Sunday, September 22, 2019

Clay Shirky: End of audience

1) Looking over the article as a whole, what are some of the positive developments due to the internet highlighted by Bill Thompson?

Thompson highlights that the internet opens way for innovation, he also does mention that the internet does help to promote freedom and freedom of speech, and highlights the fact that the internet is a source of "the livelihood, social lives, health, civic engagement, education and leisure of hundreds of millions of people (and growing every day)."

 2) What are the negatives or dangers linked to the development of the internet?

The openness of the internet acts as a positive and a negative, while it does open way for innovation; it also results in the activity occurring on the internet to also be very hard to track, making spam hard to stop without specialized software; with the internet growing everyday, more illegal activities such as the selling of narcotics and firearms becomes far easier and convenient due to the naturally unregulated nature of the internet.

3) What does ‘open technology’ refer to? Do you agree with the idea of ‘open technology’?

Open technology is the idea of complete openness to where a computer can connect to, what it can run and what it can do. This idea plays into the want for complete of equal opportunity, social justice, free expression etc. While the methods in which this can be done seem simple enough; having software that can run anywhere, having companies that profit off of the separation removed etc, the chances of this happening are very slim for one main reason; almost all "tech" businesses profit off of this, this includes apple (they have special software that can only work on certain computers, violating the idea of open technology), along with a wide variety of other companies. Due to this the possibility is small, but having open technology does sound convenient. Although with this being said, Google has decided to open source their technology, so this open technology future may not be as far fetched as I thought it would be. 

4) Bill Thompson outlines some of the challenges and questions for the future of the internet. What are they?

The major challenge he outlines is the openness of the internet, that along with it being unregulated makes the internet difficult to handle; and the question he leaves if what we could do for the internet and it could do for us.

5) Where do you stand on the use and regulation of the internet? Should there be more control or more openness? Why?

I naturally believe in the idea of freedom of speech, but the issue here is that when the concept of freedom of speech was officially developed, it did not take into account the idea of a globally connected world where opinions and ideas from different cultures can interact and collide; that's the issue we face today, if we were to develop a truly open internet and unregulated access for anything and everything, we're looking at confirmed conflict between groups. An argument against this would be to only regulate content that would offend, or would be seen as radical, this in itself raises even more issues; how do we decide what could be seen as offensive, how do we ultimately determine what could be seen as an extreme idea, e.g. Saudi Arabia would see any form of mocking towards their royalty as an extreme and violating offence, while individuals in other countries would see that as a basic form of scrutiny, a core aspect of modern society and governance. Same could be said towards conservative ideas of Islam being spread in the US through the internet, that in itself can be seen as a threat on the American ethics the nation was built on by some Americans. A solution to this could be to have each nation have their own regulation to what they deem offensive; well this would not only be almost exactly be what we have today, but this solution also goes against the idea of open technology and freedom of speech. This argument could go on for pages, but overall, I believe that there should be freedom of speech, even if it offends you; you can't be selective over transparency and freedom 


Clay Shirky: Here Comes Everybody

Clay Shirky’s book Here Comes Everybody charts the way social media and connectivity is changing the world. Read Chapter 3 of his book, ‘Everyone is a media outlet’, and answer the following questions:

1) How does Shirky define a ‘profession’ and why does it apply to the traditional newspaper industry?

Shirky in a sense defines the premise of a profession as quite narcissistic "For people with a professional outlook, it's hard to understand how something that isn't professionally produced could affect them".

Shirky applies this to the traditional newspaper with his father. Howard and other newspaper professionals would only take other professionally made media products seriously, this meant two things; one, that the rise of the internet was inevitable as it was all made and curated by amateurs, and two, the traditional news industry did not take the idea of being made obsolete seriously

2) What is the question facing the newspaper industry now the internet has created a “new ecosystem”?

If Newspapers going to survive at all with the new environment and "Ecosystem" that the internet has created.

3) Why did Trent Lott’s speech in 2002 become news?

It became news the weekend after the birthday party due to republican and democrat blogger .

