GQ blog task

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; typically cover topics like fashion. 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. 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 image, but also appealing to their intelligence and needs for information about culture.

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 for maximum impact. Price, month and year are conventionally added, as is a barcode.

The main coverline is not related to the image but offers different content of interest, with varying size, colours and styles of typography.

Pull quotes such as “I was dancing so hard my dress fell off!” invoke humour and perhaps shock, but also appear to give insider knowledge. This creates a close, albeit illusory, relationship between the reader and the star.

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 refers to its conventional "look" in relation to its writing and formatting. The house style establishes brand identity and helps to distinguish one magazine from the other. This is necessary if the magazine is in a shop where the crowding of titles on the shelf means that the eyes of the consumer must be caught.

GQ's house style is using catchy fonts/typography and having well known people on the cover of their magazine with a different anchorage to what they are known for.

Language: CSP analysis

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

Mise-en-scene creates unconventional, subversive representation of masculinity.

Central image has direct mode of address; quite an aggressive, challenging expression.

Inside pages: Jonathan Bailey feature and fashion shoot

Opening creates narrative + enigma and introduces Bailey as part of GQ's "New Masculinity" approach to identity. 

Central image of the first inside page; typically feminine pose, indirect mode of address, mix of traditional and new masculinity in outfit, old and new links to postmodernism, old and new links to postmodernism.

Mental health- personal identity, Blumler and Katz, U&G.

Subverting gender+ identity stereotypes ("gender-swapped reimagining"). 

Direct mode of address from Bailey- Vulnerable expression, new masculinity of GQ.

Low angle shot- normally a conventional masculine approach but body language subverts this. 

Costume and hair creates blend of old and new; postmodernism.

"queer anthems" Representation of sexuality and identity goes against traditional hypermasculine stereotypes.

Blurring of high and low culture; postmodernism.

Modern take on masculinity.

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?

Action or enigma codes can be used to communicate meaning to the audience quickly whether it's by the text or an element in the central picture of the magazine that shows these codes.

4) Analyse the cover and inside pages of GQ. Does this offer an example of Steve Neale's genre theory concerning 'repetition and difference'?

 

Steve Neale suggests that repetition and difference is essential to the economy of the genre. In the GQ CSP this is shown by the front cover of the magazine which is unconventional to GQ, and in the inside pages this is shown by featuring Jonathan Bailey and talking about his private and actor life which has element of the 'New Masculinity' GQ is trying to implement.

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?

Gauntlett's three main ideas are:

• mass media force for change
• traditional stereotype of men has been shaken
• views of gender and sexuality, masculinity and femininity, identity and selfhood are all in slow but steady force for change

His first point can be seen in GQ with the 'New Masculinity' they are implementing of their magazines.

His second point can be seen in how Jonathan Bailey talks openly about his life.

His third point can be seen on the front page of the magazine and how it's unconventional for GQ and also in the inside pages and the clothes Jonathan Bailey is wearing.

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

I think that the magazine challenges van Zoonen's work. This is because she says that the media reinforces sex role stereotypes, helping to construct gender roles. In both parts of the CSP I think that gender roles are not traditional and not normally reinforced by the media.

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

I think that with their 'New Masculinity' movement, bell hooks idea on corrosive masculinity doesn't apply to GQ because of how they are changing the representation of people in their magazines .

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

Bailey is an openly gay actor which represents the 'New Masculinity' of GQ.

The opening of the feature introduces Bailey as part of GQs 'New Masculinity' approach to identity.

Natural background; not a conventional masculine look.

Low angle shot; normally a conventional masculine approach but body language subverts this.

"queer anthems" Representation of sexuality and identity goes against traditional hypermasculine stereotypes.

"you never really got behind the men", "or know why they're avoidant and toxic";  Masculinity in popular culture.

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? 

GQ magazine, 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? 

Will Welch says that GQ is not just written for or by men. GQ’s readers are anyone who has “an interest in seeing the world through a filter of stylishness,” Welch said.

In his leadership role, he’s grappling not just with the changing landscape of the media industry but with new perspectives on men and masculinity.

.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,” 

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 leads 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. There’s a beauty section, featuring men in glittery makeup and a profile of Billy Idol.

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

She writes, “No matter where I turned, 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?

When asked if GQ helped perpetuate toxic masculinity, Welch was quick to dismiss the notion. “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?

The idea of masculinity was simple – 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, while women would tend to the home and children.  

2) What social change occurred from the 1930s?

Paradoxically, and to no surprise, more (historically referred) effeminate traits, such as showing emotion, did not match the optics of masculinity and were therefore actively discouraged. 

From the Thirties onwards, the UK lost its industrialisation heavyweight status with manual worker jobs, and the masculinity status attached to them, in favour of an office-based deindustrialised economy. Naturally, Post-it notes, group huddle meetings and conference calls failed to marry to the historical notion of what masculinity should be. It was, however, a wake-up call to society that things needed to change. And change is happening.

3) What is suggested about masculinity today?

Any boy or man who feels that they cannot showcase their emotions or, indeed, a gentleness, is one who needs re-education on what it is to be a man. Showing your softer side is not weakness or shameful. It is smart. 

Besides, paradoxically, the very qualities that an outdated "masculinity" parades are present in all of us – men and women. We now thankfully share a society where not only men, but women too, demonstrate these and importantly have the freedom to do so.

4) Why does it suggest these changes are important? 

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. 

And in part it is justifiably dubbed the “silent killer” because we are yet to fully shift the perception that a man – a “masculine man”, a “real man”, a “man’s man” – does not speak out about his problems. 

We can all do our part and take a sledgehammer to masculinity and instead let both the hard traits and the soft traits have open forum in our lives and in society. That can only support better health and happiness.