talk video guide:
Thursday, 16 July 2020
Friday, 19 June 2020
Thursday, 18 June 2020
‘Advertising assessment learner response’
Reflecting on your assessment, what media terminology, theory and Advertising CSPs do you most need to revise before your next Media exam? How will you do this?
I need to revise the Gauntlett gender theories, much of the gender identity theories such as Van Zoonen and Butler. I think flashcards are the best way to do this. More political and social referencing would be good too.
I need to revise the Gauntlett gender theories, much of the gender identity theories such as Van Zoonen and Butler. I think flashcards are the best way to do this. More political and social referencing would be good too.
Tuesday, 9 June 2020
Oh Comely Industries case study - blog tasks
Work through the following tasks to complete your work on the Oh Comely magazine CSP. There are plenty of questions here but you will find the reading gives you a brilliant insight into a vital aspect of media - the power of independent institutions.
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?
"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).
3) What are the two magazines that Iceberg Press publishes?
The Simple Things and Oh Comely
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
Very niche and minimal magazines.
Mainly for a female market
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
There's more variety with Hearst as they cover more topics and focus on mainly healthy things whereas Iceberg only has two magazines and specialises in niche topics. Hearst covers both men and women and Iceberg is mainly for women.
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 independent print magazine is characterised as “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?
small independent magazines are secretly thriving in the digital age
3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
finding “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family”
It unites people like OC does with a common cause they can all relate to
It caters towards a specific niche audience
The readership is somewhat the same
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
The transition to the digital space is difficult
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
It seemed like many parenting or family-related magazines featured a polished, picture-perfect home that was, quite simply, not at all like our own. So we set out to create an alternative: a family journal that celebrates the personal foundations of our homes in their many different forms”
They find an exploitable, niche market and cater their content towards them in a way that's both refreshing and enriching.
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
“people with expert knowledge of a special interest area can potentially take advantage of the low barriers to entry in the industry to originate their own magazine titles and use contract printers to create the finished product”
They use cookies and social media to target their audiences
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 made and controlled by people who have the same passion which arguably gives them a positive and creative spin on it so they are motivated to put their efforts into it.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
It feels more physical. The publisher name also gets into the new market, opening up possibilities for more commissions.
10) What are the challenges in terms of funding and distributing an independent magazine?
It is a problem when the concept behind the magazine is quite specific, therefore less people will be inclined to invest in it.
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?
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.
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
Most of the revenue comes from advertising so they need a lot of money to pay for it.
3) What does the article suggest regarding finding an audience for an independent magazine?
It;s about subject scope. If your topic is too broad or too specific, then people won't be interested.
4) What are the challenges for magazine distributors?
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.
The cost of actually distributing them via a mainstream source is costly so the final copy needs to perfect and sellable.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
Host events, sell merchandise and even set up social which will allow the ans to interact.
TCO interview with Ruth Jamieson
Finally, read this excellent interview on the TCO London website with Ruth Jamieson, who has written a book on the renaissance of the independent magazine sector. Answer the following questions:
1) Why does Ruth Jamieson suggest there's a renaissance in independent publishing?
It’s never been easier to start your own magazine and find an audience. There’s never been a better time to be a magazine fan. The whole ‘Print is dead’ narrative has turned out to be only half true.
2) What are the common themes for successful independent magazines?
Common themes are doing something no one else is doing, and offering something digital media can’t offer. That and great art direction and editorial, a focus on the reader rather than the advertiser, and having a strong, unique idea at the magazine’s core. Oh and investing in the magazine as an object, so, good paper stock, expert printing, well-researched, well-produced content. Overall, these magazines are defined by their attention to detail and commitment to lovingly crafting something people will want to keep forever rather than throw in the recycling bin the next day.
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
Niche aspect
offering a close and personal connection with the editorial team
unique idea in the feminist values
well put-together
attention to detail - art house photos - front cover
alternative/modern views on sexuality and gender - interviews
4) How does Jamieson see the future for the magazine industry?
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
Yes because there is a growing cause for feminism, especially fourth-wave feminism, OC will be a great way to keep some entertainment as well as integrity in the community. Iceberg Press might be a bit hesitant as it's a small independent so it might not do economically well. Bringing in Hesmondhalgh commerce vs art argument, it might be sensible to keep OC going for a few more years if the income is decent, if not, I'm sure Iceberg will pull the plug.
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?
"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).
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 are the two magazines that Iceberg Press publishes?
