GQ - Language & Representation blog tasks

Language: Media factsheet

Complete the following tasks using Media Factsheet 252 - The Codes and Conventions of Print Magazines available in our Media Factsheet archive here. Answer the following questions:

1) What are the different magazine genres highlighted on page 2 and how do they link to our magazine CSPs?

General Interest: Have a combination of stories, pictures and advertising, and are bound together with a glossy cover.

Special Interest: Niche interest magazines that offer in-depth content on a given area or topic and this is shown in the interview with Jonathan Bailey.

Professional: A periodical published by the governing body of a profession.

2) Look at the section on GQ on page 2. How do they suggest that GQ targets its audience?

They are targeting men through fashion and style.

3) What does the factsheet say about GQ cover stars?

They select their cover stars very carefully. They chose Marcus Rashford, a Manchester United footballer. However they anchored him with "Campaigner of the Year". His high profile criticism of the government about stopping free school meals during the pandemic and his charity work in this area would appeal to achievers because they value the "fruits of hard work".

4) Pick out five of the key conventions of magazine front covers and explain what they communicate to an audience.

• The Masthead, the publication name, is at the top,

using a sans serif font type for maximum impact.

Price, month and year are conventionally added, as is a

barcode.

• Puffs are place in the left or right-hand corners to catch

the eye of the reader, often inside a graphic element

(“4 Easy, Sexy Spring Dos”, inside a blue ball). The

focus on sex, fashion and image are conventional to a

mainstream lifestyle interest magazine. These are similar

to Pugs, also known as the ears of the magazine, that

are usually information in the top corners of a page with

a buzzword in it.

• The main coverline is not related to the image but

offers different content of interest, with varying size,

colours and styles of typography.

The use of sensationalism and language of true crime

and or gossip magazines are intertextualised to create

and emotional response.

• The use of sensationalism and language of true crime

and or gossip magazines are intertextualised to create

and emotional response.

• There are eight coverlines with substantial information

in them to cater for different audiences. The use of

synthetic personalisation (the use of “your”) reinforces

the friendliness of the brand towards the audience.

5) What is a magazine’s ‘house style’? How would you describe GQ’s house style? 

It speaks of the traditional "look" of its writing and formatting. The house style helps set a magazine apart from the others and creates brand identification. This is required if the magazine is at a store where customers' attention must be drawn due to the crowded shelf of titles.

GQ's house style is using eye-catching fonts and typography, along with featuring well-known individuals on magazine covers that deviate from their usual focus, are hallmarks of them.

Language: CSP analysis

Use your annotated CSP pages to help answer the following questions. You can find an annotated copy of the GQ pages here (you'll need your Greenford Google login).

1) Write a summary of our annotations on the media language choices on the cover of GQ - e.g. colour scheme, typography, language, photographic codes etc.

Title- GQ brand identity, well established, conventional obscured by cover image.

Colour scheme-blue/black background, white/black text, conventional representation of masculinity; Neale genre theory, repetition and difference.

Central image- direct mode of address: quite an aggressive, challenging expression. Most mise-en-scene (hair, make up, costume, jewellery) creates unconventional, subversive representation of masculinity. Element of 1970s punk to image; unconventional to GQ.

Robert Pattinson- actor known best for twilight: conventional masculine role.

Unconventional typography for GQ- ink effect, typically cover lines used sans serif typography in past to create sleek, modern look, cover star fits Will Welch's approach of a " New Masculinity".

Arts and Fashion issue GQ readers educated, interested in culture, fashion -succeeders or aspirers.  

2) Identify three specific aspects/conventions/important points (e.g. cover lines, colour scheme, use of text, image etc.) from each page/feature of the CSP that you could refer to in a future exam. Explain why that particular aspect of the CSP is important - think about connotations, representations, audience pleasures, reception theory etc.

Front cover: Robert Pattinson image - Art & Fashion issue

Inside pages: Jonathan Bailey feature and fashion shoot

 

3) Apply narrative theories to GQ - Todorov's equilibrium, Propp's character types, Barthes' action or enigma codes, Levi-Strauss's binary opposition. How can we use narrative to understand the way the cover and features have been constructed?

Enigma codes can be used to create question about Robert Pattirson.

4) Analyse the cover and inside pages of GQ. Does this offer an example of Stev}

Neale's genre theory concerning 'repetition and difference'?

Steve Neale suggests that the economy of the genre depends on both diffrence and repetition. The magazine's cover, which deviates from GQ's norm, shows this in the GQ CSP. Inside, Jonathan Bailey discusses his personal and professional life, which touches on aspects of the 'New Masculinity' that GQ is attempting to promote.

