Men's Health - Audience

Read the Men's Health Media Pack in full to get a good idea of the demographics and psychographics for the Men's Health target audience then answer the following questions:

1) How does the magazine introduce itself?
They introduce the magazine by telling us how successful the magazine is and it tells us what the men's health magazine's aim is.

2) What does the introduction suggest about the representation of masculinity in Men's Health's?
That the magazine is aimed for very wealthy and educated men. This is shown through the products and the advertisement they have mentioned that is included in the men's health magazine.

3) How do the print statistics for Men's Health compare to GQ and Esquire?
Men's health has the highest print statistics then its GQ and Esquire.

4) What is the difference between circulation and readership?Circulation is the actual number of copies which has been printed and distributed. 
Readership is an estimate that shows how many people have actually read the magazine.

5) What was the circulation of Men's Health in thousands at the time this Media Pack was published? What about the readership for ABC1 men? AB men? [Note: this Media Pack was published in 2016 and some of the figures have fallen since then. Up to date circulation figures can be found at the top of this blog post].
Circulation: 180,000
Readership (ABC1 men): 643,000
Readership (AB men): 321,000
6) How do readers generally interact with the digital version of the magazine?
11%TABLET ,68%MOBILE, 21%Desktop.

7) How many people do Men's Health reach across social media platforms?Facebook 944K
Twitter 285K
Instagram 66K

8) What is the audience profile for Men's Health readers? 
905K ARE ABC1, AGED 25-44
700K HAVE A DEGREE
200K EARN OVER £50K

9) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?Men’s Health readers spend £1.1bn on fashion a year (more than 3 times that of GQ.) Their fashion philosophy is Stylish , Individual ,Contemporary and wearable.

10) What is the average watch collection value for the Men's Health audience? What do the statistics about watches suggest about the Men's Health audience demographics and psychographics?  
The average watch collection is £4,123, this suggest that the Men's Health audience would be that the majority of readers are in the ABC1 demographic.

11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?73% of the readers moisturiser daily, this suggests how this subverts how masculinity is normally portrayed with muscles.

12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?Mens health spend £238 million on sportswear. 
13) Men's Health luxe is a series of magazines distributed with Men's Health targeting a specific aspect of the Men's Health audience. What are these three brand extension magazines called and what do they cover?Epicure-Showcasing the best in food, drink, restaurants and kitchen skills for the man interested in cooking from scratch, provenance and fine dining.

Urban Active- Sports-luxe fashion magazine produced in partnership with Harrods showcasing the continuing trend for high-end performance fashion apparel.

Synchronized-Now in its 8th year, our annual watch special is produced with the industries leading horologists and is a must have buyers-guide for amateurs and aficionados.

14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?The luxe edition tells us that Mens health audiences are people from the age of 26-45. 

15) What additional brand extensions do Men's Health offer?
They offer survival of the fittest and a scope of various item ranges, for example, premium sustenance items.

16) What are the global statistics for Men's Health?
International editions: 37, Countries published: 60, Global circulation: 4.5 million, Global readership: 26.7, Websites: 25, Uniques: 23.7 million, Social Media Footprint: 19.3 million.

17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?
It recommends, that the Men's Health audience are reluctant, this is apparent because of a lot of wellness and apparel publication specials, this could proposes they are attempting to improve their way of life. 

18) What audience pleasures are offered by the magazine?
The audience joy offered by the magazine are: Surveillance ( dependent on data that is given out by the advertisements) and Personal Identification ( concentrating on personal development).

19) What lifestyle and job would you expect the average Men's Health reader to have?
The target audience is ABC1 demographic this would suggest the work they have a good pay, about the expected wage, earning good money.

20) Why do you think Men's Health has managed to (just) remain profitable when many other magazines have struggled due to the rise of digital media?
I positively accept that Men's Health's capacity to have prominent since having an overwhelming muscular male leads on their principle covers-encourages this to end up excellent.

Men's Health: Language and Representation

In addition, you can currently read the whole of Men's Health Jan/Feb 2017 (the CSP issue) on this website. It's definitely worth reading more of the CSP issue to get a feel for the Men's Health audience, brand and representations contained within it.

