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Media Studies- AS/A Level > Men's Health > Flashcards

Men's Health Flashcards

1
Q

What were men’s magazines like in the past?

A
  • Cars- e.g. What Car?
  • Fishing- e.g. Angling Times
  • Pornography- e.g. Playboy
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2
Q
  1. What was the gap in the market of men’s magazines of the past?
  2. What was the stereotype of glossy mags in the past?
A
  1. General lifestyle magazines- these only covered women + hobbies; as men didn’t need mag to tell them how to live.
  2. Feminine
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3
Q

When do we see a change in the stereotypical men’s magazine?

A

1980s-90s:

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4
Q
  1. How did the men’s magazine market take off?

2. What were main features of ‘lads mags’ like ‘Loaded’ and ‘FHM’?

A
  1. Took off with the launch of ‘lads mags’:
    - 1984: Loaded; FHM, Zoo, Nuts
    - Represented British Lad Culture
    • Football
      - Misogynistic and pornographic representations of women e.g. ‘50 Sexiest Girls On TV’
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5
Q
  1. History of Men’s Health

2. Psychographics of Men’s Health audience

A
    • Est. 1987, USA
      - Presented different type of content to ‘lads mags’
    • Targets Aspirers & Succeeders
      - Elements of Mainstreamers and Explorers
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6
Q

Audience of Men’s Health- class

A

Majority are ABC1 Men- 64%

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7
Q

In basic terms, how does Uses and Gratifications theory apply to Men’s Health?

A
  • Personal Identity: Readers enjoy how mag reflects and endorses/validates their lifestyle
  • Surveillance: Mag is focused on self-improvement and learning how to live a healthier more successful life: “When it comes to goals, claim the hat trick”.
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8
Q
  1. Who is the publisher of Men’s Health?

2. When was the release of the first UK edition of the magazine?

A
  1. It was Rodale Inc., founded 1987; Rodale was then bought by Hearst Magazine.
  2. 1995
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9
Q

What was the total circulation in ABC of Men’s Health and GQ for 2016?

A

Men’s Health: 180,000

GQ: 117,000

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10
Q

What was the total readership for Men’s Health, GQ, and Esquire for 2016?

A

Men’s Health: 995,000
GQ: 336,000
Esquire: 109,000

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11
Q

What was the ABC1 readership for Men’s Health, GQ, and Esquire for 2016?

A

Men’s Health: 643,000
GQ: 237,000
Esquire: 85,000

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12
Q

What was the AB readership for Men’s Health, GQ, and Esquire for 2016?

A

Men’s Health: 321,000
GQ: 146,000
Esquire: 64,000

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13
Q

What is the difference between readership and circulation?

A
  • Circulation: The amount of copies printed and distributed by the magazine.
  • Readership: An estimate of how many people read the mag in total (e.g. mags in gym or waiting room will be read by many diff. people)
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14
Q
  1. How do the majority of readers access Men’s Health magazine?
  2. How many combined social media followers does Men’s Health have?
A
  1. According to the Men’s Health media pack, they generally interact with the digital version:
    - via a mobile device- 68%
    - via a desktop- 21%
  2. 1,295,000
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15
Q

What are the statistics (demographics, personality traits, etc) like for the combined digital and print audience for Men’s Health (2016)?

A
  • 905,000 are ABC1, aged 25-44
  • 700,000 have a degree
  • 200,000 earn over £50,000
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16
Q

What is the fashion philosophy of Men’s Health?

A

Fashion should be

  • Stylish
  • Contemporary
  • Wearable
  • Individual
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17
Q

How much do readers of Men’s Health spend on fashion collectively per year?

A

1.1 billion. This suggests that being fashion forward is part of modern masculinity, demonstrating a shift from the view that only women are obsessed with fashion.

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18
Q

What is the average watch collection value of the Men’s Health audience?

A
  • £4,123
  • Suggest that audience is wealthy, sophisticated
  • Succeeders- able to afford dear watches + buy them based on reliability
  • Aspirers- seek status + want to show it off by buying luxury goods.
19
Q

What % of Men’s Health readers moisturise daily?

A

73%- subverts stereotyped

20
Q

What does the magazine suggest about its audience for fitness and technology in their media pack?

A
  • ‘Fitness evangelists’ - treat fitness like religion; should be idolised for their fitness
  • ‘Early adopters of tech’- innovators, forward-thinking
21
Q

What are the three magazine brand extensions of Men’s Health Luxe?

A
  • Urban Active
  • Synchronised
  • Epicure
22
Q

Urban Active (Men’s Health Luxe)

A
  • Sports luxe fashion mag
  • Partnership w/ Harrods
  • Showcases continuing trend of high-end performance + fashion apparel
23
Q

What does the extension Urban Active suggest about the Men’s Health audience?

A
  • Sports are still central to men’s leisure today

- Fitness fashion with a masculine edge- changing lifestyle values of men

24
Q

Synchronised (Men’s Health Luxe)

A
  • As of 2016, it was in its 8th year
  • Produced alongside leading horologists
  • Must-have buyer’s guide for all watch-lovers, regardless of expertise (or lack thereof)
25
Q

What does the extension Synchronised suggest about the Men’s Health audience?

