Print Magazines: Tatler CSP case study

Print magazine Tatler is our first Close Study Product. We need to study the media language and representation of people and groups on the front cover of Tatler April 2017.

The key notes from the lesson are here:

General

• Tatler is Britain’s oldest magazine (founded in 1901).
• Targeted at upper classes and upper-middle classes.
• Lifestyle magazine with focus on fashion; high society events such as balls and celebrities such as the Royal family and members of the aristocracy (people with inherited wealth, titles and land.)
• There are versions in Russia, Hong Kong and Indonesia.
• Over the years, Tatler has remained interested in the lives of the Royal family, but has tried to re-invent itself as more ‘edgy’ and modern in recent years, to try and target a younger audience. 

Media language

• This refers to how the producers communicate their message to the audience through the media text. 
• Mise-en-scene: what you see - remember CLAMPS (Costume / Lighting / Actors / Make-up / Props / Setting)
• Typography / Fonts: serif title and sans serif cover lines. 
• Words used and their connotations. 
• Colour schemes: usually two or three in a magazine. Sometimes title matches or is juxtaposed with colours elsewhere on the cover.

Representations

• Tend to reflect dominant audience on cover image: predominantly white, predominantly female, predominantly wealthy (or associated with wealth such as this actress who plays a role in Downton Abbey).
• Average age is 41 but the cover tends to focus on celebrities or models who are younger than this (due to dominant ideals of beauty in the Media).
• Cover lines (stories inside) tend to focus on preoccupations of upper classes e.g ‘How to get your son into Eton’- an exclusive and very expensive private school.

Social and cultural contexts

• The issues that Tatler is concerned with tend to be political but not in a particularly gritty way because the magazine is more interested in fashion, merchandise, beauty and ‘lifestyle’ rather than dealing with news in any depth. 
• The preoccupation with parties, private schools, luxury holidays and exclusivity (the ‘Tatler Privilege Club’) assumes a high level of income and an elitist attitude which may alienate or offend people from a different social class. 81% of the readership has an above average income. 44% buy shoes or clothes more than once a month so the cultural context of the magazine could be judged as ‘niche’ (for the few) rather than ‘mainstream’ (for everyone).
• Some of the stories can be seen as out-dated as they are concerned with riding, hunting and shooting which are pursuits generally only enjoyed by higher classes. 

Tatler: case study blog task

Work through the following tasks and questions to build a detailed case study for Tatler issue April 2017 (below). This will give you plenty of background information to use in an exam question on print magazines.

General

Watch this trailer for BBC's Posh People - a documentary about Tatler, the oldest magazine in Britain.




1) Based on the trailer, what type of people produce and read Tatler? Consider demographics and psychographics.

2) Look at the Tatler Media Pack 2018. Go to page 2: how does the editor introduce the magazine?

3) Now go to page 4 of the Media Pack. Focus on the print magazine (NOT tatler.com - the website). List the key demographic details: age, gender %, ABC1 % (social class), HHI (Household Income), % of those living in London and the South East. What do these demographic details suggest about the average Tatler reader?

4) Look at page 6. What do Tatler readers think about fashion? How much do they spend?

5) Go to page 10. What are the special editions of Tatler that run throughout the year? What does this suggest about the pyschographic groups who read Tatler?


Media language

1) How many of the 12 magazine cover key conventions feature on this edition of Tatler?

2) What is the font choice used in the title and what does this choice connote? 

3) What font is used for the cover lines? What does that choice connote?

4) How do the cover lines appeal to the Tatler target audience?

5) What are the connotations of the Tatler colour scheme on this particular front cover?

6) How is the central image designed to create interest in the magazine? Find three reasons for your answer. (E.g. Mise-en-scene such as props, costume and make-up, body position, facial expression)

Representations

1) What different groups of people are represented on the cover? (Look at the image and text/cover lines)

2) What do the cover lines suggest about the lifestyle of rich people in the UK?

3) Are there any stereotypes being reinforced or subverted? How? Why?


4) Are there any misrepresentations or under-representations of groups? What might this suggest about the target audience?

5) What would be the preferred and oppositional readings to this cover of Tatler?

Social and cultural context

1) What aspects of British life are NOT reflected in Tatler?

2) Tatler runs special issues on holidays, spa breaks, cosmetic surgery, watches and jewellery and private schools. What does this suggest about the magazine's representation of life in Britain?

3) What audience groups might be offended or insulted by the front cover of Tatler April 2017? 

4) Find three other front covers for Tatler. What issues or problems are regularly featured in Tatler?


Grade 8/9 extension tasks

1) How does the front cover engage audiences with possible narratives? Look for stories, cliffhangers, dramatic cover lines etc.

2) What does the costume and make-up in the central image suggest about the character featured on the front cover of the April 2017 edition of Tatler?

3) Read this Guardian article on the BBC documentary about Tatler called Posh People. What does the article suggest about the people who produce and read Tatler?

4) How does the front cover juxtapostion text and images to create contrast and narrative on the front cover of Tatler April 2017?


