OSP: The Voice - case study
Language and textual analysis
Homepage
Go to the Voice homepage and answer the following:
1) What news website key conventions can you find on the Voice homepage?
- Social media links
- 'The Voice' title
- Today's date
- Top menu bar with links to: Home, Sport, Opinion, Entertainment, Lifestyle, Faith, Careers, Education, Motoring, Business and Windrush 70
- Images
- Articles
- Search bar
2) How does the page design differ from Teen Vogue?
The website seems a lot more low budget and outdated compared to the Teen Vogue website. There is a lot going on on the homepage, the social media icons aren't updated and there isn't a modern colour scheme. Even the poll on the right hand side of the homepage is very traditional for our time and it hasn't been updated in weeks. This suggests that The Voice doesn't have the budget or experienced staff to cater and be in charge of the website.
3) What are some of the items in the top menu bar and what does this tell you about the content, values and ideologies of the Voice?
The items on the top menu bar include: Home, Sport, Opinion, Entertainment, Lifestyle, Faith, Careers, Education, Motoring, Business and Windrush 70. These topics suggest that The Voice is well rounded and they make sure they cover a wide range of topics. The fact that 'Sport' is second on the list suggests that this is something The Voice cares about a lot and reports a lot of news around it. Furthermore, the way they report news stories is from a black perspective and the section 'Windrush 70' highlights their ideologies and values regarding the black community.
4) Look at the news stories in the Voice. To what extent does the selection of news stories fit Galtung and Ruge’s News Values theory?
I think that the news stories present on the Voice fit Galtung and Ruge's News Values theory to a small extent. Some of their stories have an element of surprise and most have an element of familiarity to their Black-British target audience. However, their stories aren't updated frequently so lack immediacy.
I think that the news stories present on the Voice fit Galtung and Ruge's News Values theory to a small extent. Some of their stories have an element of surprise and most have an element of familiarity to their Black-British target audience. However, their stories aren't updated frequently so lack immediacy.
5) How is narrative used to encourage audience engagement with the Voice? Apply narrative theories (e.g. Todorov equilibrium or Barthes’ enigma codes) and make specific reference to stories on the homepage.
The Voice uses Todorov's theory of equilibrium to engage their audience. For example, they will cover both the disequilibrium and equilibrium of a recurring story. This story on Prada is a great example. Prada were previously called out for products that resembled the racist image 'blackface'. This new article covers how Prada have now apologised.
The Voice uses Todorov's theory of equilibrium to engage their audience. For example, they will cover both the disequilibrium and equilibrium of a recurring story. This story on Prada is a great example. Prada were previously called out for products that resembled the racist image 'blackface'. This new article covers how Prada have now apologised.
Lifestyle section
Now analyse the Lifestyle section of the Voice and answer the following:
1) What are the items in the sub-menu bar for the Lifestyle section and what does this suggest about the Voice audience?
The items in the sub-menu are:
- Health
- Food
- Fostering & adoption
- Female
- Travel
- Relationships
- Competitions
These items show that the voice's audience is very family-centric and into lifestyle things. They also appear to be more on the older side.
2) What are the main stories in the Lifestyle section currently?
The two main stories are Usain Bolt: 'I Don't Think London Has Proper Jamaican Food' and World Aids Day: Why Women's Lives Matter.
3) How does the Lifestyle section of the Voice differ from Teen Vogue?
The lifestyle section of Teen Vogue is clearly aimed at a younger audience with the 'Campus Life' subsection and 'decorating ideas'.
The lifestyle section of Teen Vogue is clearly aimed at a younger audience with the 'Campus Life' subsection and 'decorating ideas'.
4) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media?
I believe that they challenge black stereotypes in the British media. There are so many stories of black successful people on The Voice even though black people are usually stereotypes to be unsuccessful. For example, the feature on the hairstylist that became the first black one to featured in the Hair Hall of Fame.
I believe that they challenge black stereotypes in the British media. There are so many stories of black successful people on The Voice even though black people are usually stereotypes to be unsuccessful. For example, the feature on the hairstylist that became the first black one to featured in the Hair Hall of Fame.
5) Choose three stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?
1)Will Smith Opens Up About Relationship With Eldest Son- Reflects the Voice's older target audience how family is a big factor of many blaqck people's lives.
2)Last-Minute Stocking Fillers For Black Women By Black Women- Shows how The Voice are very focused on celebrating black people's achievements and promoting successful black people.