Representation: notes

Applying media theories: Gauntlett, van Zoonen and bell hooks

Gauntlett: “Views of gender and sexuality, masculinity and femininity, identity and selfhood, are all in slow but steady processes of change and transformation.”

bell hooks: “normalised traumatisation”

Feminist writer bell hooks has highlighted the corrosive, damaging effect of toxic masculinity on both men and women.

She builds on Judith Butler’s work, agreeing that gender roles are constructed, not ‘natural’. In fact, she suggests that patriarchy (a male dominated society) indoctrinates people from an early age so “gender becomes a set of connotations that have become naturalised”.

This then results in “normalised traumatisation” – meaning the damage caused by these representations is simply accepted as part of society.



Van Zoonen: “sex role stereotypes”

Liesbet van Zoonen suggests that the media reinforces sex role stereotypes, helping to construct gender roles. She gives examples of reinforcing sex-appropriate behaviours and the use of airbrushing to change appearances.


She accepts that the media sexualises both men’s and women’s bodies but highlights key differences. The representation of women’s sexuality is generally submissive and disempowering. In contrast, representations of male sexuality are based on strength and power. This is particularly evident in Men’s Health magazine.

Representation in Men's Health: an academic analysis

‘The Representations Of Men Depicted In Men’s Health Magazine’ is an academic journal article by María del Mar Rubio-Hernández of the University of Sevilla. 

It focuses on the American edition of the magazine but its findings also apply to the UK and other international editions. 

Rubio-Hernández makes several key points in her analysis:

• Advertising and consumerism is critical to masculine identity. The products advertised in Men’s Health say a huge amount about the representation of men – “men as consumers”.
• Masculinity is not fixed or natural but socially constructed and “subject to constant change”. It discusses the idea of the “metrosexual” male comfortable with grooming products, fashion and appearance.
• The magazine focuses on the male body and suggests it is one of the few aspects of masculinity still under men’s control. However, it does say that the representation of the male bodies featured in the magazine is largely fixed: “…young, muscular, healthy, sporty, successful, virile…”

1) Write an analysis of the media language choices on the cover of Men's Health - e.g. colour scheme, typography, language, photographic codes etc.

• Colour scheme- the blue is stereotypically connoted to be a masculine colour's which shows that the magazine is for targeted at men. The theme is mostly black, some hints of white and blue. on the front page.
• Typography is very bold on the front page.
• The language on the front page '#slay winter blue', the magazine on the front cover is highlighting that the magazine also talks about mental health issues.
• On the front page there is 'Gut Gone in 60 seconds' this could nee an intertextual reference to Vin Diesel's film.
• On the content page, the paragraph at the bottom right corner seems to suggest a sense of personal indentity, representation of the lifestyle is shown through 'greek island beach'. There is direct address, 'Sounds familiar?', 'Am I being hypocritical?'. They show the target audience which is educational middle class men 'Greek King'. There is a sense of non-traditional idea of masculinity which focuses on mental health not physical appearance.

2) Identify three specific aspects/conventions/important points (e.g. cover lines, colour scheme, use of text, image etc.) from each page of the CSP that you could refer to in a future exam. Explain why that particular aspect of the CSP is important - think about connotations, representations, audience pleasures, reception theory etc.

Front cover: 

• The magazine is structured to help the male audience. 
• Vin Diesel, the way he is dresses is very casual. He is presented in a way to make the audience feel like that they can look like that.This could mean there is insecurity created. Although it may seem positive.
• Cover line-self improvement as the audience may want to look like that so they have to have a diet plan.
• 'LOSE 8KG FAST!' these are very aggressive words.
• No reference to female. Men are seen to look goof for their own self.
• Magazine is a donor to help lifestyle. The hero is the reader. The villain supposedly is the unhealthy lifestyle.

Editor's Letter and contents page:

• There is a sense of fashion style that the magazine gives to the men.
• The website of the men's health is on the left bottom corner so this can help the audience research more about the magazine if they want to.
• They are highlighting why he is standing like that is because of his figure.

Feature - True Grit - 'The Marathon Man': 

• The man in the big picture is the element of a father figure.
• The magazine is highlighting that magazine readers are here becoming much older audience.

