The Voice newspaper, first published in 1982, is dedicated to celebrating black experiences and effecting positive change by informing the black community.
Considered the most successful black newspaper in Britain.
Focus for AQA Media Studies exam on the website (voice-online.co.uk) and social media in terms of representation and audience.
The Media Landscape
The production, distribution, and circulation have evolved with technological changes, pushing The Voice to focus on digital content.
Financing
Companies typically aim for profit rather than public service broadcasting.
Val McCalla, the founder, leveraged social and political contexts of the 1980s to secure funding, including a loan from Barclays Bank.
The newspaper's circulation peaked in the early 1990s, with young women being the primary audience.
The Jamaican Takeover
In 2004, The Gleaner Company, a Jamaican media group, acquired The Voice.
The acquisition aimed to better serve the diaspora amidst declining advertising revenues.
Changes in Consumption
Shift from print to digital formats has changed consumption patterns.
Digital formats are cost-effective, allow flexible access, and involve social media engagement.
The End of Audience
Dan Gillmor highlighted the rise of grassroots journalism challenging media monopolies.
The Voice faces challenges in maintaining relevance against quick, social-media-driven content.
Advertising
Advertising revenues, including classifieds, are crucial for profitability.
Online version relies on display ads and advertorials.
Display Ads
Utilizes Google Ads for personalized advertising based on user data.
Advertorials
Advertorials resemble news stories and must be clearly labeled as marketing content.
Representation
The Voice aimed to publish stories relevant to the second-generation British-born black community.
Focused on creating a positive representation in contrast to the mainstream media.
Codes and Conventions
Website follows standard design conventions for user-friendly navigation.
Utilizes responsive design and social media-inspired layouts.
Category and Archive Pages
Uses grid layouts for organizing content, responsive to different screen sizes.
Individual Posts
Articles follow a template with distinct design elements for navigation and sharing.
Further Reading
Application of media theory to The Voice and related analyses can support exam preparation.
Essay Questions
Websites and their reflection of social and cultural contexts.
Influence of website codes and conventions on meaning.
Values and ideologies in website design.
Website genres and cultural values.
Use of stereotypes and countertypes on websites.
Representation construction in The Voice.
News values and ideologies of The Voice.
Representation and social/cultural context reflection.
Changes in audience consumption and websites.
Influence of new technology on website production.
Institutional response to technological changes.
The Voice as a public service.
Importance of convergence in media landscape.
Stuart Hall's reception theory in the context of The Voice.
The concept of the end of audience in The Voice.
Interactivity and creativity for websites' success.