Owned by Iceberg Press – an independent media organisation that just has a few members of staff.

Front cover- woman dressed more conserved with a mid shot angle and short her contrasting to the stereotypical voyeurism presented when representing females in the media countering the male gaze, Laura Mulvey.

A syntagm of indexical signs throughout the words in conjunction with the picture not conveying to stereotypical portrayal of women convey a semantic field of strength and power, for example the adjectives “strong” and “wise” create a counterstereotype to the weak and vulnerable traditional representation that has been exploited throughout media.

Oh, Comely is an independent media organisation that targets affluent young women who wanted a “stylishly presented” alternative to the cheap aesthetic of mainstream magazines, the magazine explores things that conglomerates usually divert attention from, such as Gauntlets idea of identity such as some androgynous style choices on the front cover model, such as the clothing that doesn’t exploit the models body for sales and profit attracted by the male gaze.

The magazine includes a diverse range of religion, race and age: Gerbners theory on mainstreaming suggests the excessive consumption of media products the more you will conform to the medias ideologies, therefore by promoting a range of diversity throughout Oh Comely’s magazine’s they’re recreating the dominant reading (via theory of preferred reading by Stewart hall) that has been mass presented throughout media as reactionary stereotypes to create a common enemy in the media (common enemy via Habermas’s five filters of mass media). Gerbners can also be used to show representation throughout the magazine, he argues that nothing has a representation until the media represents it to try and create a fixed meaning to which the audience can argue against; for example people being perceived as trouble makers from repeated stereotypes of them represented in the media- we can see how Oh Comely tries to oppose the reactionary representations that have been displayed in the media and recreate them as strong. An example is page 15 where someone from Somalia wearing a headscarf (which is represented in western media as “terrorists”) is surrounded by a syntagm of signs such as the iconic signs of colour that have high connotations to positivity and a semantic field of strength through words such as “unstoppable force” and personal pronouns to extenuate her achievements to redesign the stereotype into a counterstereotype- a person of power and positivity. The capitalised “Sister” creates a group identity towards the target audience, a group- a sisterhood where readers come together and create.