1) How does Gilroy suggest racial identities are constructed? Gilroy suggests that racial identities are caused by historical conflicts that have brought different groups into opposition.
2) What does Gilroy suggest regarding the causes and history of racism? He suggests that Gilroy states that racial difference and racial identities are the product of racial oppression.
3) What is ethnic absolutism and why is Gilroy opposed to it? Ethnic absolutism is a line of thinking which sees humans are part of different ethnic compartments, with race as the basis of human differentiation. Gilroy has a opposite way of thinking as he says racism cause race.
4) How does Gilroy view diasporic identity? Gilroy sees the diaspora that cannot be reversed, unlike the classic position which offers the myth of returning to the place of origin. For Gilroy, the Black Atlantic diaspora is irreversible because the experience of slavery irrevocably changed the diasporic identity.
5) What did Gilroy suggest was the dominant representation of black Britons in the 1980s (when the Voice newspaper was first launched)?
He suggested that “external and estranged from the imagined community "which means that black people left out form the society in Britain.
6) Gilroy argues diaspora challenges national ideologies. What are some of the negative effects of this?
Experiences of exclusion,
exposure to regressive ideologies
marginalisation.
7) Complete the first activity on page 3: How might diasporic communities use the media to stay connected to their cultural identity? E.g. digital media - offer specific examples. They might do this by viewing the media like Netflix and other places in which you are easily able to access it and can also watch movies which are based in their home or culture. 8) Why does Gilroy suggest slavery is important in diasporic identity? he suggests that the impact that slavery had (and is still having) cannot be ignored, and that because of this, there will always be Diaspora.
9) How might representations in the media reinforce the idea of ‘double consciousness’ for black people in the UK or US? They do this by seeing themselves from other people's perspective and in the USA the black people are represented as criminals,rappers or gangsters. 10) Finally, complete the second activity on page 3: Watch the trailer for Hidden Figures and discuss how the film attempts to challenge ‘double consciousness’ and the stereotypical representation of black American women. The trailer challenges double consciousness by showing three independent black women who are good at their work and are determined for the future. This shows that black women can also stay independent and be the future for the companies in america.
Teen Vogue: Audience and Representation blog tasks
Create a new blogpost called 'Teen Vogue Audience and Representation' and work through the following tasks to complete the audience and representation aspects of your Teen Vogue case study: Audience 1) Analyse the Conde Nast media pack for Teen Vogue. What is the Teen Vogue mission statement and what does this tell us about the target audience and audience pleasures? "Teen Vogue is the young person’s guide to saving the world. We aim to educate, enlighten, and empower our audience to create a more inclusive environment (both on- and offline) by amplifying the voices of the unheard, telling stories that normally go untold, and providing resources for teens looking to make a tangible impact in their communities." This tells us that the target audience is young teenager which are interested in getting information. 2) What is the target audience for Teen Vogue? Use the media pack to pick out key aspects of the audience demographics. Also, consider the psychographic groups that would be attracted to Teen Vogue: make specific reference to the website design or certain articles to support your points regarding this. The Target audience for teen vogue is 18024 aged and pyschographically it will be succeeders and explorers who like to learn new things. 3) What audience pleasures or gratifications can be found in Teen Vogue? Do these differ from the gratifications of traditional print-based magazines? Surveillance, i.e political issues, social issues, social media world, celebrity world, fashion world, etc. -Personal relationships i.e with editors or political figures -Personal identity i.e see themselves and their views reflected through celebrities mentioned in articles or through similar readers (sense of community) 4) How is the audience positioned to respond to political news stories? The audience is positioned to criticise political news stories. 5) How does Teen Vogue encourage audiences to interact with the brand – and each other – on social media? The ‘tentpoles and editorial pillars’ section of the media pack may help with this question.
They do that by having models wear the b rand and show how the products are being worn by famous celebrities.this then makes the audience to imitate the celebrity and get the same brand.
Representations
1) Look again at the Conde Nast media pack for Teen Vogue. What do the ‘tentpoles and editorial pillars’ (key events and features throughout the year) suggest about the representation of women and teenage girls on teenvogue.com?
They represent women in a new way in which they have shown leadership and how women are being independent.Additionally also showing how women are getting involved in things like politics.
2) How are issues of gender identity and sexuality represented in Teen Vogue?
They have represented gender identity and sexuality in teen vogue as in a very liberal way; it allows you to express your gender very freely and is non-binary. It promotes the idea that you don't need to label and confine yourself as either one or the other.
