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Nadine Kim Professor Jessica Wyman VISC 3 B 03 Section 1 19 June 2007 Discourse Analysis AZURE Magazine (January to June 2007) Introduction The number of methods that allow accomplishing discourse and content analysis for an appreciable length of time significantly increased. Traditional analytical methods are often used interchangeably with the radically new technologies. The paper presents discourse analysis of the Canadian magazine AZURE that covers architecture, design, and art. The study comprises of several stages and utilizes the following methods: simple count of the quantity of the magazines issues (also in concert with the publications style); the results are compared with that of published absolute and relative materials/ publications; word count, and more thorough discourse analysis, to mention a few. These methods are the integral elements of content analysis. They present thorough and detailed examination of the magazines textual and graphic publications with the aim of systematizing and classifying information in conformity with the given parameters.
By applying this principle the paper examines such parameters like correspondence/ relevancy of the magazines publications to the given subject matter, differentiation of the publications by specific subjects and initiators, tracking the channels of the collection and dissemination of information on the given subject, semantic and thematic analysis of the information, to mention a few. The aim of the study is to give the answers to several questions: What does it mean that AZURE has produced the content that we have assessed? Does the collection of such content (both editorial and advertizing) give a reading of the magazines understanding of or claim to represent art/ design/ visual culture? Who is the intended audience of the magazine, and how is this reflected in AZUREs content?
How is its content addressed? AZURE, Canada Discourse Analysis AZURE magazine positions itself as a so-called qualitative printed media. It can be explained by its serious approach to the magazines content, along with the presentation of the interesting information, wide thematic coverage, and absence of purposeful political or commercial commitment. In other words, the magazine provides the readers with professional analysis and comments on the most significant events and themes in design, architecture, and art, therewith not working in the interests of the third party. The present study aims to explore whether AZUREs content corresponds to its positioning. AZURE is intended for the relatively wide circle of readers, including architects and landscape architects, interior and industrial designers, and those with an interest in design (Interior Design Show 2007).
According to the preliminary research, the average reader is < 35 year old male, who completed undergraduate degree or college diploma, with an annual household income over $ 150, 000 (Kim 1). The study analyzes AZUREs issues on the time interval from January to June 2007. AZURE covers the following themes: architecture, design, and art (including furniture, interior/ living, lighting, residence, kitchen/ bath, textile advertizing, etc. ). The content of the magazine varies from issue to issue, generally focusing on the articles on design, architecture, interior, and art, interviews, book reviews, advertizing, etc. The articles are published so far as is practicable and necessary at publishers will. The editorial staff leaves behind it the right to locate articles by several issues; therefore some AZUREs issues are dedicated mostly to the articles on design, while some of them are dedicated predominantly to the articles on architecture.
It is also interesting to note that apart from its dedicated content, including original articles and criticism, and bibliographical notes, the magazine publishes book reviews and the list of new books and publications on its dominant themes. To put it differently, it means that the magazine may be examined as the printed media that can serve as an assistant and bearer of new ideas concerning art, design and architecture, thus being one of the most valuable resources for professionals (e. g. architects, interior designers, graphic designers, industrial designers, developers, facility managers, builders, landscape architects, engineers, retailers, government purchasing agents, and other professionals). Apart from other relevant information, AZURE magazine publishes personal reports and pieces of news, editorial staffs answers, resumes, announcements, along with the list of persons created book reports and other bibliographical reviews, reports on activity of professional-related societies and organizations, to mention a few. By this means it can be concluded that the magazine is designed not for a wide circle of readers alone, but it is rather aimed for professionals who are interested in issues covered by AZURE magazine.
