Oh Comely is owned by Iceberg press (Lisa Sykes) and was launched in 2010. It is a mindful magazine with a fresh perspective. It constructs a representation of femininity with its focus on creativity and quirkiness. The focus is on women as artists, entrepreneurs, athletes and musicians and female empowerment is a major theme. The absence of men as part of the representation of masculinity in Oh Comely magazine.
Typically, Women’s magazines often use content that focuses mainly on appearance, whether that be makeup, weight or clothes.
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.
“the words and pictures weren’t always trying to sell stuff, didn’t portray perfection, didn’t tell people what to do and made them feel better, not worse.”
first published in 2010 with only 6 issues a year.
the averages age of 27 · 98% female readers ABC1 demographic
ABC1 – a consumer from one of the three higher social and economic groups, which consist of people who have more education and better-paid jobs than those in other groups:
Challenging social and cultural contexts:
the woman throughout the magazine are presented in a radicle way it can be argued because they aren’t being sexualised as a way to sell the magazine (Mulvey)
they are dressed in casual clothing and natural make up
representation of plus size women with the article from Megan Jane Crabbe
tires to push the idea that women can work in tech and be CEOs of companies in a patriarchal society.
takes a radicle stance
Stuart Hall applied: article from Megan Jane Crabbe
dominant readings – agree with what she is saying and understand the importance of her message
negotiated readings – they may understand her message about body image but may have differing views on her argument and may disagree
oppositional readings – may completely disagree with what she is saying and not understand her message and why it is important.
Media Language Semiotics: CS Peirce, Ferdinand De sassure, Roland Bathes Narrative Genre: Steve Neale Countertype
Media Representation Feminist critical thinking hall bell hooks Van zoonen
Media Industries Niche audience Small company
Media Audiences Race ‘a genuinely alternative read for creative young women.’
Facts:
Average age of reader – 27 – with high disposable incomes (£5) The final issue was released in September 2021 100k on social media 25k readers per issue Owned by Iceberg Press – an independent media organisation that just has a few members of staff The absence of men as part of the representation of masculinity in Oh Comely magazine. Iceberg Press, a small London publisher which publishes only one other title.
The magazine was impacted by the pandemic and the final issue was published in September 2021.
First published in 2010 by the Iceberg Press.
It was based in London and aimed at a very specific audience of women who want to learn more about themselves as they are, opposed to the body of someone else.
One copy would cost £5 but there was a subscription service available where people could pay £14 for a six-month membership (three issues).
Front cover is unconventional. Image is a mid/half-shot of the woman, who is fully dressed and has short hair. There is no focus on or reference to her body. There is no advertising for make-up products, skincare products or clothes which are typically seen on the front of women’s magazines.
Average of reader was 27, 98% of readers were female.
The magazine’s editor, Lisa Skyes used to work at the Hearst company as deputy editor of another magazine called ‘Coast’.
“Oh Comely is a curious, honest and playful independent magazine. It’s a place to meet strangers, hear their stories and look at life a little differently – where our readers are our writers and our models, too.”
The word comely refers to an old-fashioned way of calling someone pretty or attractive. As if they are displayed, but not in a sexual context.
The first issue of Oh Comely was published in 2010
woman as artists, athletes, entrepreneurs
editor is Lisa Sykes-used to work for hearst Uk
front cover- comely: old word meaning attractive. model- little makeup, modest clothing, radical haircut.
Institution
the dominant signifier can be seen to be the target audience of the magazine, with minimal makeup and modest fashionable clothing it is implied to the viewer that this product doesn’t follow common print conventions which attempt to maximise sales while minimising risk, by not following this Oh! doesn’t follow David Hesmondalgh’s theory. David Hesmondalgh said big media companies and conglomerates use tactics in order to maximise sales while also minimising risk of loss of sales. link to uses and grats
Representation
By looking at the front cover and page 15 it is clear that the magazine does not align with Laura Mulvey’s theory of the ‘male gaze’. The ‘male gaze’ is when media products attempt to appeal to a heterosexual male’s perspective. On page 15 the viewer can see a mid shot of a woman wearing a hijab, hijabs are not massively represented within mainstream media but with use of the bright colour in the background it is clear Oh! is representing Fahma Mohamed in a positive light, the article gives an insight to her academic past and her successful career.
