Emel magazine was a British lifestyle magazine that reported on contemporary British Muslim Culture that was published for ten years between 20013 and 2013.
It was the first mainstream Muslim magazine in the UK to experience cross over interest from non-Muslim readers.
It was established by British Muslim convert Sarah Joseph who was awarded the OBE for her services to "interfaith dialogue" and women's rights. These ideologies are also a key aspect of Emel magazine.
Text 1. Front Cover
At first glance it is pretty clear that this is cover is fairly conventional of a lifestyle magazine in regards to its layout as well as its mode of address.
The arrangement of the masthead, coverlines and main image are all in keeping with the expectations of a lifestyle magazine. Coverlines are structured around a close up shot of celebrity musician & songwriter Yusuf Islam, and the image itself is anchored by the main coverline. Each of the coverlines are essentially an invitation to turn the page, acting as what Barthes might describe as an action code.
Even the range of contents could be considered conventional as there are a number of different 'topics' that an audience may expect from such a magazine; music, travel, food, photography & culture would all be seen as entirely in keeping with the genre. However it is when we look a little closer at how this magazine is actually a sub-genre or arguably a hybrid that we can discover how it appeals to some Explorers & Reformers from Young & Rubicam's 4Cs model.
The magazine itself is unique, attempting to reach out to an audience that are often under-represented & frequently mis-represented by most mainstream media. This in of itself may be appealing to an Explorer who is looking for something new to fulfil their need for discovery. The vast majority of lifestyle magazines focus on appealing to and representing young, white celebrities by showing them young white cover models. In addition to this, religion is rarely a topic discussed within mainstream magazines and if it is (as is more prominent in US publications) then the default position is usually an assumption of Christianity.
Emel makes clear that it is about issues surrounding the Islamic faith and attempts to represent Muslims in a way that challenges many existing stereotypes of that social group. One way that this is arguably achieved in the front cover is that it is highlighting the fact that being a Muslim really is not that different from most other people's lives - this is significant when considering how Stuart Hall says that frequently, negative stereotyping so often represents groups as 'the other' - and Paul Gilroy echoes these statements specifically regarding post-colonial attitudes of ethnicity and race.
Text 2. Article
As we move to look at an article from the magazine (screenshot is from the web version of this particular story) it becomes clear how this magazine would also be of interest from the Reformer as well. Articles from journalists and writers pursuing an agenda of issues surrounding the rights of women would be key to the Reformer's acceptance and tolerance, it's also interesting to consider from a representational point of view; any magazine which champions the rights of groups that have previously been marginalised or stereotyped (not just women) by mainstream media would obviously also be of interest to bell hooks.
Moreover articles like this and others throughout the magazine which are more involved and have depth would juxtapose what would be expected of a typical lifestyle magazine which usually focus on materialistic aspects of life and generally champion consumerism. In this way the Reformer's need for enlightenment is being fulfilled.
Text 3. Website Homepage
Looking at the homepage of the magazine's website reveals a menu bar which demonstrates just how diverse the content of the magazine actually is. As the product is ostensibly a lifestyle magazine and as such can be used by the audience to help shape and define their own identities, it's clear that the vast array of content would reaffirm the thinking of David Gauntlett that a modern audience will 'Pick & Mix' the elements that are relevant to them.
Whilst this website stays well away from the current trend of encouraging audiences to engage with stories by using sensationalist clickbait, the different articles are still intriguing and titles such as: "Burma - A Forgotten Battle" will make audiences pause with thought, in this respect they may well be considered as an Enigma Code, another part of Barthes' semiotic theory.
Text 4. Promotional feature on Culture Show
The intro features the Culture Show's main presented on location who gives a summary of the article's content before introducing the journalist Zino Saro Wiwa who is on location in a newsagents. A montage of fast paced moving shots of different magazines proceeds as some generic Arabic music plays beneath it. Wiwa's voice over then provides the context of the magazine before the camera finally lands on the reporter herself, in a small visual gag we hear Wiwa's voice over discuss the variety and diversity of special interest titles out there whilst we see her read a magazine all about collectable teddy bears!
Wiwa then addresses the camera/audience directly to introduce the magazine. After a short professionally made advert for the magazine, the Culture Show piece cuts to shots of the magazine's offices as Wiwa's voice over gives more context to Emel magazine before introducing the magazine's creator who is then interviewed.
The interview is conducted in an office and frequently cuts to images of people writing articles, photographers taking photos and images of pages of the magazine. The feature then moves to an interview panel of three potential audience members (people from within the industry and some minor celebrities) to discuss the magazine.
The Culture Show feature is keen to demonstrate just how different the magazine is and also debate about whether or not it is as progressive as it seems. There is an acknowledgment of its independent roots and the arguments over whether it is truly alternative or conformist may make it an interesting case study for applying the work of Curran & Seaton.
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