Therefore, the magazine by its typology may be related to professional sphere on design, art, and architecture along with the adjoining fields. The main aims of the periodical are, evidently, as follows: To make the professionals becoming familiar with the most recent news, discoveries, publications, researches, and professional events in art, design and architecture; To watch carefully the actions of their colleagues and maintain communication with them, if necessary; To provide information about the latest, highly sophisticated methods and up-to-date information, etc. It is apparent that the authors and editorial staff of AZURE magazine wanted to enter one of the most important niche concerning design and art, as far as this specific niche has relatively limited coverage by other periodicals. It must be admitted that although the printed media dedicated to the same themes do appear at the modern market, they are comparatively inadequate, incomplete, indistinct, and vague, thus being a shadow of the given printed media that covers themes on a large scale. With the course of time the subject matter of AZURE magazine didnt change significantly, although its visual appearance has suffered some insignificant changes. Besides, the magazine introduced some new subject areas.
Advertising What concerns advertising, the issues contain not less than 55 advertising's. It is evidently necessary to classify the advertising's in compliance with their presence in the issues in order to understand and trace the specifics of the magazine and to understand whether the collection of the magazines content (both editorial and advertizing) gives a reading of the magazines claim to represent art, design, and visual culture. Types of advertising placed in every issue (four out of four given AZUREs issues) Furniture Nienkamper, Global Contract, B&B Italia, Art opex, Prismatique, Keilhauer, Kiosk have placed their advertising in every issue (173 - 176); Kartell, Living Diving, and Lacasse have placed their advertising in three out of four given issues; Sinetica, Montauksofa, Sittris, Dewood and Klaus have placed their advertising in two out of four given issues. Interior/ Living Duro Design, Interface FLOR, Loewen, and Suite 22 Interiors have placed their advertising in every issue (173 - 176); Bisazza has placed their advertising in three out of four given issues (174, 175, 176), and Agape (174, 175), Colombo (175, 176), Floor works (175, 176), Johnson ite (174, 175), Rochebobois (175, 176), Stone tile (175, 176), and Tafisa (174, 176) have placed their advertising in two out of four given issues correspondingly.
Kitchen/ Bath Scavolini has placed its advertising in every issue; Big and Rubinet have placed their advertising in three out of four given issues (173, 174, 175 and 173, 174, 176, correspondingly); Arborite, Boffi (173, 176), Air, Kohler, Snaidero, Viking (174, 175), Can aroma, Dorn Beach, Gingers Bath (173, 175), Roman Bath Centre (175, 176), Vol (174, 176), and Valcucine (173, 174) have placed their advertising in two out of four given issues correspondingly. Lighting Klaus and Flos have placed their advertising in three out of four given issues (173, 174, 175 and 174, 175, 176 correspondingly); Euro lite (174, 175) has placed its advertising in two out of four given issues correspondingly. Car Lexus has placed its advertising in three out of four issues (no. 173, 174, 175), MINI has placed its advertising in two out of four issues (no. 174, 175), while other car manufacturers has placed their advertising in one issue (Volvo (no. 173), Infiniti (no. 173), BMW (no 175), Acura (no. 176) ). It is possible to draw a conclusion that car advertising's are placed in every issue, with a special emphasis on luxury and expensive vehicles, thus targeting independent young men (< 35 year old) with an annual household income that is higher than average one (evidently, over $ 150, 000). IT can be supported by the evidence from BMW Corp that AZURE targets a consumer whose lifestyle is in keeping with MINIs brand character: unique, design-oriented, high quality, aspirational and fun (Industry Recognition 2007) Types of advertising placed in three out of four given AZUREs issues Drink Bombay Sapphire in no. 174 and no. 176, and Absolute Lomo in no. 173. Residence Diamante in no. 173, 174; Metropolitan Hotel, and Tas design build in no. 174.
