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- 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.

Special Interest- These are niche interest magazines that offer in-depth content on a given area or topic.

Professional- A professional magazine. A periodical published by the governing body of a profession.

GQ links to a special interest magazine genre as it specifically targets mainly men, and is a men's lifestyle magazine, that focuses on fashion, art, film and the idea of 'new masculinity'. 

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

GQ target their audience (men) through fashion and image, but also appealing to their intelligence and needs for information about culture. 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. For example in the December 2022 edition, they chose Marcus Rashford, a Manchester United footballer, however they anchored him with the coverline of '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.

-There are eight coverlines with substantial information in them to cater for different audiences. The use of synthetic personalisation (the use of “your”) reinforces the friendliness of the brand towards the audience.

-Pull quotes such as “I was dancing so hard my dress fell off!” invoke humour and perhaps shock, but also appear to give insider knowledge. This creates a close, albeit illusory, relationship between the reader and the star.

-The main coverline is not related to the image but offers different content of interest, with varying size,

colours and styles of typography.

-Puffs are place in the left or right-hand corners to catch the eye of the reader, often inside a graphic element (“4 Easy, Sexy Spring Dos”, inside a blue ball). The focus on sex, fashion and image are conventional to a mainstream lifestyle interest magazine. These are similar to Pugs, also known as the ears of the magazine, that are usually information in the top corners of a page with a buzzword in it.

-The Masthead, the publication name, is at the top, using a sans serif font type for maximum impact.

Price, month and year are conventionally added, as is a barcode.

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. This is necessary if the magazine is in a shop where the crowding of titles on the shelf means that the eyes of the consumer must be caught.

Language: CSP analysis

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. 

- Art & fashion GQ issue- GQ readers educated, interested in culture, fashion. 

- Succeeders and Aspirers.

- GQ readers tend to be older

- Mise-en-scene- unconventional, subversive reputation of masculinity, element of 1970s punk to image. 

- Colour scheme- blue/black background, white/black text.= conventional reputation of masculinity- Neale- genre theory repetition + difference. 

-Typography- ink effect- typically cover lines used sans serif typography in past to create sleek, modern look. 

- Cover star fits Will Welch's approach of a 'New Masculinity'- Robert Pattinson, actor known best for Twilight: Conventional masculine role (male lead, sex symbol) 

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 

- Mise-en-scene: The hair, makeup, costume & jewellery create unconventional subversive reputation of masculinity. Referencing element of 1970s punk to image which is unconventional for GQ. 

-Typography: Ink effect- typically cover lines use sans serif typography in past to create sleek,modern look. Text hints at unusual identity. 

-Colour scheme: blue/black background, white/black text- conventional reputation of masculinity. 

Inside pages: Jonathan Bailey feature and fashion shoot

- Image: Typically feminine pose, mix of traditional and new masculinity in outfit. 

- Opening creates narrative enigma and introduces Bailey as part of GQ's 'New Masculinity' approach to identity.

-Natural background in image, not a conventional masculine look. 

-Low angle shot- normally conventional masculine approach but body language subverts this. 

-Representation of sexuality and identity goes against traditional hypermasculine stereotypes.

 

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?

-Opening creates narrative enigma and introduces Bailey as part of GQ's 'New Masculinity' approach to identity.

-Levi-Strauss's binary opposition shows the different features shown throughout the GQ magazine. The front cover is potentially a much more punk styled atmosphere but as you begin to open the magazine you are presented sources of a much more feminine aspect.

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 colour scheme of the front cover is a conventional representation of masculinity, which is an example of Neale genre theory- repetition and difference. 

- The fact that the title is obscured by the cover image is another conventional representation of magazine covers. 

Representations: applying theory

1) How can Gauntlett's ideas on masculinity, gender and identity be applied to the GQ CSP pages we have analysed?