3) Apply narrative theories to Men's Health - Todorov's equilibrium, Propp's character types, Barthes' action or enigma codes.
There is props theory used for this magazine. this magazine suggests that he men's health magazine is a donor to help the lifestyle of the audience. The hero is the reader the person who physically has a copy of the magazine. Th villain is supposedly the unhealthy lifestyle which the audience is trying to get rid off.

4) Read the cover lines and the Editor's Letter. Does Men's Health offer a cure for male insecurities or does it create male insecurity?
Men's health does suggest that there is a connotation of the cure for men's health this is connoted through the cover line, 'SLAY WINTER BLUES','Why social's going mental'. There is also a sense of male insecurities that are created in the cover line 'LOSE 8KGS FAST1', these are very harsh and it sounds like the magazine is demanding the audience to lose the weight.

5) How does the 'Marathon Man' feature page offer an example of Steve Neale's genre theory concerning 'repetition and difference'?
The difference could be that they are not using a stereotypical big muscular man but a fit older man. The similarity could be that they are both making more positive idea towards men about staying fit and healthy.

Representations

We have already covered many relevant theories in our work on Advertising and Marketing (for example, David Gauntlett's writing on Media, Gender and Identity). We now need to apply these theories and ideas to Men's Health and specifically the three pages from the Jan/Feb 2017 issue identified as our Close-Study Product.

Representations: applying theory

1) How can Gauntlett's ideas on masculinity, gender and identity be applied to the Men's Health CSP we have analysed?
Gauntlett's thoughts on manliness refers to the possibility that  masculinity is changing. This hypothesis applies to the CSP, the Men's wellbeing magazine because of the way that the spread line , ' Slay winter blues' alludes to emotional well-being. 

2) How could van Zoonen's work on feminist and gender theory be applied to Men's Health?
Liesbet Van Zoonen proposes that the media strengthens sex job generalizations, building sexual orientation jobs. She gives models fortifying sex-fitting practices and the utilization of digitally embellishing to change appearances. 

3) How could bell hooks's work on 'corrosive masculinity' apply to Men's Health?
Women's activist essayist, Bell Hooks has featured the destructive, harming impact of dangerous manliness on the two people. She expands on Judith Butler's work, concurring that sex jobs are developed, not ' normal'.

Representations: academic analysis

Read these extracts from the journal article exploring the representation of masculinity in Men's Health magazine and answer the following questions:

1) Why is Men's Health defined as a 'lifestyle magazine'?
This ‘lifestyle’ term was conceived as a marketing strategy to grab men’s attention, since the magazines, which were not ‘lifestyle’ in the past.

2) Why is advertising significant in helping to shape masculine identity?
Advertisements perform as the perfect complement for the philosophy proposed by the magazine; while men are encouraged to work in private, they are expected to show the results of the time and money invested in their appearance in public. In Stevenson, Jackson and Brooks’ words, “men are encouraged to ‘work the body’ (in private) in order to be able to succeed in the (public) world of relationships and work”.

3) The article suggests that the representation of masculinity in Men's Health is not fixed or natural and is subject to constant change. What media theorists that we have studied previously can be linked to these ideas?
David Gauntlett's, 'masculinity is not in crisis'. Masculinity is not fixed nor natural,
but rather socially constructed, multiple, and, consequently, different depending on the culture,
time and place.

4) What does the article suggest Men's Health encourages its readers to be? What examples and statistics are provided to develop the idea of men as consumers?
The article is giving the suggestion that they want their audience to be active.“The global market for male grooming products grew by an impressive average annual rate of 5.7% between 1997-2005”5.

5) What representations of the male body can be found in Men's Health?
Exposure of the male anatomy, since it is openly exposed to the readers from front page to the back cover in order to be observed, admired, and consumed.

6) What does the article suggest regarding the objectification of men?
The article is objectifying the male body as an instrument and should be treated well.

7) What is 'metrosexuality' and how can it be applied to Men's Health?
The term "meterosexuality" refers to the idea of men being more aware of their physical appearance and also being extremely devoted to buying cosmetics and fashion products that will improve his appearance. 

8) What representation of men in Men's Health is discussed in the section 'Homogenous bodies'?
Representation of men in the magazine can be analyzed in three different aspects: his physical appearance, his external look (in terms of style), and his lifestyle.

