The Voice CSP: case study blog tasks

Language and contexts

Homepage

Go to the Voice homepage and answer the following:

1) What news website key conventions can you find on the Voice homepage?

 Key conventions you might find on the Voice homepage include a prominent headline section featuring the latest news stories, visually engaging images or videos, and clear categorization of articles (like politics, entertainment, lifestyle, etc.).

2) 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 typically includes categories like News, Entertainment, Lifestyle, and Opinion. This suggests that the Voice values a diverse range of content that resonates with its audience, focusing on community interests and cultural representation.

3) Look at the news stories on the Voice homepage. Pick two stories and explain why they might appeal to the Voice's target audience. 

 might choose one that highlights a local event or issue and another that features a popular cultural figure or trend eg Chris Kaaba.These stories appeal to the Voice's target audience by addressing relevant community matters while also engaging with popular culture, which resonates with readers' interests.

4) 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 and how they encourage audiences to click through to them.

Narrative is used effectively to engage audiences by creating relatable stories that often follow Todorov's equilibrium theory. For example, a story might start with a problem or disruption in the community (the disequilibrium), leading to a resolution that encourages audience interest. Barthes’ enigma codes can also be applied, as headlines and images may pose questions or create suspense, prompting readers to click through to find out more.

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 sub-menu bar for the Lifestyle section typically includes items like Health, Fashion, Food, Travel, and Relationships. This suggests that the Voice audience is interested in a well-rounded lifestyle that encompasses various aspects of daily living, particularly those that resonate with cultural identity and community experiences.

2) What are the main stories in the Lifestyle section currently?

The main stories in the Lifestyle section currently might cover topics like seasonal recipes, wellness tips, fashion trends that celebrate cultural heritage, or travel experiences that highlight local destinations. These stories often aim to inspire and inform the audience about lifestyle choices that are relevant to their lives.

3) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media?

The sections and stories in the Voice Lifestyle section can both challenge and reinforce black stereotypes in British media. While some stories may highlight positive representations and diverse experiences, others might inadvertently perpetuate stereotypes if they focus on narrow aspects of culture. It's essential to look at how the narratives are framed to determine their impact on stereotypes.

4) Choose two stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?

Two stories featured in the Lifestyle section could be about a cultural food festival and a profile on a black entrepreneur in the fashion industry. These stories reflect the values and ideologies of the Voice by promoting cultural pride, celebrating community achievements, and providing a platform for voices that are often underrepresented in mainstream media. They emphasize empowerment and the richness of black culture, aligning with the Voice's commitment to representation and community engagement.

Feature focus

1) Read this Voice opinion piece on black representation in the tech industry. How does this piece reflect the values and ideologies of The Voice?

The opinion piece on black representation in the tech industry likely reflects the values and ideologies of The Voice by advocating for diversity and inclusion. It may emphasize the importance of representation in sectors that have historically marginalized black individuals. By spotlighting the challenges and barriers faced by black professionals in tech, the piece aligns with The Voice's commitment to empowering the community and pushing for systemic change.

2) Read this feature on The Black Pound campaign. How does this piece reflect the values and ideologies of The Voice?

The feature on The Black Pound campaign probably reflects the values and ideologies of The Voice by highlighting economic empowerment within the black community. It may discuss how supporting black-owned businesses fosters community growth and resilience, reinforcing the idea of collective progress. This aligns with The Voice's mission to advocate for initiatives that uplift and support black voices and enterprises.

3) 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?

The news story on Grenfell Tower and Doreen Lawrence might reflect The Voice’s values and ideologies by addressing critical social issues and advocating for justice and accountability. The coverage of such significant events underscores the publication's commitment to representing the concerns of the community. The comments below the article could suggest a mix of support and frustration from readers, reflecting a shared sense of grief and a desire for change. Linking this to Gilroy’s work on the ‘Black Atlantic’ identity, the story may resonate with themes of diaspora, collective memory, and the ongoing struggle for justice, demonstrating how the past continues to shape the present experiences of black communities in the UK.

Social and cultural contexts - 40 Year of Black British Lives

Read this extract from The Voice: 40 Years of Black British Lives on rapper Swiss creating Black Pound Day (you'll need your Greenford Google login to access the document). Answer the following questions:

1) What is Black Pound Day?

Black Pound Day is an initiative aimed at promoting and supporting black-owned businesses in the UK. It encourages consumers to spend their money within the black community, typically on the first Saturday of each month, to help boost economic empowerment and visibility for these businesses.

2) How did Black Pound Day utilise social media to generate coverage and support? 

Black Pound Day effectively utilized social media to generate coverage and support by creating a strong online presence and encouraging influencers, activists, and the general public to share the message. Hashtags, engaging posts, and campaigns highlighted participating businesses, creating a sense of community and collective action that spread rapidly across platforms like Instagram and Twitter.

3) How do events such as Black Pound Day and the Powerlist Black Excellence Awards link to wider social, cultural and economic contexts regarding power in British society?  

Events like Black Pound Day and the Powerlist Black Excellence Awards link to wider social, cultural, and economic contexts regarding power in British society by addressing systemic inequalities and celebrating achievements within the black community. They highlight the importance of representation and economic empowerment, challenging traditional power structures and advocating for a more inclusive society. These initiatives foster a sense of pride and solidarity while also drawing attention to the ongoing struggles for equity and recognition in various sectors.

Audience

1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics.

The target audience for The Voice website likely includes black individuals and communities in the UK, particularly those interested in cultural, social, and political issues. Demographically, this audience may range from young adults to middle-aged individuals, with a focus on urban areas. Psychographically, they may value social justice, community empowerment, and representation in media.

