Monday, November 11, 2019

OSP: Paul Gilroy - Diasporic identity

OSP: Paul Gilroy - Diasporic identity

There are several important theories we need to learn and apply to our Online, Social and Participatory media unit.

These include Clay Shirky's End of Audience theories, Stuart Hall's work on representation and reality and Paul Gilroy's postcolonial theory of black diasporic identity.

Notes from the lesson

Stuart Hall: representation and reality

Stuart Hall suggests individuals each have their own conceptual map – effectively what we use to decode and understand media texts.

Building on this, Hall outlines three approaches to understanding the relationship between reality and representations: 

Reflective approach: the media simply mirrors (or reflects) the real world. This is a limited approach that minimalises the power or complexity of the media.

Intentional approach: the producer of the text constructs the world as they see it and the audience accepts those values encoded in the text. This is effectively the dominant or preferred reading (reception theory) and leaves no room for the negotiated or oppositional reading.

The constructivist approach: this was Hall’s preferred approach and closely matches reception theory with preferred and oppositional readings. This suggests concepts and signs do have some shared meanings but they are not all inherent and can be interpreted by the audience in a number of ways (dependent on their own ‘conceptual map’).


Paul Gilroy: black diasporic identity

We first explored Paul Gilroy’s theories of black diasporic identity when studying music video.

This is the idea that black identity is informed by diaspora – literally the ‘scattering of people’ across the world. He suggests this creates a “liquidity of culture” that means black identity is formed by journeys across seas, not the solid ground of a home country or culture.

Importantly, Gilroy sees this identity as impossible to reverse – there can be no return to the place of origin as the experience of slavery and displacement can never be “rewound”.

Gilroy: black British identity

The Voice newspaper was formed in 1982 to create a voice for the black British community. Gilroy wrote of the dominant representation of black Britons at that time as “external and estranged from the imagined community that is the nation”.

Gilroy suggests diaspora challenges national ideologies and creates “cultural tension”. This tension helps to create the diasporic identity but often comes with negative experiences such as exclusion and marginalisation. 

More succinctly, Gilroy sums this up as the white racist’s question to BAME people: “Why don’t you just go home?”

BBC controversy

Gilroy wrote about this in the 1970s and 1980s but it's been in the news much more recently. The BBC found itself embroiled in a controversy regarding BBC Breakfast presenter Naga Munchetty's response to Donald Trump suggesting congresswomen should 'go home' to the countries in which they or their parents were born. The original clip and full article can be found below:





Paul Gilroy and Russell Brand

In 2017, Paul Gilroy took part in Russell Brand’s Under The Skin podcast, exploring ideas and modern culture. Watch the following two extracts and consider how Gilroy’s ideas reflect recent events and media culture.

Extract 1: 17.50 – 25.45
Extract 2: 44.30 – 48.08



Paul Gilroy - blog task

Go to our Media Factsheet archive on the Media Shared drive and open Factsheet 170: Gilroy – Ethnicity and Postcolonial Theory. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets

Read the Factsheet and complete the following questions/tasks:

1) How does Gilroy suggest racial identities are constructed?
He has consistently argued that racial identities are historically constructed – formed by colonialization, slavery, nationalist philosophies and consumer capitalism. 
2) What does Gilroy suggest regarding the causes and history of racism?

Gilroy is saying that racism isn’t caused by race, racism causes race. Racism is not caused by the clash of two or more races – racism is not a natural phenomenon. Instead, Gilroy states that racial difference and racial identities are the product of racial oppression.


3) What is ethnic absolutism and why is Gilroy opposed to it?

Ethnic absolutism is a line of thinking which sees humans are part of different ethnic compartments, with race as the basis of human differentiation. Gilroy is opposed to ethnic absolutism as it is counter to his argument that racism causes race.


4) How does Gilroy view diasporic identity?
the country a group have been forced to leave will always be the place that defines the cultural or ethnic identity for those individuals.


5) What did Gilroy suggest was the dominant representation of black Britons in the 1980s (when the Voice newspaper was first launched)?
At the time, the dominant representation of black Britons was as “external and estranged from the imagined community that is the nation.”

6) Gilroy argues diaspora challenges national ideologies. What are some of the negative effects of this?
negative experiences of exclusion, exposure to regressive ideologies and marginalisation will also create an identity which is then shared within the diasporic community and perhaps from the origin country.