3)Meghan Markle Cookbook Shortlisted For Prestigious Award- another achievement by a black person, a black woman this times- the Voice do value feminism greatly.
2)Last-Minute Stocking Fillers For Black Women By Black Women- Shows how The Voice are very focused on celebrating black people's achievements and promoting successful black people.
3)Meghan Markle Cookbook Shortlisted For Prestigious Award- another achievement by a black person, a black woman this times- the Voice do value feminism greatly.
Feature focus
1) Read this Voice Lifestyle feature on the first black photographer to shoot the cover of Vogue magazine. Why would this appeal to the Voice’s audience?
This will appeal to the Voice's audience because it is a black woman making a great achievement and bringing her a step closer to her ambition. The audeince would have the audience pleasures of 'personal identity' or 'personal relationships' as they feel that they can relate to the photographer.
This will appeal to the Voice's audience because it is a black woman making a great achievement and bringing her a step closer to her ambition. The audeince would have the audience pleasures of 'personal identity' or 'personal relationships' as they feel that they can relate to the photographer.
2) Read/watch this Lifestyle interview with The Hate U Give star Amandla Stenberg. How does the interview reflect the values and ideologies of the Voice? What do you notice about the production values of the interview?
The production values of the interview are clearly very low budget, it is a very young interviewee conducting the interview and there isn't much mise-en-scene. The 'HATE U GIVE' title has been placed in post-production. The interview reflects the values and ideologies of The Voice perfectly because they are discussing a movie centered around police brutality on black people and the importance of accepting your culture and being proud to embrace it.
The production values of the interview are clearly very low budget, it is a very young interviewee conducting the interview and there isn't much mise-en-scene. The 'HATE U GIVE' title has been placed in post-production. The interview reflects the values and ideologies of The Voice perfectly because they are discussing a movie centered around police brutality on black people and the importance of accepting your culture and being proud to embrace it.
3) Read this feature on ‘buying black’ for Black Friday. What does this feature tell you about the values and ideologies behind the Voice? Does this viewpoint reflect Gilroy’s theory of the ‘Black Atlantic’ identity?
This feature further shows the fact that The Voice aim to encourage the black community to grow. They mention in the article 'Investing funds back into the black community is a form of self-preservation and an opportunity for us to prosper'. This viewpoint actually goes against Gilroy's theory of 'Black Atlantic' because it shows that the Black community does belong in Western societies and other black people can do their part in helping them grow.
This feature further shows the fact that The Voice aim to encourage the black community to grow. They mention in the article 'Investing funds back into the black community is a form of self-preservation and an opportunity for us to prosper'. This viewpoint actually goes against Gilroy's theory of 'Black Atlantic' because it shows that the Black community does belong in Western societies and other black people can do their part in helping them grow.
Audience
1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics.
- Black-Britons
- Black-Caribbean
- Older (30-40 year olds)
- Working class
- Psychographics- strugglers
2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).
Surveillance- news on the black community in Britain and other countries
Personal identity- can relate to the people they report about
Diversion- lots of room for entertainment: sports, etc.
Surveillance- news on the black community in Britain and other countries
Personal identity- can relate to the people they report about
Diversion- lots of room for entertainment: sports, etc.
3) Give examples of content from the website that tells you this is aimed at a specialised or niche audience.
The news on Windrush 70, in particular, shows that this site is aimed at a niche audience because this was an event that affected the black people. There is also one article on winning tickets to see Steve Arrington.
The news on Windrush 70, in particular, shows that this site is aimed at a niche audience because this was an event that affected the black people. There is also one article on winning tickets to see Steve Arrington.
4) Studying the themes of politics, history and racism that feature in some of the Voice’s content, why might this resonate with the Voice’s British target audience?
Applying Gilroy's theory of black diasporic identity and the idea that people have been 'scattered', we can say that the Black people living in Britain feel this way. There is this idea of 'liquidity of culture', where Black Britains are both British but still hold values and traditions from their original culture. Despite being born and raised in Britain, some still face prejudice and are asked 'why don't you just go home?'. The Voice's content will, therefore, resonate with them because they understand the impacts of racism and are a part of that history.
Applying Gilroy's theory of black diasporic identity and the idea that people have been 'scattered', we can say that the Black people living in Britain feel this way. There is this idea of 'liquidity of culture', where Black Britains are both British but still hold values and traditions from their original culture. Despite being born and raised in Britain, some still face prejudice and are asked 'why don't you just go home?'. The Voice's content will, therefore, resonate with them because they understand the impacts of racism and are a part of that history.