9) What are the conclusions drawn by the article with regards to the representation of masculinity in Men's Health?
Men's Health reinforces certain ideologies that are conventional of men's lifestyle magazines.

10) What is your own view of the representation of masculinity in Men's Health? Is it a positive representation that encourages men to the best they can be or is it a hypermasculine, consumer-driven representation designed to undermine men's confidence and objectify their bodies?
I think that masculinity in men's health is presented very traditional like some of the older magazines used to be.

Men's Health - Industries

Hearst publishing

Research Hearst publishing by looking at the Hearst UK website and the Wikipedia entry for parent company and conglomerate Hearst Communications.

1) Hearst UK is part of Hearst Communications. What is Hearst Communications and where is it based?
Heart is an American mass media and business information conglomerate based in New York City.

2) What media industries and brands make up the Hearst Communications conglomerate?
Hearst owns newspapers, magazines, television channels, and television stations, including the San Francisco Chronicle, the Houston Chronicle, Cosmopolitan and Esquire. It owns 50% of the A&E Networks cable network group and 20% of the sports cable network group ESPN, both in partnership with The Walt Disney Company.

3) What was the global revenue for Hearst Communications (in dollars) for the most recent year on record?
Revenue grew 4 percent to $11.4 billion. Our 2018 results also were aided by the new federal tax law and by some excellent returns that we achieved on selling investments made by Hearst Ventures and by Fitch.

4) Focusing on Hearst UK, what other magazine brands are part of Hearst UK publishing? How many UK people do they reach in print and online?
Hearst UK has 25 U.S. titles and over 300 international editions. Hearst Magazines also publishes 19 magazines in the United Kingdom through its wholly owned subsidiary, Hearst Magazines UK. 14.9 million people are reached.

Read this Campaign interview with Hearst UK CEO James Wildman.

5) What is James Wildman's plan for Hearst UK?
His aim is to grow share in print to stem decline, accelerate growth in digital, diversify revenues through events and partnerships.

6) What percentage ad decline are consumer magazines facing?
Consumer magazines are facing ad declines of more than 10% this year, money is flowing to Google and Facebook, and online influencers are chipping away at print brands.

7) What Wildman think about premium content and paywalls?
Wildman admits "the headwinds are tough" for online advertising. "I think we should charge for our premium content".But he says no paywalls are planned yet.

8) How has Hearst used diversification to grow the business?
Hearst runs about 100 events a year and he plans to focus on fewer, bigger events such as Esquire Town House.

Read this Hearst UK press release for their late 2018 ABC figures.

9) Is Men's Health increasing or decreasing in circulation?
James Wildman, CEO of Hearst UK, says:“I’m delighted that our total revenue is in growth and whether through print, our digital acceleration, events, brand extensions, accreditation or content publishing, Hearst continues to go from strength to strength.”

10) What does the press release say about recent successes associated with Men's Health?
"These strong results, and the fact that several of our magazines are increasing their readership, highlight the extraordinary quality and continuing appeal of our print products. We are very proud to extend our market leadership position, and this best-in-class performance is testament to the creativity of our editorial teams and continued investment in our print products."
The impact of digital media on the print magazines industry

Read this BBC website feature on the print magazine industry and then this Guardian feature on the demise of NME magazine and print magazines in general.

1) Why are traditional print magazines struggling?
They are battling because of the ascent of advanced media, customary print magazines have been battling. 

2) What genre of magazines is currently bucking the trend and increasing sales? Why is this?
The hybrid genre that are winding up progressively well known are News and Current undertakings. Most likely in light of the fact that individuals are utilizing it to extend their insight.

3) In contrast, what magazine genres are struggling? Give examples of magazines that have declined or stopped printing altogether.
Excitement and tattle magazine classes are battling the most as they are as of now on a consistent decrease.

4) Look at the Guardian article in detail. What statistics are provided to demonstrate the decline in the print magazines industry between 2010 and 2017? What about the percentage decline from 2000?
'Top 100 actively purchased print titles in the UK – those that readers buy or subscribe to – fell by 42% from 23.8m to 13.9m between 2010 and 2017. Since the start of the internet era in 2000, the decline is 55% from 30.8m.'

