The Gentlewomen - language and representation

Question 1

What are some of the conventions of magazine media language?

Answer 1

• coverlines
• sell lines
  -house style
  -anchorage
• date line and cover price
• puff
• barcode
• masthead
• main image of key signifier
• slogan

Question 2

What are some of the theories that can be used when analysing the front cover?

Answer 2

• Our eyes usually follow a Z-line or F-line, reading the top branch first then bottom branch and finally vertical line
  -Kress and Van Leewan’s theory: elements on the left of the magazine are ‘given’ and are safe elements known to the reader. New elements are placed on the right and could be contested by the reader
  -Magazines are designed in grids in 1/3rds: top third is masthead, middle is key image and bottom is a banner/main cover line

Question 3

How is Dyer’s star power usually conveyed in magazines?

Answer 3

Mastheads are often behind the key image to make the cover star seem more important; these key stars often use direct address to grab our attention.
Putting the masthead behind and covering some of it up makes the assumption the consumer knows what magazine it is, giving it an element of prestige

Question 4

What are some of the things to consider when analysing a magazine front cover?

Answer 4

• balance - even distribution?
• hierarchy of information - what stands out?
• readability - is it easy to read?
• typography - does it use serif font to convey formality and authority or sans serif to be accessible and friendly
• does it include teasers - this should include brief indication of content within the publication used to encourage the reader to purchase the publication

Question 5

What is the typography of the gentlewomen like?

Answer 5

-lower case masthead - opposes ‘rules’ for capitalisation, implying alternative to conventional expectations. Also create more personalisation for the niche audience rather than trying to stand out to masses
-serif futura font - modern font to take a contemporary and progressive tone. Sans serif is used for anchorage to show respect and sophistication of key signifier. The fact this is the only over text and it’s centralised makes Johansson seem important
- lack of cover lines - simplistic and atypical to show originality and non-conformity. It doesn’t rely on impulse buyers so no need for cover lines to compete for the reader’s attention - keeps it sophisticated for the audience who do want to buy the magazine

Question 6

What’s the positioning and layout of the front cover like?

Answer 6

The key signifier is shown in a close up shot, contained by a frame. This makes the reader feel like there’s more to see as something is hidden from us

Question 7

How does the front cover create enigma codes making us want to buy the magazine?

Answer 7

Lack of cover lines
Lack of context or teasers about story on Johansson

Question 8

What is the mode of address of the front cover?

Answer 8

Johansson’s half-open, dreamy eyes as well as direct address conveys a soft confidence. The minimalist approach keep us focused on her and her star power, as there’s no competing cover lines or puffs to divert attention, but it also ensures sophistication

Question 9

What are the colours of the front cover trying to show?

Answer 9

The bold colours ‘fill’ the cover as opposed to creating a need for puffs, banners and graphics. Similarly, the makeup of the key signifier contrasts and even clashes with the orange to target a niche audience interested in subverting fashion trends
Some may say the pop art colours emphasise a tension between her private life and public identity

Question 10

What is the house style of the gentlewomen like?

Answer 10

The magazines always have the masthead at the top, cover line at the bottom and key signifier in a frame in the middle - could be said to follow the 1/3rd grids theory. It creates a minimalist style
The message is therefore clear that this is the gentlewomen and this is their story. It aims to represent real women and the way they actually think, look and dress

Question 11

How is intertextuality used on the front cover?

Answer 11

The stylised makeup representation alludes to her role as super-hero, black widow

Question 12

What are the different interpretations of Johannsson’s makeup?

Answer 12

Make up could reflect that of a drag queen or of a circus as it has an element of hyper realism with the thick eyebrows and full lipstick, showing gender fluidity. The only thing that tells us it’s a women is the anchorage, giving it a broader appeal and creating enigma codes

Question 13

What is the mode of address of the whole magazine?

Answer 13

Minimalist approach suggests a no-nonsense mode of address with a focus on the women and what that means in a current era

Question 14

What is the main technique used on the front cover to help the independent magazine stand out (Hesmondhalgh)

Answer 14

Star power

Question 15

What’s significant about the angle of the shot that the main image is taken at?

Answer 15

The low angle elevates the model and refuses to serve an objectified agenda which invites the male gaze

Question 16

How could the name ‘the gentlewomen’ be analysed?

Answer 16

-Continues to take a no-nonsense mode of address with definitive article ‘the’, focusing attention on the key signifier
-the prefix gentle coveys ideas of a gentleman, which has connotations of class, wealth and power

Question 17

What ideologies are conveyed in the gentlewomen?

Answer 17

• women hood - individual, bold, fearless
• celebration and ambition
• sophistication
  -betterment of the natural world

Question 18

What language is used in the interview with Ramla to convey an ideology of being fearless?

Answer 18

‘I was ready to test myself’
‘Fear is a powerful motivator’
‘I had way too much pride to give into the pain’

Question 19

What language is used in the interview with Ramla to show a story of hard work and overcoming?

Answer 19

‘I’d put on weight and was being teased at school. And I was awful at it [boxing]. Horrible.’
‘you need to wake up with a purpose, you need to enjoy your job’

Question 20

What language is used in the interview with Ramla to show gender fluidity?

Answer 20

‘I was a total tomboy; I’d pick trainers over makeup any day’

Question 21

How could the photo of Ramla Ali be analysed?

