Magazines: Vogue Audiences Flashcards
Introduction to Vogue
Vogue is a fashion and lifestyle magazine covering topics including fashion, beauty, and runway
Began as a weekly newspaper in 1982 in the USA, and is now a monthly publication
Historical context
In the 1960s women began to strive for equality - such as equal pay, equal rights, and sexual liberation
Key terminology for audiences
Readership, circulation, mainstreamers, succeeders, diversion, surveillance, personal identity, personal and social relationships, gender norms
Grouping and categorising magazine audiences
Being aware of your target audience is essential for a media institution, as that way you can tailor a product to service their needs
Why is advertising important to the magazine industry?
Magazines require a significant amount of revenue through advertising
The amount that magazines can charge for advertising depends on the scale and nature of their audience
What companies provide publishers and advertisers with data on readership and circulation?
NRS (National Readership Survey)
ABC (Audit Bureau of Circulations)
How do NRS (National Readership Survey) categorise audiences?
They use demographic variables such as age, sex, gender, ethnicity, social grade, and marital status
Which social grade do Vogue audiences fit into?
Vogue advertises expensive brands, meaning that the targeted social grade are from people with highly managerial and professional jobs
Larger disposable income
Psychographic profiles
Succeeders - already have status and have nothing to prove
Aspirers - want status and prefer brands that show their high place in society
Gerbner’s Cultivation Theory
Audiences are shaped or cultivated by repeated patterns of representation over long periods of time
Application of Gerbners Cultivation Theory
As womens magazines tend to be read on a regular basis, the audiences are more susceptible to being cultivated by the magazines ideologies
Uses and Gratifications by Bulmer and Katz
Audiences use the media for different reasons:
-Surveillance
-Diversion
-Personal Identity
-Social and personal identity
Surveillance in Vogue
Audience learn about the latest fashion trends and style tutorials
Diversion in Vogue
Insight into glamorous lifestyles and celebrity stories which serves as escapism
Personal Identity in Vogue
Several models and celebrities are there for audiences to construct and shape their own identities
