Oh Comely- Language and Representation

Language

Front Cover

1) The typefaces on the front cover suggests to an Oh Comely audience that they value design as part of their identity. This is because they have used san-serif typography for the cover lines and they have used a handwritten style font for the masthead, which reflects a feeling of home, therefore creates a sense of belonging.

2) The words under the title suggests that the potential audience for Oh Comely are women who are interested in niche articles. Therefore, the audience is most likely to be a middle class, graduate (ABC1) demographic, as they are more likely to understand topics like that. They subvert the conventions of a mainstream magazine.

3) The cover lines use narrative to create enigma as they give liminal information which leaves the audience in a mystery. Therefore, they are more likely to read the magazine. Also, the cover lines reflect the kind of content that Oh Comely provide, inspiring content.

4) Oh Comely have used a power central image to engage with the audience. The use of the models direct mode of addresses effective because audiences are able to have a personal relationship with the model. The fact that they have used a normal person rather than a celebrity is significant because audiences are able to realise that Oh Comely value themselves as a home-feel magazine, something which usual people will find relatable. Additionally, they have used an outdoors setting, which reflects the Explorers group (psychographics). Additionally, the model in the picture is wearing quite sophisticated and classy clothing which could reflect the target audience of Oh Comely, middle class graduates who are at the average age of 27. However, the model also subverts traditional traits of femininity compared to mainstream magazines like Vogue and Elle, the model has short hair which gives a feel of masculinity. This implies that Oh Comely could be reflecting issues such as gender fluidity.

5) The representation of gender that can be found on the cover is difficult to say. This is because it is neither feminine nor masculine. It is in the space between that. This is because the model does have feminine traits such as her clothing and jewellery, however other characteristics such as her hair may make her look more masculine.

Feature: Speaking Out

1) The headline and standfirst of Oh Comely's feminist perspective suggests that they encouraging female empowerment. This is because they are inspiring young women to stand up for themselves and make a change. Their voices should be heard.

2) The interviewees in this feature suggest about that the values and ideologies that underpin this magazine are about change. This is because they have used people of several ethnic minorities which reflects the niche nature of Oh Comely. This links to the Uses and Gratifications theory 1974 of personal relationships/identity, they get to engage with minority groups.

3) I believe that the page design for this feature breaks the typical conventions. This is because they have made a minimal aesthetic, which suggests that they value design as part of their identity. Also, by giving each women a page of her own reflects that they give everyone a voice.

4) Specific aspects of this feature that subverts the stereotypical representation of women in the media are:

• The fact that they use normal people rather than celebrities- this is significant as it makes it more relatable to audiences.
• The type of issues they discuss- Oh Comely comes from a more feminine approach because they discuss issues such as women's rights etc. Whereas a more mainstream magazine discusses thing about fashion and gossip etc.
• The use of ethnic minorities compared to white females.

The absence of men is a key feature of Oh Comely because the magazine is all about female empowerment.

5) The photography offers a fresh or unusual perspective on women because unlike other magazines such as Vogue or ELLE, they haven't airbrushed the pictures. Therefore, Oh Comely reflects how natural is beautiful.

Feature: More than gender

1) This feature offers a fresh perspective on gender and identity because they use a personal story to engage with an audience. Therefore, makes the issue of gender fluidity seem normal.

2) The significance of the writer and photographer is that they both use an artistic technique. The writer is quite poetic and the pictures are taken very carefully. This fits with the Oh Comely brand because its suggests how they value design as part of their identity.

3) The style of photography used in this feature is quite deliberate as it reflects the change of a person. Showing Ash as her brother and her sister. Indicates the transition.

4) The representations of the trans lifestyle can be found in this feature is that the change isn't easy, but they can overcome it and with the support of family they can feel accepted.

5) The biographical information at the end of the article is significant because it reflects the niche aesthetics of the magazine. By giving biological information gives the audience a sense of identity.
Representation

1) Representations of Oh Comely challenge stereotypes because the model on the front cover can be seen as both masculine and feminine, therefore Oh Comely creates liminal space. Additionally, the way Oh Comely represents femininity can be see as an alternative representation because they subvert stereotypes that other magazines include. For example Oh Comely use a model which looks androgynous and is wearing sophisticated clothing, whereas a mainstream magazine such as ELLE and Vogue have pictures of women which are revealing and are wearing clothes which make them look semi-naked.

2) The  representations of race, ethnicity and nationality can be found in the 'Speaking Out' feature are:

• Race: a positive representation, Oh Comley use a variety of women from a different background, many of these women have achieved something in their lives at a young age.
• Ethnicity: a positive representation, presents a diverse range of women
• Nationality: a positive representation,

3) Representation of women and femininity that can be found in Oh Comely are:

• Alternative representation: the women in Oh Comely subvert traditional stereotypes of being a women, they are presented as having a voice and having dominance, whereas traditionally women are seen as lower to men and subservient.
• Empowering: the women's rights protests and the quotes are inspiring for young ladies.

4) Oh Comely deliberately under-represent men because the magazine is aimed at a niche audience of women. Therefore Oh Comely aims to provide content for them, things they find appealing, rather than having content aimed at men (who are largely aimed at by the media).

5) It can be argued that Oh Comely fits into the fourth wave feminism, this is because throughout the magazine, in particular the 'Speaking Out' section, they have used social media tags. These tags allow audiences to follow their campaigners.

6) The 'More than gender' feature challenges Levi-Strauss's structuralist theory of binary opposition because it proves how gender is not biologically fixed (Butler) and gender is susceptible to change (Gauntlett). The change in time creates liminal space.

7) Judith Butler argues gender is a performance. Oh Comely challenges traditional gender roles by:

• The image of the cover model- she looks neither feminine nor masculine, which implies that gender is liminal. She looks androgynous and has powerful direct look.
• The fact that she is all covered up is significant because it implies how Oh Comely think how beauty lies "within", rather than beauty being about appearance. They go against societies norms.
• The images used in the 'Speaking Out' section are also important as they are taken with a natural pose, which connotes the idea of beauty as natural.

8) Angela McRobbie explored the empowering nature of women's lifestyle magazines in the 1990s. Oh Comely seeks female empowerment in a different way.
The differences that I can find between Oh Comely and more traditional women's lifestyle magazines such as Cosmopolitan or Glamour are:

• The types of cover images they use- Oh Comely uses a cover model which wears sophisticated clothing, whereas Cosmo and Glamour use females which wear revealing clothing.
• Who they use on the cover image- Oh Comely use a normal person, which is more intimate for an audience, whereas Cosmo and Glamour tend to use celebrities.
• The content they provide is completely different- Oh Comely provide content which inspires their readers, whereas Como and Glamour suggest what females can improve on, e.g. appearance.

9) David Gauntlett argues that identity is becoming more fluid, media representations change over time and that there are generational differences.
Oh Comely supports this viewpoint to a large extent because:

• The representation of the cover model- she looks both feminine and masculine, she is androgynous.
• The articles such as 'FGM' highlight how gender is something that can be changed- also how millennials can find more information on gender fluidity (young Somali)
• The 'More than gender' article shows how 'men are finding a place for themselves in the modern world'

10) It has been argued that Oh Comely is a far more open text (Stuart Hall - encoding and decoding) with more room for negotiation in interpretation. I agree with this point of view because they are more open than mainstream magazines. Unlike mainstream magazines, Oh Comely uses a lack of cover lines because they want the audience to come up with their own views/opinions. Also, it doesn't explicitly talk about one gender, which implies that they use a gender neutral approach to catch a wider audience and let them think about these issues.