4) What is ‘mass amateurisation’?

Mass amateurisation is a phenomenon that's come from the internet, where the mass audience have now had the ability to make their own content.

5) Shirky suggests that: “The same idea, published in dozens or hundreds of places, can have an amplifying effect that outweighs the verdict from the smaller number of professional outlets.” How can this be linked to the current media landscape and particularly ‘fake news’?

This idea could be linked to the quantity over quality idea when it comes to sharing of news, often times when someone see's some viral news or event, and it has thousands if not millions of shares, retweets, likes, upvotes etc, the audience, or the reader/consumer will more likely to accept that as fact, and completely disregard anything that says otherwise due to the amount of people that have acknowledged that to be true. Although the issue of people insisting to not read the actual news article, and basing their opinion/reaction on just the headline is also a large culprit as well when it comes to the oversharing of news. Fake news is the prime example of this phenomena.

6) What does Shirky suggest about the social effects of technological change? Does this mean we are currently in the midst of the internet “revolution” or “chaos” Shirky mentions?

Due to the sharing of information being so wildly available, the internet can be used as a force of change, hence us being in the middle of an internet revolution 

7) Shirky says that “anyone can be a publisher… [and] anyone can be a journalist”. What does this mean and why is it important?

Th meaning is quite literal, anyone can be a publisher and anyone can be a journalist due to the wide reaches that the internet has, it can reach almost anyone anywhere, and due to that it's become easier to become both professions

8) What does Shirky suggest regarding the hundred years following the printing press revolution? Is there any evidence of this “intellectual and political chaos” in recent global events following the internet revolution?

Shirky states that following the printing press, some traditional jobs that were popular before the printing press became obsolete, hence came anxiety from people who worked those jobs as they feared their futures, the same can be said about the way newspapers and magazines have reacted towards the internet e.g. over exaggeration and demonisation of the internet.

9) Why is photography a good example of ‘mass amateurisation’?

It's a profession that quite literally anyone with a camera can pursue, this includes smart phone cameras too

10) What do you think of Shirky’s ideas on the ‘End of audience’? Is this era of ‘mass amateurisation’ a positive thing? Or are we in a period of “intellectual and political chaos” where things are more broken than fixed? 

This is a question that can't really be viewed objectively, the benefits and the negatives are plentiful, but seeing that I have a bias towards the internet age due to being brought up by it, I'm excited to see how it will progress and evolve over time; but it's easy to see how people who had their livelihood being ruined by being made obsolete because of the internet would see it in an entirely different light.    

A/A* extension work: read Chapter 1 ‘It takes a village to find a phone’ and Chapter 4 ‘Publish, then filter’ to further understand Shirky’s ideas concerning the ‘End of audience’.

Friday, July 12, 2019

Magazine Index

1) Men's Health - Audience
2) Men's Health - Language and Representation
3) Men's Health - Industries and the impact of digital media
4) Oh Comely - Audience
5) Magazine front cover production task - learner response
6) Oh Comely - Language and Representation
7) End of Year 1 exam - learner response
8) Oh Comely - Industry case study

Oh Comely - Language and Representation

1) What do the typefaces used on the front cover suggest to an audience?

It suggests that Oh Comely is not your typical magazine, showing the independent nature of the magazine


2) The words under the title introduce the content and topics addressed. What do these suggest about the potential audience of Oh Comely?

It suggests that the audience may be primarily focused on women, possibly middle class/educated women 


3) How do the cover lines use narrative to create enigma? What do the cover lines suggest about the magazine's content and audience?

The cover lines seem relatively nonsensical when seen like that, but that strangeness results in the reader being interested in seeing what it means; creating enigma 
4) Write an analysis of the central image.

Typography:

  • Unconventional
  • Elegant
  • Seems somewhat feminine - plays into the idea it's targeted towards
  • minimalist 
Main figure:
  • Gender ambiguous 
    • Modern themes of gender identity 
    • Pride
  • Female
  • Unconventional pose, model, fashion etc
Colour scheme/design:
  • Minimalist
    • Colours used are very muted 
    • Very spacious design, null space 

5) What representation of gender can be found on this front cover?