7) Complete the first activity on page 3: How might diasporic communities use the media to stay connected to their cultural identity? E.g. digital media - offer specific examples.
Cultural identities are still connected in diasporic communities through media platforms such as Netflix , and Amazon prime etc. They may also read the news and stay aware of whats happening in their home country. 

8) Why does Gilroy suggest slavery is important in diasporic identity?
Gilroy suggests that slavery is important in diasporic identity because it had the most impact on Black lives and altered the reality of how black people are living today. Slavery was an event which created diaspora and no one can go back and change the damage it has caused. 


9) How might representations in the media reinforce the idea of ‘double consciousness’ for black people in the UK or US?
Double consciousness provides more ways of understanding the world, but it places a great strain on black Americans as they consistently feel they are looking at themselves through the eyes of others; there is a ‘two-ness’ within the identity of the black American which is unreconciled.

10) Finally, complete the second activity on page 3: Watch the trailer for Hidden Figures and discuss how the film attempts to challenge ‘double consciousness’ and the stereotypical representation of black American women.

The trailer challenges black female stereotypes as you see three empowering females working for NASA. It also challenges the 'double conscious' since they are not phased by anyone else's input about them instead they are proving everyone wrong through their intelligence.

Friday, November 1, 2019

OSP: TEEN VOGUE- INDUSTRY AND MEDIA

Industry: Conde Nast

Teen Vogue is owned and published by Condé Nast, an American media organisation that publishes around 20 magazines including Vogue, GQ and Wired. The company targets a wide range of different audiences – 164 million consumers across its brands.

In March 2018, Condé Nast announced the launch of Influencer Platform Next Gen, a digital campaign that links advertisers and content creation. The goal is to “connect to a new generation of audience”.


Income sources

Teen Vogue’s main source of income is through selling advertising space online – adverts that are targeted using browsing history. 

However, they also monetise their customer data and loyalty, encouraging readers to register online for updates, offers and access to the ‘Insider’ area of the website. This data can then be sold to other companies or used to attract ‘advertorial’ or sponsored content. 

Teen Vogue also makes money through YouTube with plenty of 1m+ views on their video content. This is an example of digital convergence – a traditionally print-based product moving into multimedia and accessible on one device.

Finally, they run events such as the Teen Vogue summit and US tour.


Teen Vogue: fashion industry player

Although Teen Vogue has been creating headlines for its political content in recent years, it is also an important part of the fashion industry. Both editorial content and advertising is designed to create a strong desire in their audience for products featured. This links to Condé Nast’s role as a major media company interested in maximising profit.

Some argue that Teen Vogue’s more diverse coverage offers a form of public service through its political coverage. But are features criticising capitalism hypocritical when the brand is owned by a media giant like Condé Nast?



Teen Vogue: Industry and social media blog tasks

Create a new blogpost called 'Teen Vogue Industry and social media' and work through the following tasks to complete the final aspects of your Teen Vogue case study:

Industry: Condé Nast

1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?
The magazines that Conde Nast publish are Vogue, Glamour, Wired, House and Garden and many more. The amount of profit they made last year was about 4m.


2) What are Teen Vogue’s main sources of income?
Teen Vogue's main source of income is through selling advertising space online- adverts that are targeted using browsing and history.However, they also monetise their customer data and loyalty, encouraging readers to register online for updates. Teen Vogue also makes money through YouTube with plenty of 1m+ views on their video content. 


3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
Teen Vogue has diversified to create new income streams through creating online platforms for example Youtube. The have generated over 1 million views every video.

4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry? 
The way the company makes some of their profit through sponsoring while also providing good content for their readers to enjoy, this is particularly important in media linked to the fashion industry. 

5) Do you view Teen Vogue’s content as a form of public service media or is Condé Nast simply interested in clicks and profit?
Conde Nast main focus is making profit and is simply interested in  clicks and popularity. 


Closure of print edition research

Read the following short articles to learn the background to Condé Nast's decision to close the print edition of Teen Vogue in 2016 and then answer the questions below:

BBC: Teen Vogue: How will going online-only affect readers?
New York Times: Condé Nast Ends Teen Vogue’s Print Run
Folio: Your Teen Vogue Hot Takes Are All Wrong

1) Why does the BBC suggest “Teen Vogue’s digital game is strong”?
Six million Facebook likes. A huge following on Snapchat. Three and a half million Twitter followers. There's no doubt Teen Vogue's digital game is strong.

2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
i'ts headlines are light and relatable, with many written in the first person. They do a great job of making many of us go 'Ooh that sounds interesting' - *click*.