2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).

The Voice website provides various audience pleasures that align with Blumler and Katz's Uses & Gratifications theory. For instance, it offers information and education about issues affecting the black community, fulfilling the need for knowledge. It also provides a sense of belonging and identity through cultural content, addressing the audience's desire for social connection and community engagement.

3) Give examples of sections or content from the website that tells you this is aimed at a specialised or niche audience.

Examples of sections or content from The Voice website that indicate it is aimed at a specialized or niche audience include features on black history, profiles of black entrepreneurs, and coverage of community events. These topics cater specifically to interests and experiences relevant to the black community, distinguishing it from more general news outlets.

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?

Themes of politics, history, and racism resonate with The Voice’s British target audience as they reflect the lived experiences and challenges faced by black individuals in the UK. By addressing these issues, the publication validates the audience's concerns and fosters a sense of solidarity and empowerment, making it a vital source of representation and advocacy.

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’?

 There may be examples of content on The Voice website created or driven by the audience, such as opinion pieces or community stories shared by readers. This reflects Clay Shirky’s work on the ‘end of audience’ and the era of ‘mass amateurisation’ by illustrating how ordinary individuals can contribute to media narratives, shifting the power dynamics in storytelling and representation. This participatory approach allows for a broader range of voices to be heard, enriching the discourse within the community.

Representations

1) How is the audience positioned to respond to representations in the Voice website?

The audience is positioned to respond to representations in The Voice website through a lens of empowerment and validation. By showcasing stories and perspectives that resonate with their experiences, the audience is encouraged to engage critically with the content and reflect on their identity and societal issues.

2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying?

Representations in The Voice may not exemplify Gilroy’s concept of “double consciousness,” as they often aim to present a unified and positive portrayal of black British identity rather than highlighting the internal conflict between two cultural identities. Instead, the website seeks to celebrate and elevate black culture without the burden of navigating a dual 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 website promotes a black British identity that is dynamic and multifaceted. Examples of Gilroy’s “liquidity of culture” can be seen in the blending of various cultural influences and the celebration of diverse heritage within the black community. The concept of “unruly multiculturalism” is reflected in the platform's embrace of different voices, experiences, and narratives, showcasing the richness of black British culture.

4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice?

Applying Stuart Hall’s constructivist approach to representations, different audiences might interpret the representations of black Britons in The Voice in varied ways based on their own backgrounds and experiences. Some may see the representations as empowering and affirming, while others may critique them based on their perceptions of authenticity or relevance to their own identities.

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.)

 Other interesting representations in The Voice website include discussions around gender, particularly in how black women are portrayed and their roles within the community. Additionally, the website may feature representations of age diversity, highlighting contributions from both younger and older generations, which speaks to the broader narrative of black British identity and its evolution over time. The inclusion of international perspectives may also enrich the content, showcasing connections to other countries and cultures.

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 Guardian report on the death of the original founder of The Voice highlights the values of community representation and advocacy for black British voices. The founder's vision was rooted in creating a platform that would celebrate and uplift black culture while addressing social issues affecting the community. This foundational ideology continues to influence the brand's mission today.

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? 

The history of The Voice’s rivals and the struggles it faced in 2001 reveals ongoing issues such as financial sustainability, competition for readership, and the need for authentic representation. These challenges remain relevant today as media outlets continue to navigate the changing landscape of journalism and audience engagement, particularly within minority communities.

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 or look at this Guardian article when Gleaner first acquired The Voice.

The Gleaner company owns several media brands, including the Jamaican Gleaner itself and other regional publications. Their interest in owning The Voice likely stems from a desire to expand their reach within the diaspora and to strengthen the representation of black voices in the UK, aligning with their broader mission of community engagement and cultural representation.

4) How does the Voice website make money?

The Voice website generates revenue through advertising, sponsored content, and partnerships. This model allows them to monetize their readership while providing relevant content to their audience.

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?

On The Voice website, you might find adverts related to events, products, or services that cater to the black British community. The adverts could be based on user cookies or fixed placements, depending on the ad strategy employed. This suggests a moderate level of technological sophistication, with potential for targeted advertising based on user behavior.

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?

There is an element of public service in The Voice’s role in British media, as it aims to inform and empower the black British community while promoting cultural awareness. However, like many media entities, it also seeks to generate profit, balancing both objectives.

7) What examples of technological convergence can you find on the Voice website – e.g. video or audio content?

Examples of technological convergence on The Voice website include video interviews, podcasts, and multimedia articles that combine text, images, and audio content. This approach enhances user engagement and provides a richer experience.

8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?

The growth of digital distribution has significantly changed the potential for niche products like The Voice by allowing for broader reach and accessibility. Online platforms enable niche publications to connect with global audiences, fostering community and dialogue beyond geographical boundaries.

9) Analyse The Voice’s Twitter feed. How does this contrast with other Twitter feeds you have studied (such as Zendaya's)? Are there examples of ‘clickbait’ or does the Voice have a different feel?

Analyzing The Voice’s Twitter feed reveals a focus on community engagement and news relevant to their audience. This may contrast with Twitter feeds like Zendaya's, which often emphasize personal branding and celebrity culture. While The Voice may use some elements of ‘clickbait’ to attract attention, it generally maintains a different feel, prioritizing informative content over sensationalism.

10) Study a selection of videos from The Voice’s YouTube channel. What are the production values of their video content?

Reviewing a selection of videos from The Voice’s YouTube channel shows a range of production values. Some videos may exhibit high production quality with professional editing, while others might be more straightforward, focusing on content rather than aesthetics. This variety reflects the brand's commitment to delivering relevant stories while adapting to available resources.