Evaluation

In what ways does your media product use, develop or challenge forms and conventions of real media products? (i.e. of film openings)

Masthead

Coverlines

Central Image

Main Coverline

In my magazine, I have used my feature which are conventional to magazine. I have placed my masthead at the top f the page, where it is predominantly located. I also have a number of coverlines and a central image. My main coverline is in a different colour and larger font, in comparison to the other text. Most music magazines use either one or both of these techniques, including the two that I have featured.

There are a few features of my magazine that challenge the forms and conventions of music magazines. For example, for my background, I have used a real photograph consisting of the artist use a the central image. This was to make the cover appear more authentic, so I opted not to take a separate picture to be my central image, as I would have to create a separate background. It would have been difficult for me to create the kind of background I would have wanted. Also, I used a strapline, which although common, it is not adopted by all music magazines, such as the two I have featured.

Background

Strapline

The title of the magazine

The title of the magazine can give an indication, as to what type of magazine it is, or indeed the that genre of music it derives from..

The name ‘Vibe’ lets the readers know what sort of magazine it is a the word has musical connotations. I tried to use a similar techniques with my magazine title ‘Amplified’.

The title ‘The Source’ however does not generally have musical connotations, so it employs other methods of presenting the genre of music, it derives from

Mise-en-scene of images

I have tried to incorporate clothing that is typical of hip-hop magazines such as dark jackets, as well as hoods. For the background, I used a real image as appose to a plain coloured background. The image brings a sense of authenticity to the mise-en-scene. Actual images a rarely featured, in music magazines.

Costumes and Props

The choice of costumes and props is crucial on the front cover, when attempting to convey an intended image. However, it is important not to be over elaborate, an draw attention away from the articles. ‘Vibe’ features their main cover artist in simply a black vest ,while the main cover artist on the source is shown in a close-up, so we are unable to see any other clothing. I have adopted the technique portrayed in Vibe, using a medium hot so that so of the costume is on display. I have opted not to use and props, and there are none shown in either of the other magazines. They are more common I other music magazines, especially rock magazines which commonly have instruments such as a drum set, or an electric guitar.

People

The person or people featured on the cover, provides an indication as to the target audience. These two magazines feature worldwide renowned hip-hop artists. This tells us that the magazines is aimed at those who are familiar with their work, and especially those who acquire their work on a regular basis.

As it was not possible for me to feature a famous artist, I tried to reflect my target audience through the aged of the main cover artist.

Title font and style

These two magazines used a thick font style, for the masthead. This makes it instantly legible amongst dozens of other magazines, sitting on a shelf. ‘Vibe’ uses a mixture of upper and lower case letters, while ‘The Source’ is constantly capital. I have chosen to used display my magazine title in a black thick font, all capitals. I have also used the tool which allows you to put an line through the middle of the word, to make it look different.

Written Content

The written content on the front cover are conventionally keep to a minimum, in order to draw more attention to the images, as well as to avoid the page from appearing too clustered. The featured written content, is in the form a cover lines, which relate to other articles within the magazine. There may also be the use of puffs, to appeal to the reader, and a strapline. In this sense, I have adopted many of the convention found in music magazines, as I have used these features.

Music genre and how your magazine suggests it

The manner in which the magazine portrays it musical genre can be achieved through various feature. In Vibe, the use of a title with urban music connotations, as well as an artist like ‘Eminem’ would provide indications as to the genre. This is similar to ‘The Source’, where the artist , and his fame in a specific musical genre would suggest its genre. As I am unable to employ the use of internationally acclaimed artist, I have to use other methods. The choice of clothing in the for a jacket and hoodie for my main cover artist, just like ‘The Source’ suggests the genre I am trying to portray as well as the connotations of the title, ‘Amplified.’

Layout

With relation to my choices in terms of my layout, I think it would be fair to say that my music magazine uses many conventions associated with magazines.

Masthead, at the top of the page

Barcode, in the bottom corner of the page

Coverlines, either side of the page

Strapline, above masthead

Contents

Both of the contents pages use dark backgrounds for their contents page. They feature the conventional list of items within the magazine as well as the number references. They also have one main person as an image, and the title ‘contents’ is clearly displayed.

How does your media product represent particular social groups?

Both of the main cover artist are in hoods with the heads tilted but still manage to maintain a direst mode of address.

Whereas one image does not show any evident gesture, the other has an air of nonchalance, with the hand in pocket.

My image is an medium close-up, whereas the other is a media close-up.

There is a little lighting in my image, so the entire complexion is rather dark. In the real magazine, while the background is dark, the image is well illuminated, so all the features are clear.

The costumes in images reflect the common attire of the social groups that would represent the target audience, like the hoodies.

What kind of media institution might distribute your media product and why?

