teen vogue:industry and social media

Teen Vogue: Industry and social media blog tasks

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?

1. thank you, @theestallion-Entertainment, Lifestyle
2. Hi, Mosaic Blue!-Entertainment
3. Let the shopping begin.- Lifestyle
4. Cart = FULL!-Lifestyle
5. Found my new statement coat -Lifestyle
6. Get into it!-Politics
7. It's not easy, but that doesn't mean it's not possible.-Politics
8. Get familiar with @brentfaiyaz-Entertainment
9. Facts on facts on facts.-Politics 
10. This energy!-politics
11. To Kill a Mockingbird" shouldn't be the only story you read about racism.-Politics
12. "Black people shouldn’t have to be thankful for so little and, sometimes, for nothing at all."-Politics
13. OK wow this is easier than I thought!-Lifestyle
14. "The thing with self-bullying is that it can be so hard to identify-Wellness
15. 
    

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 background

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.

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.

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

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.

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 

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

How to Break Away From the Gender Binary

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.

clay shirky end of audience

Clay Shirky: End of audience blog tasks

Media Magazine reading

Media Magazine 55 has an overview of technology journalist Bill Thompson’s conference presentation on ‘What has the internet ever done for me?’ It’s an excellent summary of the internet’s brief history and its impact on society. Go to our Media Magazine archive, click on MM55 and scroll to page 13 to read the article ‘What has the internet ever done for me?’ Answer the following questions:

1) Looking over the article as a whole, what are some of the positive developments due to the internet highlighted by Bill Thompson?

IT helps theme network with each other and people can connect to each other by the internet. Additionally this can also help them in campaigning as well for human rights or other purposes.

2) What are the negatives or dangers linked to the development of the internet?

Bullying and abuse is being  developed in the Internet and also things like pornography which the parents don't want their kids to watch.

3) What does ‘open technology’ refer to? Do you agree with the idea of ‘open technology’?

open Technologies which are built to suit the principles of equality, social justice, and free expressions that are evident in our society. 

4) Bill Thompson outlines some of the challenges and questions for the future of the internet. What are they?

We cannot simply pull down the walls to the unimpeded flow of information and expect no consequences, so while I continue to think that the real benefits of the network will only be seen if we make it as open as possible,

5) Where do you stand on the use and regulation of the internet? Should there be more control or more openness? Why?

i think i am in the middle as i believe that we should be able to get information to an extent which can help us in educational ways.

Clay Shirky: Here Comes Everybody

Clay Shirky’s book Here Comes Everybody charts the way social media and connectivity is changing the world. Read Chapter 3 of his book, ‘Everyone is a media outlet’, and answer the following questions:

1) How does Shirky define a ‘profession’ and why does it apply to the traditional newspaper industry?

A profession exists to solve a hard problem, one that re- quires some sort of specialisation.This applies to traditional newspaper as it shows that adults don't need to professional in order to read it.

2) What is the question facing the newspaper industry now the internet has created a “new ecosystem”?

This has made newspaper distribution harder and Raises the Question of how society will be informed about the news of the day.

4) What is ‘mass amateurisation’?

Mass amateurization refers to the capabilities that new forms of media have given to non-professionals and the ways in which those non-professionals have applied those capabilities to solve problems (e.g. create and distribute content) that compete with the solutions offered by larger, professional institutions.

5) Shirky suggests that: “The same idea, published in dozens or hundreds of places, can have an amplifying effect that outweighs the verdict from the smaller number of professional outlets.” How can this be linked to the current media landscape and particularly ‘fake news’?

This suggests that many people can use the internet to make news and share their viewpoint which makes it harder for people to believe them.This links to fake news because people will not be able to know the truth properly by having sources by everyone.

6) What does Shirky suggest about the social effects of technological change? Does this mean we are currently in the midst of the internet “revolution” or “chaos” Shirky mentions?

he believes that we are in the chaos revolution for the internet.

7) Shirky says that “anyone can be a publisher… [and] anyone can be a journalist”. What does this mean and why is it important?

This means that anyone can share their ideas and show stories form their side.Additionally  this is important because this has allowed everyone to share their viewpoint.

8) What does Shirky suggest regarding the hundred years following the printing press revolution? Is there any evidence of this “intellectual and political chaos” in recent global events following the internet revolution?

he says that fake news has mislead misinformation to people and people are believing everything what the media is saying has changed a lot of opinions of people.

9) Why is photography a good example of ‘mass amateurisation’?

This is because it allows them to  provide evidence of them being in the incident and can us them to threat people.

10) What do you think of Shirky’s ideas on the ‘End of audience’? Is this era of ‘mass amateurisation’ a positive thing? Or are we in a period of “intellectual and political chaos” where things are more broken than fixed? 

i think positive because it has allowed everyone opinion to count and that everyone can share their news about themselves and can make a social change.for  example some news about Iraq will not be shown by the media but it can be shared by someone who lives their in oiraq.

learner response

Baseline assessment learner response

Create a new blog post called 'Y13 baseline assessment learner response' and complete the following tasks:

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential)

www-brilliant and clearly know range of theories.with some work with your exam technique you should be aiming a lot higher than this.

EBI-revise effect theories.
you need to apply  theories with specific evidence from the csp and aplly them propelry instead of just putting them in the sheet,

2) Focusing on the BBC Life Hacks question, write three ways it helps to fulfil the BBC's mission statement that you didn't include in your original assessment answer. Use the mark scheme for ideas.

Talks about think like mental health

Topics such a gender fluidity is discussed.

The entertainment which is the music


3) Question two asked you how useful media effects theories are in understanding the audience response to War of the Worlds. Complete the following:

• Gerbner's Cultivation theory is very useful because it helps you understand how people follow and belief the m,media blindly.
• Frankfurt School's Hypodermic Needle model is useful because information for the media is taken seriously and that 
• Stuart Hall's Reception theory is useful because it shows how writers view is given importance and how audience listens to the writer of a production.

4) Write a full essay plan for the 25-mark Magazines question. The mark scheme contains plenty of ideas you can use here. Your plan should include notes/bullet points addressing the following:

• Introduction: one sentence answering the original question and laying out your argument clearly.
• Paragraph 1 content:introduction
• Paragraph 2 content:media audiences-men's health and the decline in print
• Paragraph 3 content:men's health and the how the new digital media is affecting everyone.
• Paragraph 4 content:oh comely-uses and gratifications theory
• Paragraph 5 content:conclusion and my opinion

5) Finally, identify three key skills/topics you want to work on in A Level Media this year before the final exams in June.

• affects theories
• structure for third question
• exam technique