Audience
With use of the empowering symbolic signs spread throughout the magazine, seen on page 14 and the front cover. It’s clear, using Katz’s, Gurevitch’s and Haas’ theory of uses and gratifications Oh!’s readers may read the product for social needs such as confidence and self-esteem
-Owned by a small company called “IceBerg Press” which is only a small amount of staff running a full magazine. -The editor of “Oh! Comely” worked at Hearst as deputy editor of the “coast” magazine. -Sykes recalls. “We didn’t like the fact that print dying was becoming a self fulfilling prophecy” -The world of magazines has never been more vibrant and innovative, but you wouldn’t know it from the average newsstand today. From Iceberg Press website -Feminist Magazine
-The front covers words “Power”, “Strong” and “Hard-Won” gives a powerful representation of woman, feminist critical thinking. -The girl is wearing covering clothing and short hear, showing that she is not being sexualised and in fact is being displayed as her, not a body, as a human. -Lack of huge amount of makeup, making it more like she is being displayed for her and her humanity, rather than her “beauty”
Oh Comely magazine is a niche women’s lifestyle publication with a strong feminist perspective. It launched in 2010 and publishes six issues a year. It describes itself:
“Oh Comely is a curious, honest and playful independent magazine. It’s a place to meet strangers, hear their stories and look at life a little differently – where our readers are our writers and our models, too.
“Each issue we pick a theme and see where it takes us. We try something old, something new and something that scares us a bit. Then we present our findings in a beautiful, artbook style, putting new writing, photography and illustration talent at the heart of it.”
There are many potential audience pleasures for Oh Comely readers. Applying Blumler & Katz’s Uses & Gratifications theory, three in particular would be:
Personal identity: Readers enjoy having their quirky, creative lifestyle and feminist viewpoint endorsed and reflected by the magazine.
Personal relationships:Oh Comely is presented in a particularly personal way. It is the creation of three university friends, the magazine offers background on the contributors and readers are encouraged to ‘get to know’ the editorial team.
Surveillance:Oh Comely deliberately looks to inform its readers about niche stories, events and
According to hall stereotypes are part of representation but Oh Comely overturns the usual stereotypes of females
Social and Cultural Contexts
Oh Comely is part of a development in lifestyle and environmental movements of the early twenty first century which rebrand consumerism as an ethical movement. Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment.
Comely is a word used to describe someone as good looking and attractive- however not in an objectifying way
Owned by iceberg press
The magazine is very feminine and aimed towards women to start to get to know themselves rather than wanting to be someone else.
Displayed, but not in a sexual way
Cover features strong words such as power, wisdom and strong- which are often not associated with women, especially in/on magazines
Could be considered radical, as not presenting women as objects to be desired (the male gaze)
Common them in the magazine is to inform and empower as opposed to men’s health in which you are constantly presented a constructed reality by big corporations in order to sell you things, such as the idea that men and women must look certain ways such as men being strong and women using makeup to look attractive. THIS MAGAZINE IS THE OPPOSITE (throughout the whole magazine*****)
Only publish once every 2 months – shows that the producers are less bothered about gaining sales and more bothered about the quality and high minded content that benefits the reader
Absence of men throughout
Plain layout with just photos and the relevant articles- no flashy logos or design features
All images of women are natural, with them wearing somewhat casual clothes without any promiscuous or suggestive angles that could objective them. Furthermore, another oh comely volume 24 edition1 features a woman with a diabetes CGM monitor on her arm.
98% of readers female
editor is Lisa Sykes-used to work for Hearst UK (owns men’s health)
Features no adverts, but briefly mentions how you can subscribe in a friendly way- merely just suggesting without using aggressive buzzwords
conventional stereotype of women used to be house wives, passive, little opinions and personality, living in a patriarchal world
challenges the 2 step flow theory in which opinions flow from mass media, to opinion leaders, then onto the wider population as it does not present any opinions- it just presents you with these empowering stories about women- to do with their lives and their stories.
‘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’, from the magazine’s website.
