The Voice: case study blog tasks

The Voice: case study blog tasks

Language and textual analysis

1) What news website key conventions can you find on the Voice homepage?

• The voice website has common conventions of a conventional website, such as advertising, a search button, social media and a menu bar

2) How does the page design differ from Teen Vogue?

• The page design for the Voice differs from Teen Vogue as it has a more 'crowded' page layout, whereas Teen Vogue is more minimalistic.
• The voice's style is more of an amateur style whereas Teen Vogue has more of a sophisticated layout.

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?

•  News, Sports, Lifestyle, Entertainment, Faith, Opinion and Video are the menu bar options. 
• These options suggest that The Voice is conventional but has 2 significantly unique options of 'faith' and 'opinion' which hint that The voice push for 'freedom of speech;' and have a platform to preach religion 

4) Look at the news stories on The Voice homepage. Choose three stories and discuss how they have presented the news from an angle or perspective that reflects The Voice's role as a voice for black Britons.

• The Voice Black Business Fair is back!- The title shines a clear light on the Blck Briton population that has a place in the national economy. Though business would be aired on mainstream news the fact that this article focuses on the Black Briton side to it is what makes it a subject of The Voice Newspaper. 
• Young, Gifted and Black showcase takes place next month- This article focuses on BAME talent and how Black Britons especially have a place to showcase their own talent.
• Fundraiser for National Caribbean Monument Charity- This allows freedom of speech and personal goals for those Black Britons reading The Voice.

5) How is 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.

• In terms of enigma codes, The voice doesn't really use them as their Article titles aren't rhetorical meaning it isn't necessarily 'attention-grabbing'
• The voice offers surveillance and personal identity and relationships through the news articles and information platforms aswell as providing a 'voice' for Black Britons.

Lifestyle section

1) What are the items in the sub-menu bar for the Lifestyle section and what does this suggest about the Voice audience?

• fashion & beauty, food, health & well-being, relationships and travel are the sub-menus in the 'Lifestyle' section 
• These suggest that The Voice audience are most likely of a working-class and have time and extra money to spend for personal aesthetic.
• They cater to specifically Black Britons- especially females with makeup for dark skin and hair care for natural hair.

2) What are the main stories in the Lifestyle section currently?

• Honourees aplenty at 2019 Black Magic Awards
• Is devolution the key to a happier and healthier Manchester?

3) How does the Lifestyle section of the Voice differ from Teen Vogue?

• The Teen Vogue lifestyle section is more of a guide like layout whereas The Voice allows other Black Britons to give their own advice.

4) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media?

• The Voice challenges the Stereotypes in the media with the praise of Black Beauty and Black lifestyle which, in the past, would've been seen as 'ghetto' or 'street'

5) Choose three stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?

• Ozwald Boateng honoured with icon award
• Black male grooming brand secures investment to support its growth
• “I think it’s important that every woman is represented,” says rapper Saweetie
• These stories not only focus on Black people within the media but they focus on individual representations such as gender equality and LGBTQ+

Feature focus

1) Read this Voice news story on Grenfell tower and Doreen Lawrence. How might this story reflect the Voice’s values and ideologies? What do the comments below suggest about how readers responded to the article? Can you link this to Gilroy’s work on the ‘Black Atlantic’ identity?

• This story could reflect the values and ideologies of the voice through the representation of a black female speaking up for the BAME communities during a tragedy.
• the comments suggest how the readers were upset by Doreen Lawrence's actions as she was seen to abuse her title of a baroness.

2) Read/watch this Lifestyle feature about the Black Magic Awards. How do the article and video content reflect the values and ideologies of the Voice? What do you notice about the production values of the video interviews?

• The article reflects the values and ideologies of the voice through the representation of successful Black people in their careers.
• The video is of low production value with a shaky camera and not a proper setting with proper lighting and audio. 

3) Read this feature about the Young, Gifted and Black Awards. What does this story suggest regarding how The Voice is trying to change the representation of black people in British media?

• This feature suggests that The Voice is trying to subvert the stereotypes of Black people by showing them to be successful and well/highly educated.

Audience

1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics.

• Demographics: C2 (skilled manual workers. Plumbers, builders, etc) and C1 (lower middle class. Office supervisors, junior managers, nurses, clerical staff). 
• Psychographics: Reformer, succeeder and an aspirer. 

2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).

• The voice offers surveillance and personal identity and relationships through the news articles and information platforms aswell as providing a 'voice' for Black Britons.

3) Give examples of content from the website that tells you this is aimed at a specialised or niche audience.

• The majority of the titles of The Voice features and articles have the word 'Black' which automatically targets the Black Population in the UK
• ‘Why I want the black community to back the Brexit Party’

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?

• The Voice resonates with the Black British target audience as it provides a forum and place for people to have a voice and opinion where they didn't in times such as the Brixton 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’?

• The Voice offers a public poll section where readers can vote for subjects in the media that can be debated for the Black population
• an example would be the "Football: Should England walk off over racist abuse?" poll 
• This could Reflect Clay Shirky's 'End of Audience'  where he suggested that readers/ consumers have become opinion leaders and publishers themselves. 

Representations

1) How is the audience positioned to respond to representations in the Voice website?

• The audience is positioned to respond with gratitude and pride as The Voice features stories of BAME success within the media.

2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying? Why?

• while the representations in The Voice are of "double consciousness" The voice does attempt to subvert it by suggesting the Black British success is all apart of the Black heritage and 'roots'

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?

• Identity of an African and Carribean background living in Britain.
• "Liquidity of Culture" can be seen through the adverts which come from all background that promote all things that aren't necessarily to do with Black Culture.

4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice?

• preferred- the praise of Black Britons and success within the community 
• oppositional- A way of seeing Black people as 'superior'
• negotiated- a positive light on black people that is superficial or not always true 

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.)

• All representations are significant but I think the Black representations of the LGBTQ+  are the most interesting as they aren't as recognized as other raced LGBTQ+ communities.

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 Voice valued speaking up for the black "people who had never had a voice before."

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?

• The fight for equal opportunities. 
• The print sales fall. 
• Circulating is failing.

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 Star, Gleaner Classifieds, Go-Jamaica, Hospitality Jamaica, Gleaner - North America, Youthlink, Voice UK and Flair
• The company would be interested in The Voice because of the fact that its a magazine completely dedicated to Black media coverage.

4) How does the Voice website make money? What is your opinion of the 'asking for donations' approach that The Voice is now using?

• Money is made through advertising in The Voice 
• I think its a clever way to make money but it could be perceived as too desperate 

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?

• "Older Hearts Dating" and "The ultimate events guide!" are the fixed adverts
• The level of technology could be considered low as it isn't always changing.

6) Is there an element of public service to the Voice’s role in British media or is it simply a vehicle to make profit?

• The PSB aspect of The Voice is present but could be argued to be a vehicle for profit 

7) What examples of technological convergence can you find on the Voice website – e.g. video or audio content?

•  The social media links attached to the website are an example of digital convergence 

8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?

• The digital distribution hasn't changed the potential for niche products as The Voice is a good example of how niche media products are struggling to be relevant in the digital regardless of their niche appeal 

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?

• I think the Voice offers a different feel as it focuses on basic Black British news and niche appeal.

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?

• Compared to Teen Vogue, The voice's video content is much more amateur level and has a lower production and editing level. Teen Vogue is more professional and chic looking