Teen Vogue: background
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.
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.
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.
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.
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.
Teen Vogue: background reading
Read this Guardian feature from 2017 on Teen Vogue and answer the following questions.
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
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.
Donald Trump Is Gaslighting America
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
The New Face Of Teen Activism
1) Who is the writer and what is the article about?
- The writer is Alexis Manrodt and the article is about social activism and the role of the internet and the media on the issue
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
- It helps us understand that the goal of Teen Vogue is to create a better world for our generation
3) Why is this article significant?
- The significance of this article is that it is based on the future of the readership and how the internet can influence a lot of things
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
- It reinforces how Teen Vogue is a 'woke' brand and influences change
1) Who is the writer and what is the article about?
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
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.
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.
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