An alternative magazine, niche target audience
A part of a development in lifestyle and environmental movements movements
Average age of 27 and 98% female readers ABC1 demographic
Owned by Iceberg Press (Lisa Sykes), a strictly print independent small publisher based in London ran by a small number of people.
The publisher also only publishes one other title The Simple Things
Created by the publisher to ‘bridge the gap between the m,
100k followers on social media
25k readers for each issue
Sold by independent retailers, WHSmith and international outlets
‘published without the financial support of a large corporation or institution in which the makers control publication and distribution…’independent’
Focus on women as speaking out and female empowerment. No focus on appearance, the model has short hair and is wearing clothes that cover her and is posing in a neutral way where there is a focus on her face with natural makeup. No focus on anything to do with appearance such as makeup, clothes, diet etc instead ‘stories, film, music’. Although conventional features of femininity such as she is wearing makeup and jewellery. ‘Comely’ is an archaic word meaning pretty or attractive, not in a sexual way.
Words shown in the front cover ‘power’, ‘hard won’, ‘strong’, radical as women in media are shown conventionally as quiet, weak and passive.
Positive representation of women of different backgrounds (refugees) shown in a positive light, images of them smiling etc. careers such as women in STEM (a woman shown as a CEO of a tech company) as that is challenging stereotypes that women are not very tech literate but this woman is in fact CEO of a tech company.
More masculine representation of women, challenging society’s representation of women.
Positive representation and representation of women who have different body sizes e.g. plus size, woman wearing a headscarf that is rarely seen in conventional media. Positive representation of African/Middle Eastern women campaigning about FGM that is not to do with poverty, terrorism, war.
Men’s Health focuses on what men can become, Oh Comely focuses on what women are.
1- Oh Comely is a magazine that makes people smile, full of quiet moments and stories
2 – it makes people feel better about themselves the way they are
3- launched in 2010
4 – publishes 6 issues a year
5- laust issue was September 2021 due to the pandemic
6 – owned by ice berg press
7 – CEO if iceberg press is Patrick Tembo
-In Oh Comely, there is a radical and apposed representation of women, following ideas of Stuart Hall’s theory on the 3 categories of media representation, it empowers them and not sexualising them like most mass media products such as Men’s Health.
-Steve Neal- repertoire of elements, similarity and differences.
Introduction. Launched in 2010, “Oh Comely” was published by the “proudly independent” Iceberg Press. According to their website, it was a “mindful magazine with a fresh perspective”. Each issue was available to purchase for £5 in a few newsagents, independent retailers, cafes and museums.
– magazine focuses on the non sexualisation of women and representation of women being strong and successful, instead of the reactionary representation of women being overly sexualised by the clothing they wear and other stereotypical hobbies or interests the media think women will be interested in and information they need to know according to powerful producers.
– instead of society’s invisionment of women and according to the medias history of making women dependant on men, and presuming they all wear pink and are housewives, Oh Comely wants to represent women in a completely different way and change society’s beliefs.
theorists-
– This image of ‘undressed women’ in a magazine isn’t rare as many magazines in the media industry projected women in such circumstances where they are partially naked and venerable to the viewer looking ‘sexy’ or ‘seductive’.
– This radical image of a women who is ‘obese’ compared to other women displayed in other magazines in such a manner displays what this magazine wants to create, a healthy loving space for every women who may not be accepted in society’s view of ‘normal’ or a ‘attractive’ women to be appreciated and celebrated.
– The display of her curves and brightly coloured hair goes against all of society’s invisionment of a ‘women’. Having a skinny waste and blonde/brown hair. If the magazine published a ‘normalised’ white girl, it wouldn’t be question, but due to the nature of this magazine, the key notion is to display women in real life, not photoshopped and in a unrealistic environment like the top of the Eiffel tower or walking on water.
theorists-
– On this page it displays a middle eastern or Hispanic women who is the CEO of a tech company. The stigma around women of colour in the media compared to white women is shown by the choice of actors, presenters and models. As the subject of inclusivity increases in modern media and the aim of introducing all ethnic minorities into the spotlight, it has become less of an issue of all white casts. But this magazine is furthermore highlighting how important it is to involve everybody regardless of their differences.
