Language and textual analysis
Homepage
Go to the Voice homepage and answer the following:
1) What news website key conventions can you find on the Voice homepage?
One of the news website key conventions I can find on the voice homepage is the top bar. The top bar has a range of news categories you can choose from e.g. News, Sport, Lifestyle, Entertainment etc.
Another news website key convention that I can find on the Voice homepage is the advert which is below the top bar. Furthermore, they have a 'trending now' section which a lot of other news websites have.
2) How does the page design differ from Teen Vogue?
The layout of Teen Vogue's website is more of a layout you'd see when you're on your phone scrolling through social media. Teen Vogue's top bar is completely different to The Voice. Teen Vogue offers politics, culture as well as style/fashion. On the other hand, The Voice has News, Sport, Lifestyle, Entertainment etc. as their top bar.
The layout of Teen Vogue's website is more of a layout you'd see when you're on your phone scrolling through social media. Teen Vogue's top bar is completely different to The Voice. Teen Vogue offers politics, culture as well as style/fashion. On the other hand, The Voice has News, Sport, Lifestyle, Entertainment etc. as their top bar.
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?
The top menu bar on The Voice's website is: News, Sport, Lifestyle, Entertainment, Faith, Opinion, Video and Publications. This suggests that the content that The Voice shares is the typical things you'd see on other news sites such as The Sun.
The top menu bar on The Voice's website is: News, Sport, Lifestyle, Entertainment, Faith, Opinion, Video and Publications. This suggests that the content that The Voice shares is the typical things you'd see on other news sites such as The Sun.
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.
1. Key' Mo' returns to the UK
This particular story discusses how Keb' Mo' is a Legendary Bluesman and a 4x GRAMMY Award-winner and he has announced selected UK shows for January 2020. The voice is successfully sharing the positive aspects for black britons.
2. SBTV founder Jamal Edwards launches youth centres
SBTV FOUNDER Jamal Edwards has opened a number of youth centres to provide children in London with somewhere safe to go after school.
As part of the initiative, Edwards will support four youth centres across Acton, west London, where he grew up.
He told BBC Newsround: “For me it’s really important. Just having a safe space to go to outside of school and your home. And a lot of the centres have been closed down so if I can try and help and I had a youth centre when I was younger, I want to try and set these kids up to have the best possible start that they can have.”
This clearly reflects that The Voice is playing a key role in giving black Britons a voice and they're doing this by sharing positive news because usually mainstream news usually share the negative aspects of black Britons.
3. Rory Stewart under fire for calling black men 'minor gangsters'
FORMER CONSERVATIVE MP Rory Stewart has been criticised for referring to black men as “minor gangsters”.
The politician, who is running to be the next mayor of London, met the three men as he campaigned to be prime minister in east London during the summer. He filmed and posted on his Twitter account in June.
The brief video clip showing Stewart meet the men, who were walking through Brick Lane, has resurfaced and attracted new criticism after recent comments he made about it.
The voice has definitely given black Britons a voice as no mainstream news has shared this news of racism however, The Voice has perfectly done this.
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.
Todorov's equilibrium is successfully used in The Voice's homepages. The equilibrium that attracts the audience is e.g. "Key' Mo' returns to the UK". This will make the audience question why did he leave the UK in the first reason and the disequilibrium is the reason he left the UK and then the new equilibrium would be the reason he is returning to the UK. Barthes' enigma codes could also be applied to The Voice. E.g. the audience may question why did Keb' Mo' leave the UK, why is he returning to the UK?
Lifestyle section
Now analyse the Lifestyle section of the Voice and answer the following:
1) What are the items in the sub-menu bar for the Lifestyle section and what does this suggest about the Voice audience?
The items on the sub-menu bar are fashion and beauty, food, health and wellbeing, relationship and travel. This suggests that the audience of the Voice is very family oriented.
The items on the sub-menu bar are fashion and beauty, food, health and wellbeing, relationship and travel. This suggests that the audience of the Voice is very family oriented.
2) What are the main stories in the Lifestyle section currently?
The latest stories in the lifestyle section is "Honourees aplenty at 2019 Black Magic Awards", "Is devolution the key to a happier and healthier Manchester?"
The latest stories in the lifestyle section is "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 focuses mostly on fashion and shopping. Furthermore, it is targeted at a younger audience. However, The Voice is targeted at a much older and mature audience
The Teen Vogue Lifestyle section focuses mostly on fashion and shopping. Furthermore, it is targeted at a younger audience. However, The Voice is targeted at a much older and mature audience
4) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media?
5) Choose three stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?
Black Magic Awards - 2019
This story reflects the values and ideologies of the Voice by sharing the success of black people. This particular story reflects black people in a more positive way.
Young, Gifted and Black showcase takes place next month
This story shares how young black people are doing well in education and this particular showcase is to praise the people who are aiming high, chasing their goals and dream careers.
Black male grooming brand secures investment to support its growth
This story talks about how Aaron Wallace has secured an investment to help him grow his grooming brand. "As a black man, he could personally relate to their frustrations and decided to do something about it" This clearly illustrates that he worked hard and despite being a black man which UK people portray negatively, he has successfuly been able to secure an investment which a lot of people don't get the chance to do.
Black Magic Awards - 2019
This story reflects the values and ideologies of the Voice by sharing the success of black people. This particular story reflects black people in a more positive way.
Young, Gifted and Black showcase takes place next month
This story shares how young black people are doing well in education and this particular showcase is to praise the people who are aiming high, chasing their goals and dream careers.