 

Representations: applying theory

We have already covered many relevant theories in our work on Advertising and Marketing (for example, David Gauntlett's writing on Media, Gender and Identity). We now need to apply these theories and ideas to GQ and specifically the CSP pages allocated by AQA.

1) How can Gauntlett's ideas on masculinity, gender and identity be applied to the GQ CSP pages we have analysed?

Gauntlent says that masculinity isn't in crisis but is changing. THis is evident through GQ's "new masculinity".

2) How could van Zoonen's work on feminist and gender theory be applied to GQ? Does the magazine challenge or reinforce these ideas?

Van Zoonen states that the media reinforces sex role stereotypes, which could be applied to the GQ CSP pages in different ways, as the Pattinson cover photo could be reinforcing an image of masculinity with power associated with it, however, the Jonathan Bailey feature does the opposite and subverts most male sex role stereotypes. 

3) Does bell hooks's work on 'corrosive masculinity' apply to GQ? 

In my opinion, Bell Hooks' theory of corrosive masculinity doesn't apply to GQ because of their "New Masculinity" movement and the way they are changing how people are portrayed in their magazines.

4) How does the Jonathan Bailey feature represent masculinity and sexuality? 

The Jonathan Bailey feature show a modern interpretation of masculinity that differs from dominant gender conventions and emphasises vulnerability and expression. His journey of coming to terms with his sexuality is shown to be brave and his homosexuality is acknowledged as a natural aspect of who he is that doesn't define his professional life.

Representations: wider reading - GQ and the new masculinity

Read this CNN feature on how GQ is redefining masculinity and answer the following questions:

1) Which GQ issue is discussed at the start of the article and what was notable about it? 

In the beginning of the article, it is staring at an image of Pharrell Williams. The Grammy-winner is wearing a lemon yellow Moncler coat that flows well past his feet. It looks like an upside down lily flower waiting to bloom. His hands are clasped at his chest, his facial expression is soft and the overlay text says “The New Masculinity Issue.”

2) How did Will Welch view GQ when he took over as Editor-in-Chief and what did he want to offer readers? 

He didn't see it as broken, He saw the need to redefine what a men’s magazine could be. He wanted GQ to help its readers — whether men, women, or gender non-binary — with their “personal evolution,” he told CNN Business. Men can wear dresses, put on makeup, and get pedicures. GQ shouldn’t tell anyone exactly how to be a man because there’s no one way to do it.

3) How has publisher Conde Nast responded to changes in the magazine industry and how did this impact GQ?

Magazine monolith and GQ parent company Condé Nast, now under the leadership of former Pandora chief Roger Lynch, has been trying to recoup losses by cutting costs and redefining its business for the digital era.

4) What did the GQ New Masculinity edition feature? 

Journalist Nora Caplan-Bricker had a package titled “Voices of the New Masculinity” in which actor Asia Kate Dillon, NBA player Kevin Love, rapper Killer Mike and others share their perspectives of what masculinity means today. Welch hoped the latest issue of GQ makes a statement on the matter that the voices featured in the magazine show, there’s no one definition of masculinity.

5) What did journalist Liz Plank say about toxic masculinity?

"Masculinity wasn’t something that was intuitive or intrinsic; it was carefully learned, delicately transmitted and deliberately propagandized. Toxic masculinity wasn’t just a problem in America. I saw it everywhere.”

6) How did Welch respond to suggestions GQ was responsible for toxic masculinity?

“It’s not like GQ was harmful until I took over. That’s definitely not the case,” he said.

Finally, read this short GQ feature on masculinity and answer the following questions:

1) What does the article suggest masculinity involved at the start of the 20th century?

It stood for all the solid, earthy expectations of boys and men: strength, independence, courage, confidence and assertiveness. And that was an easy package at a time when men were the sole breadwinners, working largely in manual labour

2) What social change occurred from the 1930s?

Woman's rights, Legalisation of homosexuality.

3) What is suggested about masculinity today?

Masculinity is an outdated word for this, a new world that is attempting to dispel gender equality.

4) Why does it suggest these changes are important? 

For our health, this is key. Positively men are now more attuned with self-care than ever before and actively striving for it. Yet we still have a way to go, with men between the ages of 16 and 60 on average consulting their doctors less than women. Crucially, we still need to see change in men’s relationship with their mental health. Suicide remains the leading cause of death in men under the age of 45 years. That’s three times higher than rates in women, with 84 men losing their life a week.