Answer 21

• standing tall on a chair to show she’s embracing power and refuses to be below anyone - she’s just as powerful as men, which is reinforced by the phrase ‘everyone is equal’ - referring to the boxing gym
• stance of flexing muscles is like that stereotypical to a male - shows gender fluidity and uses a countertype to show women are just as powerful
• Blue tracksuit is also like that of a boy
• white background contrasted with blue tracksuit maintains minimalistic house style to force our attention onto the key signifier. This once again conveys that we are talking to the real, authentic Ramla Ali and can be inspired by her rather than something which looks to conform to hegemonic standards

Question 22

What can be analysed when looking at the picture of Stella McCartney?

Answer 22

-Simplistic - cardboard/ wood door background continues to make focus on the female protagonist - could suggest she’s come from humble beginnings -built up her own image- or is hard working at an office, which is stereotypically associated with men.
-black outfit like a male suit, showing she’s not subject to the male gaze and isn’t trying to impress anyone

Question 23

What in the Stella McCartney article conveys the ideology of a fearless women to aspire to?

Answer 23

• Use of word ‘blazing’ - metaphor with connotations of fire, destruction and being unstoppable
• by placing her name bigger in between the text, it continues the extended metaphor that’s she’s blazing through the text like she is the industry
• writing is spread out to create the idea that her name burns everything around it because it’s powerful, continuing to draw attention to her and keep a minimalist style

Question 24

What is a key theme through the Isabella Tree and Stella McCartney article?

Answer 24

Ethical consumerism and protection for the environment:
‘fake leather’, ‘vegan handbag’
‘rewilding project’, describing the pigs as an ‘ingenious creature’ - showing care for the environment

Question 25

What is the typography like of the female’s names?

Answer 25

Like that of the masthead but capitalised to show star power and importance

Question 26

What’s the significance of Isabella Tree’s name?

Answer 26

Use of surname being tree takes away attention from her and gives power back to nature

Question 27

What’s the significance of never seeing Isabella Tree’s face?

Answer 27

• it shows nature has taken her place in terms of beauty
• the only thing making it clear she is female is the anchorage of her name. We only see one photo of her back where she’s wearing a old jacket which could be worn by a man

Question 28

How can Steve Neale be applied to the product?

Answer 28

Conformity of a magazine:
- masthead at top - z line theory and grid theory
- issue date
- key signifier and anchorage text
- direct address of key signifier

Subversion
- no cover lines
- use of frame on front cover conveys ideas of exclusivity and seeing women through a different lens of success. This creates enough enigma that we don’t need cover lines to intrigue us more
- full masthead visible - important for a niche magazine who are less well known
- Looks to convey women as fearless and powerful rather than reinforcing hegemonic beauty standards and offers greater opportunities for fluid gender identification; celebrates women for authenticity rather than conformity
-doesn’t focus on gossip, domesticity, body image or relationships - instead inspiring women
- all outfits are gender neutral

Question 29

Why is some conformity to magazines important?

Answer 29

Offers some familiarity to the niche audience and the consumer knows they can receive pleasure from reading a known formula. Consumers like to categorise media products to a certain extent

Question 30

Why is some subversion necessary in magazines?

Answer 30

-USP
- stands out to a niche audience who don’t want to conform to the mainstream - they feel like they get their own personalised product - especially important as they don’t receive as much funding from advertisers as mainstream magazines

Question 31

How can structuralism be applied to the gentlewomen?

Answer 31

Their visual style places them outside of conventional, mainstream magazine genres or categories, but they are it’s still close enough to a magazine to be classified as a magazine product, ensuring sales and reducing risk

Question 32

How can Butler be applied to the gentlewomen?

Answer 32

The magazine doesn’t seek to label or define femininity and binaries are irrelevant. Similarly, there’s no heteronormativity given no relationships are spoken of

Question 33

What are examples of gender fluidity within the magazine as argued by Butler?

Answer 33

• outfits could all be seen as gender neutral
  -only thing confirming Tree and Johansson’s gender is anchorage
  -Tree’s cloak could be that of an old man
• makeup of Johansson is like that of a drag queen
• Ali’s masculine stance and tracksuit alongside long styled hair

Question 34

How can Van Zoonen be applied to the magazine?

Answer 34

No male gaze:
-low angle of Johansson
- McCartneys suit and Ali’s tracksuit
The women are not seen as objects but people to aspire and look up to
- Some indirect references to struggles women have faced in feeling secondary to men
- gives a voice to women
- Ali’s article - ‘there’s a respect in a boxing gym; everyone’s equal’

Question 35

How can hooks be applied to the magazine?

Answer 35

• women are no longer seen as secondary with them all standing tall
• inspirational women rather than reality stars to deny consumerist society
• representation of Ramla Ali as powerful and aspirational:
  “lightning speed and exceptional footwork” in the boxing ring elevated her to “global athlete status”. She refused to “give in to the pain” and “worked harder” to represent Somalia at the 2020 Olympic Games and then compete as a professional in the sport.

However the fact this text only reaches a small proportion of society could represent continued patriarchal values of society

Question 36

How can Gauntlet be applied?

Answer 36

Provides alternative representations of women, that defy traditional ideas about duties and occupations of a women
Consumers may look up to these women making them want to identify themselves with the influencers

Question 37

How can Stuart Hall’s representation theory be applied?

Answer 37

Positive stereotyping - educated and successful rather than mothers or objects
Arguably the magazine portrays a intentional view of the world, only showing aspirational women to convey them as a powerful social group and helping women to desire to be a better version of themselves