OH!

The CSP Oh Comely has changed its name to Oh. The update on the magazine’s website states: ‘Oh is a reimagination of Oh Comely magazine and is still a place to meet new people, hear their stories and hopefully leave you looking at life a little differently. And every issue will still have beautiful photography and illustration at its heart’.

Oh! is part of a development in lifestyle and environmental movements of the early 21st century which rebrands consumerism as an ethical movement. Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment.

LANGUAGE:

In the Headline of the front cover the adjective ‘comely’ is an old fashioned term meaning to be pretty/attractive. This foregrounds that the magazine doesn’t focus on the conventional sexualisation of women. The language used “power, strong, mischief, revolution” are counter typical to the language normally associated with women and more so with men, this creates a sense of empowerment

The dominant signifier has her chin titled upwards and making direct eye contact with the viewer. Her posture is relaxed and large as she takes up space by raising her hands above her head. This shows that she is confident and assertive which are traits typically associated with men.

You could argue that she flouts Levi Strauss’ theory of structuralism as she blurs the lines as she neither represents stereotypical traits of masculinity or femininity. She does not follow society’s standard and therefore she determines her own position as a person rather then as a woman who would typically be determined through her gender. You could also link this to the theory of Todorov’s narratology. Through a wider perspective, the magazine represents the ‘new Equilibrium’ or even it is their attempt to ‘Repair the Damage’ of sexist attitudes promoted by the patriarchy and transform the facade of what it means to be a women without the surrounding stigma or stereotypes.

Minimalist and simplistic style through publications.

Masthead – Synthetic personalisation through the font which looks like cursive handwriting, implying that this magazine is handmade rather than a overly glossy, perfect production. Oh Comely is a place where many diverse voices are given a platform to share opinions.

Time of writing, during the 4th wave of feminism. This is when women were starting to hold the patriarchy accountable for misogyny and over-sexualised representation of femininity in the media.

REPRESENTATION:

Oh! is a female lifestyle magazine through the lens of a ‘strong feminist perspective’. On their instagram page, Oh Comely is described as an “indie mindful living mag with a fresh perspective”. Oh Comely constructs a representation of femininity with its focus on creativity and quirkiness. The focus topics are on women as artists, entrepreneurs, athletes and musicians and female empowerment is a major theme. This is contrasting to a conventional women’s magazine which often focuses on topics such as gossip, weight loss/gain and fashion and makeup. The absence of men as part of the representation of masculinity in Oh Comely magazine. There is also representation of social groups: Oh constructs a lifestyle through its focus on culture and the environment. This analysis would offer the opportunity to question some of the messages and values constructed by the magazine.

They encounter more diversity. Inclusion of women from different cultures and not shown in the stereotypical way. Moving away from stereotypes associated with certain ethnicities (Hall) and providing positive representations that are hardly focused on. (poverty/terrorism) She is a campaigner fighting against FGM showing her as a strong independent woman. Capitalisation of the word “Sister” showing emphasis of how she wishes to unite women. Linking to David Gauntlett – collective identity. Focusing on real world problems instead of common conversational topics such as fashion, cooking, cleaning, and weight gain/loss. Focusing of empowering women rather than gossiping.

The magazine is promoting body positivity and acceptance of all bodies. Counter typical to the common passive aggressive remarks which are often made towards women and their body changes. Creating emphasis around this as an inclusive magazine.

Radical representation of women in the media as on the front cover she is not over-sexualised. She is not wearing revealing/tight fitted clothing. Her make-up is light and very natural looking helping to create a humanising picture of a woman. Her posture is slumped back and wide as she takes up space in the environment showing her confidence. Her hair is short which is counter typical for the stereotype of femininity. Links to Butler’s theory of gender as performance. She is not the stereotypical representation of women but rather shows some masculine features.

‘Speaking Out’ article – Follows the same structure for each story it focuses in on, perhaps this could signify the magazines importance on representation of equality and diversity throughout their issues.

AUDIENCE:

Print: Magazine (Independent). Oh Comely is an alternative magazine, aimed at a niche audience. 

• Social Media Reach: 100,000 
• Readers Per Issue: 25,000 
• Average Age of reader: 27 
• Sold through independents, WHSmith and international outlets
• Target Market is young women
• Aimed at a niche audience
• Perhaps, trying to project to such a narrow demographic, the magazine was not able to generate enough engagement, leading to it’s end.

INDUSTRIES:

• Owned by Iceberg Press- Iceberg press set up Oh Comely in order to bridge the gap between the more mainstream magazines and the vibrant and innovative content of independent magazines. They are strictly print.
  • Independent media organisation
  • Only a few members of staff
• The EDITOR, Lisa Skyes, spent further stints at Hearst Magazines UK, working as a deputy editor of coast magazine
  • Oh Comely was founded in 2014 following the establishment of ‘Iceberg Press’ (a independent company created by 3 friends who left roles at “big media companies” to pursue a “better way” of creating magazines.
  • The last issue was produced in September 2021 before the company went out of business.
  • Each issue £5 each or a subscription (3 issues) for £14.
  • Iceberg Press produces The Simple Thing and Oh Comely
  • In an interview, editor Lisa Sykes said that “we (Iceberg press) didn’t like the fact that print dying was becoming a self fulfilling prophecy”
  • Clearly, Oh! magazine was for the continuation of print production, opposing the development of an “online world”