Women, Men and Media Journalism, Essay Example

Introduction

The below analysis would review the significance of gender differences in today’s websites, related to topic, language, communication methods and structure. The selected websites would be lifestyle online magazines; one aimed at men, (FHM.com) and the other one aimed at women. (Handbag.com). The six media literacy concepts would be used to analyze the content, and determine the strengths and weaknesses of communication, as well as the gender-specific characteristics of the websites. The brief introduction and analysis of the sites would be outlined below, before the media literacy concepts are applied.

Media Literacy Core Concepts

Websites designed for males are more based on “small bits of information and images, just like FHM.com. It consists of smaller sections, “snippets of information, and it is evident that the editor are aiming for easy navigation and placing the most popular articles or sections in front of the readers’ eyes.

Handbag.com, however, has a popular slideshow in a frequented place of the site, to feature the most popular topics, assuming that women are easier to influence than men.

The cultural values and messages expressed by FHM are based on taking life easy (jokes on the main page), masculinity as the aim of all men (fashion) and symbols of status, such as watches and cars. The images and ads on the side feature men’s interest topics, just like the advertisement: cars, women and grooming. The role of the man fostered by the site is: being successful, elegant, macho and sophisticated.

Handbag.com is, on the other hand, expresses the values of femininity by featuring beauty, hair and relationship advice. From the content, the love for glamour and beauty is considered to be the main value of a modern American woman. American women, therefore, according to the site should be beautiful, expert at relationships, self-conscious and impulsive.

The mission and purpose of the FHM site, targeting men is to deliver “Good news for Men” (headline from the site), and it is published by the Bauer Media Group in 2001. However, Business Week has confirmed that the site is likely to close in May, this year. (http://www.canberratimes.com.au/business/media-and-marketing/publisher-pulls-plug-on-ailing-fhm-magazine-20120316-1v8x5.html) It is aimed at the higher-middle class men, who share the interest of sports, cars, lifestyle, fitness and women (relationship). The links featured on the site include related ads, articles, videos, competition and votes. The company also features subscription offers in the top banner.

The mission of Handbag.com is to keep active women, aged 20 to 45 informed about the latest gossip, trends, styles, beauty and hair fashion. It is published by Hearst Magazines UK, and has been online since 2006. It features a large amount of advertisement, horoscopes, and competitions. The central part of the site is made up by slideshows featuring the most popular topics.

The content of FHM and the language is simple and straightforward. By clicking on the headlines or images, men are able to navigate. The shorter articles have simple black fonts, while the editors use pink highlighting for longer content for easier navigation. The use of women’s pictures is generous, to maintain readers’ attention. The words “girls” and “sexy” are deliberately used to an extent. The related links next to the article are organized by a logical “keyword” group, making it easier for men to find the information they are looking for. The site is targeted for the analytical mind of males. The FHM TV provides fast entertainment without the effort to be put into reading the articles. The editor of the site is Adam Gold, while the staff writer is Rob McGarr. There is one video producer and three further contributors to the content. The advertisements featured on the site include competition banners, music downloads, gaming offers and dating sites. This matches the content provided by the site, and also the interest of the target audience. The contemporary sex role of men is represented by the symbols of status and position, such as valuable items, beautiful girls and high quality entertainment. Independence and free thinking is also encouraged by the site.

The content of handbag.com is containing more headlines and less icons or pictures to click on. The top navigation bar includes the main interests of women, while the use of pink and black together creates a feminine atmosphere. The most popular topics of each column are featured as the user scrolls down. The use of images and picture ads on the site is much higher than on FHM.com. A “related articles” section appears below each article. The black fonts are basic, while the highlighting of links is done by bolding and changing the font color to pink. The main characteristics of the format are the easy navigation and capturing the reader for a longer period, by featuring related content. There is also a video section. The slideshow articles are easy to navigate, such as “top 5 foundations”, and these usually contain brand advertisement. The impulsive feature of females is fully complemented by the site. The editors are Louise O’Connell for fashion and Rebecca Cope for beauty. The advertisements featured on the site match the content, and there is a sign of hidden advertisement in the articles, when the site ranks beauty products. There are make-up brands, diet solutions, household cleaning items and fashion items advertised on the site. Both the content and the advertisement are aiming for the previously discussed target audience. The strength of the site is that it features up-to-date information in an easily consumable form, however, there is a lack of real values and in-depth articles, even in the relationship section.

Media messages are “constructed”

Reviewing the FHM website, it is evident that the editors look into the most popular topics to be featured. Creating sections like “Girls we love” and dealing with men’s issues regarding relationships, women and games is evident. The short articles and reviews on the handbag.com site are made for easy consumption and gaining information.

Each medium has different characteristics and uses unique “languages” to construct messages

The language of the FHM article is aimed at men who want to stay strong and show their independence. The language of the Handbag.com article, however, is more outgoing, using expressions like “partying their socks off” to promote a more casual attitude.

Media messages are produced for particular purposes, most often profit-driven

The purpose of FHM articles is to entertain, however, it is often disguised as a “how to” article. Some of the articles are leading to the company’s own gaming or dating site. The Handbag.com site features advertising on the side, and the recent site activity. There are various commercial messages hidden behind the articles, such as reviews of products and discounts. The site is associated with UK retailer Boots.

Media messages have embedded values and points of view

The FHM article does promote an easy-going attitude by featuring jokes about the most common issues of men’s lives. The Handbag.com presumes that every woman should try and look perfect, have the latest design and understand men’s messages.

People understand the same message differently based on individual skills, beliefs and experiences.

Men looking for logical answers might not find the answers to their questions on FHM. However, some of them who are looking for entertainment and less serious approach to relationships would benefit. The handbag.com site might appear too idealistic for a middle-class mother, who struggles with the bills, and might find some of the products and their prices offensive.

Media messages can influence values, beliefs, attitudes, behaviors and the democratic processes.

The message of the FHM article tries to encourage men to stand up for their life and stay strong. The Handbag.com site is overvaluing the significance of appearance over inner strengths and values.

Conclusion

It is evident that the entertainment is the main aim of both of the sites. The common and popular interest topics are targeting a wide audience, and both sites are funded by online advertising revenues of related companies.