5) Can you find any examples of content on the Voice website created or driven by the audience or citizen journalism? How does this reflect Clay Shirky’s work on the ‘end of audience’ and the era of ‘mass amateurisation’?
This article on Rebel Wilson being accused of blocking black women on twitter is a prime example of Clay Shirky's 'end of audience' theory. The twitter users took to themselves to address and solve the issue.
This article on Rebel Wilson being accused of blocking black women on twitter is a prime example of Clay Shirky's 'end of audience' theory. The twitter users took to themselves to address and solve the issue.
Representations
1) How is the audience positioned to respond to representations in the Voice website?
The audience are positioned to respond positively. The Voice presents its audience with the opportunity to see the world through their own eyes rather than through the prism of white, often racist, mainstream British media.
The audience are positioned to respond positively. The Voice presents its audience with the opportunity to see the world through their own eyes rather than through the prism of white, often racist, mainstream British media.
2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying?
Yes, the Voice presents its articles and news specifically through the eyes of black people. Therefore, they are seeing the world through their own eyes for once.
Yes, the Voice presents its articles and news specifically through the eyes of black people. Therefore, they are seeing the world through their own eyes for once.
3) What kind of black British identity is promoted on the Voice website? Can you find any examples of Gilroy’s “liquidity of culture” or “unruly multiculturalism” here?
4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice?
The preferred reading would be that audiences interpret the representations of black Britons on the voice positively and realise that this representation of black people is the true reality, not the negative representations that major media platforms show concerning black people.
However, the oppositional reading would be that audiences see the way that The Voice represents black Britons as a cover up for the 'truth'. They have been bombarded with negative sterotypes regarding black people for years and they might see The Voice as a joke.
The preferred reading would be that audiences interpret the representations of black Britons on the voice positively and realise that this representation of black people is the true reality, not the negative representations that major media platforms show concerning black people.
However, the oppositional reading would be that audiences see the way that The Voice represents black Britons as a cover up for the 'truth'. They have been bombarded with negative sterotypes regarding black people for years and they might see The Voice as a joke.
5) Do you notice any other interesting representations in the Voice website? For example, representations or people, places or groups (e.g. gender, age, Britishness, other countries etc.)
Industries
1) Read this Guardian report on the death of the original founder of the Voice. What does this tell you about the original values and ideologies behind the Voice brand?
This shows that the original values and ideologies of the Voice was to give a voice to black Britons who were born and raised here but never truly felt like they had freedom of speech or belonged anywhere. The Voice was the first newpaper to really target a niche black audience and that is the main reason for its huge success.
This shows that the original values and ideologies of the Voice was to give a voice to black Britons who were born and raised here but never truly felt like they had freedom of speech or belonged anywhere. The Voice was the first newpaper to really target a niche black audience and that is the main reason for its huge success.
2) Read this history of the Voice’s rivals and the struggles the Voice faced back in 2001. What issues raised in the article are still relevant today?
The Voice had lost many readers in 2001 and its circulation had dropped by 20%. This is still the case today, it is unknown what the true figures for their readership or circulation are but, the fact that they have not rejoined ABC and the fact that they choose to hide their subscriber count on YouTube, shows that it is not something they are proud of.
There is also the fact that they fail to cover many stories that are relevant to today's time and would attract a younger audience. A lot of their content is to do with racism and their headlines are not the best t catching your attention. This makes it easy for their rivals the New Nation to compete against them.
The Voice had lost many readers in 2001 and its circulation had dropped by 20%. This is still the case today, it is unknown what the true figures for their readership or circulation are but, the fact that they have not rejoined ABC and the fact that they choose to hide their subscriber count on YouTube, shows that it is not something they are proud of.
There is also the fact that they fail to cover many stories that are relevant to today's time and would attract a younger audience. A lot of their content is to do with racism and their headlines are not the best t catching your attention. This makes it easy for their rivals the New Nation to compete against them.
3) The Voice is now published by GV Media Group, a subsidiary of the Jamaican Gleaner company. What other media brands do the Gleaner company own and why might they be interested in owning the Voice? You'll need to research this using Google/Wikipedia.
The Gleaner company also owns 'The Weekly Gleaner' carrying news of interest to the West Indians in the United Kingdom, the paper offers coverage of important issues and events in both the Caribbean and the United Kingdom.
