GQ - Language & Representation blog tasks

GQ - Language & Representation blog tasks

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, special interest and professional - they link to our magazines as GQ and Gentlewoman are general interest magazines.

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

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.

1. Masthead- recognisable feature that draws the audience's attention to the magazine
2. Cover lines- feature headlines inside the magazine- what to expect
3. Critic quotes- to provide outsider's perspective that audiences can follow possibly
4. Main image- highlights the main story of the magazine and the top feature that will grab the  attention of the audiences
5. Pug- important information in the corner with maybe a buzzword inside and it communicated informative content to the audience

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. GQ's house style is bold as they use sans-serif font for their masthead and they mainly focus on masculinity as a brand themselves and they seem very powerful when doing so.

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. 

The written codes such as cover lines follow traditional masculinity, whereas the reference to art and fashion showcases Will Welch's passion for new masculinity. The blue and black background/ colour scheme reflect traditional masculinity and so does the cover image with iconography promoting a strong male identity. There is also some unusual inky typography which fits into the idea of new masculinity and thew actor in the image is portrayed as possibly a villain because he is certainly not a conventional hero- reinvention of identity- enigma codes.

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. unusual typography- inky- subverting traditional masculinity- emphasis of new masculinity
2. cover image- has mise-en-scene features that provide an idea of traditional masculinity
3. colour scheme- blue and black- reflects traditional male conventions and gender stereotypes are reinforced. 

Inside pages: Jonathan Bailey feature and fashion shoot

1. written codes- reflect the opening up of identity through self expression as they mention his sexuality- he's gay
2. images- the last one shows the turtleneck representative of his identity but it's covered by his suit, which subverts the ideas about self expression but it's placed that way to prevent offence towards their long-standing audiences 
3. Background of image- connotes nature- new masculinity

 

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 see Pattinson expressed to be a possible villain as her doesn't follow the features of a conventional hero due to his costume and makeup as well as facial expressions. This is also seen as a disequilibrium compared to his old representations. The covers show us narrative ideas to construct a preferred reading and get the audiences to perceive the magazine in the way of which they want them to.

4) Analyse the cover and inside pages of GQ. Does this offer an example of Steve Neale's genre theory concerning 'repetition and difference'?

I think the style of the magazine is repeated with most of the iconography but the meanings constructed have changed due to director Will Welch and his wants to propose a new masculinity with more self-expression within the GQ magazines so this links to the repetition and difference of genre.

 

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?

In the GQ CSP, Robert Pattinson is presented in a fashion-focused and emotionally open way, which challenges older stereotypes of dominant masculinity. This supports Gauntlett’s idea that there are multiple modern masculinities shown through media representations as gender and identity is constructed through the media, linking to the idea of new masculinity portrayed in GQ. It shows new masculinity taking over and there are elements of femininity within the images in the magazine with there being male representation such as the guys pose and clothing etc, further emphasising this concept.

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

In GQ magazine, her ideas can be applied by looking at how masculinity is also “performed” through styling, poses of the male characters and editorial control, meaning gender isn’t natural but constructed. However, the magazine mostly reinforces gender norms by still presenting Robert Pattinson as a desirable, carefully styled male subject for the audience, showing that media often reproduces idealised gender images even when they appear modern.

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

In the GQ magazine, this idea is only partially applicable because Robert Pattinson is presented in a more sensitive way rather than an aggressive or dominating male stereotype. However, it could be argued that the magazine still filters masculinity through a controlled, idealised image shaped by fashion and celebrity culture, which shows masculinity is still being constructed within media expectations rather than fully escaping traditional norms.

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

The Jonathan Bailey feature represents masculinity as more modern, fluid, and emotionally open, moving away from traditional “hard” or dominant stereotypes. His styling and positioning in GQ emphasise softness, fashion and confidence without aggression, which aligns with a more contemporary “new man” identity. His sexuality is also subtly acknowledged rather than heavily defined, presenting him in a way that normalises queerness and suggests masculinity and sexuality are not fixed or restrictive categories.

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 article discusses GQ’s “New Masculinity” issue, which was notable for challenging traditional ideas of male identity by presenting more emotional, diverse, and non-stereotypical representations of men.

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 saw GQ as needing to evolve beyond outdated ideas of masculinity and wanted to offer readers a broader, more modern range of male identities that felt more inclusive and relevant.

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

Condé Nast responded to changes in the magazine industry by pushing GQ to modernise and expand its audience, which led to a stronger focus on digital content and more progressive editorial themes like “New Masculinity.”

4) What did the GQ New Masculinity edition feature? 

The GQ “New Masculinity” edition featured interviews, essays, and images exploring modern male identity, including more emotional and non-traditional representations of men.

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

Liz Plank argues that “toxic masculinity” is harmful because it encourages men to suppress emotions and conform to damaging stereotypes about dominance, aggression, and emotional restriction. She suggests this can negatively affect both men and wider society by limiting how men are allowed to behave and express themselves.

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

Will Welch responded to criticism by arguing that GQ is not responsible for “creating toxic masculinity,” but instead is actively trying to challenge and redefine it through its editorial direction. He suggests the magazine now aims to present a “new masculinity” that is more open, emotional, and diverse, rather than reinforcing outdated stereotypes.

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?

The article suggests that at the start of the 20th century masculinity was based on ideas of physical strength, stoicism, and emotional suppression, where men were expected to be tough, self-reliant, and avoid showing vulnerability in any form. This created a very rigid and narrow definition of what it meant to be a man.

2) What social change occurred from the 1930s?

From the 1930s, the article suggests there was a social shift where masculinity began to be influenced by changing cultural and economic conditions, slowly challenging rigid “hard man” ideals. This was linked to developments such as urbanisation and shifts in work and family roles, which began to soften traditional expectations.

3) What is suggested about masculinity today?

Today masculinity is suggested to be more flexible and less fixed, with greater acceptance of emotional openness, self-care, and a rejection of strict traditional stereotypes. The article implies that men are now encouraged to express identity in more diverse ways depending on context and lifestyle.

4) Why does it suggest these changes are important? 

These changes are important because the article argues that outdated masculine ideals can harm men’s mental and physical health, while more modern views encourage wellbeing, emotional expression, and healthier behaviour. It suggests that redefining masculinity can help reduce pressure on men and improve overall quality of life.