As mentioned in the analysis, the model seems to be very gender ambiguous

Feature: Speaking Out

1) What does the headline and standfirst suggest about Oh Comely's feminist perspective?

very pro-feminist and women empowerment 
2) What do the interviewees in this feature suggest about the values and ideologies that underpin this magazine?

Very creative, individualistic and empowering 
3) How conventional is the page design in this feature? Why?

Unconventional to commercial standards but quite conventional to independent standards e.g. Minimalism and spacious designs are common amoungst independent magazines

4) Pick out specific aspects of this feature that subvert the stereotypical representation of women in the media. Are they different to what we may find in conventional women's lifestyle magazines such as Glamour or Cosmopolitan? Why is the absence of men a key feature of Oh Comely?

The women are not overly sexualized at any part of the magazine 
5) How does the photography offer a fresh or unusual perspective on women?

Most of the photography is "artistic" with framing and colour grades not normally found in larger commercial magazines 

Feature: More than gender

1) How does this feature offer a fresh perspective on gender and identity?

It shows sides of gender that isn't always shown in mass media, such as transgender individuals 
2) What is the significance of the writer and photographer? How does this fit with the Oh Comelybrand?

The photographer and writer offer their own aesthetics that are different but similar in nature 
3) What style of photography is used in this feature?

Minimalistic and often scenic 
4) What representations of the transgender lifestyle can be found in this feature?

Very much open to transgender individuals and different gender identities 
5) Why is the biographical information at the end of the article significant? (Clue: the writer is also an editor of a niche, creative magazine called Entitle).

It adds to the minimalistic and independent feel of the magazine


Representation and identity

Work through the following questions on representation and Oh Comely:
1) How do representations in Oh Comely challenge stereotypes?:

Instead of being seen as just objects for the male gaze, women are being represented as figures that have their own ideas and beliefs and can bring their own critical thinking in a situation 

2) What representations of race, ethnicity and nationality can be found in the 'Speaking Out' feature?

There is a positive representation of multiple races, ethnicities and nationalities, these include Somalians, black, white and also Asian. 

3) What representation of women and femininity can be found in Oh Comely?

There is a strong representation of positivity and empowerment, feminity is seen to be broad and important. They are presented to be more than just a body to be objectified 

4) Why might Oh Comely deliberately under-represent men? (The absence of men in the magazine appears to be a largely deliberate move by the editors).

The deliberate abscence of men could have been done in order to promote women and make sure that female accomplishments are acknowledged and appreciated instead of having some spotlight taken by men.5) Does Oh Comely fit into the possible fourth wave of feminism? Or is it evidence of post-feminism - that feminism is no longer needed?

While I believe that Oh Comely does actively use social media and the internet to promote feminism and empower women, I don't believe that they believe that feminism is no longer needed, this is mainly due to the fact that the feminism is often brought up within their magazine and the importance of feminism is brought up too

6) How does the 'More than gender' feature challenge Levi-Strauss's structuralist theory of binary opposition?

The feature states that gender itself is not binary and that the idea of gender is always in constant motion of change, the feature also touches on the idea that our identities can change also.
7) Judith Butler argues gender is a performance. How does Oh Comely challenge traditional gender roles? You should refer to both the cover and the selected CSP features. 

The model on the cover photo has a very dominant pose and look to her that is not overly feminine and flirtatious, this changes the typical ideology of women being purely their for sexual reasons; This is significant as the this means that Oh Comely is actively trying to subvert the typical ideology of what beauty is that large media corporations have managed to form over the years.

8) Angela McRobbie explored the empowering nature of women's lifestyle magazines in the 1990s. Oh Comely seeks female empowerment in a different way. What differences can you find between Oh Comely and more traditional women's lifestyle magazines such as Cosmopolitan orGlamour

Cosmopolitan or Glamour (and almost any other beauty or fashion related magazine) often focus on the look and body of their models; for Oh Comely although, they have managed to present women for their intellectual properties rather than their physicality.

