1) What news website key conventions can you find on the Voice homepage?
Definitely the key convention is the idea of the community so all the news on the page all connected to their culture.
2) How does the page design differ from Teen Vogue?
I'd say it's a bit old fashioned and its not as 'modern' as the Teen Vogue and definitely targets a smaller audience.
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
Sport
Lifestyle
Entertainment
Faith
Opinion
Video
It shows that the audience might be older then the majority of people on the internet, also more of a working class as there's no mention to university life or intrests connected to it.
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.
Brixton’s renowned Black Cultural Archives in south London will host the launch of...
It represents the history of black people and how they were not appreciated and not recognise by the rest of the world. The Voice is trying to literally 'give the voice' to those people.
It also shows the news about crime in their culture.
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.
You can say that they show a preffered reading and an oppositional reading to the audience from the perpective of the govermant and how their target audience might see it
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 & Wellbeing, relationships and travel. It shows that the magazine tries to show the audience a whide range of ideas and we can see that the audience might be more family friendly and older as it doesn't show anything about school and overall seems more mature.
2) What are the main stories in the Lifestyle section currently?
Hebrews to Negroes: Wake up Black America to premiere in London.
3) How does the Lifestyle section of the Voice differ from Teen Vogue? Teen Vogue is definitely aimed at younger audience and it seems to have a different deffinition of 'lifestyle'.
4) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media?
I believe it is trying to challenge the negative stereotypes the British media : it's clelebrationg their success.
5) Choose three stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?
CELEBRITY Disgust over T.I.’s revelation that he takes daughter to doctor to ‘check she’s still a virgin’
It shows the basic values of The Voice magazine , supporting the successs of black community as well as simply having news and entertain their audience.
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? It supports the black community and shows that the magazine was created in an urgent matter as it seems to support the idea of them feeling uncomfortable and it links to the idea of 'black Atlantic' because it shows how a lot of black people feel not at home because they came from so mewhere alse.
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 video looks like a low budget video that wasn't really edited or the set wasn't really professionally prepared. The article reflects The Voice's values and ideologies, honouring the success of black people, and they believed that there was no better way to do it than by awarding them.
The voice is trying to change the black people's image in Mainstream media and to depict them in a more positive light. This event recognises and celebrates students who have passed top grades as role models in their GCSE and SATS, inspiring them to aim for higher education and showing that is the way to achieve their goals and career success.
Audience
1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics. DEfinitely an older generation as thetopics in the magazine talk about problems that the older generation would be more interested in.
2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).
For example, personal identity could be added on the website of The Voice, material relating to victims of gang violence on Sterling's stance on racism in football, and his acceptance of racist remarks about him.
3) Give examples of content from the website that tells you this is aimed at a specialised or niche audience.
Once Upon A Time When We Were Coloured Episode 6: Who pays the price when a dad goes AWOL?
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?
Topics such as politics, history and racism will resonate with the British target audience of the Voice because these kinds of topics are highly debatable and people also have very strong views on these kinds of topics. Black people have also been and still are heavily involved in these issues.
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 "Black Music Awards" video.
Representations
1) How is the audience positioned to respond to representations in the Voice website?
The audience is positioned for a positive response. The Voice offers its audience the opportunity to see the world through their own eyes, not through the prism of white, often racist, mainstream British media.
2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying? Why? I think it is becasue the Voice was created to show the black community the real represenation in media to show them that they should be themselves.
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?
4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice?
The Voice's favourite reading highlights black British people, the struggles they face, and the success storeys they've encountered. Through this, solidarity with the black community can be created. The opposition reading, however, would be that audiences see the way Black Britons are represented by The Voice as a cover-up for the' truth' as well as a lack of political news
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.)
They cover a wide range of every age as well as gender, they're trying to celebrate everyone in their community.
This shows that the Voice's original values and ideologies were to give a voice to Black Britons who were born and raised here but never really felt free to speak or belonged anywhere.
Voice can now only make the same unsubstantiated marketing claims as its rivals and has lost its strongest point of sale to advertisers. He tried to fulfil his original media mogul status dream. Hundreds of thousands of pounds went to magazines, record labels, satellite TV projects and other media, never again to be seen.
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 group also publishes' The Weekly Gleaner' bringing interesting news to the UK's West Indians, the paper provides coverage of important issues and developments in both the Caribbean and the UK. They also own: The Weekend Star, first released in 1951, Jamaican music, dance, entertainment, and culture reviews, Hospitality Jamaica is about news from the tourism industry.
4) How does the Voice website make money? What is your opinion of the 'asking for donations' approach that The Voice is now using?
Their main income is from selling marketing space. The 'asking for donation' aspect is promoted on the page as they're doing that to have the budget to create the magazine.
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 ads on The Voice are pretty clean set, indicating the website's lack of sophistication and budget.
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?
There is a public service factor because the community has a say and their opinions are taken into account through polls and questionnaires. And it gives the group a voice for black people. But for most companies, there is an aspect of profit that is their aim of making money and income.
7) What examples of technological convergence can you find on the Voice website – e.g. video or audio content? There are some posts that feature a YouTube video that refer to the topic or has an interview.
8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?
It has allowed the Voice to reach a larger audience so that they can target their niche audience. However, due to social media and the potential of anyone to become an influencer because of the internet, they still have a chance to grow again.
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? Their social media had a lot of clickbait and it mainly based on videos and photos and links to the vebside.
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 quality of the media texts is so different, The Voice had a really poor quality of the production where Teen Vogue had a profetional camera setting, editing and lighting .
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