The Simple Things and Oh Comely
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
Very niche and minimal magazines.
Mainly for a female market
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
There's more variety with Hearst as they cover more topics and focus on mainly healthy things whereas Iceberg only has two magazines and specialises in niche topics. Hearst covers both men and women and Iceberg is mainly for women.
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 independent print magazine is characterised as “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?
small independent magazines are secretly thriving in the digital age
3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
finding “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family”
It unites people like OC does with a common cause they can all relate to
It caters towards a specific niche audience
The readership is somewhat the same
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
The transition to the digital space is difficult
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
It seemed like many parenting or family-related magazines featured a polished, picture-perfect home that was, quite simply, not at all like our own. So we set out to create an alternative: a family journal that celebrates the personal foundations of our homes in their many different forms”
They find an exploitable, niche market and cater their content towards them in a way that's both refreshing and enriching.
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
“people with expert knowledge of a special interest area can potentially take advantage of the low barriers to entry in the industry to originate their own magazine titles and use contract printers to create the finished product”
They use cookies and social media to target their audiences
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 made and controlled by people who have the same passion which arguably gives them a positive and creative spin on it so they are motivated to put their efforts into it.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
“The term “do-it-yourself/do-it-with-others” emphasises semiotic self-determination in how citizens formulate and live out their identities and actions as citizens” (Hartley 2010 241). It is through this collaboration that the concept of a magazine community is established.
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
It feels more physical. The publisher name also gets into the new market, opening up possibilities for more commissions.
10) What are the challenges in terms of funding and distributing an independent magazine?
It is a problem when the concept behind the magazine is quite specific, therefore less people will be inclined to invest in it.
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?
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.
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
Most of the revenue comes from advertising so they need a lot of money to pay for it.
3) What does the article suggest regarding finding an audience for an independent magazine?
It;s about subject scope. If your topic is too broad or too specific, then people won't be interested.
4) What are the challenges for magazine distributors?
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.
The cost of actually distributing them via a mainstream source is costly so the final copy needs to perfect and sellable.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
Host events, sell merchandise and even set up social which will allow the ans to interact.
TCO interview with Ruth Jamieson
Finally, read this excellent interview on the TCO London website with Ruth Jamieson, who has written a book on the renaissance of the independent magazine sector. Answer the following questions:
1) Why does Ruth Jamieson suggest there's a renaissance in independent publishing?
It’s never been easier to start your own magazine and find an audience. There’s never been a better time to be a magazine fan. The whole ‘Print is dead’ narrative has turned out to be only half true.
2) What are the common themes for successful independent magazines?
Common themes are doing something no one else is doing, and offering something digital media can’t offer. That and great art direction and editorial, a focus on the reader rather than the advertiser, and having a strong, unique idea at the magazine’s core. Oh and investing in the magazine as an object, so, good paper stock, expert printing, well-researched, well-produced content. Overall, these magazines are defined by their attention to detail and commitment to lovingly crafting something people will want to keep forever rather than throw in the recycling bin the next day.
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
Niche aspect
offering a close and personal connection with the editorial team
unique idea in the feminist values
well put-together
attention to detail - art house photos - front cover
alternative/modern views on sexuality and gender - interviews
4) How does Jamieson see the future for the magazine industry?
I think we’ll see more magazines come and go. But that the standard will continue to rise. There really hasn’t been a better time to be a magazine fan.
We’ll also see the mainstream starting to look more like the indies. They have to learn from independents if they want to survive. So, there’ll be more investment in content and more focus on producing a quality product, more collectable issues, a move away from trying to compete with the internet and towards doing things only print can do. We’ll also see mainstream magazine branching out beyond their print issues to offer other things, like events, products, educational programmes and experiences.
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
Yes because there is a growing cause for feminism, especially fourth-wave feminism, OC will be a great way to keep some entertainment as well as integrity in the community. Iceberg Press might be a bit hesitant as it's a small independent so it might not do economically well. Bringing in Hesmondhalgh commerce vs art argument, it might be sensible to keep OC going for a few more years if the income is decent, if not, I'm sure Iceberg will pull the plug.
Monday, 1 June 2020
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?
It's a small, closely-owned magazine
Niche topic
2) The words under the title introduce the content and topics addressed. What do these suggest about the potential audience of Oh Comely?
They're very inquisitive and they are young adults interested in media.
3) How do the cover lines use narrative to create enigma? What do the cover lines suggest about the magazine's content and audience?