3) Do representations of appearance or beauty in Teen Vogue reinforce or challenge traditional stereotypes?
They do both in my opinion as in fashion they are still using traditional stereotypical way of showing beauty but they are also talking about self love.
4) What is the patriarchy and how does Teen Vogue challenge it? Does it succeed?
Patriarchy is seeing things from male dominated society and i think teen vogue is challenging it because it shows how women are getting into politics.
5) Does Teen Vogue reinforce or challenge typical representations of celebrity?
It is reinforcing the typical representations of celebrity.
Feature: how Teen Vogue represents the changing nature of media aimed at women
1) How was the Teen Vogue op-ed on Donald Trump received on social media?
It helped teen vogue gain a lot of attention from everyone as noone expected them to get into politics like this from the post.
2) How have newspapers and magazines generally categorised and targeted news by gender?
They have done this generally by making women to be in fashion and how men are into politics and women are into fashion like vogue.
3) How is this gender bias still present in the modern media landscape?
This is still in the modern media landscape as even till now some magazines are targeted into categories in which focus on men like health and women like vogue and fashion. 4) What impact did the alternative women’s website Jezebel have on the women’s magazine market?
This website combined the typical soft news (like fashion and entertainment) with hard news like politics and economy.
5) Do you agree with the writer that female audiences can enjoy celebrity news and beauty tips alongside hard-hitting political coverage? Does this explain the recent success of Teen Vogue?
Yes i agree with the writer as i think people want to change the way content is being presented to everyone specifically and that everyone can involved in politics.
6) How does the writer suggest feminists used to be represented in the media?
It suggests that feminists are sex objects.
7) What is the more modern representation of feminism? Do you agree that this makes feminism ‘stereotyped as fluffy’?
The modern feminist representations are that they are independent and that i don't agree with the feminists to be seen fluffy.
8) What contrasting audience pleasures for Teen Vogue are suggested by the writer in the article as a whole?
The contrasting audiences pleasures will be that there is fashion in one side and that politics in the other side.
9) The writer suggests that this change in representation and audience pleasures for media products aimed at women has emerged from the feminist-blog movement. How can this be linked to Clay Shirky’s ‘end of audience’ theory?
This links to his theory because he suggests that there is not one producer and everyone is allowed to be the producer has allowed this movement to be big and that everyone has been involved to make the change.
10) Is Teen Vogue simply a product of the Trump presidency or will websites and magazines aimed at women continue to become more hard-hitting and serious in their offering to audiences?
I think these websites will start doing hard hitting serious things because the success of teen vogue took place after that and other competitors may see this as chance to move into it.
Create a new blogpost called 'Teen Vogue Industry and social media' and work through the following tasks to complete the final aspects of your Teen Vogue case study: Industry: Condé Nast 1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year? They make about 20 other magazines like vogue. 2) What are Teen Vogue’s main sources of income?
Advertsising in the blank space and though youtube.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams? They are making their websites online for sharing their information then spending money on the print. 4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry? This is because its a way of companies trying to promote their products and encourage audience to buy their products. 5) Do you view Teen Vogue’s content as a form of public service media or is Condé Nast simply interested in clicks and profit? I think they are trying to make profit because they don't look like they care about anything but are doing everything just to make profit. Closure of print edition research Read the following short articles to learn the background to Condé Nast's decision to close the print edition of Teen Vogue in 2016 and then answer the questions below: BBC: Teen Vogue: How will going online-only affect readers? New York Times: Condé Nast Ends Teen Vogue’s Print Run Folio: Your Teen Vogue Hot Takes Are All Wrong 1) Why does the BBC suggest “Teen Vogue’s digital game is strong”? This si because they have fopcused on their presence in the interent. 2) What does the BBC suggest is responsible for the Teen Vogue website’s success? They suggest that they have done this by being simple and having strong content in the website whcih has enegaged everyone to view their website. 3) How did Teen Vogue justify the closure of the print magazine? They did this by having a website and making people sign up to it for infomration being emialed top them and that people are signed by to them for their magazine online. 4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it? there is nothing special about being online and that everyone is online nowadays. 5) How do online-only publications make money? They make money by advertising. 6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z? she suggest that print is being declined and everyone is going digital. This for generation x is that it will help them get into more quicker as they are being born with the technology. 7) What does the New York Times say Conde Nast is known for? He is known as for his lavish lifestyle. 8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much? 100 m less revnue than 2016 9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach. 2 millions visitors to 9 million for teen vogue through internet. 10) Finally, Folio also highlights some of the aspects we have studied elsewhere. Pick out two quotes from the article that link to our work on the Teen Vogue audience, representation or design. Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year. We are aggressively investing in the brand and all of its consumer touchpoints,” - This indicates how media in general is evolving and getting bigger.
