AQA A-Level Media Studies - Gentlewoman

Psychographics

Explorers, reformers and aspirers

While generally unconventional it still relies on creating audience value through consumerism

Mission Statement

“celebrates modern women of style and purpose”

“the way women actually look, think and dress” - authenticity over other lifestyle magazines

Front cover

Unconventional - masthead outside of photo’s border

Portait is a close up from a low angle - confidence and ‘in your face’

Bold colour choice and stand out makeup

Sans serif font for masthead vs serif for celebrity name - emphasis on ‘the gentlewoman’ being Scarlett Johansson herself

Demographics

ABC1 Audience - text heavy articles (minimal pictures) and chique artistic images throughout (for educated audience)

Primarily women aged 28-46

ABC1 (76%) and AB (47%)

51% of global distribution is in the UK

Ramla Ali article

Successful female boxer

Interview focuses on her motivation, hard work and career (conventional interview topics for men’s lifestyle magazines)

Female athlete in male dominated field - unconventional gender representation

Describes herself as a “total tomboy” - this upsets binary oppositions and it’s clear that Ali is proud of this (links to Judith Butler)

Rewilding project at Knepp Castle Estate

Covers a brief history of the estate and the discusses the current state of the project

Written from the perspective of the journalist - sounds like a story - conventional form of writing in magazines (setting the scene for interviews)

Images of wildlife with a sepia filter - nostalgia and warmth

Progressive - rewilding and supporting the envrionment

Scarlett Johansson

Had her start in indie films and is still mostly acting in them besides Marvel films and often plays strong independent characters

Star power but could be seen as authentic to her fans as well as Gentlewoman readers - pre-existing readers are likely going to have a positive reception to Johansson

Stella McCartney - Leather Handbag Advert

Inventive and progressive

Visually shown as hardworking - photos imply she might have quickly had the photo taken between working (in some kind of office building, no props set up and messy background as well as practical clothing)

Women leading environmentalism

Judith Butler - Gender Perfomativity

Unconventional representations of women and femininity - causes gender trouble and shows that gender is a set of repeated regular acts (e.g. Ramla Ali)

Shirky - End of Audience

Audiences are encouraged to sign up to a club with fortnightly newsletters and club meetups

While this is shown on their website and meetups happen in person, it’s encouraging the readers to interact with the product as well as each other - perhaps building an emotional connection to the magazine as well

Lazarsfeld’s Two-Step Flow Theory

Audiences looking to them for fashion and lifestyle advice - allows magazine to exploit this and advertise with writers’ ‘expert opinions’ in advertorials (e.g. Stella McCartney’s vegan leather handbag)

Hesmondhalgh - Cultural Industries

Hesmondhalgh suggests that when all media products come to feel the same - one result of this is that there is a creation of a new market for those seeking something different

The magazines younger to middle aged audience are likely to appreciate the new ideas and approach to certain topics in Gentlewoman

Star power - Johansson has featured in Marvel films but primarily indie films

Collaborations with brands - perfume brand collab (fancy and ABC1)

It’s focus on in-person gatherings and minimal website is also unconventional and could draw in audiences searching for something new and refreshing away from social media

Hebdige - Subculture

Magazine unconventional and community attributes

Independently published, unique formatting and covers, a focus on empowering women and countering stereotypes often found in women’s lifestyle magazines