Teen Vogue has generated a huge amount of coverage (and attracted a significant audience) by re-positioning the magazine as a socially conscious political hub for young women.
Notes from the lesson
Teen Vogue: background
Teen Vogue was launched in 2003 as a print magazine ‘little sister’ title to US Vogue. It focused on fashion and celebrity and was a conventional magazine aimed at teenage girls.
In 2015, in response to declining sales, the magazine cut back its print distribution and focused on digital content. After single-copy sales dropped 50% in the first six months of 2016 alone, the magazine went quarterly (four issues a year) before announcing the closure of the print magazine completely in November 2017.
In 2015, in response to declining sales, the magazine cut back its print distribution and focused on digital content. After single-copy sales dropped 50% in the first six months of 2016 alone, the magazine went quarterly (four issues a year) before announcing the closure of the print magazine completely in November 2017.
Online growth
Led by digital director Phillip Picardi, the Teen Vogue website grew substantially as the print magazine declined.
Between January 2016 and 2017, Teen Vogue’s online traffic rocketed from 2.9m US visitors to 7.9m. The magazine then surpassed 10m unique users later in 2017. In addition, the magazine has 6m Facebook likes, 3.5m Twitter followers and a huge following on Snapchat.
Led by digital director Phillip Picardi, the Teen Vogue website grew substantially as the print magazine declined.
Between January 2016 and 2017, Teen Vogue’s online traffic rocketed from 2.9m US visitors to 7.9m. The magazine then surpassed 10m unique users later in 2017. In addition, the magazine has 6m Facebook likes, 3.5m Twitter followers and a huge following on Snapchat.
Evolution and activism
The spectacular digital growth of Teen Vogue has been credited to the editor Elaine Welteroth and digital guru Picardi leading the magazine in a radically different direction to traditional teenage magazines.
Focusing on politics, activism and feminism, the magazine has developed a reputation for high-quality journalism while recruiting millions of socially-conscious, educated readers.
Focusing on politics, activism and feminism, the magazine has developed a reputation for high-quality journalism while recruiting millions of socially-conscious, educated readers.
'Woke'
Teen Vogue considers itself a ‘woke’ brand.
Teen Vogue considers itself a ‘woke’ brand.
Woke definition: a political term of African American origin that refers to an awareness of issues concerning social justice.
This means Teen Vogue covers issues of politics, racism and gender identity… and amazingly has expanded the appeal and reach of the brand while doing do.
Teen Vogue: background reading and textual analysis blog tasks
Work through the following tasks to complete your first case study on Teen Vogue.
Teen Vogue: background reading
Read this Guardian feature from 2017 on Teen Vogue and answer the following questions.
1) What was the article that announced Teen Vogue as a more serious, political website – with 1.3m hits and counting?
The article was written by Lauren Duca and spoke about Donald Trump flash lighting America
2) When was the original Teen Vogue magazine launched and what was its original content?
The old Teen Vogue was launched in 2004 as a little sister for US Vogue, Teen Vogue used to focus on the standard cocktail of fashion must-haves and celebrity worship.
3) How did editor Elaine Welteroth change Teen Vogue’s approach in 2015?
Teen Vogue editor Elaine Welteroth describes as a “watershed moment” in a gradual yet radical evolution of the title over the past 18 months. “I think that stirred up a larger conversation around how we think about young girls,”
4) How many stories are published on Teen Vogue a day? What topics do they cover?
This morning’s stories (the team publishes between 50 and 70 a day) present a typically mixed bag of fashion, entertainment and current affairs.
5) What influence did digital director Phillip Picardi have over the editorial direction?
Due to Phillip being the digital director of Teen vogue, he has made a very positive impact over the years to the Teen Vogue website even though their print version declined.
6) What is Teen Vogue’s audience demographic and what does ‘woke’ refer to?
A posse of snappily dressed millennials, the team is also a reflection of the title’s demographic, which “ages up”, in the words of Welteroth; in other words, they’re not all teens. “Our sweet spot is 18-24,” she tells me. Also describing her readership as “genderless”, she explains that “it’s more about a sensibility. This is somebody who is sophisticated, conscious. We say ‘woke’ here. We’re a woke brand, and our readers are woke, too.”
7) What issues are most important to Teen Vogue readers?
issues relating to identity and how they can relate to themselves through the information read on Teen Vogue. Also, how they apply their knowledge to the society around them. Young people "crave something real and authentic"
8) What does Tavi Gevinson suggest regarding the internet and ‘accountability culture’ with regards to modern audiences? Can you link this to our work on Clay Shirky?
Tavi Gevinson suggests that the relationship between Teen Vogue and its audience have grown even stronger due to the internet and accountability culture. Linking it to Clay Shirky, audience are now the producers and everyone can talk back. Yet the main question that creates hurdles for the audience is how many people do they reach. The answer is the amount connections they have.
9) What social and political issues have been covered successfully by Teen Vogue?
Gun control in the states, the rise of transgender models in fashion, racially-charged attacks and action from the police, articles relating to homecoming, graduation and careers10) What do Teen Vogue readers think of the magazine and website?
Teen Vogue readers think there is a good balance between the political and social side and fashion/lifestyle.
Teen Vogue textual analysis and example articles
Homepage analysis
Go to the Teen Vogue homepage and answer the following:
1) What website key conventions can you find on the Teen Vogue homepage?
