GQ: Language and Representation

 Language: Media factsheet

Complete the following tasks using Media Factsheet 252 - The Codes and Conventions of Print Magazines available in our Media Factsheet archive here. Answer the following questions:

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

Different magazine genres that link to GQ is General Interest as this is when a magazine covers topics like food, fashion or home and gardening which also has a combination of pictures and advertising which are all bound together with a glossy cover such as GQ. Another magazine genre that links to GQ is Special Interest as this is when a magazine focuses on a specific area of fashion or trend and gives an in-depth explanation and viewpoints into it. This type of magazine is targeted at a smaller more niche audience member which links well with GQ as their main target audience is quite niche only focusing on upper class people mainly. 

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

GQ targets their audience such as men for example by using famous celebrities such as Marcus Rashford who is a famous football player and is very well known to grab their audience's attention. They also target men through fashion and image, but also appeal to their intelligence and needs for information about culture.

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. This is because of Marcus Rashford being well know and having an established personality around football that GQ want to focus on his other achievements that he has accomplished such as raising awareness for free school meals for kids and helping supporting those families in need for it. 

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

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.

The main coverline is not related to the image but offers different content of interest, with varying size, colours and styles of typography.

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 some kind of imaginary relationship with the reader and star. 

Numbers are used to suggest it could also offer a quick-read for busy people, for example, “20 unbeatable confidence tricks”.

Puffs are placed in the left or right-hand corners to catch the eye of the reader, often inside a graphic element.

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

A magazine's 'house style' is the conventional “look” of a magazine that normally looks with relation to its writing and formatting. This can be applied towards GQ's house style due to their title always being on the far left of the magazines side and always having a main brand image. Furthermore, the use of the main brand image always wearing classy and expensive costumes such as a suit or a very expensive dress shows how formal and the target audience that GQ are aiming it towards.  

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 seen as traditionally masculine.

*'Art + fashion' example of GQ new masculinity.

*Cover lines keeping with traditional GQ.

*Art, inky typography as if hand written.

-Propps character theory of villain.

*Image is medium close up with high key lighting and makeup that makes him look beat up.

*Facial expression shows aggression while the 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

I feel like the colour scheme of the blue and black background is quite important as it emphasises the traditional stereotypes that refer to masculinity to show off that gritty and dark look of men. Furthermore, the use of the main cover image and the use of the deliberate medium close up shot of his face so we are able to see the cuts and bruises and tattoos he has covering his face can connote the common stereotypes of toxic masculinity and men being violent. Lastly the two cover lines on the left of the GQ magazine cover is significant as it does not talk about the main brand image it talks about different other genres such as fashion and film genres which shows that GQ are wanting to target people who are also interested in films and fashion. 

Inside pages: Jonathan Bailey feature and fashion shoot

Inside the GQ we see a totally different celebrity that is advertised to us on the front cover of the magazine and shows us Jonathon Bailey. Important aspects inside the magazine cover that I see are Jonathon Baileys costumes that he's wearing in each page and each one of his costumes being expensive and it shows us the prices of how much each piece of item he is wearing costs e.g Jacket and trousers by Louis Vuitton costing £2,470 which shows which type of magazine this and who GQ are aiming it towards. 

 

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?

We can apply narrative theories such as Propp's character types for 'Who is Robert Pattinson' due to us putting different character roles for him such as a villain due to the way he is presented and show on the front cover with a unwelcoming face with cuts and bruises around his face. Furthermore we can use Todorovs equilibrium theory and apply it for the front cover of the main image as we do not know what happened to Pattinson before due to him having so many cuts and bruises on his face which can apply some kind of disequilibrium happened that altered and changed the representation of his face. 

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 entire GQ magazine demonstrates this genre theory by following the standard practices of a fashion magazine, which include putting pricey apparel on display and showing readers images of their preferred looks. In addition, celebrities who are well-known to their intended audience are included, should they choose to venture outside of their comfort zone. By using cover lines that contradict the cover image and the gossip/story, the editor has made a shift towards a "new masculinity" that is evident.

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?

Gauntlett believes that masculinity is not in crisis whereas the GQ magazine inside covers can go against this idea as it shows Jonathan Bailey expressing his sexuality as being a gay man which can support the idea of this being as then 'new masculinity' which shows men being shown in a more softer and less violent way.  

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

Zonnens idea of feminist and gender theory can be applied to GQ as she suggests the media reinforces the sex role stereotypes helping to construct gender roles such as the media sexualising both men's and women's bodies but highlights key differences about them. The representation of women's sexuality is generally submissive and disempowering whereas male sexuality is base on strength and power which is heavily shown and supported as we see this in the front cover main image of Robert Pattinson having those cuts and bruises on his face. 

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

Yes as bell hook's theory of their being damaging effect of toxic masculinity on both men and women is shown. This is supported in the inside pages of GQ and the anecdote that Jonathon Bailey tells us about saying that whilst he was acting for the show of Bridgerton the directors told him "There's two things we don't want to know about you, if you're an alcoholic or if you're gay". this shows that not only females are effected by toxic masculinity but men are as well a victim to it as they need to act a certain way so they can fit in into modern day society and not be able to express their true feelings of who they are. 

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

Jonathan Bailey subverts and changes the idea of masculinity and sexuality supporting the idea that it is ok to not be a strong or cold hearted emotionless man and act all tough and strong but a soft and gentle person instead which is the common traits we'll see in females. Furthermore, Bailey changes the idea of male sexuality as he is a gay man which shows that not every man has to go with the stereotypes of men being straight and only liking females but can like the same gender as each other instead. 

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? 

I am sitting in a conference room in the Lower Manhattan headquarters of GQ magazine, staring at an image of Pharrell Williams. The Grammy-winner is wearing a lemon yellow Moncler coat that flows well past his feet. It looks like an upside down lily flower waiting to bloom. His hands are clasped at his chest, his facial expression is soft and the overlay text says “The New Masculinity Issue.”

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, the editor-in-chief of GQ and GQ Style. Earlier, in his office down the hall, he told me that GQ is not just written for or by men. GQ’s readers are anyone who has “an interest in seeing the world through a filter of stylishness,” Welch said. He wanted GQ to help its readers — whether men, women, or gender non-binary — with their “personal evolution,” he told CNN Business. 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?

Magazine monolith and GQ parent company Condé Nast, now under the leadership of former Pandora chief Roger Lynch, has been trying to recoup losses by cutting costs and redefining its business for the digital era.

4) What did the GQ New Masculinity edition feature? 

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

A package titled “Voices of the New Masculinity” in which 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.

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

When asked if GQ helped perpetuate 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?

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?

We share a society where everyone is free to have the same traits as well as moving away from traditional masculinity to freely expressive oneself.

4) Why does it suggest these changes are important? 

These changes are important as we now thankfully share a society where not only men, but women too, demonstrate these and importantly have the freedom to do so.