5) What percentage of ad revenue is taken by Google and Facebook?
Google and Facebook take 65% off the ad revenue.

6) What strategies can magazine publishers use to remain in business in the digital age?
The technique they use is making various occasions that connect to their image name and yet offer something new making it exceptional to the group of spectators. 

7) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?
President expresses that print productions that are focused towards a specialty group of spectators are well on the way to even now keep up an enormous readership number, as the interests reflected in these magazines wouldn't be found anyplace else. 

8) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams? What is the Men's Health branding used for?
There is this new thought of making a more extensive scope of items under the distributions brand name. 

9) What signs for optimism might there be for traditional magazine brands?
The enthusiasm of advanced media there isn't much seek after conventional magazine brands, anyway some customary magazines may at present hint at confidence as they offer excitement and news that you wouldn't almost certainly go anyplace else. Likewise a great deal of elderly individuals are less intrigued by digital media in this way conventional magazines would be vastly improved for them.

10) How does Men's Health fit into this picture? Why do you think Men's Health has remained successful in the digital age? Do you think Men's Health will continue to publish for many years to come? Why?
Men's Health is a very successful magazine. Men's health have such a big fan following that it will not die down if they continue to produce effective magazines that attract their audience.
The Men's Health website and social media

Visit the Men's Health website, Twitter feed and Instagram. You may need to complete this part of the case study at home if it is blocked in school.

1) What similarities do you notice between the website and the print edition of the magazine?
The one similarity that they all have is that they have big muscular men representing their magazine this would obviously clearly attracting their target audience.

2) What is the Men's Health daily newsletter and what does it include? How does this help Hearst UK to make money?
The men's health daily newspaper is a way for the readers to be more connected with the magazine. For this the audience have to sign up this would mean more profit for the institution.

3) Look at the menu bar along the top of the website. What are the menu options? What does this suggest about the representation of men and masculinity associated with Men's Health?
The menu bars include fitness, mental strength, style and nutrition. This suggest that men need to be muscular and fit to 'fit in society'.

4) Choose one of the menu sections and write a list of the features in that area of the website. What target audience are these features aimed at?
In the nutrition section you can clearly see all the healthy. the food looks very portioned out which suggests once again they are trying to attract men who are health conscious.

5) Do you think the Men's Health website is trying to sell the print version or simply build a digital audience? What are the advantages and disadvantages of a 'digital first' strategy?
I think men's health is trying to build a digital audience as there is no suggestion that is given to me that suggests that they are trying to sell the print version.An advantage to that could be is they are attracting a new target market.

6) How does the Men's Health Twitter feed use 'clickbait' to try and get users to click through to the magazine's website? Give examples of tweets that are designed to get the audience to click through.
To make it seem like the celebrities are a fan of their magazine as well.

7) How does the Twitter feed uses images and video content alongside text and links?
They use minimum text but tend to focus on the image or video a lot more.

8) What does the Men's Health Instagram suggest about the Men's Health brand? Is this appealing to a similar audience to the print version of the magazine?
The Men's Health Instagram recommends that the brand advances mental fortitude, quality, solid way of life and power. This is speaking to a comparable crowd to the print form of the magazine since it advances similar thoughts and belief systems, particularly featuring the possibility of wellbeing and manliness. 

9) Is the Men's Health social media designed to sell the print magazine or build a digital audience? Why?
The Men's Health web based life is mostly planned with the goal to manufacture an advanced group of spectators as this will expand their consumer demographics.

10) Evaluate the success of the Men's Health brand online. Does it successfully communicate with its target audience? Will the digital platforms eventually replace the print magazine completely?
I feel that the Men's Health image has an effective online stage, advancing indistinguishable qualities from they do in their print magazine. The advanced stage may in the end supplant the print magazine totally because of the way that as the computerized age is winding up increasingly perceived and mainstream, more individuals are looking into utilizing it as it basically make things simpler to access and snappier to get to.

There is a lot of work here but you'll have plenty of time to do it (particularly with exams on at present). 

Magazine front cover - Learner response

1) Add your finished magazine cover as a JPEG image.

 Mark: 5

Grade: E

2) Type up your feedback from your teacher. If you've received this by email, you can copy and paste it across - WWW and EBIs.

