'Woman' Magazine (David Gauntlet, Pick & Mix theory)

'Woman' Magazine

What is the difference between component one and component two?

Component one is unseen and could be a part of any of the industries studied, you are unaware what will come up. However component two is a studied piece of media that we have revised and know briefly what they may ask.

Woman Magazine

Published weekly by IPC from 1937 to present.

- this particular edition - 23rd August 1964

- Price 7d (seven old pennies, around 80p)

- most popular in 60's (12 million a week)

How can audiences respond to media?

 Magazines

• Codes and conventions – changes over time? 

- hermeneutic - they want to be her  

• Layout and design

- Pastel colours, the purple against the yellow shows binary opposites as they are opposites on the colour wheel, presenting a friendly but bold aura surrounding it.

• Composition - positioning of masthead/headlines, cover lines, images, columns 

- The woman's photo is covering the entire page, she is the focal point and she is vibrant and continues to contribute to the friendly atmosphere. The information at the bottom of the page shows that it's presenting all the improvements for people in one sentence.  

• Font size, type, colour 

- The font of the title is like a signature, it's personal. It shows that they are themselves a part of that community, the word 'Woman' is inclusive but still creates the sense of community that is shown. The audience would feel like a part of a community. 

• Images/photographs - shot type, angle, focus

- Because the image is large and dominant, it's used to create the friendly atmosphere. 

• Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up 

- She has been airbrushed.

- Wants to be like that woman

- Shows an ideal

- She is how a woman should be - a smile, a facade, a 'happy person'

- Believe the things it is offering due to the photo, they are inclined to believe what the magazine says as their is a person who embodies what they could be if they look upon it (hypodermic needle theory)

- Audience wander how they can be her - hermeneutic 

- Negotiated response - they find it pandering and fake.

- Anchorage of image

The Contents Page

- Lot's about men, they are surrounding and defying their lives for men and wanting to please them.

- It was shown to be a variety of subjects

- It has things that women 'should' be interested in such as cookery and make up, the stereotypical activities that women enjoy

- This is an example of hegemonic power - not forcing you to put on make up etc but it is emotionally manipulating them to do so

- Assumption of free time - meaning they are not working

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What Were Affecting Women In The 1960's?

- Equal pay

- Stereotypical observations of them

- University

- Independence

- The woman's liberation movement

- Post WW2 they were given more freedom

- Advertisers 'embracing' new audiences (women) they would allocate specific adverts for them. 

David Gauntlet 

- Audiences are not passive, and media products allow the audience to construct their own identitiies

- By way of example, what subcultures exist around:

• Genres of music - Hipster, indie,
• Certain genres of TV show - 'Trekkies' (Star Trek fans)
• Certain genres of video games - Obsessive 'gamers' 

Pick & Mix theory 

- The audience picks and chooses what they take away from the producer's ideologies.

- Not in the bath
- Covered in soap, sexual
- Beautiful, an aspirantional look
- Promiscuous
- Sexual
- People want to be her
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Is There Any Good Aspects Of Stereotyping?

- Essential for genres
- Creates a community
- For interaction with types of people
       - Addressing the audience as if they were a friend (Woman's magazine)