OSP: Teen Vogue - background and textual analysis

OSP: Teen Vogue - background and textual analysis

Our first Online, Social and Participatory CSP is Teen Vogue - the former print magazine turned online sensation.

Teen Vogue has generated a huge amount of coverage (and attracted a significant audience) by re-positioning the magazine as a socially conscious political hub for young women.

Notes from the lesson

Teen Vogue: background

Teen Vogue was launched in 2003 as a print magazine ‘little sister’ title to US Vogue. It focused on fashion and celebrity and was a conventional magazine aimed at teenage girls.

In 2015, in response to declining sales, the magazine cut back its print distribution and focused on digital content. After single-copy sales dropped 50% in the first six months of 2016 alone, the magazine went quarterly (four issues a year) before announcing the closure of the print magazine completely in November 2017.

Online growth
Led by digital director Phillip Picardi, the Teen Vogue website grew substantially as the print magazine declined. 

Between January 2016 and 2017, Teen Vogue’s online traffic rocketed from 2.9m US visitors to 7.9m. The magazine then surpassed 10m unique users later in 2017. In addition, the magazine has 6m Facebook likes, 3.5m Twitter followers and a huge following on Snapchat.

Evolution and activism

The spectacular digital growth of Teen Vogue has been credited to the editor Elaine Welteroth and digital guru Picardi leading the magazine in a radically different direction to traditional teenage magazines.

Focusing on politics, activism and feminism, the magazine has developed a reputation for high-quality journalism while recruiting millions of socially-conscious, educated readers.

'Woke'
Teen Vogue considers itself a ‘woke’ brand.

Woke definition: a political term of African American origin that refers to an awareness of issues concerning social justice.

This means Teen Vogue covers issues of politics, racism and gender identity… and amazingly has expanded the appeal and reach of the brand while doing do.

Teen Vogue: background reading and textual analysis blog tasks

Work through the following tasks to complete your first case study on Teen Vogue.

Teen Vogue: background reading

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 an article,written by Lauren Duca,about the activities of Trump and how he is gaslighting America. 

2) When was the original Teen Vogue magazine launched and what was its original content?

Propelled in 2004 as a younger sibling to US Vogue, Teen Vogue used to concentrate on the standard mixed drink of design absolute necessities and big name revere. (A great spread line from a 2005 release was How To Get Perfect Party Hair.) 

3) How did editor Elaine Welteroth change Teen Vogue’s approach in 2015?

The group, including then magnificence editorial manager Welteroth, built a move. That issue included three obscure dark models on the spread, apparently defying every one of the guidelines (that you ought to have an acclaimed individual; and that having no Caucasian faces on the spread is a business chance) 

4) How many stories are published on Teen Vogue a day? What topics do they cover?

This present morning's accounts (the group distributes somewhere in the range of 50 and 70 every day) present a regularly diverse assortment of style, excitement and current issues. The present hits are now at over 700k, with What Donald Trump Lied About This Week performing especially well; there's additionally an individual paper on the synthetics in hair relaxant, a gathering of Models Turning 19 Today. 

5) What influence did digital director Phillip Picardi have over the editorial direction?

Phillip Picardi is the computerized executive of Teen Vogue. With his course, the Teen Vogue site became considerably even as their print adaptation declined. 

6) What is Teen Vogue’s audience demographic and what does ‘woke’ refer to?

A group of snappily dressed twenty to thirty year olds, the group is additionally an impression of the title's statistic, which "ages up", in the expressions of Welteroth; at the end of the day, they're not all youngsters. "Our sweet spot is 18-24,"Woke" alludes to a familiarity with issues encompassing social equity. The way that Teen Vogue allude to themselves as a woke brand features the way that they are with regards to their young socioeconomic' utilisation of language just as their perspectives on specific things. Utilising language that their peruses use causes the peruses to relate to the substance much more and feel just as they are being spoken to well. 

7) What issues are most important to Teen Vogue readers?

Issues identifying with personality and how they can turn out to be progressively mindful of themselves and society around them. Youngsters "pine for something genuine and real" 

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?

She proposes that the connection between the Teen Vogue brand and their group of spectators has turned out to be more grounded, just as more transparent.This connections back to what Clay Shirky believes,that each customer is likewise a maker, and everybody can argue." Yet what might be progressively huge is the straightforward math of what number of individuals can arrive at one another through the associations in a system. The outcome is in every case more associations. 

9) What social and political issues have been covered successfully by Teen Vogue?

Weapon control in the states, the ascent of transgender models in design, racially-charged assaults and activity from the police, articles identifying with homecoming, graduation and vocations 

10) What do Teen Vogue readers think of the magazine and website?

They believe that it's a dependable wellspring of data ,urges them to see social issues and legislative issues as equivalent to (or more significant than) style and way of life - it's alright to be both.

Teen Vogue textual analysis and example articles

Work through the following tasks to complete your textual analysis of the Teen Vogue website and read notable Teen Vogue articles to refer to in exam answers. 

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 marking on the top focus 

Top menu bar-with connections to: News and Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness, Homecoming 

Pictures 

Articles 


Trending like Daily Mail's interminable parchment 

2) How does the page design encourage audience engagement?

They utilize the inclining segment which makes the peruser feel like they should peruse the narratives so as to keep awake to date with what's on pattern and as of now being discussed over the globe. Additionally the landing page isn't confused along these lines, effectively open for individuals who visit the site. 

3) Where does advertising appear on the homepage?

Promotions don't show up on the landing page or extremely negligible publicizing, which features how Teen Vogue is increasingly worried about quality news-casting and how they present their site, instead of promoting. 

4) What are the items in the top menu bar and what does this tell you about the content of Teen Vogue?