- Articles
- Images
- Subheadings
- Heading
- Bold Statements
2) How does the page design encourage audience engagement?
The website is designed in mobile device format since a lot of their consumers frequently use mobile devices more therefore, targets and encourages that segment of the market.
3) Where does advertising appear on the homepage?
4) What are the items in the top menu bar and what does this tell you about the content of Teen Vogue?
The items in the top menu bar are: News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness, Homecoming.
5) How far does the homepage scroll down? How many stories appear on the homepage in total?
The website scrolls down a fair amount and includes approximately up to 33 stories.
Lifestyle section
Now analyse the Lifestyle section of Teen Vogue (in the Identity section) and answer the following:
1) What are the items in the top menu bar for the Lifestyle section?
- Tech
- Campus Life
- Careers
- Decorating ideas
- Food
2) How is the Lifestyle section designed to encouragement audience engagement? Think about page design, images, text and more.
The Bold headlines and huge images draws the audience attention straight away. Also the lifestyle section consists of many stories that are easily accessible therefore, the simple straight format of the lifestyle section allows the audience to make less effort finding each story on Teen Vogue.
The Bold headlines and huge images draws the audience attention straight away. Also the lifestyle section consists of many stories that are easily accessible therefore, the simple straight format of the lifestyle section allows the audience to make less effort finding each story on Teen Vogue.
3) What do you notice about the way headlines are written in Teen Vogue?
Th headlines are short but powerful to have an impact on the audience. This suggests that teen vogue is not throwing information at the audience but instead are interesting them with pictures.
4) What does the focus on education, university and ‘campus life’ tell you about the Teen Vogue audience demographics and psychographics?
5) Choose three stories featured in the Lifestyle section – why do they fit the Teen Vogue brand?
Focuses on the idea of encouraging young people to step up and make a change, also it subverts stereotypes of typical magazines. For example, you wouldn't associate a big magazine company to dedicate a whole section to a younger group, which exhibits the openesess of Teen Vogue and the willing to give younger people a freedom of voice.
Teen Vogue Had The Perfect Sweet 16 And Everything Was Pink
This focuses on the idea from their Sweet 16 cover star, Storm Reid to her special series of stories about the ups and downs of turning 16. This again shows the representation of youth is very high in Teen Vogue, essentially indicating what their magazine is all about, and backing up their title. Also, the representation of women in this section shows the positivity of women and celebrating females as a whole, which is fulfilling the Teen Vogue brand.
10 Best Places To Study Abroad: Our Favorite Study-Abroad Cities
This is Teen Vogue focusing on giving people advice if they want to study abroad, this highlights how they are meeting their mission statement of educating their audience. By giving their recommendations of which is the best place to study abroad they are meeting the Teen Vogue brand.
Five key articles
Read the following five notable Teen Vogue features then answer the questions below for EACH feature.
For each article:
Donald Trump is Gaslighting America
1) Who is the writer and what is the article about?
Lauran Duca takes on Trump's systematic attempts to destabilise the truth and weaken the foundation of American freedom.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
Donald trump is seen as a villain due to his manipulative act to draw all the Americans to his side. In contrast,
the writer is seen as heroic as she believes through her articles, she can bring freedom to Americans again.
3) Why is this article significant?
The writer has gone against Trump and become a beacon for everyones voice that has not yet been heard by Trump. Also she goes against this manipulation of some Americans thinking of this new word 'gaslighting'
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
The just shows that the readers are more liberal and left wing than right
The new face of teen activism
1) Who is the writer and what is the article about?
The article is written by Alexis Manrodt. We've entered into the age of digital activism, where grassroots movements are created through tweets, reblogs, likes, and status updates.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
From the article, it highlights that the digital media has become the biggest influencer therefore, it could be said using user and gratifications that is can come across as surveillance.
3) Why is this article significant?
The article is very significant as it depicts that activism have become the biggest influencers through tweets and blogs to raise awareness. However some young teens also subvert typical stereotypes as they don't constantly rely on social media instead they protest against serious matters.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
It links back to the target audience, as Teen Vogue are reformers.
1) Who is the writer and what is the article about?
The article is written by Lincoln Anthony Blades. The article is about Young teens fighting for gun control in America. However, Black teens have been unrecognised since they been protesting for years.
The article is written by Lincoln Anthony Blades. The article is about Young teens fighting for gun control in America. However, Black teens have been unrecognised since they been protesting for years.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
The young activists such as students can be labelled as the protagonists as they organised campaigns online after witnessing their friends and families being slaughtered.
3) Why is this article significant?
The young activists such as students can be labelled as the protagonists as they organised campaigns online after witnessing their friends and families being slaughtered.
3) Why is this article significant?
This article is very significant as it focuses on young teens standing up for their rights and their country. They also subvert young stereotypes that interpret young adults as being brainwashed from whats outside and reality, that young teens are only interested in fashion and the social media.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
It reflects the attempting to empower young females and show them that they are powerful beyond any stereotypes that they may have previously been oppressed by.
Netflix and strong female leads
1) Who is the writer and what is the article about?
Written by De Elizabeth. The article is about Netflix empowering female characters by staring them in roles which subvert female stereotypes such as orange is the new black.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
it discusses the stereotypes and explains how Netflix has changes over the passed years as it is now recognises women from different ethnic groups.
3) Why is this article significant?
This article is significant as it helps teen vogue
This article is significant as it helps teen vogue
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
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