“In one of my interviews, one of the questions was, how do you grow Teen Vogue from 2 million to 10 million a month? And [adding politics] was largely the answer.” - Picardi
Social media analysis Work through the following tasks to complete your textual analysis of Teen Vogue's social media presence: 1) Look at the Teen Vogue Twitter feed (you don’t need to sign up to Twitter to see it but may need to log-in at home). How many followers does Teen Vogue have? 3.3 milllion followers 2) Now look at the content. Classify the first 20 tweets you can see using the sections on the Teen Vogue website: News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness and Homecoming. What does the Twitter feed focus on most? Does this differ to the website?
thank you, @theestallion-Entertainment, Lifestyle
Hi, Mosaic Blue!-Entertainment
Let the shopping begin.- Lifestyle
Cart = FULL!-Lifestyle
Found my new statement coat -Lifestyle
Get into it!-Politics
It's not easy, but that doesn't mean it's not possible.-Politics
Get familiar with @brentfaiyaz-Entertainment
Facts on facts on facts.-Politics
This energy!-politics
To Kill a Mockingbird" shouldn't be the only story you read about racism.-Politics
"Black people shouldn’t have to be thankful for so little and, sometimes, for nothing at all."-Politics
OK wow this is easier than I thought!-Lifestyle
"The thing with self-bullying is that it can be so hard to identify-Wellness
3) How are the tweets and headlines written? Can you find examples of clickbait? They use cap to highlight the headline. 4) How does the Twitter feed use videos and images? They use it for enagaging audience to see the evdience for what they are talking about in their tweet. 5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have? 5,885,552-Likes 5,789,011-Followers
6) Click on the Videos link on the left-hand menu. What type of content do the videos feature? Does this differ to the website or Twitter feed? Politics and wellness which is different to their twitter feed as in twitter they have a click bait style for their smaller audience. 7) Now look at the Events tab to explore past events. What are these events and what do they tell us about how audiences interact with the Teen Vogue brand? These events tell us how audiences want to interact with teen vogue. 8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram? 2.7 Million Followers
9) How does the Instagram feed differ from other social media channels? They use famous models in their post which makes it different from other social media channels. 10) What examples of digital convergence and synergy can you find on Teen Vogue social media including the Teen Vogue YouTube channel? (E.g. opportunities to engage with the brand across different platforms).
The synergy and digital convergence that i can find from teen vogue is that news stores like gaslight america which showed trump.
Teen Vogue was launched in 2003 as a print magazine ‘little sister’ title to US Vogue. It focused on fashion and celebrity and was a conventional magazine aimed at teenage girls. In 2015, in response to declining sales, the magazine cut back its print distribution and focused on digital content. After single-copy sales dropped 50% in the first six months of 2016 alone, the magazine went quarterly (four issues a year) before announcing the closure of the print magazine completely in November 2017.
Online growth Led by digital director Phillip Picardi, the Teen Vogue website grew substantially as the print magazine declined. Between January 2016 and 2017, Teen Vogue’s online traffic rocketed from 2.9m US visitors to 7.9m. The magazine then surpassed 10m unique users later in 2017. In addition, the magazine has 6m Facebook likes, 3.5m Twitter followers and a huge following on Snapchat.
Evolution and activism
The spectacular digital growth of Teen Vogue has been credited to the editor Elaine Welteroth and digital guru Picardi leading the magazine in a radically different direction to traditional teenage magazines. Focusing on politics, activism and feminism, the magazine has developed a reputation for high-quality journalism while recruiting millions of socially-conscious, educated readers.
'Woke' Teen Vogue considers itself a ‘woke’ brand.
Woke definition: a political term of African American origin that refers to an awareness of issues concerning social justice. This means Teen Vogue covers issues of politics, racism and gender identity… and amazingly has expanded the appeal and reach of the brand while doing do.
1) What was the article that announced Teen Vogue as a more serious, political website – with 1.3m hits and counting?
