The Voice CSP: case study blog tasks
Language and contexts
1) What news website key conventions can you find on the Voice homepage?
Expect a structured layout with a top navigation bar, search function, sections like “News,” “Lifestyle,” and “Opinion,” alongside articles with preview images, headlines, and hyperlinks encouraging exploration of trending stories.
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?
- News
- Sport
- Lifestyle
- Entertainment
- Opinion
- Diaspora
- Black History
- Politics
- Jobs
These menu items reflect The Voice's focus on Black British life and its commitment to representing a broad spectrum of issues relevant to this community. Here’s how each section aligns with its values and ideologies:
News and Politics: Prioritising these sections indicates The Voice’s dedication to informing readers about current events and issues that impact Black Britons, especially those related to social justice, equality, and policy.
Black History: These sections emphasise pride, heritage, and a transnational connection to the global Black community, reflecting a value on cultural identity, collective memory, and a sense of unity with the African diaspora.
Lifestyle and Entertainment: These areas offer content on daily life, arts, and culture, reinforcing The Voice’s commitment to representing Black Britons as diverse individuals with interests beyond solely political or societal issues. It underscores the importance of joy, well-being, and creativity.
Sport: This section shows The Voice’s recognition of the role sports play in cultural pride and representation, often celebrating Black British athletes and their achievements.
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.
Stories on local issues (e.g., community events, social justice movements) or profiles on Black leaders likely resonate with The Voice’s audience, who may value community pride and advocacy on race-related issues.
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.
The Voice might employ enigma codes (Barthes) through intriguing headlines to evoke curiosity or Todorov’s equilibrium by framing community challenges and resolutions, encouraging readers to explore the progression of these narratives.
Lifestyle section
1) What are the items in the sub-menu bar for the Lifestyle section and what does this suggest about the Voice audience?
The Lifestyle sub-menu often includes topics like Health & Wellness, Food, Fashion, Beauty, and Travel. This variety suggests The Voice audience values content that caters to everyday interests and celebrates Black culture. It reflects a balanced focus on cultural identity and universal lifestyle topics, appealing to Black Britons seeking relatable, inclusive lifestyle content.
2) What are the main stories in the Lifestyle section currently?
The main stories often cover Black British achievements, cultural events, health tips, beauty and fashion featuring Black-owned brands, and profiles of notable Black Britons. These stories typically highlight successful Black figures, events, or issues impacting Black communities, promoting pride and representation within mainstream lifestyle topics.
3) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media? The Voice’s Lifestyle section largely challenges stereotypes by showcasing a broad, nuanced view of Black life. It highlights accomplishments, creativity, health, and well-being, countering narrow or negative portrayals. Rather than limiting stories to typical stereotypes, The Voice portrays Black Britons as diverse individuals with interests and accomplishments across all lifestyle areas.
4) Choose two stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?
Health & Wellness Story: A piece on mental health within the Black community would reflect The Voice’s commitment to raising awareness about often-overlooked issues. By normalizing conversations around mental health, The Voice promotes well-being and breaks down stigma, aligning with values of empowerment and community support.
Fashion Feature on Black-Owned Brands: A story highlighting Black-owned beauty or fashion brands shows The Voice’s dedication to economic empowerment and visibility. This emphasis on supporting Black entrepreneurs aligns with The Voice’s mission to promote self-reliance and cultural pride.
Feature focus
This opinion piece likely emphasizes the importance of representation and access within the tech industry, highlighting barriers Black individuals face and calling for equity. By advocating for inclusion, The Voice demonstrates its support for economic and professional empowerment, reinforcing its commitment to social justice and representation in areas where Black Britons have historically been underrepresented.
A feature on the Black Pound campaign would align with The Voice’s focus on economic empowerment within the Black community. By promoting the Black Pound Day initiative, The Voice underscores its commitment to supporting Black-owned businesses, addressing economic disparities, and encouraging community solidarity. This reflects an ideology that values financial autonomy and the growth of a robust Black economy in the UK.
A news story on Grenfell Tower and Doreen Lawrence would reflect The Voice’s commitment to social justice and advocacy for marginalised communities. By covering ongoing justice efforts and amplifying voices like Doreen Lawrence, the publication aligns with values of accountability and community solidarity. The comments may reflect readers’ deep connection to the cause, seeing it as part of a larger fight for equality and dignity, resonating with Gilroy’s “Black Atlantic” concept. This framework links the Black British experience with broader struggles for justice across the diaspora, fostering a transnational sense of identity and unity.
Social and cultural contexts - 40 Year of Black British Lives
1) What is Black Pound Day?
Black Pound Day is a monthly event in the UK focused on supporting Black-owned businesses and promoting economic empowerment within Black communities. Founded in June 2020 by Swiss, a member of the music group So Solid Crew, the initiative encourages consumers to buy products or services from Black-owned businesses. It aims to reduce the racial wealth gap, raise awareness of the value of Black businesses, and contribute to the overall economic development of Black communities in Britain.
2) How did Black Pound Day utilise social media to generate coverage and support? Black Pound Day has effectively used social media platforms like Instagram, Twitter, and Facebook to amplify its message. The campaign uses hashtags like #BlackPoundDay to create visibility and engagement, which helps in reaching larger audiences. By spotlighting individual Black-owned businesses through posts, stories, and live videos, it showcases products and services while encouraging users to share their purchases and recommendations. Influencers, brands, and public figures have also been involved, lending their reach to boost awareness and participation in the campaign.
