Magazines: GQ - Language and Representation

 Magazines: GQ - Language and Representation

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 covers topics like food, fashion or home and gardening. They have a combination of stories pictures and advertising and are bound together with a glossy cover.

Special interest: appear to be doing well now in a time of decreasing print sale because they target a smaller, more specialised audience. 

Professional: A periodical published by the governing body of a profession. The standard of quality of such periodical may be similar to that of a scholarly publication. 

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

They are appealing to men's knowledge and information requirements while also appealing to their fashion and appearance. Politics, technology, and trends are all covered in this magazine. It hires outstanding writers and specialists on a wide range of themes that appeal to activators, achievers, and seekers. 

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

They pick their cover models very carefully. 

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

• Masthead: the publication name is at the top using a san serif font type for maximum impact. Price, month and year are usually added.
• cover line: offers different content of interest with varying size, colours and styles of typography.
• sensationalism and language: intertextually to create an emotional response
•  main image: airbrushed, this type of editing has come under a lot of criticism but still appears to be the conventional way of representing women on front covers. 

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

They pick their cover models very carefully. 

 A magazine's house style refers to its traditional appearance in terms of writing and formatting. The house style provides brand identification and aids in differentiating one magazine from another. GQ's signature design is to use fonts and attractive cover lines to entice readers and make them wonder what the magazine will be about.

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
• colour scheme blue/black background
• white/black text - conventional representation of masculinity
• central image - direct mode of address: quite an aggression challenging expression
• typography for GQ - ink effect, typically cover lines, used sans serif
• creates smooth modern look
• Art and fashion issues - GQ readers, educated, interested in culture fashion
• Succeeds or aspirers (psychographic)

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

• colour scheme 
• blue/black background
• white/black text - conventional representation of masculinity

• typography for GQ -
•  ink effect, typically cover lines, used sans serif
• creates smooth modern look

• Central image 
• Conventional representation of masculinity 
• Direct address: quite aggressive challenging expression 
• Most mise- en- scene (hair, makeup, costume, jewel)
• Creates unconventional subversive representation of masculinity 
• Element of 1970s punk to image 
• Unconventional for GQ 

Inside pages: Jonathan Bailey feature and fashion shoot

•  Title 
• placed in the centre
• all lower case
• contrasts with women life style magazines like cosmopolitan
• unconventional
• typography  
• sans serif
• modern look to reflect modernist approach

• central image 
• tightly framed 
• closeup camera shot
• unconventional

 

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?

The opening of the inside page introduces Bailey as part of GQ's new manly approach to identification. Narrative can be utilised to transmit the meaning of the text to the audience much more quickly. 

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

 The obre colour on the front cover is a traditional depiction of masculinity. 

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?

Gender and sexuality views can be noticed on the photos of the fashion shoots when we see what Jonathan Bailey is wearing is unusual for GQ. According to Gauntlett, old stereotypes of men have been challenged, as seen by the magazine interviews in which Bailey speaks honestly about his life and experiences. 

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

In the CSP gender roles are not traditional and they are also not reinforced by the media.

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

No, I do not believe Bell Hooks' work applies. This is due to the fact that GQ's portrayals are always changing.

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

Bailey is introduced in the feature's start as a representative of GQ's 'New Masculinity' approach to identity. Natural background; non-traditionally manly appearance. Low-angle photography is typically seen as more masculine, although body language subverts this.


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? 

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?

Condé Nast, the parent company of GQ, has been attempting to recoup losses by slashing costs and reshaping its business for the digital era, now led by former Pandora CEO Roger Lynch

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.

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, while women would tend to the home  and children.

2) What social change occurred from the 1930s?

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. 

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 (strength, independence, courage, confidence and assertiveness) are present in all of us – men and women. 

4) Why does it suggest these changes are important? 

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.