MALALA: Media- Paper 1, Section A

• Vogue Product Context:

  Vogue was first issued in New York in 1892. Conde

  Nast made it into a women’s fashion magazine,

  though still aimed at the upper classes. They

  also created different overseas versions: British

  Vogue was launched in 1916. Edward Enninful was appointed

  editor in December 2017. A former model,

  he brought with him a strong social media

  following. He has made some important changes

  to the content and representations featured in the

  magazine.
• VOGUE: Aimed Audience

  Vogue is aimed at ABC1 fashion and

  style conscious women who are educated,

  sophisticated and wealthy. Whilst it traditionally

  targeted an older female audience of 30–45-yearolds,

  you could say that this audience has now

  broadened to appeal to, inspire and empower

  younger readers too, as well as a much more

  culturally diverse audience, under the influence

  of the new editor. Vogue emphasises the wealth and

  status of its ABC1 readership who spend an

  average of £8k a year on fashion and over a

  thousand pounds a year on cosmetics.
• VOGUE: How does it use media language to communicate meanings?


  The same classic Didot font has been used

  for the VOGUE masthead since the 1950s. The all-uppercase serif font gives it a classic, architectural look, an aesthetic that

  commands respect. Tall, slim and sculpted, the

  letters proclaim their own statuesque style. The VOGUE masthead is always capitalised

  and centrally placed, like a banner across the top

  of the magazine. The use of the same silvergrey

  colour for this caption and the Vogue

  masthead links and reinforces that message:

  Malala is a Vogue role model.
• Vogue: colour palette includes red, silver-grey, black and white, suggesting the confidence of a sophisticated design associated with a high-end magazine.
• The use of the dominant colour red in this context suggests celebration, joy, luxury, power and strength, a call to action to identify with Malala, the survivor/activist/legend.
• The understated silver-grey and gentle glint of gold are used in the design.
• This offers a measured sense of respect and admiration for Malala.
• The white text on the red background contrasts and celebrates Malala's name and status.
• Malala's jewellery gives a sense of elegance and glamour.
• Malala's name and importance are highlighted and framed by the italicised text: "The extraordinary life of" in white and "Survivor, activist, legend" in silver.
• The main coverline, the caption of Malala's name, is the brightest text on the page.
• Vogue: Media Language create meanings

  The front cover of the magazine follows traditional design principles

  The masthead at the top and captions at the bottom frame the main image of Malala symmetrically.

  Malala is shown in a medium close-up shot that draws attention to her facial expression, body language, and attire.

  Captions such as "Survivor" and "Legend" elevate her status and importance

  • Coverlines on the left-hand side follow a chic minimalist design to draw the reader into women's lifestyle magazines.
• Vogue: Media Language create meanings

  Vogue is an authority on the subject of love after lockdown and fashion in the current season

  The magazine uses alliterative language to assert its authority as the fashion bible

  Coverlines on the right and left-hand side of the magazine broaden the reader's appeal beyond traditional fashion fans to include sporting fans of Anthony Joshua

  • Editor-in-chief Diller is taking his readers by surprise and leading the way in the magazine's design.
• Featuring a Muslim woman in a headscarf on mainstream women's magazine covers remains rare.
• Historically, editors avoided models of color due to the belief it affected sales, despite lack of evidence.
• Naomi Campbell has been a vocal advocate for diversity within the fashion industry since the 1990s.
• Campbell became the first Black model on the cover of many international editions of Vogue.
• Campbell's first British Vogue cover appearance was in December 1987.
• From August 2002 to 2014, British Vogue didn't feature a single black model on its 146 covers.
• Edward Enninful's appointment as editor of British Vogue in 2017 broke barriers as he was both the first male and the first Black editor.
• Since then, diverse representation on Vogue covers has improved, including race, ethnicity, age, gender, and size.
• April 2018's British Vogue cover showcased models of diverse backgrounds and included a hijab-wearing model, reflecting wider cultural diversity.
• The issue coincided with the departure of British and American troops from Afghanistan and the resulting concerns over human rights, particularly for women and girls.
• Cover activist Malala Yousafzai called for international leaders to focus on peace and democracy in Afghanistan, with her advocacy highlighted amid concerns of the Taliban resurgence.
• Malala Yousafzai is featured on the magazine cover as an inspiring young figure who has overcome adversity.
• Malala's outfit and headscarf are intentionally red to symbolize joy, strength, power, and cultural celebration.
• Red holds celebratory significance in Malala's culture, especially in marriage traditions.
• Malala's dupatta, rather than a hijab, reflects her Pashtun identity and her message of having a voice within one's culture.
• The magazine feature addresses the misconception that traditional dress equates to oppression, promoting cultural equality.
• Malala's elegant attire and accessories merge her Pakistani roots with her confident, modern British life.
• Malala's posed hands signify femininity, thoughtfulness, modesty, and may hint at traditional Indian dance gestures.
• The cover image captures Malala making eye contact with the reader, fostering trust and admiration for her iconic status.