It focuses on female empowerment and it creates a supportive feel among the feminist community
4) Write an analysis of the central image.
The colours used are mainly drab. Her black jacket is some sort of embroidered jacket which has come into fashion recently. The fact that her hair is short is also progressive as it's a stereotype that women should have long hair. Her earrings are quite noticeable which puts an emphasis on fashion as well?
5) What representation of gender can be found on this front cover?
A metro view of gender. The latest trends of fourth-wave feminism as well as political correctness are expressed greatly here.
Feature: Speaking Out
1) What does the headline and standfirst suggest about Oh Comely's feminist perspective?
It encourages its readers to stand up against male oppression. It makes the readers feel closer together as they unite in the cause of speaking out
2) What do the interviewees in this feature suggest about the values and ideologies that underpin this magazine?
They value the integrity in women to share their stories and they believe in the female gaze,which promotes women power.
3) How conventional is the page design in this feature? Why?
It's very simplistic and it diesn;t really have too much extra. Its readability is also made better by the simple layput of the text. The text is somewhat easy to read but it's managable.
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?
Women are often represented as complacent and subervient which is subverted by the fact that they're speaking out. They're different to things like Vogue or Cosmopoiltan because they focus on a postive feminist outlook as opposed to stereotypes. The abscence of men shows that this is not influenced whatsoever by them.
5) How does the photography offer a fresh or unusual perspective on women?
Something that would make them uncomfortable but is actually tackling a issue that strikes close to home for some feminists.
Feature: More than gender
1) How does this feature offer a fresh perspective on gender and identity?
Gender is subjective and that you are now able to indentify as anything you want because we live in a accepting society.
2) What is the significance of the writer and photographer? How does this fit with the Oh Comely brand?
The writer is there to give meaning and substance to the cause of the magazine and the photographer makes the cause come to life by visualising it.
3) What style of photography is used in this feature?
I would say it;s very artsy and simplistic with not a lot in there.
4) What representations of the transgender lifestyle can be found in this feature?
We can see here that they feel like it took a long time fir people to get used to their gender.
They talk about empowerement and how they find pride in living their lives even with a bit of abuse.
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).
It networks a lot of the niche magazine writers who will then have a better chance raising awareness about their interests. It also creates a personal relationship with the brand.
Representation and identity
Work through the following questions on representation and Oh Comely:
1) How do representations in Oh Comely challenge stereotypes?
They present feminism in a positive and influential light. Usually it;s shown as radical and never makes change but in this magazine it;s shown as a force than can influnce anyone.
2) What representations of race, ethnicity and nationality can be found in the 'Speaking Out' feature?
It also promotesthe idea that no religion disvalues femininity. The first lady to be interviewed was of Somali background and then presents her ethnicity as a different view to what would normally be said when talking abut female rights.
We can see an overall diverse line-up of writers and people who feature in OC.
3) What representation of women and femininity can be found in Oh Comely?
The dominant representation of women is that they are powerful and able to stand up against the patriarchy.
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).
There are many magazines that value men as the winners of the world whereas there are very little that soley focus on women. They might under-represent men because they feel like they have been left out of a topic that focuses on fighting against male-dominated outlets.
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?
It fits into 4th wave because it tackles issues surrounding the feminist community, they wouldn't do well if feminism didn't exist.
6) How does the 'More than gender' feature challenge Levi-Strauss's structuralist theory of binary opposition?
The feminist movement is multi-faceted and doesn't just rely on raising awareness.
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.
Gender is something these women, both writers and readers, have embraced. They build their idea of femininity around them while discovering the fundemental issues surrounding feminism. The cover page suggests that women make their beliefs and gender a part of their lifestyle. The features also oppose Butler's ideas as these women have embraced gender and not conformed to societal beliefs.
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?
OC empowers women to feel proud about who they are. They have no bikini features or any get-fit-quick tips. It encourages women to speak up about issues regarding the feminist community so sexualising women wouldn't really be the right thing to do.
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?
Yes because if OC was released in the 60s, they would get tons of hate as there was just two genders, men and women. OC supports new and emerging movements which have all stemmed from the idea of gender fluidity. They cover progressive topics which definitely agree with Gauntlett's view.
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 agree with this view as because this is about feminism, we can bring in all the previous waves. It has a lot of information and context to give and this a more open topic with a variety of opinions such as Butler and Gauntlett.
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?
It's a small, closely-owned magazine
Niche topic
2) The words under the title introduce the content and topics addressed. What do these suggest about the potential audience of Oh Comely?
