Teen Vogue: background
Teen Vogue was launched in 2003 as a print magazine ‘little sister’ title to US Vogue. It focused on fashion and celebrity and was a conventional magazine aimed at teenage girls.
In 2015, in response to declining sales, the magazine cut back its print distribution and focused on digital content. After single-copy sales dropped 50% in the first six months of 2016 alone, the magazine went quarterly (four issues a year) before announcing the closure of the print magazine completely in November 2017.
In 2015, in response to declining sales, the magazine cut back its print distribution and focused on digital content. After single-copy sales dropped 50% in the first six months of 2016 alone, the magazine went quarterly (four issues a year) before announcing the closure of the print magazine completely in November 2017.
Online growth
Led by digital director Phillip Picardi, the Teen Vogue website grew substantially as the print magazine declined.
Between January 2016 and 2017, Teen Vogue’s online traffic rocketed from 2.9m US visitors to 7.9m. The magazine then surpassed 10m unique users later in 2017. In addition, the magazine has 6m Facebook likes, 3.5m Twitter followers and a huge following on Snapchat.
Led by digital director Phillip Picardi, the Teen Vogue website grew substantially as the print magazine declined.
Between January 2016 and 2017, Teen Vogue’s online traffic rocketed from 2.9m US visitors to 7.9m. The magazine then surpassed 10m unique users later in 2017. In addition, the magazine has 6m Facebook likes, 3.5m Twitter followers and a huge following on Snapchat.
Evolution and activism
The spectacular digital growth of Teen Vogue has been credited to the editor Elaine Welteroth and digital guru Picardi leading the magazine in a radically different direction to traditional teenage magazines.
Focusing on politics, activism and feminism, the magazine has developed a reputation for high-quality journalism while recruiting millions of socially-conscious, educated readers.
Focusing on politics, activism and feminism, the magazine has developed a reputation for high-quality journalism while recruiting millions of socially-conscious, educated readers.
'Woke'
Teen Vogue considers itself a ‘woke’ brand.
Teen Vogue considers itself a ‘woke’ brand.
Woke definition: a political term of African American origin that refers to an awareness of issues concerning social justice.
This means Teen Vogue covers issues of politics, racism and gender identity… and amazingly has expanded the appeal and reach of the brand while doing do.
Teen Vogue: background reading
Read this Guardian feature from 2017 on Teen Vogue and answer the following questions.
1) What was the article that announced Teen Vogue as a more serious, political website – with 1.3m hits and counting?
It was an article, written by Lauren Duca, about Trump and how he is gaslighting America.
2) When was the original Teen Vogue magazine launched and what was its original content?
Teen Vogue was launched in 2003 as a print magazine. Being a "little sister" to US Vogue, it continued to mainly focus on areas like fashion and beauty.
3) How did editor Elaine Welteroth change Teen Vogue’s approach in 2015?
Elaine Welteroth encouraged Teen Vogue to move away from the conventional, safe option of only reporting on fashion and beauty and led Teen Vogue in a new direction of reporting on politics, activism and feminism. This has caused the publication to be associated with high quality journalism.
4) How many stories are published on Teen Vogue a day? What topics do they cover?
Approximately 50-70 stories are published every day. These cover a range of topics from fashion to entertainment and even current affairs and politics.
5) What influence did digital director Phillip Picardi have over the editorial direction?
Phillip Picardi is the digital director of Teen Vogue and with his direction, the Teen Vogue website grew substantially even as their print version declined.
6) What is Teen Vogue’s audience demographic and what does ‘woke’ refer to?
Teen vogue, quite obviously, is aimed at a teenage audience, particularly a female audience. The brand considers itself as being 'woke' which refers to an awareness of issues surrounding social justice and more political issues.
7) What issues are most important to Teen Vogue readers?
Teen Vogue readers find importance in issues regarding identity - they take identity politics seriously and are supporters of the LGBT community. Young people "crave something real and authentic", so Teen Vogue reflects this by empowering them with information, whether it's beauty- related, political or just career advice.
8) What does Tavi Gevinson suggest regarding the internet and ‘accountability culture’ with regards to modern audiences? Can you link this to our work on Clay Shirky?
Tavi Gevinson suggests that the relationship between the Teen Vogue brand and their audience has become stronger, as well as more transparent. This concept link to Clay Shirky's theories relating to accountability journalism, as is taps into the idea of being able to acknowledge and then challenge different viewpoints - for example challenging stereotypes relating to beauty and body image.
9) What social and political issues have been covered successfully by Teen Vogue?
