The Voice

Question 1

What is The voice’s content focused on?
(media Language)

Answer 1

• Celebrating a Black success
• Highlighting injustices towards the black British community

Question 2

How does the Voice link to Barthes semiotic theory?
(media Language)

Answer 2

• All headlines act as an enigma code - They reveal key info, but withhold enough to entice click through by a potential winner

Question 3

How does the Voice link to Levi Strauss’s Structuralism theory?
(media Language)

Answer 3

• Structuralism posits that meaning relies upon networks of connections that create greater structures.
• Voice online - reports on factual and current affairs

Question 4

How does the Voice link to Hall’s stereotyping theory? (Media Representation)

Answer 4

As a news site that aims to share news about the black British community go underreported, this could be seen as opposing the process of essentialisation (Reduction of a group of individuals into a perceived set of characteristics) by portraying the breadth of different people within the community based on individual actions.

Question 5

How does Gilroy’s transatlantic Black identity link to the Voice? (Media Representation)

Answer 5

People may feel disconnected from where they live now, The voice was reactionary to give a newsoutlet for the 2nd generation of windrush

Question 6

Targeting

Answer 6

• The windrush generation
• African Caribbean people living in the UK

Question 7

Founded by

Answer 7

Val McCalla

Question 8

Founded in ?

Answer 8

1982

Question 9

Why was the Voice founded?

Answer 9

• In reaction to racism which was running rife in Britain as seen through the Brixton riots 1981
• Wanted to give Black people a voice in Britain

Question 10

Typography

Answer 10

Logo- Prioritises the title and branding
Headlines font - Serif font creates formality
Body font - Lightweight sans serif makes the body copy readable at a glance

Question 11

Cross format

Answer 11

• Website looks similar to the print edition
  Having consistent visual language across formats helps to maximise brand recognition

Question 12

Writing style

Answer 12

• Lack of emotive language
• Headlines as enigma codes
• Succinct Sentences

Question 13

Content focus and Framing

Answer 13

• The voice’s purpose relies on how stories are selected
• The bulk of the news put out is about the black British community
• Articles are framed to be relatable to there target audience

Question 14

Who is represented within the paper?

Answer 14

• Black British people
• Varied age more devoted to current affairs than targeting a specific age bracket
  -Most stories come from London because of the 13.3% of the British afro Caribbean population live there

Question 15

Representation of religious beliefs

Answer 15

The faith tab refers to the 69% of the BAC population that are part of the Christian Church

Question 16

Political Bias

Answer 16

• Neutral

Question 17

Funding

Answer 17

• Originally funded by a Barclays Bank Loan for small Businesses at the time
• in 2004 The paper was bought by the Jamaican Publish the Gleaner Company for 3m pound `

Question 18

Staff

Answer 18

• Production Staff are predominantly POC as the paper as a ethos of supporting people in there community

Question 19

Social Media Presence

Answer 19

• The voice doesnt utilise its social media following to the fullest extent
• They predominantly use social media to post story links and rely on a high click through rate
• This results in minimal post engagement

Question 20

Advertising

Answer 20

Third Party advertising on there website
Online ads to target there desired demographic