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?

The different magazine genres values and lifestyles. These link to GQ as the magazine highlights self-expressions and how the main image, 'Bailey' is talking about his identity which allows personal identity for the audiences. 

2) Look at the section on GQ on page 2. How do they suggest that GQ targets its audience?

They suggest that GQ targets its audiences through their fashion and image but it is also trying to appeal to their intelligence and information about culture. 

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

GQ selects their cover stars carefully. The image they choose was shot and styled to accentuate a stylish persona. For example, they used Marcus Rashford in their cover and used his high-profile criticism of government about stopping free school meals to appeal to achievers.

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

• The main coverline is not related to the image but offers different content of interest, with varying size, colours and styles of typography.
• Numbers are used to suggest it could also offer a quick-read for busy people.
• 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.
• Puffs are place in the left or right-hand corners to catch the eye of the reader, often inside a graphic element.
• Pull quotes to invoke humour and perhaps shock, but also appear to give insider knowledge.

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

A magazine 'house style' 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. GQ's house style could be the use of high-end brands and using the main image or character to promote it. Also, the idea of trying to blend new and old masculinity and the idea of self-expression.  

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 - variety of blues, black and white which reinforces the notions of traditional masculinity which reinforces Neale's repetition of conventions. 

Central Image - focuses on direct address which gives off the idea of slight aggressive of challenging expression towards the audience. 

Typography - (main cover line) - ink effect which has an unconventional font for GQ as they usually use sans serif to create modernity and sleek aethetic which contrasts the rest of the cover.

Mise-en-scene - (vest, chain, grillz, scruffy hair, tattoo and scars). This reinforces elements of traditional masculinity but subverts GQ's classic brand identity, rebellious. 

Language: CSP analysis

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 

-I would use the mise-en-scene, focusing on how the character is being represented and how it would portray to the audience.

-The use of the colour scheme of black, blue and white which reinforces the traditional symbolic colours for men

-The use of the typography (ink) as it reinforces the idea of new masculinity as well as self-expression.

Inside pages: Jonathan Bailey feature and fashion shoot

 -The image that was used as it focuses on a mixture of traditional and new masculinity as Bailey was in a position that seemed to be more feminine. This links to the idea of post-modernism (old and new).

-Some parts in the text where it focuses on Bailey's life struggles such as when he stated "It's quite scary", where we see how he subverts masculine stereotypes.

-Another part of the text where Bailey talks about his mental health, linking to Blumler &Katz's Uses and Gratifications, personal identity. This tells the audience that he's just similar to a normal person which again subverts male 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?

From the cover lines where it says "Who is Robert Pattinson?" creates enigma codes as where the image also reinvents Pattinson from his previous hearthrob celeb status, which also creates a binray opposition as audiences would more likely be familiar with him but in this cover he's highlihgted as unknown. In Todorov's equilibrium theory, the cover seems to be in a state of disequilibrium as the image kind of creates a sense of change as well as how we see Pattinson with his disheveled look through his hair and scars. Furthermore, using Propp's character types he could be see as the hero due the idea that he's the only one in the middle and his facial expression connotes that aggressive and dominant expression and the fact that he's looking straight at the camera (direct address) which shows him challenging. 

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

In the cover there is a sense of repetition as the use of the colour scheme was still blue, black and white which again reinforces the traditional masculine stereotype. Also, in Pattinson's facialexpression we see his aggressive and dominant expression which again reinforces repetition. This was further reinforces through the use of the chains, grillz and scars which we would usually see in a traditional male stereotype. However, there could be a difference in this cover as we see the use of different style of font such as the ink font, where GQ usually uses modernised font, sans serif. This would link to the idea of self-expression and new masculinity. We further see the idea of self-expression on the second page when Bailey talks about his mental health and struggles where it subverts the traditional male stereotypes. We also wouldn't see men opening up about their struggles and in public too. In addition, we see this through Bailey's images where he seemed to be in a more vulnerable and feminine pose. 

 

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's idea on masculinity can be applie to the GQ CSP as we see how masculinity is in crisis which subverts this idea as we do see men in struggle and how there's a gradual transformation of men's identity from conventional to unconventional. This was also reinforced through the photoshoot and Bailey's body language as he focuses more on fashion which men aren't traditionally into. 

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

GQ subverts van Zoonen's idea on sex role stereotypes. This is because we see how Bailey was positioned differently from a masculine pose, he seemed more feminine and less dominant. This is where we see him not playing the role of a typical dominant masculine stereotype. We also see in GQ how men are now changing their own idenity depending on their self-expression. However, we somehow do see him in his masculine style as we see in his costume how he's wearing suits which are typically worn by men.

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

bell hook's 'corrosive masculinity does apply to GQ as we see in the cover how Pattinson does have an aggressive dominant facial expression and we do see toxic masculinity but we see a subvertion of these idea as it doesn't just focus on patriarchal ideas but also on masculinity's fluidity.

4) How does the Jonathan Bailey feature represent masculinity and sexuality? 
The Jonathan Bailey feature represent masculinty and sexuality through the use of his narrative about his role in Bridgerton which focuses on romance and conventional men being with women. We also see his masculinity through the use of his costume such as the suit, reinforcing conventional outifits of men. However, we see his identity having slightly changed due to the focus on his struggles and how he talks about his mental health as well as his parents sending him to dance class which kind of subverts his 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 GQ issue that they talked about was about the "New masculinity" issue where they were questioning if GQ is still a men's magazine. What was notable about it was the idea that the purpose of the GQ magazine was not about the fact that it's for men but about the meanings that were being portrayed, differences in styles and new perspectives.

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

He wanted to redefine what a men's magazine could be. He didn't just focus on men but also women and non-binary gender. He suggested that there's no one way on how to be a man and how men can do anything with their identity.

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

Conde Nast responded by cutting costs and redefining its business for the digital era. This allowed them to gain more audience.

4) What did the GQ New Masculinity edition feature? 

The GQ New Masculinity edition featured non-traditional masculinity, new styles and how to become their own best self.

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

Liz Plank stated that "masculinity wasn’t something that was intuitive or intrinsic; it was carefully learned, delicately transmitted and deliberately propagandized."

6) How did Welch respond to suggestions GQ was responsible for toxic masculinity?

Welch's respond to the suggestions that GQ was responsible for toxic masculinity was “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 article suggests that in the 20th century masculinity involved strength, bravery, confidence, and assertiveness, where showing emotion was actively discouraged.

2) What social change occurred from the 1930s?

The social change from the 1930's was when the UK lost its industrialisation heavyweight status with manual worker jobs, where the society decided that they needed a change. 

3) What is suggested about masculinity today?

The idea that there's freedom when it comes to both men and women's sexuality and also the fact that if men can't show gentleness or show their emotion, they need to be re-educated on what is to be a man. Also, the idea that showing gentleness is not someting that is shameful or a weakness for men.

4) Why does it suggest these changes are important? 

The article suggests that a change in masculinity is important because it focuses on their health which allows them to be more attentive about their self-care and how it improves their mental health.