WWW: The photograph has potential – the background works and the subjects make eye contact with the audience to create direct address. I also think it’s worth acknowledging that this is the first practical print work we have done this year so it’s a steep learning curve when it comes to Photoshop and creating professional print productions. I also appreciate that you completed this work some time ago but simply hadn’t uploaded it to your blog (frustrating but not as bad as failing to do the work).

EBI: There are significant lessons to learn from this practical project. The first is simple: your work is not close to professional standards and your print work next year will be judged to those standards. The next challenge is to reflect on this production and develop the skills to analyse why it doesn’t look the same as the professional examples alongside it. Look closely at font (not similar enough to the real Vogue typeface) and page layout (cover line on right is not right-aligned). However, the most important aspect here is simply the lack of content and conventions – no date, no price, only two cover lines and even then the main cover line reads more like a celebrity magazine than something that would appear in Vogue. You will need to use YouTube tutorials and plan in much greater detail when you take on the print aspect of the coursework brief next year.

3) Consider your mark against the mark scheme above. What are the strengths of your production based on the the mark scheme? Think about magazine cover conventions and the media language techniques you have used to communicate with your audience (e.g. mise-en-scene, camera shot etc.)

I feel like i have used very creative cover lines which were not copied from an original magazine. I think I could have improved more in the combination of the colour schemes a lot more to make this front cover more professional and effective.

4) Look at the mark scheme again. What can you do to move your mark higher and, if required, move up a level?

I think I could have used more effective and good combination of elements to create a more clearer meaning throughout the products.

5) What would be one piece of advice you would give a student about to start the same magazine cover project you have just completed?

I feel like one thing I would tell them is to experiment and make it look professional should be one of their main goals this will help them in achieving the highest marks possible.

BFI Study Day: follow-up work

1) Type up your notes from the day.

2) Write a one-sentence summary of the ideas of the theorists Matthew Daintrey-Hall covered (you can use your notes from task 1 here if relevant):

bell hooks: 
Hooks' writing has been the intersectionality of race, capitalism, and gender, and what she describes as their ability to produce and perpetuate systems of oppression and class domination.

Liesbet van Zoonen: 
Van Zoonen believes the media portray images of stereotypical women and this behaviour reinforces societal views.

Judith Butler: 
Butler states that, historically, feminism (and the world at large) has viewed gender in a binary fashion. In other words, humans are typically divided into two distinct categories: men and women.

Saussure: 

Ferdinand de Saussure (1857-1913) was a Swiss professor of linguistics who changed the way language is understood. He was a peer of Freud, Durkheim, Darwin and Marx. He argued that meaning is created inside language in the relations of difference between its parts. Particular concepts of interest here include: Semiotics: The study of signs. Langue and Parole: The system of language and utterances. Signifier and Signified: The components of a sign. Synchrony and Diachrony: Meaning of signs. Syntagm and Paradigm: Relationships between signs.

Barthes:
Barthes believes that signs we assume and denotations are actually 'dominant connotations' that hide ideologies


Stuart Hall:
Hall says that the audience members adopt one of the following three positions when they decode the text:Dominant, or Preferred Reading,  Oppositional Reading and Negotiated Reading.

Lyotard:
Lyotard believes a totalising cultural narrative, that organises thought and experiences into a 'grand 'story' that makes sense of our lives.

Baudrillard:
Hyperreality – a condition in which ‘reality’ has been replaced by simulacra.” 
Simulacra- Imitation that seems more real than the things it's imitating.

3) Choose one of the films we saw extracts from and watch the whole movie: Captain Fantastic (2016), Pulp Fiction (1994) or Inception (2010). Write a 300 word analysis of your chosen film using theories from the study day (use the exam paragraph structure we were shown on the day - theory introduction, examples from text, why this 'proves' or 'disproves' the theory).

Captain Fantastic (2016)
Ben Cash , his significant other Leslie and their six youngsters live somewhere down in the wild of Washington state. Segregated from society, Ben and Leslie commit their reality to bringing up their children - teaching them to think basically, preparing them to be physically fit and athletic, managing them in the wild without innovation and exhibiting the excellence of existing together with nature. At the point when Leslie bites the dust all of a sudden, Ben must bring his protected posterity into the outside world.