Black male grooming brand secures investment to support its growth
This story talks about how Aaron Wallace has secured an investment to help him grow his grooming brand. "As a black man, he could personally relate to their frustrations and decided to do something about it" This clearly illustrates that he worked hard and despite being a black man which UK people portray negatively, he has successfuly been able to secure an investment which a lot of people don't get the chance to do.
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?
Doreen Lawrence stuck with her viewpoints that the fire brigade didn't try their best nor get there as quick as possible because Grenfell was full of ethnic minorities. Furthermore, she says that "if the block had been full of white people in there, they would have done everything to get them out as fast as possible and make sure that they do what they needed to do" This story might reflect the Voice's values and ideologies positively because Doreen Lawrence is a black lady who is standing up for what she thinks truly took place.
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?
This article "Honourees aplenty at 2019 Black Magic Awards" successfully reflects the values and ideologies of the Voice. The Voice is about showing the positive side to the Black community which the British media doesn't do.
This article "Honourees aplenty at 2019 Black Magic Awards" successfully reflects the values and ideologies of the Voice. The Voice is about showing the positive side to the Black community which the British media doesn't do.
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?
Within the British media, black people usually don't get recognition for doing positive things or for their successes, the Voice is trying to change the representation of the British media by instead of being focused on the negative things, they're focusing on the more positive things which doesn't get enough recognition. In this case, the "Young, Gifted and Black Awards" celebrates young people who have done exceptional in their education.
Audience
1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics.
In my opinion, I think that the target audience for the Voice is a aged 18-40 educated audience. Furthermore, I think it is mainly targeted at black British people.
In my opinion, I think that the target audience for the Voice is a aged 18-40 educated audience. Furthermore, I think it is mainly targeted at black British people.
2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).
Personal Identity: The audience being able to relate to the content on the Voice.
Surveillance: The audience are being informed about what is going around in the word and telling black people how they could make a significant impact to the world.
Personal Identity: The audience being able to relate to the content on the Voice.
Surveillance: The audience are being informed about what is going around in the word and telling black people how they could make a significant impact to the world.
3) Give examples of content from the website that tells you this is aimed at a specialised or niche audience.
The Voice is mainly targeted at a black audience. Here are some examples of content from the website that tells me this: "Honourees aplenty at 2019 Black Magic Awards" "The rum market in the UK could grow by 8.8% in coming years" "Four black-owned plantain chip brands" "IKEA remove jerk chicken and "rice and peas" dish from menu after image goes viral"
The Voice is mainly targeted at a black audience. Here are some examples of content from the website that tells me this: "Honourees aplenty at 2019 Black Magic Awards" "The rum market in the UK could grow by 8.8% in coming years" "Four black-owned plantain chip brands" "IKEA remove jerk chicken and "rice and peas" dish from menu after image goes viral"
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?
This might resonate with the Voice's audience because the Voice's audience might be able to relate with some of the experience that the Voice shares. E.g. Brixton Riots.
This might resonate with the Voice's audience because the Voice's audience might be able to relate with some of the experience that the Voice shares. E.g. 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’?
Personally, I think that the quality of the Voice's content and their production values is reflective of mass amateurisation. This is because despite there being access to the digital media, there has been no professionalism especially in the video which decreases the quality of the Voice.
Representations
1) How is the audience positioned to respond to representations in the Voice website?
I think that the audiences are positioned to respond to the representations of the Voice website in a positive way as it portrays black people in a more positive way whereas, the British media does it in a negative way.
I think that the audiences are positioned to respond to the representations of the Voice website in a positive way as it portrays black people in a more positive way whereas, the British media does it in a negative way.
2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying? Why?
I think that the representations in the Voice is an example of Gilroy's concept of "double consciousness"
I think that the representations in the Voice is an example of Gilroy's concept of "double consciousness"
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?
The Voice promotes their audience that are from another country. Predominantly places in the Caribbean/Africa.
The Voice promotes their audience that are from another country. Predominantly places in the Caribbean/Africa.
4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice?
The preferred reading would be that the Voice is portraying black British people in a much positive way by sharing the success stories.
The negotiated reading would be that the despite their being positive representations of black British people, a lot of the content could be seen as clickbait to some of the audience.
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.)
Age - The Voice is portraying the black youth as much more intelligent and creative.
Health - The Voice touches on gender health issues, diet/lifestyle along with sexual health.
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 main idea of the Voice is to give black Britons a voice. The black Britons that were born and raised in Britain felt like they've never had freedom of speech or felt like they actually belonged in the UK.
The main idea of the Voice is to give black Britons a voice. The black Britons that were born and raised in Britain felt like they've never had freedom of speech or felt like they actually belonged in the UK.
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?
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.
4) How does the Voice website make money? What is your opinion of the 'asking for donations' approach that The Voice is now using?
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 voice uses adverts which are fixed. Typical websites use cookies so the audience that is browsing see's adverts which are similar to something they've may been looking at online. This tells me that the Voice is not on a high level of technology and sophistication.
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?
Personally, I think that the Voice is a public service.
7) What examples of technological convergence can you find on the Voice website – e.g. video or audio content?
On the Voice website there is video content available such as interviews from business men and women.
On the Voice website there is video content available such as interviews from business men and women.
8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?
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?
The Voice has much fewer texts on their Twitter feed.
The Voice's Twitter is much more clickbait.
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 Voice's YouTube channel receives a significantly lower number of views compared to Teen Vogue.
The Voice's YouTube channel production values are very low as some of their videos have whiteboards with things that aren't related to the video.
The Voice's YouTube channel receives a significantly lower number of views compared to Teen Vogue.
The Voice's YouTube channel production values are very low as some of their videos have whiteboards with things that aren't related to the video.
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