• Ownership – owned by condé nast who is owned by Advance Publications who owns discovery channel as well
• owned by the conglomerate Advance Publications and uses horizontal integration
• It has other magazines allowing to reach a wider audience
• revenue was US$2.4 billion (2016)
• Advertising, marketing, product placement etc – in terms of revenue and type of products featured in Vogue (INSTITUTION & AUDIENCE)
• Primary target audience 12-17 year old girls
• Uses and Gratifications – understanding about self and knowledge about the world
• Messages sent (encoded/decoded) ie the values, attitudes and opinions of this CSP (or ideology / political & social bias) (= REPRESENTATION)
• Use of new technology / relationship to old technology (= LANGUAGE)
• Layout, language, style, design, words, images, symbols, connectivity (=LANGUAGE)

Media Language

How are the codes and conventions of a website used in the product? How are these conventions used to influence meaning? The website could be analysed in terms of:

• The language of composition and layout: images, positioning, layout, typography, language and mode of address.
• The genre conventions of websites will be studied and the genre approach should also include reference to the content of lifestyle websites.
• The application of a semiotic approach will aid the analysis of the way in which the website creates an ideology about the world it is constructing – often to do with age, beauty and social and political issues.
• Narrative in the context of online material can refer to the way that the images and the selection of stories construct a narrative about the world.

Media Representations

The choice of this online product provides a wide range of representational issues. These include the representation of the target audience of young women in the United States but also globally. The focus on representation will build on work done in the analysis of visual images and can also be used to explore target audiences and ideological readings:

• Representation of particular groups (age, gender, race), construction of a young female identity.
• ‘Rise, Resist. Raise your Voice’ is the slogan for the website.
• Who is constructing the representation and to what purpose? the political opinions based on both the site and its sister publications leads me to believe that the general political opinion of Teen Vogue is more left leaning. Leftist politics focus more on people and society rather than financial loss/gain (capital)
• The focus on politics, social issues and technology (in addition to fashion and celebrity) suggests a new representation of young women.
• Analysis of the construction and function of stereotypes
• Representation and news values – how do the stories selected construct a particular representation of the world and particular groups and places in it?

List of CSP articles

Kim Kardashian West talks about mass incarceration – written by de elizabeth in january 2020

This article features a famous celebrity – Kim Kardashian. This person is well known to young girls, and has a large following on instagram, earning about $750,000 per post. Kim kardashian could be classed as a social media influencer, and is idolised by young girls.

In this article, Kim kardashian talks about mass incarceration, which is featured in her upcoming Oxygen documentary Kim Kardashian West: The Justice Project. In the article, it is mentioned that mass incarceration disproportionately effects people of colour as well as women. This is important to mention as the targeted audience of this magazine are young girls, and therefore this issue is specifically affecting them. This means that, with Hall’s theory of preferred reading, the response is likely to be dominant due to the targeted audience being mainly young girls. However, there still may be those who do not agree with the article (other…?) as well as those with a negotiated response (e.g. may think that people of colour are more likely to be incarcerated than women or may not agree with Kim Kardashian). In the article, Kim K states that “people deserve a second chance”, which is quite a general statement for this issue.

However, something contradictory about Kim Kardashian is that while she is spreading awareness of this issue by making a documentary about it, it’s still a documentary, which is still going to get her money and prestige. Furthermore, Kim K’s worth is $350 million, and she earns roughly $750,000 per post, meaning that she has the money to go out and physically make a difference but refuses to do so

Your Rights to unionise

Tomb raider

• made in 1996
• features protagonist Lara Croft – who shows both a mix of radical and reactionary beliefs (in a position of power – main character, strong female lead yet is sexualised to appeal to the male gaze)

Marshall Mcluhan: Medium is the message

• cinema transforms groups and societies
• we are more ‘isolated’ due to media
• you don’t fully understand the medium = you don’t fully understand the message
• in the context of teenvogue = distributed through social media, e.g. twitter. if the target audience enjoys reading teen vogue, they are more likely to check twitter often, shaping their social media habits.

Key Words associated with New Media

share	active	creative	host
story	re-connect	personalise	stream
experience	store	scale	immerse
interface	live	adapt	binge
conversation	re-perform	circulate	endless

share – the story is shared through the teen vogue website or twitter so it’s easy to share through a link or retweet

binge – articles are compiled so its easy to binge read

circulate – content can be easily circulated through retweets, especially from larger social media accounts

NEW MEDIA	OLD MEDIA
Active involvement	Passive involvement
Two-way conversation	One-way conversation
Open system	Closed system
Transparent	Opaque
One-on-one marketing	Mass marketing
About Me	About Them
Brand and User-generated Content	Professional content
Authentic content	Polished content
FREE platform	Paid platform
Metric: Engagement	Metric: Reach/ frequency
Actors: Users / Influencers	Actors/ Celebrities
Community decision-making	Economic decision-making
Unstructured communication	Controlled communication
Real time creation	Pre-produced/ scheduled
Bottom-up strategy	Top-down strategy
Informal language	Formal language