The Voice: case study blog tasks
1) What news website key conventions can you find on the Voice homepage?
The news website key conventions its quite packed which presents readers with a busy aesthetic which has no clear-cut. It has social media links and displays adverts. It conveys the editors choice and the main story on the page.
2) How does the page design differ from Teen Vogue?
Teen Vogue has a different layout and style to how it presents stories to audiences as it is more political than the Voice. It has a lower budget than the teen vogue so maybe it is also less concerned with layout and production values are therefore kept low.
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?
In the Menu bar, it has entertainment, sport, opinion and faith. These things convey to readers that this newspaper is aimed at niche audiences. This means that the voice values contrast with teen vogue through digital operations and social media. It values niche audience to look at its paper and holds strong cultural ideologies as it is aimed at Afro Carribean audience. There is also a separate link for Windrush 70 symbolising those could not stay in this country after living her or several years because they simply had no paperwork of proving this.
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?
There is surprise element as the webpage presents a Jamaican rugby team that has made it to the finals. There is the story of Raheem sterling's to do with racism against young black football players. This demonstrates the ideologies of the newspaper being cultural and concerned with these issues. This could go with values like familiarity and recency.
5) How is the 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.
There is engagement through social media links being presented to audiences like the Durham University and sending money abroad this links with Paul Gilroy who talks about Diaspora so it connotes this spread of identity between individuals. There are certain enigma codes used like now black people are being used as heroes in little kids stories. This alludes to Propps theory of Proppiann heroes.
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?
There is health, food, fostering and adoption, female, travel relationship and competition. This suggests that voice audience is niche and is aimed at a minority.
2) What are the main stories in the Lifestyle section currently?
There are stories about Usain bolt and his liking of Carribean food in London, aswell as stories about Will Smith and the relationsip with his son.
3) How does the Lifestyle section of the Voice differ from Teen Vogue?
The lifestyle section of the voice is aimed at a more older audience than the teen vogue as teen vogue represents things for campus life, careers and Tech. The voice offers things like relationship and fostering which means it is aimed at more of an older audience.
4) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media?
These sections challenge the stereotypes of black British media as they signify change and famous black celebrities.
5) Choose three stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?
- Usain bolt ' i don't think London has proper food'
- World Aids's Day: Why women's life's matter.
This piece of news discusses the stigma attached to HIV sufferers and claims there is sexual health inequalities attached to this and it is affecting the BAME population. This is reflective of the ideologies of the Voice as people struggle to disclose this issue but this is providing a voice and is reflective of this.
- Government confirms to Reform the mental health act:
This story signifies an issue that is not talked about as much because of the stereotypes and allegations against it. This act will be changed so that an individual can choose the bases of their care and decide as well as control their care.
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 would appeal to the Voice's audience because it is a recent event which has made black history. She- the photographer- is from South West London, so as well as being black, she is also local which would appeal more to the audience. The article also highlights female success, which appeals to the feminist values of the Voice audience.
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?
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?
Audience
1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics.
The target audience includes Afro Caribbean audience that is older and also the Windrush generation. The demographics seem to be around 30+ and psychographics could be mainstreamers and strugglers becuase the issues represented and people who looking to achieve a better sense of self.
2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).
The audience pleasures that are provided are Surveillance, development of personal identity, and personal relationships.
3) Give examples of content from the website that tells you this is aimed at a specialised or niche audience.
It has a separate link for Windrush 70 in the menu bar so which means it is targeted at them along with Black British Britons.
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?
This is because they may witnesses of some of the brutality that took place during riots.
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’?
Representations
1) How is the audience positioned to respond to representations in the Voice website?
The audience are positioned to engage with the voice website and give black people the opportunity to see the world through their own eyes rather than through the prism of white, of ten racist mainstream British media.
2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying?
This could be the idea that black people are given the opportunity to see perceive their own eyes rather than through the prism of white, of ten racist mainstream British media.
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?
The black British identity is promoted on the voice with motivational role models with as Gilroy suggests this creates a “liquidity of culture” that means black identity is formed by journeys across seas, not the solid ground of a home country or culture.
The black British identity is promoted on the voice with motivational role models with as Gilroy suggests this creates a “liquidity of culture” that means black identity is formed by journeys across seas, not the solid ground of a home country or culture.
4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice?
The constructiveness approach: This was Hall’s preferred approach and closely matches reception theory with preferred and oppositional readings. The audiences may interpret the representations of black Britons in a positive way as they are given a positive outlook.
The constructiveness approach: This was Hall’s preferred approach and closely matches reception theory with preferred and oppositional readings. The audiences may interpret the representations of black Britons in a positive way as they are given a positive outlook.
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.)
The voice represents how racism is being tackled and an example of this is how Prada has set up a diversity council to address issues regarding diversity and inclusion. As Prada is committed “ to creating products that celebrate the diverse fashion and beauty of cultures around the world. This implies how the voice is reflective so the power and complexity of the media are minimalised.
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?
The values of the voice is that it is a very niche market aimed at a specific audience. The ideologies are that it is best for providing news for black British Britons so this piece of news is very relevant for the audience in term of personal relationship.
The values of the voice is that it is a very niche market aimed at a specific audience. The ideologies are that it is best for providing news for black British Britons so this piece of news is very relevant for the audience in term of personal relationship.
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?
This article talks about the history of racism and the issues that it had caused and also suggests how the paper became less popular as a result of other media forums developing. These issues are relevant today because of the impact of the media on individuals and people respond to issues as now it has created a platform for anyone to respond.
This article talks about the history of racism and the issues that it had caused and also suggests how the paper became less popular as a result of other media forums developing. These issues are relevant today because of the impact of the media on individuals and people respond to issues as now it has created a platform for anyone to respond.
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, Hospitality Jamaica, The Weekend Star. The last two have more of a focus on the black commuity and Jamaica in particular so it would fit if they owned the Voice.
4) How does the Voice website make money?
The voice website makes money through adverts and selling data.
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 adverts and promotions on the voice website are to do with sending money abroad to south Africa and are based on the voice websites ideologies. There are also adverts about going abroad and searching for jobs this highlights the opportunity that this website is trying to reinforce subtly to the readers.
The adverts and promotions on the voice website are to do with sending money abroad to south Africa and are based on the voice websites ideologies. There are also adverts about going abroad and searching for jobs this highlights the opportunity that this website is trying to reinforce subtly to the readers.
6) Is there an element of public service to the Voice’s role in British media or is it simply a vehicle to make a profit?
I believe that the voice does have a public role which is to provide a platform for the Afro Caribbean to reach out to more opportunity and provide them with a platform which shares a sense of identity with them.7) What examples of technological convergence can you find on the Voice website – e.g. video or audio content?
The video and audio content is mostly about how there is a difference in the culture of Black people and how they have been positively influential. There are videos about women and how they have been influential.
8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?
The growth of digital media has allowed people to engage and achieve surveillance along with personal identity and relationship to be formed. This is because now people are given the opportunity to engage with more liberty in their own desirable way.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?
The twitter feed has a lot of adverts for giveaways and has a lot of influential black people that are seen to be doing good things like Barak Obama playing Santa and surprises them. there is also Raheem's sterlings story helping communities being ignored by councils.
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 content of the videos differs from ten vogue's because it features about most sports and entertainment with Black people being the main focus. Teen Vogue focuses on individuals and their lives. Their production values are quite simple to help audiences engage with the issues mentioned.
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