Magazines: 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?

General interest (E.G. GQ): 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. They typically cover topics like food, fashion or home and gardening. They have a combination of stories, pictures and advertising, and are bound together with a glossy cover.

Special interest (E.G. National Geographic): These are niche interest magazines that offer in-depth content on a given area or topic. These magazines appear to be doing very well now in a time of decreasing print sale because they target a smaller, more specialised audience.

Professional (E.G. Farmer's Guardian): A professional magazine. A periodical published by the governing body of a profession. The standard of quality of such a periodical may be similar to that of a scholarly publication.

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

“Since 1957, GQ has inspired men to look sharper and live smarter with its unparalleled coverage of style, culture, and beyond.”

The statement of GQ about its brand values says a lot about what they know about their audience. They are targeting men through fashion and image, but also appealing to their intelligence and needs for information about culture. “Beyond” is vague, but 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. 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. It is instead “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.

The Mast head: Usually at the top is the publication name.

Main cover line: written content of interest related to the contents of the magazine.

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

Pull quotes: writing that has humour or even shock towards the audience to form relationship.

Numbers: quick read for busy or people in a rush.

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.

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.

Colour scheme: Blue/black background seen as traditionally masculine for its male target audience

Photographic codes: 'Art + fashion' example of GQ new masculinity

Language: Cover lines keeping with traditional GQ

Typography: art, inky typography as if hand written

Narrative: Propps character theory of villain

Technical codes: image medium close up with high key lighting and makeup for beat up appearance

Actor: facial expression shows aggression while 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

Cover image:

- Medium close up

- High key lighting

- Connotations of aggression but not typical of GQ/men's life style magazines

- Direct mode of address challenging the reader

Selling line:

- Unusual typography - arty, inky look

- Gives connotations of a villain

Cover lines:

- Art + fashion - example of GQ's "new masculinity"

- Two cover lines more in keeping with traditional masculinity

Inside pages: Jonathan Bailey feature and fashion shoot

Price of clothes:

- Tells us more about their target audience (wealthy males)

Images:

- Create representations of old and new masculinity

- Mixes old masculinity and GQ's new masculinity together to try and ease audiences into the new masculinity

Interview:

-  Open and honest about his identity and upbringing

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?

Todorov:

- Disequilibrium compared to his old representation

- Possibly Pattinson reinventing his celebrity persona after Twilight films

Propp:

- Villain, certainly not conventional hero

Barthes:

- Costume shows some of Pattinson's body - strength/muscle (Action code)

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 GQ CSP pages are an example of Neale's genre theory of repetition and difference because they retain some aspects of GQ's traditional masculinity, such as the blue and black colour scheme on the cover, however they also embrace GQ's idea of new 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?

Gauntlett states that masculinity is not in crisis but rather is changing and adapting to modern societal concepts and roles. This applies to the GQ CSP pages as they showcase both the struggle that traditional masculinity can bring to men through Jonathan Bailey's interview and the different forms of modern masculinity that are arising.

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 states that the media reinforces sex role stereotypes, which could be applied to the GQ CSP pages in different ways, as the Pattinson cover photo could be reinforcing an image of masculinity with power associated with it, however, the Jonathan Bailey feature does the opposite and subverts most male sex role stereotypes. 

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

The GQ CSP pages may not apply to hooks' work on corrosive masculinity, as both the Robert Pattinson cover photo and Jonathan Bailey feature have a goal of liberating the actors from any previous personas or representation of their identities, in particular Bailey's feature showcases a level of emotional vulnerability that goes against patriarchal expectations around men suppressing themselves.

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

The Jonathan Bailey feature represents a new and modern version of masculinity that strays away from hegemonic gender roles and favours expression and vulnerability, including femininity through some of the fashion shoots. His journey with accepting his sexuality is depicted as honest and brave, with his gay identity being shown to be a normal and accepted part of who he is that doesn't define his career.

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 is discussed at the start of the article, which was notable due to its cover image of Pharrell Williams wearing a lemon yellow Moncler coat that flows past his feet.

2) How did Will Welch view GQ when he took over as Editor-in-Chief and what did he want to offer readers?

When Welch took over as editor-in-chief of GQ in January, he 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,” 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. For example, Condé ended Glamour’s print publication last year. It’s continued to invest in digital content, like video, across its brands. In addition to GQ’s two print magazines in the US and several international editions, the brand launched GQ Sports, a YouTube channel.

4) What did the GQ New Masculinity edition feature?

Journalist Nora Caplan-Bricker had 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. Welch hoped the latest issue of GQ makes a statement on the matter that the voices featured in the magazine show, there’s no one definition of masculinity.

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

She writes, “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?

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?

The very qualities that an outdated "masculinity" parades (strength, independence, courage, confidence and assertiveness) are present in all of us – men and women. We now thankfully share a society where not only men, but women too, demonstrate these and importantly have the freedom to do so.

4) Why does it suggest these changes are important?

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. 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.