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?
25-year-old Lauren Duca, a Teen Vogue contributing editor and award-winning writer for the likes of Vice and the New Yorker published an excellent piece regarding Donald Trump gaslighting America. She wrote “To gaslight is to psychologically manipulate a person to the point where they question their own sanity, and that’s precisely what Trump is doing to this country,” She also gave readers excellent advice, stating “Refuse to accept information simply because it is fed to you, and don’t be afraid to ask questions.” 39-year-old meditation coach, Charlie Knoles, stated: “I now go to Teen Vogue for serious journalism.” after this incredible breakthrough.
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. It focused on traditional fashion content and celebrity gossip.
The original Teen Vogue was launched in 2004 as a little sister to US Vogue. It focused on traditional fashion content and celebrity gossip.
3) How did editor Elaine Welteroth change Teen Vogue’s approach in 2015?
In 2015, Elaine (then beauty editor) and the team decided to do something extremely unconventional and unheard of. They placed three unknown black women on the cover of the magazine, breaking all traditional rules. Although a commercial risk, the issue became the best seller of the year.
In 2015, Elaine (then beauty editor) and the team decided to do something extremely unconventional and unheard of. They placed three unknown black women on the cover of the magazine, breaking all traditional rules. Although a commercial risk, the issue became the best seller of the year.
4) How many stories are published on Teen Vogue a day? What topics do they cover?
50-70 stories are published a day. They cover a range of topics- from fashion to entertainment, to current affairs.
50-70 stories are published a day. They cover a range of topics- from fashion to entertainment, to current affairs.
5) What influence did digital director Phillip Picardi have over the editorial direction?
Phillip Picardi was the reason that Teen Vogue began to focus on more serious issues, such as reproductive rights, gender, and politics. He states that "We have to give her [the reader] more." Indeed, this change grew the brand significantly- the site traffic is up 200% and they have reached their target of 10m unique users a month.
6) What is Teen Vogue’s audience demographic and what does ‘woke’ refer to?
Teen Vogue's audience demographic include people aged 18-24 and 'gender-less'. They also describe themselves as a 'woke brand', meaning that they are sophisticated and conscious about themselves and the world they live in- they are socially aware.
Teen Vogue's audience demographic include people aged 18-24 and 'gender-less'. They also describe themselves as a 'woke brand', meaning that they are sophisticated and conscious about themselves and the world they live in- they are socially aware.
7) What issues are most important to Teen Vogue readers?
The issues that are most important to Teen Vogue readers include identity, politics and career advice. “young people are craving something real, craving authenticity”
The issues that are most important to Teen Vogue readers include identity, politics and career advice. “young people are craving something real, craving authenticity”
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 with readers is closer and more transparent, and says brands have had to respond to that. This links with Clay Shirky's end of audience because readers are no longer passively taking in information, they are engaging and thinking about what they consume.
Tavi Gevinson suggests that the relationship with readers is closer and more transparent, and says brands have had to respond to that. This links with Clay Shirky's end of audience because readers are no longer passively taking in information, they are engaging and thinking about what they consume.
9) What social and political issues have been covered successfully by Teen Vogue?
Teen Vogue have successfully covered many stories. Two examples are the Dakota Access pipeline protests and the Black Lives Matter movement.
10) What do Teen Vogue readers think of the magazine and website?
They like both the magazine and the website. Truthfulness and trust are the main reasons they read the magazine. One reader stated that “most of what I read on social media is unreliable” and that “It’s important now to educate young minds so they can form a political identity. We are the future of America.”, which Teen Vogue does successfully.
They like both the magazine and the website. Truthfulness and trust are the main reasons they read the magazine. One reader stated that “most of what I read on social media is unreliable” and that “It’s important now to educate young minds so they can form a political identity. We are the future of America.”, which Teen Vogue does successfully.
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?
- Teen Vogue branding on the top centre
- Top menu bar-with links to: News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness, Homecoming
- Images
- Articles
- Trending section- similar to Daily Mail's endless scroll
2) How does the page design encourage audience engagement?
The homepage feels neatly organised and contains many images to prompt the reader to click on an article. Furthermore, once clicking on an article, the social media links appear which prompt audience engagement.
The homepage feels neatly organised and contains many images to prompt the reader to click on an article. Furthermore, once clicking on an article, the social media links appear which prompt audience engagement.
3) Where does advertising appear on the homepage?
Advertisements don't appear on the homepage. There may be an article featuring some makeup or other products that have sponsored the magazine. Furthermore, once clicking on a news story, there are sponsored stories placed right at the end of the page- in a small box. This highlights how Teen Vogue is more concerned about quality journalism and how they present their website, rather than advertising.
Advertisements don't appear on the homepage. There may be an article featuring some makeup or other products that have sponsored the magazine. Furthermore, once clicking on a news story, there are sponsored stories placed right at the end of the page- in a small box. This highlights how Teen Vogue is more concerned about quality journalism and how they present their website, rather than advertising.
4) What are the items in the top menu bar and what does this tell you about the content of Teen Vogue?
The items in the top menu bar are: News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness, Homecoming.The wide range of topics suggests how Teen Vogue are keen to cover a diverse range of topics, not just fashion. The fact that news & politics is the first topic on the menu bar (we would expect fashion to be there) is worth noting on. It shows how Teen Vogue are aware of their target audience being well educated, open minded people who are interested in current affairs around the world.
5) How far does the homepage scroll down? How many stories appear on the homepage in total?
The homepage scrolls down a fair amount, but not as much as Daily Mail's. In total there are 33 stories on just the homepage.
The homepage scrolls down a fair amount, but not as much as Daily Mail's. In total there are 33 stories on just the homepage.