3) How did Teen Vogue justify the closure of the print magazine?
The company will also close the quarterly print edition of Teen Vogue, which emerged this year as a voice of resistance against President Trump.

4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
Once you let paper go you're just another website. You're just more space junk floating around out there."

5) How do online-only publications make money?
the only revenue you make is from advertising and the value of online advertising has been falling for years."
Teen Vogue say they are "aggressively investing in the brand" and pointed to the "tremendous audience growth across its digital, social and video platforms this past year".

6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
"Print is a very difficult medium to sustain particularly within this Generation-Z readership," she says.
"They're really the first demographic to have grown up with a digital presence from birth so naturally have an incredibly strong affinity with online consumption - even more so than millennials."

7) What does the New York Times say Conde Nast is known for?
Condé Nast, a company once known for its lavish spending and its visually rich glossy magazines, continues to move away from its former identity.

8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
The company will also reduce the number of yearly issues of Condé Nast Traveler and W from 10 to eight, while Bon Appétit will publish 10 times a year instead of 11.

9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
TeenVogue.com has surged from around 2 million monthly visitors to nearly 9 million. In other words, Teen Vogue’s ascent from lip gloss authority to bastion of left-leaning social criticism was almost entirely unrelated to its print magazine.

10) Finally, Folio also highlights some of the aspects we have studied elsewhere. Pick out two quotes from the article that link to our work on the Teen Vogue audience, representation or design.
“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year.  We are aggressively investing in the brand and all of its consumer touchpoints,” - This indicates how media in general is evolving and getting bigger.

“In one of my interviews, one of the questions was, how do you grow Teen Vogue from 2 million to 10 million a month? And [adding politics] was largely the answer.” - Picardi



Social media analysis

Work through the following tasks to complete your textual analysis of Teen Vogue's social media presence:

1) Look at the Teen Vogue Twitter feed (you don’t need to sign up to Twitter to see it but may need to log-in at home). How many followers does Teen Vogue have?
Teen vogue has 3.3m followers

2) Now look at the content. Classify the first 20 tweets you can see using the sections on the Teen Vogue website: News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness and Homecoming. What does the Twitter feed focus on most? Does this differ to the website?
Teen vogue mostly incorporates beauty in most of their tweets for example facial and body problems girls face nowadays and how to prevent it. The tweets are there to help there feminine users rather than entertain them. 

3) How are the tweets and headlines written? Can you find examples of clickbait?
Most of the tweets have a one line statement which includes a link to an article that sends you straight to the website. 
4) How does the Twitter feed use videos and images?
The article that are attached in the tweets portray an image representing a little summary of the article which makes users immediately interested. 

5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5,885,552-Likes
5,789,011-Followers


6) Click on the Videos link on the left-hand menu. What type of content do the videos feature? Does this differ to the website or Twitter feed?
The Videos on facebook mostly feature politics and Lifestyle. This differs from content shown on twitter as they are many clickbaits on teen voguwes twitter feed. This may be due to teen vogue having less followers on twitter. 

7) Now look at the Events tab to explore past events. What are these events and what do they tell us about how audiences interact with the Teen Vogue brand?
Most of the events were Summits or Teen Vogue meetups. This tells us that the audience interacts with the Teen Vogue brand by personally.

8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
2.7 Million Followers

9) How does the Instagram feed differ from other social media channels?
The Instagram feed is just filled with pictures and quotes from the celebrities involved in teen vogue's content. However, it differs from other social media channels as they don't really focus on Headlines or articles instead interest their audience with their female celebrities involved. 

10) What examples of digital convergence and synergy can you find on Teen Vogue social media including the Teen Vogue YouTube channel? (E.g. opportunities to engage with the brand across different platforms). 
The examples of digital convergence and synergy that i found are all the social media tend to show the same content on all media platforms. For example the trump stories are mostly significant in all social media. This is so that all people consume the same media content that are registered in 
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.

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.

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.

'Woke'
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 careers

10) 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

Work through the following tasks to complete your textual analysis of the Teen Vogue website and read notable Teen Vogue articles to refer to in exam answers. 

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?
Advertisement for Teen vogue is not the main focus therefore you see less of it or very little. Instead of advertising, they are more concerned about quality journalism and the aesthetics of their website. 

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. 

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?

Teen Vogue - 21 Under 21 Class of 2018
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.

 Black Teens Have Been Fighting for Gun Reform for Years

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. 

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?
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 

4) How does this article reflect the values and ideologies of the modern Teen Vogue?

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