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?
These events highlight the importance of Black economic empowerment and representation in the UK. Black Pound Day promotes economic support for Black-owned businesses, addressing financial inequality, while the Powerlist celebrates Black achievements in various fields, showcasing Black excellence and challenging stereotypes. Together, they encourage visibility, pride, and systemic change, aiming to balance power by amplifying Black voices and success stories in British society.
Audience
1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics.
The Voice’s target audience is mainly Black British individuals, including a range of ages, who care about representation and issues affecting their community. This audience values cultural pride, social justice, and staying informed about topics like politics, history, and culture relevant to Black Britons.
2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).
The Voice offers surveillance (news and information about the Black British community), identity (content that supports cultural pride), social integration (a sense of unity and community), and entertainment (lifestyle and cultural content relevant to Black Britons).
3) Give examples of sections or content from the website that tells you this is aimed at a specialised or niche audience. Sections like “Diaspora,” “Black History,” and “Politics” cover stories specific to Black British experiences, such as profiles on Black leaders, heritage events, and discussions on racial issues. These topics indicate that The Voice serves a specialized audience interested in Black culture and community-focused stories.
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? These themes resonate because they reflect the real experiences of Black Britons, addressing both their challenges and their contributions to society. Content on racism validates the struggles against discrimination, while historical and political topics foster a sense of pride and awareness, helping readers feel seen and supported.
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’?
The Voice occasionally features articles and community pieces that allow for audience involvement, like personal stories, letters, or opinion pieces reflecting local issues. This aligns with Clay Shirky’s idea of the “end of audience,” where people are no longer passive consumers of media but active contributors. This “mass amateurisation” empowers individuals to shape media narratives directly, particularly around issues that mainstream media may overlook.
Representations
1) How is the audience positioned to respond to representations in the Voice website?
The audience is positioned to feel empowered, informed, and connected to the Black British experience. The Voice’s positive representations of Black achievements, history, and issues create a sense of pride and solidarity, encouraging readers to see themselves as an integral part of British society.
2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying?
Yes, many articles present Black Britons in a way that doesn’t require them to view themselves through a “white gaze” or a dual perspective. Instead, the content often celebrates Black identity as integral and self-contained, not defined by external viewpoints, thus resisting Gilroy’s concept of “double 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 promotes a multifaceted Black British identity—celebrating diversity within the Black community, blending British and African or Caribbean heritage. Examples of “liquidity of culture” appear in articles that embrace hybrid identities, while “unruly multiculturalism” is seen in coverage of cultural events that celebrate Black British traditions and histories, rejecting one-dimensional stereotypes.
4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice? Using Hall’s constructivist approach, Black Britons may interpret the content as affirming and representative, validating their identity and experiences. However, non-Black readers may see it as educational, offering insights into the Black British community that could broaden their understanding of race and identity in the UK.
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.)
The Voice often highlights cross-generational issues and achievements, from youth activism to elder community leaders, showcasing Black British identity across age groups. There’s also representation of Black Britons with ties to other countries, reflecting a global and diasporic identity. Gender representation is also strong, with a focus on both male and female leaders, particularly in activism and business.
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 Voice was founded to create a platform for Black Britons who were largely ignored by mainstream media. Its core values centered on representation, empowerment, and advocacy for social justice, positioning it as a voice for the Black community in British media.
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? Challenges such as underfunding, competition from mainstream media, and maintaining relevance in a changing media landscape remain. Today, niche publications like The Voice still face difficulties in sustaining financial stability and visibility, even with digital opportunities. 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 various Jamaican and Caribbean-focused media brands, including the Jamaica Gleaner. By owning The Voice, they gain a foothold in the UK’s Black British market, broadening their audience base and supporting cultural ties within the diaspora. 4) How does the Voice website make money?
The Voice website generates revenue through ads, sponsored content, and possibly partnerships with brands that align with their audience’s interests. They may also engage in affiliate marketing and event promotions.
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?
Ads on The Voice are a mix of fixed ads related to community businesses and some based on user cookies, suggesting moderate use of targeted advertising technology. This balance shows a basic level of digital sophistication, catering to both community interests and mainstream advertisers.
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?
The Voice serves a public service role by advocating for representation, covering issues relevant to Black Britons, and providing a platform for community voices. While it also aims for profitability, its mission aligns strongly with social empowerment and community support.
7) What examples of technological convergence can you find on the Voice website – e.g. video or audio content?
The Voice integrates video content, interviews, and multimedia articles, reflecting technological convergence. This enables readers to access stories in diverse formats, enhancing user engagement and broadening its appeal.
8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?
Digital distribution has allowed The Voice to reach a wider, even global, audience without the high costs of print distribution. This enables niche publications to build loyal communities, remain relevant, and attract advertisers more effectively.
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? The Voice’s Twitter feed focuses on news, social issues, and community events, offering an informative tone rather than entertainment-focused content. Unlike celebrity feeds like Zendaya’s, it has minimal clickbait, prioritising community-driven stories over sensationalism.
The Voice’s YouTube videos have modest production values, focusing on authenticity over high-budget production. Content typically includes interviews and discussions, prioritizing informative, community-focused storytelling rather than polished production.
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