They also own :
The Gleaner company also owns 'The Weekly Gleaner' carrying news of interest to the West Indians in the United Kingdom, the paper offers coverage of important issues and events in both the Caribbean and the United Kingdom.
They also own :
- The Weekend Star, first published in 1951, reviews of Jamaican music, dance, theatre, and culture.
- Hospitality Jamaica is about tourist industry news.
- The Star is an afternoon tabloid. "The people paper", it provides investigative reports, news, special columns, and stories.
From these, we can understand why they would be interested in owning the Voice. Almost all their newspapers are somehow related to Jamaicans/black people and the United Kingdom which is exactly what the Voice is all about.
4) How does the Voice website make money?
From online advertisements.
From online advertisements.
5) What adverts or promotions can you find on the Voice website? Are the adverts based on the user’s ‘cookies’ or fixed adverts? What do these adverts tell you about the level of technology and sophistication of the Voice’s website?
The Voice's adverts are always fixed and generally very random. They aren't usually appropriate for the target audience of the Voice. At the moment, there are adverts on Small World Money Transfer, myTV, a dating advert and job search. From these, it is clear that the Voice's website is very behind in terms of technology and sophistication. This is reflective of the very minimum funds and readers they revcieve.
The Voice's adverts are always fixed and generally very random. They aren't usually appropriate for the target audience of the Voice. At the moment, there are adverts on Small World Money Transfer, myTV, a dating advert and job search. From these, it is clear that the Voice's website is very behind in terms of technology and sophistication. This is reflective of the very minimum funds and readers they revcieve.
6) Is there an element of public service to the Voice’s role in British media or is it simply a vehicle to make profit?
I believe there is definitely an element of public service to the Voice's role in the British media. The whole point of the Voice being created was to give a voice to the niche black people in Britain and that is what the Voice has been doing since the moment it was founded. The Voice is hardly making any profit right now but they are still surviving and making content, if it eas just a vehicle to make profit, they would have shut down already.
7) What examples of technological convergence can you find on the Voice website – e.g. video or audio content?
There is a news article featuring a video interview with Amandla Stenberg. The Voice also do have a YouTube channel.
There is a news article featuring a video interview with Amandla Stenberg. The Voice also do have a YouTube channel.
8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?
Even if the Voice is forced to shut down due to financial or readership issues, there is still an opportunity for them to grow again due to social media and the ability for anyone to become an influencer due to the internet. Like Clay Shirky says, it's the 'end of audience'.
Even if the Voice is forced to shut down due to financial or readership issues, there is still an opportunity for them to grow again due to social media and the ability for anyone to become an influencer due to the internet. Like Clay Shirky says, it's the 'end of audience'.
9) Analyse the Voice’s Twitter feed. How does this contrast with other Twitter feeds you have studied (such as MailOnline or Teen Vogue)? Are there examples of ‘clickbait’ or does the Voice have a different feel?
Interestingly, the Voice's twitter feed seems much more modern and well managed than their website. I was surprised to see that they have almost 35K followers. However, the Twitter feed does seem different compared to MailOnline and Teen Vogue. Teen Vogue has a more personal and exciting approach (they use emojis, hashtags, and personal pronouns when it comes to their tweets) and MailOnline is all click bait. The Voice, however, seems more fact-based and less enthusiastic.
Interestingly, the Voice's twitter feed seems much more modern and well managed than their website. I was surprised to see that they have almost 35K followers. However, the Twitter feed does seem different compared to MailOnline and Teen Vogue. Teen Vogue has a more personal and exciting approach (they use emojis, hashtags, and personal pronouns when it comes to their tweets) and MailOnline is all click bait. The Voice, however, seems more fact-based and less enthusiastic.
10) Study a selection of videos from the Voice’s YouTube channel. How does this content differ from Teen Vogue? What are the production values of their video content?
The Voice's YouTube videos have very low production values and seem to be filmed and edited by non-professionals. They have many videos with excellent content and potential (such as the 'Meet six influential black women in business' series) but the fact that they are presented in such a bad way makes them not appealing and deters their audience.
The Voice's YouTube videos have very low production values and seem to be filmed and edited by non-professionals. They have many videos with excellent content and potential (such as the 'Meet six influential black women in business' series) but the fact that they are presented in such a bad way makes them not appealing and deters their audience.
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