Magazines: GQ - Language and Representation

GQ - Language & Representation blog tasks

Create a blogpost called 'GQ: Language and Representation' and complete the following tasks:

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 magazines are published for a wider audience to provide information in a general manner, and the focus is on many different subjects like food, fashion or home and gardening. 

Special interest magazines are niche magazines that offer in-depth content on a given area or topic. These magazines appear to be doing very well now in a time of decreasing print sale.

Professional magazines are a periodical published by the governing body of a profession. The standard of quality of such a 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?

“Since 1957, GQ has inspired men to look sharper and live smarter with its unparalleled coverage of style, culture, and beyond.” GQ 's brand values says a lot about what they know about their audience. They are targeting men through fashion and image, but also appealing to their intelligence about culture.

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

GQ selects their cover stars very carefully. They chose Marcus Rashford, a Manchester United footballer. However, this is not the coverline they have anchored him with. It is instead “Campaigner of the Year.” His high-profile criticism of the government about stopping free school meals during the pandemic and his charity work in this area

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

• The Masthead using a sans serif font type for maximum impact. Price, month and year are added

• Puffs are place in the left or right-hand corners to catch the eye of the reader, often inside a graphic element . The focus on sex, fashion and image are conventional to a mainstream lifestyle interest magazine. 

•  The main coverline is not related to the image but offers different content of interest

• Pull quotes such as “I was dancing so hard my dress fell off!” invoke humour and perhaps shock, but also appear to give insider knowledge. 

•  The use of sensationalism and language of true crime and or gossip magazines are intertextualised to create an emotional response.

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

The house style of a magazine refers to its conventional “look” in relation to its writing and formatting. The house style establishes brand identity and helps to distinguish one magazine from the other.

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. 

Colour scheme  is minimal as it is always black or white typography is always matched to the theme of the photoshoot, meaning for this instance its more droopy font fits in the emo theme. Language  is straight to the point in terms of what the magazine offers, rhetorical question to intrigue the viewer. photographic codes  has a lot of though into them in terms of costuming and makeup maybe to refer to their role in an upcoming event.

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

Inside pages: Jonathan Bailey feature and fashion shoot

The GQ issue with Robert Pattinson conveys a much more masculine trait whereas the insides pages featuring Jonathan Bailey portrays a much more expressive role in terms of its costuming, which connotes a hint of Gauntlett's idea that 'masculinity is in crisis' meaning the magazine itself is meant to be a traditional gentlemen quarterly's magazine and now men are being more feminine  

Robert Pattinson's cover image uses Mise-en-scene creates unconventional, subversive representation of masculinity. The central image has direct mode of address; quite an aggressive, challenging expression which reinforces this representation of masculinity.

Jonathan Bailey's opening creates narrative and enigma and introduces Bailey as part of GQ's "New Masculinity" approach to identity. The central image of the first inside page; typically feminine pose, indirect mode of address, mix of traditional and new masculinity in outfit, old and new links to postmodernism, old and new links to postmodernism.This allows them to subvert gender and identity stereotypes.    

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?

Levi-Strauss's binary opposition shows the different features shown throughout the GQ magazine. The front cover is potentially a much more punk styled atmosphere but as you begin to open the magazine you are presented sources of a much more feminine aspect, which conforms to the norms of the magazines traditional representations.

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

They offer an example of Steve Neale's repetition and difference theory as even though they both being expressive throughout their individual style it also shows their difference into the reasons behind their representations for one is a more personal, sexual matter for the other is much on the defence of advocating themselves through the style of fashion and modern society. 

 

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?

His first point can be seen in GQ with the 'New Masculinity' they are implementing of their magazines.

His second point can be seen in how Jonathan Bailey talks openly about his life.

His third point can be seen on the front page of the magazine and how it's unconventional for GQ and also in the inside pages and the clothes Jonathan Bailey is wearing.

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 the media plays a crucial role in establishing gender roles and the dominance of patriarchal ideologies, this is being reinforced on the front cover of GQ due to the blue and black colour scheme, the direct mode of address which creates an aggressive and challenging expression and the fact that Robert Pattinson is best known for his role in 'Twilight' where he was the male lead and was seen as a sex symbol which are all conventional masculine stereotypes. However, the Jonathan Bailey feature challenges van Zoonen's work as Jonathan Bailey is subverting the typical conventions that the media reinforced, such as his clothing, the way he poses for the photo shoot, the fact that he's an openly gay male which also goes against the traditional hyper-masculine stereotypes. 

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

bell hook's work on corrosive masculinity cannot be applied to GQ as they take a more feminist approach to their magazine called 'new masculinity' where unconventional techniques are used and men are presented as more feminine than hypermasculine. 

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

Bailey is an openly gay actor which represents the 'New Masculinity' of GQ.The opening of the feature introduces Bailey as part of GQs 'New Masculinity' approach to identity. Natural background; not a conventional masculine look.

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? 

Will Welch says that GQ is not just written for or by men. GQ’s readers are anyone who has “an interest in seeing the world through a filter of stylishness,” Welch said.

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?

Magazine monolith and GQ parent company Condé Nast, now under the leadership of former Pandora chief Roger Lynch, has been trying to recoup losses by cutting costs and redefining its business for the digital era.

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

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

Journalist Liz Plank released “For the Love of Men,” a book that explores the pervasiveness of it. She writes, “No matter where I turned, masculinity wasn’t something that was intuitive or intrinsic; it was carefully learned, delicately transmitted and deliberately propagandised. 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?

The idea of masculinity was simple – 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. Naturally, Post-it notes, group huddle meetings and conference calls failed to marry to the historical notion of what masculinity should be. 

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, the very qualities that an outdated "masculinity" parades are present in all of us – men and women. We now thankfully share a society where not only men, but women too, demonstrate these and importantly have the freedom to do so.

4) Why does it suggest these changes are important? 

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 and in part it is justifiably dubbed the “silent killer” because we are yet to fully shift the perception that a man – a “masculine man”, a “real man”, a “man’s man” – does not speak out about his problems. We can all do our part and take a sledgehammer to masculinity and instead let both the hard traits and the soft traits have open forum in our lives and in society. That can only support better health and happiness.