The things in the top menu bar are: News and Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness, Homecoming. This shows how Teen Vogue spread an assortment of themes, not simply design as the normal generalization that Teen Vogue could be joined to. 

5) How far does the homepage scroll down? How many stories appear on the homepage in total?

The landing page looks down a considerable lot, which has 33 stories, investigating an assortment of themes.

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 

Grounds Life 

Vocations 

Brightening thoughts 


Nourishment 

2) How is the Lifestyle section designed to encouragement audience engagement? Think about page design, images, text and more.

The page for the most part comprises of huge pictures identifying with the feature of the article. These catch the perusers eye. Besides, there are numerous accounts to browse as you look down. Likewise, it again isn't confused in getting to, which makes it simple to access for a group of people part.

3) What do you notice about the way headlines are written in Teen Vogue?

The features are nearly composed as short depictions, which keeps the magazine moderate, as it is expected to do, this additionally features they are doing whatever it takes not to toss data at the group of spectators. 

4) What does the focus on education, university and ‘campus life’ tell you about the Teen Vogue audience demographics and psychographics?

The Demographics are mostly youngsters who are especially knowledgeable. ABC1 crowd statistic fundamentally. The Psychographics could be Aspirers, Achievers, Succeeders - the individuals who are keen on bettering their instruction and learning of different various things.

5) Choose three stories featured in the Lifestyle section – why do they fit the Teen Vogue brand?

Teen Vogue - 21 Under 21 Class of 2018 

Spotlights on urging youngsters to step up and roll out an improvement, additionally it subverts generalizations of common magazines. For instance, you wouldn't relate a major magazine organization to devote an entire segment to a more youthful gathering, which displays the openesess of Teen Vogue and the ready to give more youthful individuals an opportunity of voice. 

Teen Vogue Had The Perfect Sweet 16 And Everything Was Pink 

This spotlights on the thought from their Sweet 16 spread star, Storm Reid to her extraordinary arrangement of tales about the high points and low points of turning 16. This again demonstrates the portrayal of youth is high in Teen Vogue, basically showing what their magazine is about, and support up their title. Additionally, the portrayal of ladies in this area demonstrates the inspiration of ladies and praising females all in all, which is satisfying the Teen Vogue brand. 

10 Best Places To Study Abroad: Our Favorite Study-Abroad Cities 


This is Teen Vogue concentrating on offering individuals guidance in the event that they need to think about abroad, this features how they are meeting their statement of purpose of teaching their group of spectators. By giving their suggestions of which is the best spot to think about abroad they are meeting the Teen Vogue brand.

Five key articles

Read the following five notable Teen Vogue features then answer the questions below for EACH feature.

Donald Trump Is Gaslighting America

The new face of teen activism 

Black Teens Have Been Fighting for Gun Reform for Years

Netflix and strong female leads 

How to Break Away From the Gender Binary

For each article:

 Donald Trump Is Gaslighting America- 

1) Who is the writer and what is the article about?

The essayist is Lauren Duca, the article is about the effect that Donald Trump's administration has had on America and how individuals have begun questioning themselves just as their own convictions 

2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.

Features the broadly shared view that Donald Trump depends on his capacity to control the shortcomings of others and stay away from of lies so as to prevail upon masses of supporters,the story of Trump is a continuous one and the essayist accept that the perusers are very much aware of the realities as she gets past stories. 

3) Why is this article significant?

It centers around the idea of legislative issues being in a phase of post-truth and having an elective center, and the author has been bold enough to conflict with him to stand up and express what everybody is thinking-with another word 'gas-lighting'. 

4) How does this article reflect the values and ideologies of the modern Teen Vogue?

The advanced Teen Vogue perusers are more left-wing than conservative, along these lines there will be a shock of Trump's perspectives.

The new face of teen activism 

1) Who is the writer and what is the article about?

The author is Alexis Manrodt, and the article is about the job of advanced media and the web in social activism 

2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.

In this you can apply Todorov's Equilibrium hypothesis as Teen Vogue are a development endeavouring to reproduce another, increasingly dynamic world for who and what is to come. Additionally the utilisation individuals' close to home stories and how they figured out how to end up known on the web which the peruses could identify with

3) Why is this article significant?

This article is huge on the grounds that it features how the advanced media is having a greater amount of an effect of the present society all in all and how seemingly insignificant details, for example, tweets can be incredible, positive and negative, as it could bring issues to light, yet the downsides of tweets in the present society you will get misuse, and the manner in which you handle that is significant, in light of the fact that web-based social networking being gigantic methods you will get misuse paying little mind to what your identity is. 

4) How does this article reflect the values and ideologies of the modern Teen Vogue?

It demonstrates how Teen Vogue are a woke brand, and furthermore it mirrors the intended interest group of reformers.

Black Teens Have Been Fighting for Gun Reform for Years

1) Who is the writer and what is the article about?

The essayist of this article is Lincoln Anthony Blades, and it is about how the continuous battle for young people to gain the weapon power that is ending up progressively vital in America 

2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.

The job that young activism and the web has played in sorting out enemy of firearm rallies the nation over. Understudies had the option to mobilize and cast a ballot with administrators brought about prohibiting self loading firearms and enormous limit magazines in the state Students left their study halls in acknowledgment of the multitudinous measure of acts of mass violence that have happened and how viable law recommendations are required. 

3) Why is this article significant?

This article is noteworthy on the grounds that it is about adolescents specifically and how they are needing to defend their privileges and nation. This is attempting to subvert the generalization that the more youthful age couldn't care less about things outside things, for example, internet based life, style and so forth, it likewise demonstrates the solidarity of the more youthful age when challenging genuine issues. 

4) How does this article reflect the values and ideologies of the modern Teen Vogue?

It connections back to the intended interest group, as Teen Vogue are reformers.