Magazines: 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?

Cosmopolitan, Newsweek- This type of magazine is published for a wider audience to provide

information in a general manner, and the focus is on many different subjects.

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 to their intelligence and needs for information about culture. “Beyond” is vague, but the magazine also covers politics,technology and trends. It employs leading writers and experts on a wide variety of topics appealing to activators, achievers, and seekers.

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

GQ selects 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.

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. Pull quotes 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.

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. GQ is known for its  sophistication among men's style and culture magazines

Extension tasks: Look at the final pages of the magazine factsheet that focus on creating magazine pages for coursework. What can you take from this to help future coursework projects? 

You will need to decide the size of your magazine to make sure you use the correct proportions in page layout, images and text.

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. 

• Black/blue background - traditional masculine colours 
• high key lighting
• make-up cuts and bruises - connotations of aggression

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

• Two of the cover lines keep in with traditional masculinity  
• Direct mode of address to readers
• Costume shows some of his skin- strength and muscle 

Inside pages: Jonathan Bailey feature and fashion shoot

• image creates imagery of old and masculinity  
• Fashion shoot tells us about traditional GQ reader- wealthy
• Trousers show evolution in masculinity - Gauntlett

 

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?

Propp's character types - Robert Pattinson could arguably be presented at villain

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 poses still represent traditional masculinity but are essentially different because of Jonathon Bailey's freedom and expression of his sexuality. Difference in Neale's genre theory is key because it is important to the economy of genre but also is that makes GQ unique and further promotes thier 'New masculinity' campaign

 

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?

Jonathon Bailey's pose, expression and costume could show the evolution of masculinity 

Him opening about his upbringing and sexuality could allude to new masculinity 

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's theory supports the idea that gender is constructed and overtime naturalised. 

Jonathon Bailey tells us something about representation of sexuality in the media  - usually defines the person but not here. 

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

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

He opens bout his sexuality and and is 'one of the few gay British actors working onscreen ho isn't wholly defined by his sexuality' He also is represents 'The new masculinity' with his poses and fashion and doesn't use the representations of traditional masculinity: 'strength and power.'

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 new masculine issue 

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

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?

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? 

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. There’s a beauty section, featuring men in glittery makeup and a profile of Billy Idol.

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?

At the dawn of the twentieth 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 Thirties onwards, 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?

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? 

Crucially, we still need to see change in men’s relationship with their mental health. Suicide remains the leading cause of death in men under the age of 45 years