The Article was "gaslight america"whcih was for donald trump and how he is manpiputalting the system to the point where they question their own sanity.
2) When was the original Teen Vogue magazine launched and what was its original content?
Teen Vogue was launched in 2003 as a print magazine ‘little sister’ title to US Vogue. It focused on fashion and celebrity and was a conventional magazine aimed at teenage girls.
3) How did editor Elaine Welteroth change Teen Vogue’s approach in 2015?
she changed it by having three black model which were not that famous.
4) How many stories are published on Teen Vogue a day? What topics do they cover?
50-70 everyday and they cover fashion,politics and gossip about celebrities.
5) What influence did digital director Phillip Picardi have over the editorial direction?
6) What is Teen Vogue’s audience demographic and what does ‘woke’ refer to?
Their audience demographic is 18-25 years old and woke refers to a slang word for social awareness.
7) What issues are most important to Teen Vogue readers?
Identity is something which is important as young people are craving something real and authentic about themselves which can make them happy.
8) What does Tavi Gevinson suggest regarding the internet and ‘accountability culture’ with regards to modern audiences? Can you link this to our work on Clay Shirky?
Tavi suggest that the Internet has allowed to make a relationship with readers closer and more transparent to modern audience.This links to clay Shirky end of audience as this talks about about how the producer and consumer is both the audiences.
9) What social and political issues have been covered successfully by Teen Vogue?
Social issues like black live matter and political issues like gaslight america.
10) What do Teen Vogue readers think of the magazine and website?
They think that they whatever teen vogue is talking is true and that infomratiuon given by them is truthful and not biased.
Teen Vogue textual analysis and example articles
Work through the following tasks to complete your textual analysis of the Teen Vogue website and read notable Teen Vogue articles to refer to in exam answers.
Homepage analysis
Go to the Teen Vogue homepage and answer the following:
1) What website key conventions can you find on the Teen Vogue homepage?
-hashtags
-Bold header
-Images linked to articles
2) How does the page design encourage audience engagement?
This sis because they use pictures and hashtags and hashtags can allow other people to give their viewpoint on it by using the hashtag that they are using.
3) Where does advertising appear on the homepage?
It appears on the side of the page.
4) What are the items in the top menu bar and what does this tell you about the content of Teen Vogue?
fashion politics entertainment
5) How far does the homepage scroll down? How many stories appear on the homepage in total?
There are around 30+ stories on the homepage and scrolls down quite a fair bit.
Lifestyle section
Now analyse the Lifestyle section of Teen Vogue (in the Identity section) and answer the following:
1) What are the items in the top menu bar for the Lifestyle section?
It includes tech, campus life, careers, decorating ideas and food.
2) How is the Lifestyle section designed to encouragement audience engagement? Think about page design, images, text and more.
It has designed for engagement as it has strong visuals which make you focus in the website.
3) What do you notice about the way headlines are written in Teen Vogue?
They are written in bold and that they can noticed quickly.
5) What does the focus on education, university and ‘campus life’ tell you about the Teen Vogue audience demographics and psychographics?
It shows how they are focusing on teenage audience and encouraging them to study.
Five key articles
Read the following five notable Teen Vogue features then answer the questions below for EACH feature.
1) Who is the writer and what is the article about?
- The Writer is Lauren Duca and the article is about the impact of Donald Trump becoming the president and how he has impacted America as a country
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
- The article uses narrative to enhance Donald Trumps views and his manipulation and lies
3) Why is this article significant?
- The article is significant as it is about politics and about Americas society right now presenting the truth and the consequences of Donald Trumps presidency
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
- The article appeals to all demographics of Teen Vogue readers as it focuses on politics which is seen as something that the readers need to be more awake and 'woke' about
1) Who is the writer and what is the article about?
The writer is This article is about how gender should not be stated at birth as sex characteristics should not be associated with gender expression. Things like body shaming and using pronouns to describe gender should be subverted as a result as it is found that one in every hundred babies are said to be different from being classed as male or female.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
The article uses narrative through Todorov's theory as there is a disequilibrium set up about gender and the way people see this which disrupts the equilibrium.
3) Why is this article significant? This article is significant as it is highlighting issues to do with gender and creating a new outlook towards it.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
This reflects the ideologies of modern teen vogue as it takes a new approach to gender which means that it is creating a voice for the 'z' generation and creating this movement so that it can be made easier. This is what teen vogue aim to create a platform as the editor describes for everyone so they feel part of society.
