CSP - Magazines - GQ - Language + 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: 

•  GQ: Interest in the GQ company

Special Interest: 

•  GQ: Interest in Robert Pattinson

Professional: 

•  GQ: GQ logo and branding

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 for intelligence and needs for information about culture.

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

GQ cover stars are chosen carefully, not juts for their fame but also the influence they've brought for their fans and audience.

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

• Masthead: For maximum impact., it communicates the title and genre of magazine.
• Puffs: To catch the eye of the reader, often inside a graphic element.
• Main coverline: Offers a different content of interest
• Pull quotes: Invokes humour and perhaps shock
• Main Image: Catches the eye and interest of the reader, usually a celebrity 

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. It establishes brand identity and helps to distinguish the magazine brand from another. 

GQ's house style is a very metro sexual masculine design as well as pricey (upper class).

Language: CSP analysis

Use your annotated CSP pages to help answer the following questions. You can find an annotated copy of the GQ pages here (you'll need your Greenford Google login).

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. 

• Colour scheme: Blue and black is still quite masculine colours
• Typography: Font represents Will Welch's 'new masculinity'
• Language: his costume is unconventional
• Photographic: direct address is intimidating which s quite masculine

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

•  Costume shows some of main images body(strength/muscle), action code
• Costume/Makeup= connotations of aggression(typical masculinity), but not typical of GQ (Will Welch's influence) 
•  Propps character types - villain or an unconventional hero , Patterson reinventing himself after Twilight films; disequilibrium compared to his old representation 

 Inside pages: Jonathan Bailey feature and fashion shoot

•  “felt lost” - recurring theme of feelings, not typical of GQ
•  Image creates a bricolage of old and new masculinity, partly presenting him as a leading man and simultaneously hinting at ‘new masculinity’
•  Fashion shoot illustrates GQ’s audience- wealthy/upper class;  jacket( £2,470), trousers( £780) etc

 

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?

• Todorov: Entire GQ cover represents a disequilibrium - Pattinson recreating his image
• Propp: Villain or unconventional hero as he doesn't look very approachable
• Barthes: Scars and bruises (action codes & enigma codes)

We can use it to find out the target audience and/or message the cover is wanting to give.

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 cover has the repetition of traditional masculine stereotypes with its theme of violence and aggression presented by the cuts and bruises on his face as well as shifting away from its own conventional cover and designs originally.

The inside pages imply the difference and change in masculinity based on society’s ever changing views on masculinity. (difference) 

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 suggested that masculinity is evolving. This is shown through the magazine within the typography and jewellery on the actor. This represents the influence of Will Welch's managing. 

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

Van Zoonen suggested that in the media women are a spectacle. The magazine doesn't subvert or reinforce this idea due to the lack of women on the cover, however, you could argue they are treating Robert Pattinson as someone to look at rather than a person.

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

Changes in social norms towards masculinity is influencing men to move along with the trend.

4) How does the Jonathan Bailey feature represent masculinity and sexuality? 
He is gay and wearing typically masculine clothes in a very feminine way.

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? 

Pharrell Williams GQ cover. 

The yellow coat that looked like a dress

2) How did Will Welch view GQ when he took over as Editor-in-Chief and what did he want to offer readers? 

He said it is not written for or by men and that GQ readers are anyone who has an interest in seeing the world through a filter of stylishness. He offered new perspectives on masculinity.

3) How has publisher Conde Nast responded to changes in the magazine industry and how did this impact GQ?

Conde nast tried to cut costs

4) What did the GQ New Masculinity edition feature? 

Gender fluidity

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

“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?

 “It’s not like GQ was harmful until I took over. That’s definitely not the case,”

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.

2) What social change occurred from the 1930s?

 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?

 Men are now more attuned with self-care than ever before and actively striving for it. 

4) Why does it suggest these changes are important? 

Can only support better health and happiness.