GQ: Language and 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?
There is: General interest, special interest and professional. GQ magazine falls under general interest.
2) Look at the section on GQ on page 2. How do they suggest that GQ targets its audience?
They target men through fashion and image, but also appealing to their intelligence and needs for information about culture.
2) Look at the section on GQ on page 2. How do they suggest that GQ targets its audience?
They target men through fashion and image, but also appealing to their intelligence and needs for information about culture.
3) What does the factsheet say about GQ cover stars?
GQ suggests that they choose their cover stars very carefully.
4) Pick out five of the key conventions of magazine front covers and explain what they communicate to an audience.
•The Masthead, the publication name, is at the top, using a sans serif font type for maximum impact.
Price, month and year are conventionally added, as is a barcode.
• The main coverline is not related to the image but offers different content of interest, with varying size, colours and styles of typography.
• 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. This creates a close, albeit illusory, relationship between the reader and the star.
• The use of sensationalism and language of true crime and or gossip magazines are intertextualised to create and emotional response.
• There are eight coverlines with substantial information in them to cater for different audiences. The use of synthetic personalisation (the use of “your”) reinforces the friendliness of the brand towards the audience.
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. It establishes brand identity and helps to distinguish one magazine from the other. GQs logo in the top left gives it the 'conventional look'.
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).
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.
-The typography seems very unusual, it is very arty and inky which fits with the cover image.
-The background is a blue/black colour scheme which could be seen as traditionally masculine.
-Propp's character theory, villain
-Medium close up with high key lighting and makeup that makes him look like he got beaten up.
-Facial expression shows aggression while costume shows his muscles which could indicate his strength.
-Medium close up with high key lighting and makeup that makes him look like he got beaten up.
-Facial expression shows aggression while costume shows his muscles which could indicate his strength.
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
On these pages, we can see how most of the images reinforce traditional masculinity such as his clothing and stances. Some things like his patterned trousers may suggest an evolution of masculinity which can support Gauntletts idea of masculinity and crisis. Some of the backgrounds such as the flowers can support this.
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?
We can talk about Propp's character types and how Robert Pattinson could be the villain in this cover as he definitely is not the hero. His facial expression, roughed up hair and scars could suggest that he is the villain in this story. We can also apply Todorov's equilibrium by saying that this image could be the disequilibrium compared to his old representations that he had after twilight.
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 colour scheme of the front cover is a conventional representation of masculinity, which is an example of Neale genre theory, repetition and difference. The title is also obscured by the cover image which is another conventional representation of magazine covers.
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?
On page 32, we can see Jonathan Bailey who seems to be showing normal elements of traditional masculinity in his mode of address however, the checkered trousers he is wearing could suggest some sort of 'evolution' of masculinity which we can link to Gauntlett.
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.
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 with their movement: 'new masculinity' where unconventional techniques are used and men are presented as more feminine than hyper masculine.
4) How does the Jonathan Bailey feature represent masculinity and sexuality?
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?
On page 32, we can see Jonathan Bailey who seems to be showing normal elements of traditional masculinity in his mode of address however, the checkered trousers he is wearing could suggest some sort of 'evolution' of masculinity which we can link to Gauntlett.
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.
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 with their movement: 'new masculinity' where unconventional techniques are used and men are presented as more feminine than hyper masculine.
4) How does the Jonathan Bailey feature represent masculinity and sexuality?
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?
The issue discussed is the 'New Masculinity Issue'. The imagery, the colors, the psychedelic typeface and the gender-fluid Williams made audiences wonder, “Is GQ still a men’s magazine?” It looks like an upside down lily flower waiting to bloom. His hands are clasped at his chest, his facial expression is soft.
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 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,” 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.
3) How has publisher Conde Nast responded to changes in the magazine industry and how did this impact GQ?
Condé Nast has been trying to recoup losses by cutting costs and redefining its business for the digital era. Condé ended Glamour’s print publication last year. It’s continued to invest in digital content, like video, across its brands. In addition to GQ’s two print magazines in the US and several international editions, the brand launched GQ Sports, a YouTube channel.
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. As the voices featured in the magazine show, there’s no one definition of masculinity. While Welch hoped the latest issue of GQ makes a statement on the matter, he said the conversation for him and for GQ’s audience is far from over.
5) What did journalist Liz Plank say about toxic masculinity?
She said, “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?
She said, “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?
He stated that: “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?
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?
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?
Today, we share a society where not only men, but women too, demonstrate these and importantly have the freedom to do so. Of course, it isn’t all a bed of roses, and while we still have some way to redress an imbalance of what is deemed acceptable traits for men and women. Masculinity is an outdated word for this, a new world that is attempting to dispel gender equality.
4) Why does it suggest these changes are important?
1) What does the article suggest masculinity involved at the start of the 20th century?
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?
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?
Today, we share a society where not only men, but women too, demonstrate these and importantly have the freedom to do so. Of course, it isn’t all a bed of roses, and while we still have some way to redress an imbalance of what is deemed acceptable traits for men and women. Masculinity is an outdated word for this, a new world that is attempting to dispel gender equality.
4) Why does it suggest these changes are important?
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