The image on the left represents Laura Mulveys

male gaze due to the artists image and the way

her costume code is presented. The main image
of the artist and the fact that she is not wearing
any clothes conforms to feminine mystique theory
that women such as the artist herself doesnt
want to conform to a typical women in society
who cooks and cleans, to eliminate herself with
the idea that women shouldnt be objectified
whereas the front cover of the magazine would,
showing the independence of herself.
Her gesture code is holding herself to add an
element of mystery upon herself. She is wearing a
lot of make up, her red lipstick conveys danger.
The concept of the male gaze theory by Laura
Mulvey visualises how women are presented by
males in generals and depicts the world and
women from a mans point of view.

Kaplan and Silverman

(1980) argued that
the female gaze
could be adapted
through both gender
roles: although the
The tattoo on the artists neck placed on her body
male is not always
shows that she is in a submissive state that
the controlling
conforms
Mulveys
changes
in
Genre is to
not
simplytheory.
givenThe
by the
culture:
subject nor is the
genre
changes
within
society,
for example
rather,reflects
it is in a
constant
process
of negotiation
female always the
the
genre Buckingham
is a music magazine.
andmagazines
change David
1993
passive object.
Within the photo
above of Rita Ora it isTeresa de Lauretis (1984) argued that the female
spectator does not simply adopt a masculine reading
argued that her
position but is always involved in a double-identification
position is both
with both the passive and active subject positions.
passive and
submissive.
There are two prime examples of both passive and active
subject positions shown within the two magazines above.

Blumler and Katz (1974) Sees the

audience as active consumers who
select and choose the media they
consume according to various
needs that they have such as those
who conform to the Laura Mulveys
male gaze. It allows audience to have
more respect for the front cover such
as the Elle magazine for the
character with a sense of
achievement.

It is evident that the genre of the

magazine is a fashion magazine
because of the obvious model on the
main image, because she is fairly
known and well dressed we assume
that it is to do with fashion. Her
costume code is smart and elegant
which can suggest that it fits the style
of todays fashion.
The type face of the title in the fashion
magazine explores more feminine
colours that allows us to depict what
genre of magazine it is. The classy font
of the magazine allows the reader to
know what kind of psychographics and
demographics that is suited to the
magazine that wishes to be suited to
the audience, for example this
magazine may not appeal to the E
code as some people could be less
educated or unemployed that they
wouldnt see that appeal in reading a
fashion magazine.
The background contrasts with the
colours of the font on both title and
headlines, this shows the simplicity of
the product and the suited aspects the
magazine chooses to fit their
audience.
Genre theories can be described
through costume code, for example
(Neale 1980) A set of expectations
within costume code the celebrity

Links with Dyers

theory of the
experiences of personal
life through a celebrity
and the emotions that
are portrayed that
audiences are able to
link experience.

Steve Neale observes that 'genres...

exist within the context of a set of
economic relations and practices
therefore due to the genre of different
magazines, certain magazine would be
more profitable to the economy for
example the fashion magazine shown
above to allow the fashion economy to
keep up to date with the latest news and
experiences.

Dyer Fandom and

Utopianism
Many people would argue that
fandom is a pointless pursuit of
escapism, although on the other
hand Richard Dyer suggests
fandom is not merely a
celebration of fascistic utopia but
rather a pursuit of utopianism. It
argues that fans are creative to
form social communities and
share common values.
This is merely similar to Jessie Js
fun fearless female magazine
double page spread in the article
above, relating to audience, fans
of the artist above will use the
article as an escapism to their
normal lives, most fans would be
able to share common values and
relate to the article above.
The Mise en scene in the picture
is exclusive wear influenced to
appeal to a younger audience.
Jessie J is wearing a fur jacket
which gives connotations of
fancy, high class fashion. That
she also has an upper class
ranking within society. The artist
Jessie J is the main focus of the
double page spread whilst their
costume code is used to reflect
the genre of their music or the

Blumier and Katz (1975) went into greater detail and

identified the uses:
Diversion the need for escape, entertainment and
relaxation. All types of television programmes can
be used to wind down and offer diversion, as well
as satisfying some of the other needs at the same
time.
The need for entertainment and relaxation some
readers find calming by reading entertainment
magazines or following up onto a celebrities lives
and articles.