OSP: Teen Vogue - background and textual analysis
Read this Guardian feature from 2017 on Teen Vogue and answer the following questions.
1) What was the article that announced Teen Vogue as a more serious, political website – with 1.3m hits and counting?
It was Lauren Duca's 'Trump is gaslighting America
2) When was the original Teen Vogue magazine launched and what was its original content?
The original Teen Vogue was launched in 2004 as a little sister to US Vogue, having an original focus on the standard cocktail of fashion must-haves and celebrity worship.
3) How did editor Elaine Welteroth change Teen Vogue’s approach in 2015?
They engineered a shift as they mad an August 2015 issue which featured 3 unknown black models on the cover, seemingly breaking all the rules as having no Caucasian faces on the cover is a commercial risk and you should also have a famous person.
4) How many stories are published on Teen Vogue a day? What topics do they cover?
The morning stories which the team publishes between 50 and 70 a day, present a typically mixed bag of fashion, entertainment and current affairs.
5) What influence did digital director Phillip Picardi have over the editorial direction?
He thought 'it was really important to talk about reproductive rights, gender. To dig into politics and the news cycle. Basically by omission, we were kind of assuming that she's not interested'.
6) What is Teen Vogue’s audience demographic and what does ‘woke’ refer to?
Their 'sweet spot' is 18 to 24 year olds. Someone who is sophisticated and conscious. Also having their audience described as genderless. They state their brand is woke and so are their readers. The Merriam-Webster dictionary describes the word 'woke' ,a slang term, as "a byword for social awareness".
7) What issues are most important to Teen Vogue readers?
The most important issues are: issues relating to identity, becoming more aware of yourself and the society surrounding you. Also young people often 'crave something real and authentic' so TV decides to reflect this by empowering them with info.
8) What does Tavi Gevinson suggest regarding the internet and ‘accountability culture’ with regards to modern audiences? Can you link this to our work on Clay Shirky?
Tavi Gevinson suggests that the relationship between TV and their audience has become extremely stronger, and transparent. Linking to Clay Shirky's theories relating to accountability journalism considering the fact that it goes into the idea of being able to acknowledge and challenge different viewpoints.
9) What social and political issues have been covered successfully by Teen Vogue?
A list of the social and political issues covered by TV are:
- Gun control in the USA
- The rise of transgender models
- Racially charged attacks from the police force
- Different articles relating to homecoming, graduation and careers
10) What do Teen Vogue readers think of the magazine and website?
Teen Vogue readers think that it is a very trustworthy source of information and that it also encourages them to view social and political issues just the same as fashion and lifestyle.
Teen Vogue textual analysis and example articles
Homepage analysis
Go to the Teen Vogue homepage and answer the following:
1) What website key conventions can you find on the Teen Vogue homepage?
- Menubar at the top so you can visit different sections
- Search button
- Daily newsletter sign up
- Title of the brand-top left
- Colour scheme
2) How does the page design encourage audience engagement?
The collage style which highlights the range of different headlines, making it easier for the consumer to browse through and find what they're interested in.
3) Where does advertising appear on the homepage?
There is barely any advertisement on the homepage, mostly only sponsored content
4) What are the items in the top menu bar and what does this tell you about the content of Teen Vogue?
The items at the top are:
- Style
- Politics
- Culture
- Identity
- Summit
5) How far does the homepage scroll down? How many stories appear on the homepage in total?
The homepage scrolls extremely far down allowing there to be a huge amount of stories on the homepage. There are almost 30 stories in total on the homepage alone
Lifestyle section
Now analyse the Lifestyle section of Teen Vogue (in the Identity section) and answer the following:
1) What are the items in the top menu bar for the Lifestyle section?
- Tech
- Campus Life
- Careers
- Decorating ideas
- Food
2) How is the Lifestyle section designed to encouragement audience engagement? Think about page design, images, text and more.
There is a very strong visual focus as the aesthetic is reflected through the minimalist styling of the website, making it very easy to navigate for their audience. In addition they include a lot of pictures which helps the consumers find what they are looking for as well as getting them for engaged and immersed.
3) What do you notice about the way headlines are written in Teen Vogue?
I noticed that the headlines are written as mini descriptions in order to inform the audience. In addition the headlines are then followed up a short excerpt allowing the audience to be more comfortable when viewing as it is in a more conversational tone.
4) What does the focus on education, university and ‘campus life’ tell you about the Teen Vogue audience demographics and psychographics?
The Demographics must be young people who are well educated so ABC1 and the psychogrpahics would be Aspirers, Reformers and Succeeders as they are interested in becoming more informed with different aspects of life and want to improve the world.