- The rise of transgender models in fashion
- Gun control in the states
- Articles relating to homecoming, graduation and careers
- Racially-charged attacks and action from the police
10) What do Teen Vogue readers think of the magazine and website?
- Encourages them to view social issues and politics as equal to (or more important than) fashion and lifestyle - it's okay to be both.
- They think that it's a reliable source of information
Teen Vogue textual analysis and example articles
Homepage analysis
1) What website key conventions can you find on the Teen Vogue homepage?
- Top of page has task/menu bar with different sections accessible on the website
- Consistent colour scheme
- Most popular/relevant news stories are at the top of the home page
2) How does the page design encourage audience engagement?
- #Trending - makes the reader feel like they should read the stories in order to stay up to date with what's on trend and currently being talked about across the globe.
- Montage style formatting of the news articles towards the top - news stories close together so that the consumer can easily scan through the headlines and then click the story that they feel will be of the most interest to them.
3) Where does advertising appear on the homepage?
On the website there is minimal advertising, and the advertisement that is feature is shown as a 'sponsored' post rather than a clickbait article/post.
4) What are the items in the top menu bar and what does this tell you about the content of Teen Vogue?
- News and Politics
- Fashion
- Entertainment
- Beauty
- Lifestyle
- Wellness
- Homecoming
The fact that news and politics is the first item on the top menu bar shows that the website regard this category as the most important and significant which is also a reflection of their audience values as well. After news and politics comes fashion, entertainment and beauty which are the original values of Teen Vogue and what they promote. This order also reinforces the fact that Teen Vogue are more of a progressive brand and are continuing to move beyond fashion etc.
5) How far does the homepage scroll down? How many stories appear on the homepage in total?
The homepage scrolls very far down - creates the impression that the news stories will just keep being loaded and suggested. It has over 20 stories on the homepage - spanning different categories including: TV, fashion, videos, politics and music.
Lifestyle section
1) What are the items in the top menu bar for the Lifestyle section?
- Tech
- Campus Life
- Careers
- Decorating ideas
- Food
2) How is the Lifestyle section designed to encouragement audience engagement? Think about page design, images, text and more.
- Strong visual focus - aestheticism of the website is reflected through the minimalist style of the website. There are lots of articles but the website doesn't feel overcrowded or difficult to navigate
- Various Pictures - regulates the copy of the website to the articles themselves - again this adds to the minimalist, organised aesthetic of the website.
There is a range of stories from all 5 of the categories shown in the top menu. This provides the consumer with a sample/taster of what kind of content is posted in this section of the website.
3) What do you notice about the way headlines are written in Teen Vogue?
The headlines are almost written as short descriptions rather than short snappy, 'pun' headlines - designed to inform rather than to make the stories see more humorous. Each headline is followed up by a short excerpt such as "watch her full review and then add it to your holiday list." This creates a more informal, casual tone and allows the content to be received by the reader in a more conversational, two-dimensional way, rather than just feeding content to the audience for them to consume passively.
4) What does the focus on education, university and ‘campus life’ tell you about the Teen Vogue audience demographics and psychographics?
Demographics: Younger audience, particularly teenagers/ young adults. Well educated audience, ABC1 audience demographic mainly.Psychographics: Aspirers, Achievers and Succeeders - the focus on further education suggests an audience that are interested in bettering their education and knowledge of various different things.
5) Choose three stories featured in the Lifestyle section – why do they fit the Teen Vogue brand?
- How to cope with culture shock in college
- Teen Vogue - 21 Under 21 Class of 2018
Linking to the idea that Teen Vogue is aimed at a well-educated, socially-conscious, 'woke' audience. Making others aware of the social changes that are occurring around them and how they can combat it.
Focuses on the idea of encouraging young people to step up and make a change - don't use your age as an excuse, use it as an opportunity to express your opinion/ideas that others may not necessarily have. Reflects the focus that Teen Vogue have to empower young people across the globe to have a great impact on their world.
- How your favourite phone accessory is joining the fight against gun control
Combines fashion and politics in one article. Highlights how fashion and politics are equally as discussed and considered by Teen Vogue and that one is not more valuable than the other - they are a well-rounded magazine that covers a range of content.
Five key articles
1) Who is the writer and what is the article about?
Lauren Duca - The impact that Donald Trump's presidency has had on America leading to citizens starting to doubt themselves and their own beliefs, making them question their own perspectives
- How his presidency has weakened America as a whole
- Gaslighting: manipulate (someone) by psychological means into doubting their own sanity.