Lifestyle section
1) What are the items in the top menu bar for the Lifestyle section?
Tech, Campus Life, Careers, Decorating ideas and Food
Tech, Campus Life, Careers, Decorating ideas and Food
2) How is the Lifestyle section designed to encourage audience engagement? Think about page design, images, text and more.
The page mainly consists of large images relating to the headline of the article. These grab the readers attention. Furthermore, there are many stories to choose from as you scroll down.
The page mainly consists of large images relating to the headline of the article. These grab the readers attention. Furthermore, there are many stories to choose from as you scroll down.
3) What do you notice about the way headlines are written in Teen Vogue?
The headlines are written in a quite 'click bait' way to encourage readers to click on them. Teen Vogue use personal pronouns like 'you' which makes it seem like the writer is addressing the reader personally and this is very tempting to make audiences read the articles.
4) What does the focus on education, university and ‘campus life’ tell you about the Teen Vogue audience demographics and psychographics?
This shows that Teen Vogue are targeting an audience between the ages of 18-24 year olds who are 'woke' (conscious and interested in the world around them). They can be placed in the psychographics 'reformers' because they are interested in politics and want to change the world and 'aspires' because of their interest in fashion, beauty and want to be like celebrities.
This shows that Teen Vogue are targeting an audience between the ages of 18-24 year olds who are 'woke' (conscious and interested in the world around them). They can be placed in the psychographics 'reformers' because they are interested in politics and want to change the world and 'aspires' because of their interest in fashion, beauty and want to be like celebrities.
5) Choose three stories featured in the Lifestyle section – why do they fit the Teen Vogue brand?
'7 Things You Should Actually Do When Applying to Colleges''3 Reasons the XR Should Be Your Next iPhone'
'A Harvard Undergrad Just Became the First DACA Recipient to Receive a Rhodes Scholarship'
These all fit with the Teen Vogue brand because they link with university life, readers will be able to relate to them as they are going through the same thing at the moment. The article on the XR is relevant because of the fact that this phone is cheaper than the XS which means students would actually be able to afford it.
Five key articles
Read the following five notable Teen Vogue features then answer the questions below for EACH feature.
1) Who is the writer and what is the article about?
The article is by Lauren Duca and it is about how Trump is manipulating America. How he is always making false promises and contradicting himself. Essentially, the article is very anti-Trump and is encouraging the readers to act against him.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
The article uses Galtung and Ruge's news value of 'continuity' to engage the audience. The story of Trump is an ongoing one and the writer assumes that the readers are well aware of the facts as she brings in previous stories.
3) Why is this article significant?
This article is significant because it is against Trump and the writer has been brave enough to go against him to speak out and express what everyone is thinking- with a new word 'gas-lighting'.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
The modern Teen Vogue readers are more left-wing than right wing, so they will disagree with having Trump as president and are not happy with what he is doing to America.
The new face of teen activism
1) Who is the writer and what is the article about?
The writer is Alexis Manrodt and the article is about how the internet has allowed many people to become journalists and activists.
The writer is Alexis Manrodt and the article is about how the internet has allowed many people to become journalists and activists.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
The article includes people's personal stories and how they managed to become known on the internet which the reader could relate to.
The article includes people's personal stories and how they managed to become known on the internet which the reader could relate to.
3) Why is this article significant?
This article is significant because many, if not all, of the readers of Teen Vogue are very proactive and wish to make a change in the world. Therefore, they will relate to this article and may start (or have) a blog of their own. Even with social media, like Twitter and Instagram, they could make a difference.
This article is significant because many, if not all, of the readers of Teen Vogue are very proactive and wish to make a change in the world. Therefore, they will relate to this article and may start (or have) a blog of their own. Even with social media, like Twitter and Instagram, they could make a difference.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
The modern Teen Vogue audiences are reformers.
Black Teens Have Been Fighting for Gun Reform for Years
1) Who is the writer and what is the article about?
The writer is Lincoln Anthony Blades and the article is about the want for new gun laws to prevent rising gun violence.
The writer is Lincoln Anthony Blades and the article is about the want for new gun laws to prevent rising gun violence.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
Violence and gun control are an ongoing problem in the USA. Examples include the school shootings- in just 2018, there have been 23 school shootings, including the Parkland school shooting. This is an example of the news value continuity. Teen Vogue assume their readers are keeping up with the news on guns.
Violence and gun control are an ongoing problem in the USA. Examples include the school shootings- in just 2018, there have been 23 school shootings, including the Parkland school shooting. This is an example of the news value continuity. Teen Vogue assume their readers are keeping up with the news on guns.
3) Why is this article significant?
This article is significant because it is about teens in particular and how they are wanting to stand up for their rights and country.
This article is significant because it is about teens in particular and how they are wanting to stand up for their rights and country.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
Teen Vogue readers are reformers.
The writer is De Elizabeth and the article is about how females have become more represented in series by playing strong female leads.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
Discusses stereotypes and explains how Netflix is reforming from traditional views. This is a refreshing change that Teen Vogue readers would like to see.
3) Why is this article significant?
This article is significant because the majority of Teen Vogue readers are female so can relate to this article.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
Teen Vogue readers are reformers and aspires.
1) Who is the writer and what is the article about?
The writer is Samantha Riedel and the article is about getting rid of gender roles and pronouns.
The writer is Samantha Riedel and the article is about getting rid of gender roles and pronouns.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
Provides steps on how to break away from the gender binary.
Provides steps on how to break away from the gender binary.
3) Why is this article significant?
This article is significant because the Teen Vogue audience and brand believe strongly in the LGBTQ community and are always supporting them.
This article is significant because the Teen Vogue audience and brand believe strongly in the LGBTQ community and are always supporting them.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
Teen Vogue readers are reformers.
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