A
  • Audience have free time + wealth to spend on collecting watches
  • Audience seek status and sophistication
  • ‘Professional’ accessories = central to men’s fashion
26
Q

Epicure (Men’s Health Luxe)

A
  • Gastronome mag
  • Showcases:
    o Best in food and drink
    o Best restaurants
    o Kitchen skills
    o Fine dining
27
Q

What does the extension Epicure suggest about the Men’s Health audience?

A
  • Cooking is becoming more gender neutral
  • Audience is likely single- single men more likely to cook
  • Pro cooking seen as a man’s job
  • Food is central to high life of men
28
Q
  1. How much do Men’s Health readers spend on car purchases per year?
  2. Why is this significant?
  3. What does the statistic about how much Men’s Health readers spend on car purchases suggest?
A
  1. £2bn per year
  2. More than any other magazine (barring Top Gear and Autotrader)
    • Cars are still central to men’s leisure, seen as very masculine
      - Cars are a symbol of wealth and status
29
Q

Survival of the Fittest event

A
  • Biggest urban adventure race series in the UK
  • 15,000 entrants across 4 events nationwide
  • Supporting TV, mag, digital and social campaign which reaches millions
30
Q

Men’s Health Product Range

A
  • Premium products centred around its core health, fitness, and wellbeing editorial pillars
  • e.g. Gym equipment, recipe sets, health supplements.
31
Q

Global statistics for Men’s Health

A
  • Global readership of 26.7 million

- 25 websites

32
Q

Apply Blumler and Katz’ Uses and Gratifications theory to Men’s Health

A
  • Personal Identity: Reflection and validation of their lifestyle is of particular enjoyment to readers
  • Surveillance: Allows ppl to be on top of developments in health, fitness, fashion, etc; Central focus-self-improvement- ‘When it comes to goals, claim the hat-trick’
33
Q

Why hasn’t Men’s Health struggled as much as other magazines?

A
  • Embraced digital media- 25 websites, huge social media following- reach wider audience + market product more effectively, relatively cheaply.
  • Brand extensions: mag can support itself with sales from brand extensions e.g. product range despite gen mag sales decline
34
Q

In terms of representation, how does Men’s health challenge stereotypes, with examples?

A
  • Feat Howell in ‘The Marathon Man’ article; countertype senile, weak older men stereotype; aspirational due to physicality, determined to go on w/work-out regime
  • Subverts idea that men have to be ‘tough’ emotionally by confronting issue of male mental health issues e.g. depression- ‘#Slay Winter Blues’
35
Q
  1. In terms of representation, how does Men’s health compound stereotypes, with examples?
  2. What does the cover suggest about the ‘ideal male body’?
A
  1. Vin Diesel- Trad. masculine identity, muscular body, association with action movies.
    • Fat free (no gut)
      - Muscular- six pack + t-shirt arms
36
Q

Media Language on the front cover- House style

A
  • Limited colour palette- shades of blue, black and white

- Distinct house style (Serif fonts and colour palette)

37
Q

Media Language on the front cover- Conventions

A
  • ‘Masculine’ colour palette

- Recognisable star- Vin Diesel; whole body + he’s an action hero- trad masculine= reflects interests of mag.

38
Q

Coverlines on the front cover- typographical codes, intertextual links, and an example of a coverline

A
  • Sans serif font
  • Link to image of Vin Diesel eg. ‘lose 8kgs fast’ = intertextual link to Fast and Furious franchise
  • ‘103 shortcuts to t-shirt arms’
39
Q

Lifestyle/ideologies represented in the magazine, purpose of the coverlines, semiotics

A
  • Consistent message- lifestyle values, masculine identity
  • Brief captions summarise each article (ski holidays, diet)
  • Symbolic images mental health/nutrition
  • Algorithms and Blues- indexical link to social media + depression/mental health
40
Q

P101 of Men’s Health- 1

A
  • 5 column layout, action shot of Phillip Howells running; captions overlay image w/inspirational quote, info of physical activities
  • Marathon Man- intertextual link to film; inspiring role model- ‘run 30 miles, swim 2 miles, and cycle 40’
41
Q

P101 of Men’s Health- 2

A
  • ‘Flour Power’- pun; shift from cooking being feminine; positioned next to flexing bicep w/egg on it- fitness is priority
  • Editor’s letter directly addresses audience: uses and grats, social interaction- feel like part of community
  • ‘True Grit’- men still aspire to be tough
42
Q

What type of magazines marked a change in men’s magazines?

A
  • Arena, 1986: upmarket men’s fashion magazine for urban man; built on success of The Face, i-D, Blitz of 1980s
  • Upper class fashion and lifestyle magazines GQ (est 1931) and Esquire (est 1933)
43
Q

How many countries is Men’s Health published in?

A
  • 37 international editions
  • Published in 60 nations
  • Best-selling men’s mag in the UK and US
44
Q

What is the cover price of Men’s Health on this issue?

A

£3.99

Media Studies- AS/A Level (28 decks)

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