They're very inquisitive and they are young adults interested in media.
3) How do the cover lines use narrative to create enigma? What do the cover lines suggest about the magazine's content and audience?
It focuses on female empowerment and it creates a supportive feel among the feminist community
4) Write an analysis of the central image.
The colours used are mainly drab. Her black jacket is some sort of embroidered jacket which has come into fashion recently. The fact that her hair is short is also progressive as it's a stereotype that women should have long hair. Her earrings are quite noticeable which puts an emphasis on fashion as well?
5) What representation of gender can be found on this front cover?
A metro view of gender. The latest trends of fourth-wave feminism as well as political correctness are expressed greatly here.
Feature: Speaking Out
1) What does the headline and standfirst suggest about Oh Comely's feminist perspective?
It encourages its readers to stand up against male oppression. It makes the readers feel closer together as they unite in the cause of speaking out
2) What do the interviewees in this feature suggest about the values and ideologies that underpin this magazine?
They value the integrity in women to share their stories and they believe in the female gaze,which promotes women power.
3) How conventional is the page design in this feature? Why?
It's very simplistic and it diesn;t really have too much extra. Its readability is also made better by the simple layput of the text. The text is somewhat easy to read but it's managable.
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?
Women are often represented as complacent and subervient which is subverted by the fact that they're speaking out. They're different to things like Vogue or Cosmopoiltan because they focus on a postive feminist outlook as opposed to stereotypes. The abscence of men shows that this is not influenced whatsoever by them.
5) How does the photography offer a fresh or unusual perspective on women?
Something that would make them uncomfortable but is actually tackling a issue that strikes close to home for some feminists.
Feature: More than gender
1) How does this feature offer a fresh perspective on gender and identity?
Gender is subjective and that you are now able to indentify as anything you want because we live in a accepting society.
2) What is the significance of the writer and photographer? How does this fit with the Oh Comely brand?
The writer is there to give meaning and substance to the cause of the magazine and the photographer makes the cause come to life by visualising it.
3) What style of photography is used in this feature?
I would say it;s very artsy and simplistic with not a lot in there.
4) What representations of the transgender lifestyle can be found in this feature?
We can see here that they feel like it took a long time fir people to get used to their gender.
They talk about empowerement and how they find pride in living their lives even with a bit of abuse.
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).
It networks a lot of the niche magazine writers who will then have a better chance raising awareness about their interests. It also creates a personal relationship with the brand.
Representation and identity
Work through the following questions on representation and Oh Comely:
1) How do representations in Oh Comely challenge stereotypes?
They present feminism in a positive and influential light. Usually it;s shown as radical and never makes change but in this magazine it;s shown as a force than can influnce anyone.
2) What representations of race, ethnicity and nationality can be found in the 'Speaking Out' feature?
It also promotesthe idea that no religion disvalues femininity. The first lady to be interviewed was of Somali background and then presents her ethnicity as a different view to what would normally be said when talking abut female rights.
We can see an overall diverse line-up of writers and people who feature in OC.
3) What representation of women and femininity can be found in Oh Comely?
The dominant representation of women is that they are powerful and able to stand up against the patriarchy.
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).
There are many magazines that value men as the winners of the world whereas there are very little that soley focus on women. They might under-represent men because they feel like they have been left out of a topic that focuses on fighting against male-dominated outlets.
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?
It fits into 4th wave because it tackles issues surrounding the feminist community, they wouldn't do well if feminism didn't exist.
The feminist movement is multi-faceted and doesn't just rely on raising awareness.
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.
Gender is something these women, both writers and readers, have embraced. They build their idea of femininity around them while discovering the fundemental issues surrounding feminism. The cover page suggests that women make their beliefs and gender a part of their lifestyle. The features also oppose Butler's ideas as these women have embraced gender and not conformed to societal beliefs.
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?
OC empowers women to feel proud about who they are. They have no bikini features or any get-fit-quick tips. It encourages women to speak up about issues regarding the feminist community so sexualising women wouldn't really be the right thing to do.
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?
Yes because if OC was released in the 60s, they would get tons of hate as there was just two genders, men and women. OC supports new and emerging movements which have all stemmed from the idea of gender fluidity. They cover progressive topics which definitely agree with Gauntlett's view.
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 agree with this view as because this is about feminism, we can bring in all the previous waves. It has a lot of information and context to give and this a more open topic with a variety of opinions such as Butler and Gauntlett.
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