Gender factor on the example of glossy magazines
Vogue magazine
General characteristics of Vogue magazine
Vogue magazine is the gold standard in the fashion world. Vogue has been promoting the idea of a luxury lifestyle for over a hundred years. In different periods of history, the target audience of the magazine changed: the liberal elite (1920s), housewives (1950s), women workers (1970s), and modern women, who are difficult to be give some definite characteristic. (Serenity Stitchworks, 2012).
Vogue is published in 23 countries of the world and is the bible of fashion and culture for millions of loyal readers. Four editions are considered the most influential in the world: Vogue UK, Vogue US, Vogue France and Vogue Italia. They create the exclusive content of each number, unlike other versions that can use the materials of the "big four" again. The American and British versions are more focused on the mass market, while the French Vogue is the most elite edition. According to the English version of Wikipedia, the circulation of the magazine for 2011 is 1, 2 million copies.
The magazine was founded in 1892 by Arthur Baldwin Turnurn and was conceived as a publication for the elite of New York. It was a weekly magazine addressed exclusively to men and women of high society. Redding became the first editor of Vogue. During his leadership, the magazine did not focus on fashion; Redding liked to cover animal rights topics. (Serenity Stitchworks, 2012).
The management of the magazine did not pay enough attention to Vogue advertising, so the publication’s income sharply declined. This situation changed when Kond Nast bought Vogue in 1909. Nast later founded his publishing house Condé Nast Publications, which now owns such magazines as Glamour, Allure, W, Self, GQ, Details, Elegant Bride, House and Garden, Domino, Lucky, Golf Digest, Architectural Digest и The New Yorker.
Nast has turned Vogue into an exclusive fashion magazine for women. He decided that it was necessary to refine the design of the cover of the magazine. Over time, Vogue covers became extremely popular and reflected various trends in 20th century art. (Serenity Stitchworks, 2012).
Paper and online versions of Vogue magazine
Printed Vogue UK
The January 2013 issue of the magazine was taken for analysis. On the cover of the magazine is the famous singer Gwen Stefani and the announcement of the most interesting topics of the issue. The first 35 pages have no headings, each title is a completely separate topic. “Vogue.com” talks about the online version of the magazine and is even designed as a web page. Then the names of those who prepared the magazine are presented. After that, a letter from the editor is presented in which Alexandra Shulman talks about the fashion of famous people. The chief editor connects fashion trends and policies.
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Next comes the “Talking back” section, which presents letters from readers. A whole page is dedicated to Keira Knightley in connection with the release of the film “Anna Karenina”, in which she played the main role. After this, the page is about those who contributed to the creation of the magazine: these are photographers, actors. The “Up front” section features the story of Diane Cardwel, The New York Times journalist, who witnessed Hurricane Sandy in a part of New York that is far from the center.
The magazine is divided into several major sections: Flash, View, Beauty and health, People are talking about, Fashion and features, Index.
The “Flash” section presents the brightest fashion events: the emergence of a new pop diva, the annual “Talent Show” show, the distribution of food by a star couple to those who suffered from hurricane Sandy. The “View” heading tells you how to wear heels and why they are back in fashion.
The “Beauty and Health” section is devoted to fashionable novelties (perfumes, fashionable colors, styles, places to rest, hair style) and how to keep in shape even if there is snow and cold outside the window (you can build a snowman, for example).
“People are talking about” tells about people, places, objects and events that surprised, amazed, in general, are worthy of special attention: traveling to exotic countries (small island of Song Soa Private Island of Cambodia), new directions in art, talented filmmakers.
“Fashion and features” opens a section the fashion trends of the season in photographs: girls in multi-colored dresses, fancy skirts, extravagant costumes against a background of unusual colors, models representing knitted and fur collections.
After the photos, a separate place is reserved for stories. These are stories about a person or an event: about Adele, about arranging home and garden actresses Miranda Brooks, about the mayor who helped people after Hurricane Sandy, about a new hair style, about a new pink suit. It is important to note that in almost all the stories in this section there is a connection with Hurricane Sandy. Basically, the story of the hurricane is inserted in the beginning of the story as a kind of experience, sympathy, astonishment, or a first-person narrative (what people were doing at the time of the hurricane, the way the they saw it, what they experienced). So, all the stories are stitched with the thread of one big and tragic story.
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The last section of the "Index" presents a catalog of fashionable things: handbags, shoes, sweaters, bracelets, shoes, etc.
There are 130 pages in the magazine without a cover. Printed Vogue is published once a month, presenting a combination of photos of fashion trends and stories about famous people, dreams and events.
Vogue online
The online version of the magazine differs from the printed one not only in a wide variety of sections, but also in content. Vogue online includes such sections as Subscribe, Fashion, Beauty, Parties, Culture, Fashion Week, Videos, Vogupedia, Magazine, Promotions.
Almost every large section has a subsection. So “Fashion” includes Vogue Daily, 10 best dressed, Guide, Most wanted, 5 days 5 looks 1 girl and Street style. In the Culture section you can find sections Art, Books, Film and TV, Music, Theater, Weddings. In the Videos section you can select videos of the week or videos from the fashion week.
Vogupedia is a very interesting section of the magazine, it is a trendy Wikipedia. In Vogupedia, terms are arranged in alphabetical order and grouped by topic. Brand names, models, photographers, editors, designers names are presented with reference information.
It is worth noting the location of magazine sections. The entire palette of sections is presented at the top of the site as a horizontal line with a more detailed reversal of each subsection. However, some sections or subsections are in one wide vertical line across the page. Of course, there are only the brightest and most relevant materials. At the bottom of the page is a horizontal reference with the most popular topics. The page ends with contact information, addresses, links to facebook, twitter and other versions of the magazine.
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On the Vogue website, you can register to participate in discussions, comment on materials, receive a newsletter about fashion trends.
The main difference revealed in the analysis of the print and online version of the magazine is that the second one includes a huge variety of topics. This allows you to increase your audience. The online version is more fragmentary, so it attracts a large circle of readers, everyone can choose the topic of interest. The printed version is more compact, it is permeated with one story (in the January issue it is the story of a hurricane) In addition, in the paper version there are long materials describing a person’s life or event.
In the online version such materials is very small. This is probably due to the peculiarities of the reader's perception of information online: fragmentary and superficial. Often, only the headlines are viewed. If the headline was bright and intrigued, the reader will look at the material, but, most likely, he or she will look, and not read carefully from beginning to end. Short and capacious text on the Internet is a way to retain the audience, so it is not surprising that the amount of text in the online version differs from the printed one.
The tone of the printed journal number is set by the chief editor. In a letter to the editor, Alexandra Shulman writes about events related to both politics or culture, and the theme of the issue. Thus, the single number of the printed version of Vogue is a complete story. The online version is constantly updated with various materials, which is explained by the specifics of the Internet space.
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