5) Choose three stories featured in the Lifestyle section – why do they fit the Teen Vogue brand?
1. Trayvon Martin Honored with Posthumous degree by Florida Memorial University
It fits in with the TV brand as this is a serious political story that they made sure to cover and show the justice it deserved
1. Trayvon Martin Honored with Posthumous degree by Florida Memorial University
It fits in with the TV brand as this is a serious political story that they made sure to cover and show the justice it deserved
2. How to cope with culture shock in college
Teen Vogue wants to improve young peoples lives by providing them with information to help them cope with stress in school or work etc.
3.How your favourite phone accessory is joining the fight against gun control
This story combines both Fashion and Politics which is very common of Teen Vogue as they highlight both Fashion and Politics as a equally as the other.
Teen Vogue wants to improve young peoples lives by providing them with information to help them cope with stress in school or work etc.
3.How your favourite phone accessory is joining the fight against gun control
This story combines both Fashion and Politics which is very common of Teen Vogue as they highlight both Fashion and Politics as a equally as the other.
Five key articles
Read the following five notable Teen Vogue features then answer the questions below for EACH feature.
For each article:
1) Who is the writer and what is the article about?
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
3) Why is this article significant?
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
Writer: Lauren Duca
What is the article about:
It covers the impact that Trump's presidential run has had on the whole of America and how it has managed to weaken the whole of America, forcing people to question their own beliefs
How does the article use Narrative to engage the reader:
The article talks about the view that Donald Trump uses his ability of manipulation to win masses of supporters.
Why is this article significant:
This article discusses the concept of politics suddenly being in a big change as it is in a stage of post-truth and an alternative focus like Trump lying about the number of immigrants in America so that people agree with him
How does this article reflect the values and ideologies of the modern Teen Vogue:
This article encourages liberal and very progressive ideas.
Writer: Alexis Manrodt
What is the article about:
It covers the role of digital media and the internet in social activism, as well as the concept of using the internet and social media in order to raise awareness on issues that aren't talked about enough.
How does the article use Narrative to engage the reader:
Familiarity linking to the constant use of the internet and the huge significance it has in society. Linking to Todorovs Equilibrium theory as TV are trying to create a new progressive world for many generations Why is this article significant:
It is significant as it enables the reader to properly understand the power of the internet as just one simple post can do so much as it can reach people fro all around the globe, voicing things that wouldn't usually be talked as much about.
How does this article reflect the values and ideologies of the modern Teen Vogue:
Teen Vogue being a 'woke' brand and the progressive nature of Teen Vogue. Progressive attitudes/opinions
Writer:
Lincoln Anthony Blades
What is the article about:
The ongoing struggle that teenagers face to get gun control as it is extremely neccesary these days and that this fight/struggle has been going on for way too long
How does the article use Narrative to engage the reader:
Links to the Continuity narrative as it has been continuously reported in the news for years
Highlights how teenagers are able to have a huge impact on society if they are able to work successfully together, leading to progressive changes.
How does this article reflect the values and ideologies of the modern Teen Vogue:
It reflects the values as teens and young people are using their skills to campaign and project their voices on serious issues.
Writer: De Elizabeth
What is the article about:
It is about the role that Netflix has played in helping to change the stereotypical way women are presented in film and television
How does the article use Narrative to engage the reader:
The article talks about the impact of stereotypes, familiarity as many feminists have written and expressed their views on the role of television in forming refreshed representations of women instead of just the usually over-sexualisation.
It's significant as it acknowledges the impact that stereotyping can have and that it identifies the fact that people tend to classify women as 'prim and proper' and 'sassy women'.
How does this article reflect the values and ideologies of the modern Teen Vogue:
It reflects the values and ideologies of the modern Teen Vogue as it manages to empower young females and stop all the oppression.
Writer: Samantha Riedel
What is the article about:
The article is about Trump trying to turn a blind eye to the concept of gender/sexuality being a spectrum instead of fixed binaries that can't change. In addition it's about spreading ways of disregarding the concept of gender binaries and being more progressive.
How does the article use Narrative to engage the reader: The article gives six ways to get rid of the fixed ideology that sex/gender is only focused on transgender people.
Why is this article significant:
It is significant as Teen Vogue are encouraging social change as they promote the idea of people being able to break away from these characterisations. It also enables young people to help other people and themselves about becoming more open in regards to the sexuality, becoming more confident in themselves
How does this article reflect the values and ideologies of the modern Teen Vogue:
It provides a progressive view on sexuality, gender and backgrounds.
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