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?

The first type is General interest as this talks about many different subjects that include picture and stories. The next one is Special interest which is targeting a niche audience and speaks about in depth content. Finally, there is Professional  which is published by governing body body of profession.

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

GQ targets their audience of men through fashion well as appealing to their intelligence and need for information about culture.

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

It writes how cover stars are carefully selected where their anchorage text reflects a quite different story than the chosen image to appeal to the target groups mentioned in writing between additions.

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

The Master head- uses san/san-serif font at the top is the publication name.

Main cover line- written content of interest not related to the central image.

Puffs-left or right hand corner that are often inside a graphic element.

Pull quotes-writing that has humour or even shock towards the audience to form relationship.

Numbers-quick read for busy or people in a rush.

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

Magazine house style is its conventional look towards the writing and formatting. It helps catch the attention of potential audiences in a crowded shop. GQs style is seen as very classy and expensive looking with a twist. Most of the models are in suits whilst the cover lines or main flash are oppositional or even slightly related to what is being graphically portrayed.

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. 

-Blue/black background seen as traditionally masculine

-'Art + fashion' example of GQ new masculinity

-Cover lines keeping with traditional GQ

-art, inky typography as if hand written

-Propps character theory of villain

-image medium close up with high key lighting and makeup that makes him look beat up

-facial expression shows aggression while costume shows muscles and 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

I believe the backgrounds colour scheme is very important. We can see that there seems to be a faded blue to black background that reinforces traditional associations of colours when it comes to males. GQ initially intended to come out with 'new masculinity' by addressing modern readers. However an opposition reader can see the controversy in this. Although they want to move with time, instead we can see they are still stuck with implementing a 'male' colour scheme. 

Inside pages: Jonathan Bailey feature and fashion shoot

Most of the images of Jonathan Bailey reinforce traditional masculinity however some things like his patterned trousers go away suggesting a evolution of masculinity which can show Gauntlets idea that masculism is not in crisis. Some of the backgrounds such as the nature and 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 uses Propps character type and identify Robert Patterson as the villain which could possible showing him reinvent his celebrity persona from the twilight films.  This can also link to Todorovs equilibrium where the front cover presents a disequilibrium through his bruises and cuts shown on his face. Barthes enigma and action codes can make an audience question the various bruises on Roberts face and even hint to ideas of violence or even a fight. The inside could also make audience wonder why GQ has made it into a story telling session where Jonathan tells his experiences as being a male in modern society rather than showing clothing/fashions.

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 whole GQ magazine shows this genre theory through the frequent conventions of a fashion magazine where it presents expensive clothing listed to the side for audience and including pictures of what they loo like. It also includes celebrities that are recognisable to their targeted audience or if they decide to branch out. We can see a difference by the way the editer has changes towards a 'new masculinity' by including cover lines that are opposition to the cover image as well as the gossip/story .

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 believes masculinity is not in crisis and that views on sexuality, gender and identity are slowly changing in society. However, the magazine cover of Robert Patterson shows him looking stereotypical rough through the many bruises and cuts on his face. Masculine ideals of absolute toughness, stubborn self-reliance and emotional silence are reinforced from his pose and the makeup put on him. Some of the cover lines do show GQ's 'new masculinity' but the central image chosen is controversial to the actual written words.

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

She believes the media reinforces sex role stereotypes where genders have certain behaviours linked to them. The magazine definatly shows male ideas of aggression and power through the image once again. However, it can be argued through the selling line that seems to have been hand written asking the audience 'Who is Robert Patterson?'. This can make the audience believe that he is still struggling with his identity in society and wants to craft his own image.

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

Bell Hook talks about the act of violence that patriarchy demands of males is not violence toward women. In patriarchal culture males are not allowed simply to be who they are and to glory in their unique identity. We could say that Robert is either stuck following this traditional ideals or is just trying to express who he wants to be seen as in society. Either way it would be unknown as to how Robert wants to appeal out without his say on his identity.

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

Jonathan Baileys addition to the inside of the magazine really showed how masculinity can be see in a new way. Although most of the clothing he wore presented a sense of traditional masculinity and sharp expression, some of the poses and even clothing items can see the evolution away to a new society of acceptance through looking feminine. Jonathan also told his story and even came out as homosexual showing the freedom he has and acceptance he has received.

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 start talks about the magazine cover of Pharrell Williams who is wearing a yellow coat, looking like 'an upside own flower ready to bloom'. It talks about the imagery and colour implemented making the written question if GQ is still a men's magazine.

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

Welch stated that GQ is not just written for or by men but are targeting readers who are interested in seeing the world through a filter of stylishness. Now in his role he intended to redefine what a men’s magazine could be, he wanted his readers with their 'personal evolution'.

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

In response, parenting company Condé Nast has been cutting costs and redefining its business for the digital era. It continues 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 had 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. Welch hoped the latest issue of GQ makes a statement on the matter that the voices featured in the magazine show, there’s no one definition of masculinity.

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

The journalist realised a book called “For the Love of Men,” where she writes how '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?

He dismissed the notion when asked if GQ helped perpetuate toxic masculinity and instead talked about how the company wasn't harmful until he took over.

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, masculinity was seen as stereotypical expectation for men to have 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.

3) What is suggested about masculinity today?

It suggests how today  we share a society where everyone is free to have the same traits as well as moving away from traditional masculinity to freely expressive oneself.

4) Why does it suggest these changes are important? 

It is important especially for men's health  who are attunes with self-care to move away from harm especially how the leading cause for death for men under 45 is suicide.