GQ: Language and Representation

 Language: Media factsheet

Complete the following tasks using Media Factsheet 252 - The Codes and Conventions of Print Magazines. 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 (E.G. GQ):
• 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. They typically cover topics like food, fashion or home and gardening. They have a combination of stories, pictures and advertising, and are bound together with a glossy cover.
• Special interest(E.G. National Geographic):
• These are niche interest 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 because they target a smaller, more specialised audience.
• Professional(E.G. Farmer's Guardian):
• A professional magazine. 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.”
• The statement of GQ about its 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 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. In the December 2022 edition, they chose Marcus Rashford, a Manchester United footballer. However, this is not the cover line 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 would appeal to achievers because they value the “fruits of hard work.” The image has also been shot and styled to accentuate a stylish persona. Furthermore, the choice of a black dinner suit adds gravitas and sophistication to the imagery while the light reflecting on his skin connotes health and youth, again appealing to these groups.

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

• The Mast head: Usually at the top is the publication name.
• Main cover line: written content of interest related to the contents of the magazine.
• Puffs: are placed in the left or right-hand corners to catch the eye of the reader, 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? 

• 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

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: Blue/black background seen as traditionally masculine man and target audience
• Photographic codes: 'Art + fashion' example of GQ new masculinity
• Language: Cover lines keeping with traditional GQ
• Typography: art, inky typography as if hand written
• Narrative: Propps character theory of villain
• Technical codes: image medium close up with high key lighting and makeup that makes him look beat up
• Actor: 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

• cover image:
• medium close up
• high key lighting
• connotations of aggression but not typical of GQ/men's life style magazines
• direct mode of address challenging the reader
• selling line
• unusual typography - arty, inky look
• gives connotations of a villain
• cover lines
• Art + fashion - example of \GQ's "new masculinity"
• two cover lines more in keeping with traditional masculinity

Inside pages: Jonathan Bailey feature and fashion shoot

• price of clothes
• tells us more about their target audience (wealthy males)
• images
• create representations of old and new masculinity
• mixes old masculinity and GQ's new masculinity together to try and ease audiences into the new masculinity
• interview
• He's open and honest about his identity and upbringing

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?

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

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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?

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

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

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

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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? 

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

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

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4) What did the GQ New Masculinity edition feature? 

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

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

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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?

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4) Why does it suggest these changes are important? 

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