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
It highlights the widely shared view that Donald Trump relies on his ability to manipulate th weaknesses of others and swear off of lies in order to win over masses of supporters
3) Why is this article significant?
It discusses the concept of politics being in a stage of post-truth and having an alternative focus - for example, Trump lying about the number of immigrants in America in order to persuade more people to agree with his propositions
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
Article voices more liberal, progressive ideas, accepting of followers from all backgrounds and races rather than supporting division between different demographics.
1) Who is the writer and what is the article about?
Alexis Manrodt
- The role of the internet and digital media in social activism
- The concept of using the internet to raise awareness on under represented topics and issues in our world today such as equality and social justice issues
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
News Values - familiarity linking to the constant use of the internet and the significance it has in society - providing us with a liminal space where people can campaign for what they believe in etc.Todorov's Equilibrium theory - Teen Vogue are a movement attempting to recreate a new, more progressive world for future generations.
3) Why is this article significant?
It enables the reader to understand the power of the internet and how powerful and influential things like a simple tweet or facebook post can be. - "I write 140 characters, and it reaches hundreds of thousands of people across the globe, including journalists, policymakers and International NGOs".
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
Reinforces Teen Vogue as being a 'woke' brand as this article reflects awareness of social justice and how the internet has influence. It also shows the progressive nature of Teen Vogue and them attempting to encourage others to join the movement and replicate their progressive attitudes whilst forming their own opinions.
1) Who is the writer and what is the article about?
Lincoln Anthony Blades- The ongoing struggle for teenagers to get the gun control that is becoming increasingly necessary in America
- The fact that this fight has been going on for a long time and that it stems beyond the past few years of campaigning
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
- Continuity narrative - has been constantly reported in the news and in magazines/newspapers for years
- The role that youth activism and the internet has played in organising anti-gun rallies across the country.
- Students were able to rally and vote with lawmakers - resulted in banning semi automatic guns and large capacity magazines in the state
- Students walked out of their classrooms in recognition of the innumerable amount of school shootings that have occurred and how effective-law proposals are needed.
3) Why is this article significant?
Article signifies how teenagers and the youth can have a significant impact on society if they put their minds to it and work together they can lead to progressive changes that will contribute to changing the world as we know it.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
Reflects the Teen Vogue ideology that changes need to be enforced in serious social issues, such as gun control and banning. Teenagers and young people campaigning for good and using their voices to express their true opinions on issues concerning them/that they have been affected by. It also highlights the true abilities of the next generation and our potential to generate change.
1) Who is the writer and what is the article about?
De Elizabeth
- Netflix's role and contribution to change the stereotypical way that we, as a society, view women as well as the way that they are represented in film and television
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
- Discusses the impact of stereotypes - idea of familiarity, especially because feminists across the globe have constantly written about and discussed the role of television/the media in forming newer, refreshed perceptions of women rather than overtly sexualised ones.
3) Why is this article significant?
This article is significant as it identifies the fact that people tend to classify women into two distinct categories - "prim and proper" women are good, "sassy women" tend to have "daddy issues." It is important to acknowledge the impact that stereotyping people can have, especially during a time where society's definitions of "male" and "female" are constantly changing.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
This article is an attempt to empower young females and show them that they are powerful beyond any stereotypes that they may have previously been oppressed by.
1) Who is the writer and what is the article about?
Samantha Riedel
- Trump attempting to disregard the concept of gender/sexuality being a spectrum rather than fixed binaries that cannot change
- Spreading ways of dismantling the concept of gender binaries and becoming more progressive and accepting of others
2) How does the article use narrative to engage the reader? Try and apply narrative theory here if possible.
- Provides 6 distinct ways on how to help dispel the myth/fixed ideology that sex and gender is only focused on transgender people/that everything relating to sex and gender needs to be standardised in order for it to make sense.
3) Why is this article significant?
It is significant because Teen Vogue encourages social change as it promotes the idea that people should be able to categorise themselves/break away from any labels as much as they feel they need to. It also enables young people/followers of the Teen Vogue movement to help others who aren't as open about their sexuality/gender to become more confident in themselves as they realise the extent to which they are loved and supported irregardless of these things.
4) How does this article reflect the values and ideologies of the modern Teen Vogue?
This article is a reflection of the progressive approach Teen Vogue has. It also shows that they are supportive of people of all sexualities, genders, backgrounds and ethnicities - no restrictions to whom Teen Vogue will support, it's a movement for anyone willing to make change/a positive impact on the world.
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