One of Gauntlett's ideas was the fact that things change over time which is seen in the GQ magazine covers as we see the concept of 'new masculinity' being reinforced on the pages of GQ specifically in the Jonathan Bailey feature such as the unconventional nature backgrounds, unconventional poses, unconventional clothing, and the fact that when he was younger he took dance classes which is an unconventional hobby for a little boy. This could also apply to Gauntlett's idea of identity becoming more fluid as there is a decline in men behaving and looking like the typical stereotype of a man. 

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

van Zoonen suggested that the media plays a crucial role in establishing gender roles and the dominance of patriarchal ideologies, this is being reinforced on the front cover of GQ due to the blue and black colour scheme, the direct mode of address which creates an aggressive and challenging expression and the fact that Robert Pattinson is best known for his role in 'Twilight' where he was the male lead and was seen as a sex symbol which are all conventional masculine stereotypes. However, the Jonathan Bailey feature challenges van Zoonen's work as Jonathan Bailey is subverting the typical conventions that the media reinforced, such as his clothing, the way he poses for the photo shoot, the fact that he's an openly gay male which also goes against the traditional hyper-masculine stereotypes. 

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

bell hook's work on corrosive masculinity cannot be applied to GQ as they take a more feminist approach to their magazine called 'new masculinity' where unconventional techniques are used and men are presented as more feminine than hypermasculine. 

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

Jonathan Bailey reinforces the stereotypes of a hypermasculine man due to the low camera angles and sophisticated and stylish style which reinforce the idea that men are more dominant and need to be dressed properly. However, his feminine poses and revealing clothing reinforce the feminine stereotypes and the fact that Jonathan Bailey grew up taking dance classes which is an unconventional hobby for a young boy.  

Representations: wider reading - GQ and the new masculinity

1) Which GQ issue is discussed at the start of the article and what was notable about it? 

The GQ issue being discussed at the start of the article was the Pharrell Williams 'The New Masculinity issue' and the lemon yellow moncler coat, his hands being clasped at his chest and the soft facial expression had the author questioning whether GQ was 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? 

Will Welch didn’t see the 88-year-old publication, where he’s worked at since 2007, as broken. He saw the need to redefine what a men’s magazine could be. He wanted GQ to help its readers whether men, women, or gender non-binary with their “personal evolution.” Men can wear dresses, put on makeup, and get pedicures. GQ shouldn’t tell anyone exactly how to be a man because there’s no one way to do it.

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

Conde Nast has been trying to recoup losses by cutting costs and redefining its business for the digital era. Conde Nast has continued to invest in digital content, like video, across its brands and have launched a YouTube channel called GQ Sports. 

4) What did the GQ New Masculinity edition feature? 

Actor Asia Kate Dillon, NBA player Kevin Love, rapper Killer Mike and others share their perspectives of what masculinity means today. There’s a beauty section, featuring men in glittery makeup and a profile of Billy Idol

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

Journalist Liz Plank released “For the Love of Men,” a book that explores the pervasiveness of it. She writes, “No matter where I turned, masculinity wasn’t something that was intuitive or intrinsic; it was carefully learned, delicately transmitted and deliberately propagandised. 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?

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

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. And that was an easy package at a time when men were the sole breadwinners, working largely in manual labour, while women would tend to the home and children.

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. Naturally, Post-it notes, group huddle meetings and conference calls failed to marry to the historical notion of what masculinity should be. 

3) What is suggested about masculinity today?

Positively men are now more attuned with self-care than ever before and actively striving for it. Yet we still have a way to go, with men between the ages of 16 and 60 on average consulting their doctors less than women. Crucially, we still need to see change in men’s relationship with their mental health.  Suicide remains the leading cause of death in men under the age of 45 years. That’s three times higher than rates in women, with 84 men losing their life a week. And in part it is justifiably dubbed the “silent killer” because we are yet to fully shift the perception that a man a “masculine man”, a “real man”, a “man’s man” does not speak out about his problems.

4) Why does it suggest these changes are important? 

We can all do our part and take a sledgehammer to masculinity and instead let both the hard traits and the soft traits have open forum in our lives and in society. That can only support better health and happiness.