GQ - Language & Representation

 Language: Media factsheet



1) What are the different magazine genres highlighted on page 2 and how do they link to our magazine CSPs?

General interest, Special interest and Professional - GQ is an example of a general interest magazine

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

It appeal to their intelligence and need for information about culture

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

They select them carefully 

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

Pull quotes- creates a relationship between readers and star

Puffs- catches eye if reader 

Sensationalism- creates emotional response and intertextualises magazine 

Masthead- publication name 

Numbers- used to suggest a quick read for busy people 

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

House style refers to the look of a magazine in relation to its writing and formatting, establishing the brand identity and helping to distinguish it from other brands 

GQ’s house style is bold, sleek and modern 

Extension tasks: Look at the final pages of the magazine factsheet that focus on creating magazine pages for coursework. What can you take from this to help future coursework projects? 


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/ colour scheme - traditionally more masculine 

“Art + Fashion” - example of magazines ‘new masculinity’

Two cover lines, more in keeping with traditional masculinity 

Unusual typography - artsy, inky look

Direct mode of address towards audience 

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

1) costume shows some of main images body(strength/muscle), action code

2) costume/Makeup= connotations of aggression(typical masculinity), but not typical of GQ

3) Propps character types - villain(certainly not conventional hero) , Patterson reinventing himself after Twilight films; disequilibrium compared to his old representation 


Inside pages: Jonathan Bailey feature and fashion shoot

1) “felt lost” - recurring theme of feelings, not typical of GQ

2) image creates a bricolage of old and new masculinity, partly presenting him as a leading man and simultaneously hinting at ‘new masculinity’

3) Fashion shoot illustrates GQ’s audience- wealthy/upper class;  jacket( £2,470), trousers( £780) etc

 
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?
 
Robert Patterson-
Propps character types - villain(certainly not conventional hero) , Patterson reinventing himself after Twilight films; disequilibrium compared to his old representation

Binary opposition- both covers convey the change in masculinity , Bailey presenting how femininity and masculinity are able to be balanced and Patterson illustrating the old traditional masculinity 

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 cover conveys the repetition of traditional masculinity with its overbearing theme of violence and aggression illustrated by the cuts and bruises on his face. And the inside pages convey the difference and change in masculinity based on society’s ever changing views on masculinity 

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?

1)Identity is fluid , 2)generational differences ,3) things change over time 

1) Bailey’s identity transcends the confines of traditional masculinity, he’s able to portray both femininity and masculinity without one overpowering the other with his groomed facial hair and bushy eyebrows depicting is connection to his masculinity. And his effeminate poses and high waisted trousers illustrating his feminine side. 

2) Patterson’s representation of masculinity through the punk aesthetic from the 90s era portrays what people thought in those times was the peak of masculinity. However in modern society punks are perceived to be more on the feminine side, this illustrates generational differences 

3) Due to things changing over time the older generation and younger generation of today’s society may perceive both covers differently. As many people’s attitudes towards feminist in men is quite fluid and liberal in opposition to the older generation’s. 

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



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

Her theory on ‘corrosive masculinity’ has now forced men, especially in this magazine, to move to a more feminine masculinity or a more traditional masculinity. This may be because of the moving landscape in acceptance in a more fluid sexuality. Men now feel as if they have to ‘pick’ what type of masculinity they want to portray. 

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

He is a gay man and combines both masculinity and femininity through his clothing style as well as the way he presents himself. 

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 new Masculinity issue’, the gender fluid Williams 


He viewed it as a magazine for anyone who is interested in style and he wanted to offer readers help in their “personal evolution”

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

They focused more on their digital media and for GQ, Welch reworked GQ magazine by deemphasizing style guides and other how-to’s. Those pieces now live mostly on the website and in GQ’s newsletters. 


4) What did the GQ New Masculinity edition feature? 

In the cover story, Pharrell tells Welch, “I think the truest definition of masculinity is the essence of you that understands and respects that which isn’t masculine.” 

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

She writes in her book: “For The Love Of Men” , “No matter where I turned, masculinity wasn’t something that was intuitive or intrinsic; it was carefully learned, delicately transmitted and deliberately propagandized. Toxic masculinity wasn’t just a problem in America. I saw it everywhere.”

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

Welch was quick to dismiss the notion. “It’s not like GQ was harmful until I took over. That’s definitely not the case,” he said.

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?

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, in favour of an office-based deindustrialised economy.

3) What is suggested about masculinity today?

That it is portrayed in both men and women

4) Why does it suggest these changes are important? 

We are able to redefine what it is to be a man and have the freedom to do so as men no longer have to live within these binaries. 


A/A* extension tasks

Read more of GQ's New Masculinity issue - you may need to register (for free) with the GQ website to access this. How is masculinity and identity discussed? Can you link it to any of our theorists? 

From the same issue, this is Will Welch's Editor's letter where he discusses the new direction for the magazine.

There is also a New York Times interview with Will Welch which covers GQ's new approach to masculinity. The New York Times has a paywall but you can usually read the first article you click on for free. 

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