Exhibitions The editorial staff publishes information/ advertising related to various professional exhibitions, thus asserting that their magazine covers design, art, and architecture. All exhibitions are either professional (Interior Design Show, ISH, International Home Design Exhibition in no. 173, Abitare Il Tempo (in no. 173, 175), Montreal International Interior Design Show, Dv Interior design & Urban living Expo in no. 174, Certain Bologna Italy International Exhibition of Ceramic tile and Bathroom Furnishings, Transforming the Built Environment Aid Presents Index/NeoCon Canada Exposition and Conference, Tendency Lifestyle International Frankfurter Messe, and Make Milano International Home Show in no. 175) or targeted at the audience with high living standards (Sale Internazionale Del Mobile in no. 173, NeoCon World Trade Fair 2007 in no. 174. Types of advertising placed in two out of four given AZUREs issues Electronics (Sony and HP in no. 174; HP in no. 176) Perfume (Giorgio Armani in no. 174, 176) Institution (George Brown College in no. 173, 175) Entertainment (Bang&Olufsen in no. 173, 174) Types of advertising rarely placed (one out of four given AZUREs issues) Paint (Benjamin Moore in no. 176) Cloth Brand (Puma in no. 176); Back (HIBC in no. 176) Textile (Momentum, Coverings, Each Coverings in no. 174) Laptop Bag (Samsonite in no. 174) Vacuum Cleaner (Dyson in no. 174) Designing (Green Line in no. 173) Content Analysis The content and quantity of advertising/ articles insignificantly varies from volume to volume. For example, AZURE Vol. 23 No. 173 January/ February 2007 contains 56 pieces of advertising that are mostly dedicated to the home elements, such as kitchen/ bath, furniture, interior or living. According to the preliminary research (Kim 5), more than 80 per cent of AZUREs advertising covers architecture.
It contains 7 articles on architecture and one interview. Correspondingly, AZURE Vol. 23 No. 174 March/ April 2007 contains 55 pieces of advertising mostly covering the interior and furniture. In contrast to the previous no. 173, the magazine introduces advertising of electronic companies (Sony and Hewlett Packard). Apart from that, one of the most popular perfume brands, Giorgio Armani, places an advertising dedicated to their Acqua Di Gio.
Similar to AZURE Vol. 23 No. 173, AZURE Vol. 23 No. 174 also places advertising related to the cars, however, BMWs Mini, Audi and Lexus are replaced with Infinity and Volvo. The volume presents 6 articles on architecture, one article on design, and 3 articles on interior. In contrast to the previous two issues, the new one, AZURE Vol. 23 No. 175 May 2007 contains 68 pieces of advertising versus 56 and 55 correspondingly. The editorial staff decided to place ads related to Benjamin Moore paint company and three ads about the professional exhibition planned to be held in Montreal (Canada), Chicago (The United States) and Italy. The type of the articles also has suffered some changes. Thus, the issue contains 4 articles on architecture (the quantity of the articles somewhat decreased compared to the previous issues of the magazine), and 2 articles on interior.
Instead, AZURE magazine publishes 2 articles on energy consuming, one article on emissions and 4 articles on ecology. AZURE Vol. 23 No. 176 June 2007 exposes almost the same tendency. The number of advertising seems to return to its original state, with 60 pieces of advertising in its. Yet, the quantity of exhibition advertising increased. What concerns the coverage, the issue contains 4 articles on architecture (which seems to be an average value for the magazine), 3 articles on design, and 3 articles on interior. Again, the magazine places a new thematic article dedicated to cars.
Apart from that, Acura, HIBC and Puma place ads in AZURE. The average quantity of the articles varies over a range from 8 to 13, not counting the trailers, contributions, nota bene, calendars, free advertiser information, source guides, book reviews, designer identikits, to mention a few. According to statistics, the articles on architecture prevail (23 articles total), followed by the articles on interior (8 articles total) and design (4 articles). Although some articles have theoretic- supervising character, there are some detailed articles related to the professional spheres.
The magazine also places information that is perfectly illustrated and user-friendly. What concerns the writers, female writers seem to prevail (ranged 3 - 7, compared to male writers ranged 4 - 6). The average quantity of female writers is 5 per one issue, while the average quantity of male authors is 4. 5, which is somewhat lesser. Among the most often encountered female writers the reader can meet Elizabeth Pagliacolo (4 articles), Susan Nerberg (3 articles), and Adele Were and Josephine Minutillo (two and two articles, correspondingly). The most encountered male writers are: Tim Mc Keough (4 articles), and John Bentley Mays (2 articles).