9) David Gauntlett argues that identity is becoming more fluid, media representations change over time and that there are generational differences. Does Oh Comely support this viewpoint?

I do believe that Oh Comely does support this viewpoint, this is evident through their transgender feature that shows the fluidity of gender and how it can change over time. Along with that feature, Oh Comely further supports this viewpoint through their cover photo, the girl is androgynous, this also supports fluidity

10) It has been argued that Oh Comely is a far more open text (Stuart Hall - encoding and decoding) with more room for negotiation in interpretation. Do you agree with this view? Why?

When it comes to what Oh Comely represents and they promote I do believe that Oh Comely is far more open than other magazines. Throughout the magazine within the different features, a direct conclusion is never made, this lack of closure gives the audience the freedom to connect the pieces together to form their own beliefs and interpretations to what they have just read.

Men's Health - Industries and the impact of digital media

1) Hearst UK is part of Hearst Communications. What is Hearst Communications and where is it based?

Hearst communications is a large media and business information conglomerate located in Manhattan new York 

2) What media industries and brands make up the Hearst Communications conglomerate?

Hearst communications own a large variety of newspapers, magazines, broadcasting companies and internet providers. Some of the brands hearst communications own include Men's Health, cosmopolitan, Food Network Magazine, House Beautiful, Seventeen, ESPN, eCrush, Kaboodle etc.

3) What was the global revenue for Hearst Communications (in dollars) for the most recent year on record?

$10.8 Billion

4) Focusing on Hearst UK, what other magazine brands are part of Hearst UK publishing? How many UK people do they reach in print and online?

Some brands include Bicycling, Elle Decor, Nat Mags, Womens Day, Womens Health. Hearst Communications reaches 30% of all women, 25% of men and sell roughly 4 Million copies monthly with roughly 17 million users digital readers in the UK.


Read this Campaign interview with Hearst UK CEO James Wildman.

5) What is James Wildman's plan for Hearst UK?

James Wildman's plan for Hearst UK is to increase marketshare, Accelerate digital growth and to diversify their revenue to events and partnerships and to also consider acquisitions 

6) What percentage ad decline are consumer magazines facing?

10% decline.

7) What Wildman think about premium content and paywalls?

Wildman believes that hearst Communications should charge for premium content, but as of right now they have no plans of setting up paywalls.

8) How has Hearst used diversification to grow the business?

Hearst want to create more events on a yearly basis, they also want to create more merchandise deals with advertisers.

Read this Hearst UK press release for their late 2017 ABC figures.

9) Is Men's Health increasing or decreasing in circulation?

The circulation is increasing.

10) What explanation is provided by Hearst for the success of their magazines in a tough print market?

Hearsts distribution methods are effective, they place their products in places where they are most likely to be read.
The impact of digital media on the print magazines industry

Read this BBC website feature on the print magazine industry and then this Guardian feature on the demise of NME magazine and print magazines in general.

1) Why are traditional print magazines struggling?

The introduction of the internet weakened the magazine industry

2) What genre of magazines is currently bucking the trend and increasing sales? Why is this?

In recent times the political magazine industry has become more popular due to the rise of fake news, the public want to have a reliable source of news to understand whats going on. 

3) In contrast, what magazine genres are struggling? Give examples of magazines that have declined or stopped printing altogether.

Celebrity, gossip, music genres have began losing sales e.g.

Now - 21% 87,000
Look - 35%
Closer - 20% 200,000
Grazia 13% 110,00

Heat - 17% 120,000

4) Look at the Guardian article in detail. What statistics are provided to demonstrate the decline in the print magazines industry between 2010 and 2017? What about the percentage decline from 2000?

Uk print titles subscribers fell by 42% from 23.8 Million to 13.9 Million. 

5) What percentage of ad revenue is taken by Google and Facebook?

65%

6) What strategies can magazine publishers use to remain in business in the digital age?

The guardian suggested that they begin to create and publish magazines for more niche audiences and to introduce paywalls.

7) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?