Complete for homework - due next week Thursday.

January assessment: learner response

Well done on completing the January assessment - the more we practice these questions the more confident we'll be in the exams next year.

The first part of your learner response is to look carefully at your mark, grade and comments from your teacher. If anything doesn't make sense, ask your teacher - that's why we're here! 

Your learner response is as follows:

Create a new blog post called 'January assessment learner response' and complete the following tasks:

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

2) Read the mark scheme for this assessment carefully. Write down the mark you achieved for each question:

Q1:
Q2:
Q3:
Q4: 

Where you didn't achieve full marks, write WHY you think you missed out on the extra marks. Use the indicative content suggestions in the mark scheme to help with this.

3) Did you get any media terminology wrong in the assessment? Make a note of it here for future revision:

4) Look specifically at question 3 - did you successfully write about both the preferred and oppositional readings? Did your answers match any in the mark scheme?

5) Re-draft your answer to Q3. Use the indicative content suggestions in the mark scheme to write a top-level answer on your blog.

Note: If you already achieved 6+ marks for Q3 then write an additional paragraph exploring the negotiated reading for this advertisement. 

Your learner response must be published before you leave the lesson.

Representation: an introduction

Representation is a vital key concept in Media Studies - how are people, social groups, places and issues represented in the media?

We need to able to analyse media texts and discuss whether representations are fair, accurate, stereotypical or unusual based on our knowledge of the media and the way texts are constructed.

Class notes

What is Representation?

• The way the media portrays the world. 
• The media takes a story/set of facts and (re)presents them in a certain way. 
• In Media Studies we are particularly interested how the media portrays events, issues, individuals and social groups.
• Some groups are misrepresented (represented inaccurately) or under-represented by the Media.

It is the combination of media language choices that construct the representation audiences see. Indeed, everything we see in the media is a re-presentation because the media intervene or stand between the object they are presenting and the audience and therefore they affect or ‘mediate’ every text we see! 

Stereotypes

• Media messages have to be communicated quickly which often means relying on stereotypes. 
• A stereotype is a standardised, oversimplified picture of a person, group, place or event.
• Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their gender, class, ethnicity or race, sexual orientation, social role or occupation.

How are representations created?

• In print media (news and magazines), a picture editor selects the photo from a whole series of images to be used to illustrate a news story. The image may be cropped, resized and, in some cases, photoshopped so it does not reflect reality.
• A news editor will decide on the way the news story will be presented, and the use of captions to affect the meaning of the image. 

Glossary words

Conventional- typical, the usual, expected representation. 
Subversive- untypical or unexpected representation, differing from the norm.
Stereotype- A ‘set’ idea that people have about what someone or something is like (not necessarily accurate).
Mediation- process by which texts are presented and received.
Representation- how groups or events or individuals are presented / portrayed.

Representation: blog task

Create a new blogpost called 'Representation'.

Look at the film poster for Kidulthood above and answer the following questions on your blog:

1) List the people, places and groups represented in the poster. 

2) Are there any stereotypes you can identify?

3) What is the preferred reading of this poster?

4) What is the oppositional reading of this poster?

Extension: Find your own choice of film poster and answer the four questions above for your chosen media text. 

Industries: Ownership and control

Most media companies are owned by one of the big six - massive conglomerates that dominate the media industry.

As GCSE Media students, we need to learn how media companies are bought, sold and controlled.

Notes

Industries: recap

Industries are the producers, the companies that produce (make) and distribute the media product. 

Industries have a strong interest in who their Target Audience is so that they can best appeal to them. 

Some companies dominate the industry which means they own more of the content and therefore make more money (revenue).

Vertical integration

Vertical integration is when one conglomerate owns different companies in the same chain of production.

E.G Disney owns film studios, CGI specialists, film distributors and TV channels such as the Disney Channel. This gives Disney the chance to make money at every stage of production. Complete ownership = more profit.

Horizontal integration

Horizontal integration is when one company buys other companies at the same level of distribution.

E.G Facebook acquired Instagram in 2012 (at a cost of $1 billion) so that they could cancel out the competition by making money from both.

Horizontal integration allows companies to widen their audience and find other ways to make money.

Synergy

Synergy is when a company creates a brand that can be used across different media products and platforms.

E.G Disney makes movies but then also has related stage shows, theme parks, merchandise, soundtracks and events.

Ownership and control: blog task

Read this article from Recode about Facebook’s acquisition of Instagram and complete the tasks below:

1) Why did Facebook buy Instagram for $1bn in 2012?

2) What are the benefits for media companies of vertical integration?

3) What are the benefits for media companies of horizontal integration?

4) What is a subsidiary?

5) Give three examples of media companies that have used synergy to maximise the profit from a brand (there is one above to help you).

6) Read this BBC article on Disney buying 21st Century Fox. List 10 companies that are part of the Disney media empire.

7) Why did Disney buy Fox - what are the benefits?

Complete for homework - due Thursday 18 January. Don't forget you also need to be revising for your January assessment this week!