Elizabeth Pagliacolo specializes on design. She discusses modern furniture for kids in Design File: Playing House (AZURE Vol. 23 No. 173), LED technology compared to the warm white light in Speed of Light (AZURE Vol. 23 No. 173), the upholstered seating for lounges, offices and waiting areas in Design File: Soft Sell (AZURE Vol. 23 No. 174), reinvigoration of the German manufactures staid furniture lines in Taking Risks (AZURE Vol. 23 No. 175), the latest wave in fabrics with fishnets, plastic and crystals at Frankfurt's Heimtextil in January 2007 in Material Gains (AZURE Vol. 23 No. 175), the latest trends in bar stools, chairs and accessories aimed to create a unique dining experience in Design File: In Service (AZURE Vol. 23 No. 175), discussing high-tech fabrics and butterfly-shaped awnings in Design File: The Cool Hunt (AZURE Vol. 23 No. 176). Overall, the content of the magazine is strongly focused on its declared theme. For example, AZURE no. 173 discusses the models of vacation home, sustainable Toronto home, stark but sunny and spacious home by Architect Gianni Botsford, Antonio Citterios trademark rigour in Sardinia, Michel Weeks M House in Japan, architect Sean God sells beach house on Victorias Morning on Peninsula, London's 100 % Design, new office furniture (Organic in Cologne), last Septembers IIDEX/NeoCon show in Toronto, and Verona's Abitare il Tempo, to mention a few.
AZURE no. 174 publishes articles dedicated to Diller Scofidio and Renfros splendid institute of contemporary Art, show-stopping special effects, Toronto architect Jillian Aims update of a mid-century modernistic house, the usage of LED technology, Amsterdam design team Concrete and their supper club chain, Design Miami, the artistic works of five of the worlds famous architectural photographers, etc. In AZURE no. 175 some emphasis is laid on ecology issues, yet, there is some coverage of art and design issues, as well. For example, along with Rolf Dischs designs dedicated to solar settlement, discussion of the eco-city of the future, the problematic issues of the Toronto Botanical Garden, wind energy, emissions, the writers dwell on the attempts of UN studio to create an atypical family retreat, Frankfurt's Heimtextil in January, etc. AZURE no. 176 presents the articles discussing three top-famous designers Fukasawa, Gricic and Morrison, the secrets of inner space, the vertical gym, and other architectural and design issues. What concerns language usage, it is necessary to admit that the language is close to specific, with a strong focus on professional issues.
The magazines content is written in English, evidently targeted at young and adult audience. Conclusion In summary, it may be said that AZURE magazine places high emphasis on design, art and architecture. The editorial staff forgets no ecological issues, yet, with corresponding relevance to its major subject area. The magazine exposes the diversity in style and way of the presentation of its content.
The vast majority of the content is written in a comparatively simple, easy-to-understand style mixed with professional slang and terms. Although the vast majority of its content and advertising is related to the main themes, some focus is placed on neighboring subject areas targeted at predominantly male audience with high income. From the preceding, it may be seen that AZURE magazine positions itself as a qualitative printed media, providing the readers with professional analysis and comments on the most interesting events and themes in art, design and architecture, thus being corresponding to its positioning. It follows that the collection of AZUREs content (both editorial and advertizing) gives a reading of the magazines understanding of and claims to represent art, design, and visual culture.
Works Cited Azure Magazine Online Industry Recognition. AZURE MAGAZINE (DESIGN, ARCHITECTURE, ART) 19 June 2007 < web >. Interior Design Show 2007. 19 June 2007 < web >. Rodger, Nelda. Azure Vol. 23 No. 173 January/February 2007. Toronto: Azure Publishing Inc, 2007 Rodger, Nelda.
Azure Vol. 23 No. 174 March/April 2007. Toronto: Azure Publishing Inc, 2007 Rodger, Nelda. Azure Vol. 23 No. 175 May 2007. Toronto: Azure Publishing Inc, 2007 Rodger, Nelda. Azure Vol. 23 No. 176 June 2007. Toronto: Azure Publishing Inc, 2007
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