He states that the magazine industry is diverse, and that Hearst Communications have events for their magazines.

8) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams? What is the Men's Health branding used for?

Men's Health create niche magazines that attract fan bases.

9) What signs for optimism might there be for traditional magazine brands?

With the recent issue of fake news, audiences are now looking for brands that they can trust.

10) How does Men's Health fit into this picture? Why do you think Men's Health has remained successful in the digital age? Do you think Men's Health will continue to publish for many years to come? Why?

I do believe that Men's health has remained successful in the digital age, they have diverse content that helps attract a loyal fan base, with how they're doing right now, I do believe that they have the ability to continue publishing for years to come. 
The Men's Health website and social media

Visit the Men's Health websiteTwitter feed and Instagram. You may need to complete this part of the case study at home if it is blocked in school.

1) What similarities do you notice between the website and the print edition of the magazine?

Both their print and digital magazines contain paid promotions, both mediums also contain the same type of content. Within both mediums, Men's Health still focuses on portraying physically fit celebrities as their main selling point.

2) What is the Men's Health daily newsletter and what does it include? How does this help Hearst UK to make money?

Men's Health daily newsletter provides its viewers with daily tips on physical fitness, along with this the newsletter also contains product placements that their audience may have already seen, incentivizing more purchases. The Men's Health daily newsletter makes Hearst UK money through advertisements and conversions.

3) Look at the menu bar along the top of the website. What are the menu options? What does this suggest about the representation of men and masculinity associated with Men's Health?

All the menu options are heavily focused on the physical appearance of men, this shows that Men's Health still represents masculinity in a very hegemonic way e.g. Muscle, Workouts, style and watches are all menu options while there is not any mentions of any psychological or emotional advice or guidance.

4) Choose one of the menu sections and write a list of the features in that area of the website. What target audience are these features aimed at?

Under the watches menu, there are two articles that show budget watches for their audience along with three articles recommending long lasting watches, this shows that Men's Health watches may be more middle class as these articles are recommending what watches are most worth it for the price, and are also recommending budget watches.

5) Do you think the Men's Health website is trying to sell the print version or simply build a digital audience? What are the advantages and disadvantages of a 'digital first' strategy?

I believe that Men's Health is trying to build a more digital audience instead of trying to sell more print magazines. The main advantage of doing so is that through building a more established website, Men's Health is making their content far more accessible to a bigger audience, this allows Men's Health to garner a more concurrent viewership, this higher viewership allows Men's Health to make more money through adverting. There are two disadvantages although, one being that they are sabotaging their own print products, making them less wanted, and second, Google takes a large cut out of the profit.


6) How does the Men's Health Twitter feed use 'clickbait' to try and get users to click through to the magazine's website? Give examples of tweets that are designed to get the audience to click through.

Some of Men's Health's tweets uses eye catching images that are an incentive to click on the article e.g." 10 exercises you need to get single-digit body fat" .

7) How does the Twitter feed uses images and video content alongside text and links?

The twitter feed uses eye catching images and video to attract new and old audiences towards their website, next to the website or image, Men's Health has the link of the article beside it in the caption, this allows easy access for the audience. 

8) What does the Men's Health Instagram suggest about the Men's Health brand? Is this appealing to a similar audience to the print version of the magazine?

Instagram is an image based social media, Men's Health has taken advantage of this and use it to catch the eyes of new and old audiences. While I do believe that this has been done to attract a younger audience, I think due to the similarity of having a eye catchy image can appeal to a similar audience to the print version of the magazine.

9) Is the Men's Health social media designed to sell the print magazine or build a digital audience? Why?

I believe that their social media is designed to build a digital audience; each of their posts on Instagram direct their audience towards their website, they also very rarely promote their magazine on their social media. 

10) Evaluate the success of the Men's Health brand online. Does it successfully communicate with its target audience? Will the digital platforms eventually replace the print magazine completely?

Men's Health brand online has proven to be quite successful, due to this success I do believe that they have managed to successfully communicate with their target audience. If this success is to continue, they will replace their print magazines in the future