The Source is a United States-based, monthly full-color magazine covering hip-hop music, politics, and culture, founded in 1988. It is the world's second longest running rap periodical, behind United Kingdom-based publication Hip Hop Connection. The Source was founded as a newsletter in 1988. The current president of the publication is Jeremy Miller. From humble beginnings, the Source had grown into one of the largest and most influential hip-hop publications in the United States .It had even grown to the point of being called "The Bible of Hip-Hop.“

Vibe is a music and entertainment magazine founded by producer Quincy Jones. The publication predominantly features R&B and hip-hop music artists, actors and other entertainers. Issued quarterly, the magazine's target demographic is predominantly young, urban followers of hip-hop culture.

If I was publishing my magazine, I would be looking at having it published by the publishers of similar magazine like The Source, which is by the John Lewis Partnership. However, I may opt against this as their main product are food and clothing. I may also look at the producers of Vibe, which was founded by music producer Quincy Jones, has had success in targeting young. Urban followers of hip-hop culture.

Blumler and KatzUses and Gratifications Theory is a popular approach to understanding mass communication. The theory places

more focus on the consumer, or audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people” (Katz, 1959) . It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification.

• The Uses and Gratifications Theory follows a basic model. It is an audience-centered approach. When an audience actively seeks out media, they are typically seeking it in order to gratify a need. For example, in social situations, people may feel more confident and knowledgeable when they have specific facts and stories from media to add to conversation. By seeking out media, a person fulfills a need to be informed.

• Social situations and psychological characteristics motivate the need for media, which motivates certain expectations of that media. This expectation leads one to be exposed to media that would seemingly fit expectations, leading to an ultimate gratification.

(http://en.wikipedia.org/wiki/Uses_and_gratifications_theory)

Blumler and Katz• The media dependency theory, has also been explored as an extension to the uses and gratifications approach to

media, though there is a subtle difference between the two theories. People's dependency on media proves audience goals to be the origin of the dependency while the uses and gratifications approach focuses more on audience needs (Grant et al., 1998). Still, both theories agree that media use can lead to media dependency(Rubin, 1982).

• The media dependency theory states that the more dependent an individual is on the media for to fulfill needs, the more significant the media becomes to that person. DeFleur and Ball-Rokeach (1976) illustrate dependency as the relationship between media content, the nature of society, and the behavior of audiences. Littlejohn (2002) also explained that people will become more dependent on media that meet a number of their needs than on media that touch only a few ones. Dependency on a certain medium is influenced by the number sources open to an individual. Individuals are usually more dependent on available media if their access to media alternatives is limited. The more alternatives there are for an individual, the lesser is the dependency on and influence of a specific medium.

• The hypodermic needle model claims that consumers are strongly affected by media and have no say in how the media influences them. The main idea of the Uses and Gratifications model is that people are not helpless victims of all-powerful media, but use media to fulfill their various needs. These needs serve as motivations for using media.

Who would be the audience for your media product?

My music magazine would be targeted at a specific age group, and at people who like a certain type of music and artists. These attributes would include:

• A teenager or young adult• People who listen to hip-hop music• People who listen to hip-hop music through different means e.g. on the internet, mp3 or iPod, CDs, T.T., live

shows• People that may regularly watch music channels such as MTV or VH1• They nay also shop at stores which sell clothes deriving from a hip-hop culture

How did you attract/address your audience?

The masthead font I have chosen was crafted to attracted the target audience,, of teenagers and younger adults. This will largely consist of people who are still student in school, and see black text everyday.

I also reduced the number of cover lines, giving an indication as to the other content of the magazine.

I have tried to comply to the conventions of this particular genre, with the costumes of the main cover artist, as well as the facial expression.

I have also tried to connote the aura of the magazine with an overall darker complexion, which may repel potential consumers, or be a preference to some.

What have you learnt about technologies from the process of constructing this product?

I have used an number of programs in the process of constructing my magazine, some for the first time. I have gained at least a limited amount of knowledge in programs like Photoshop, BlogSpot, InDesign and Slideshare. I used Photoshop in editing some of my images before placing them on my magazine in InDesign. I also used BlogSpot to post my work. Slideshare was used to upload my PowerPoint presentations, before posting them on my blog. I also used other programs that I am more familiar with like PowerPoint, Microsoft Excel and Microsoft Word. I also used a USB cable to transfer photos from my phone to the computer.

SlideShare

To upload an PowerPoint Presentation, I select upload, then search files. Then I browse through my work to find that right slideshow. It is possible to upload more than on one slideshow at a time, but it is essential to save changes.

SlideShare

Firstly, I log into my slideshare account and view my uploads. Then I select the one I want to upload, and copy the ‘embed’ code. Then I opened a new post on BlogSpot, and paste the code before selecting the preview. On checking the slideshow has been successful, I then post it.

Photoshop

In using Photoshop to edit my images, I open a new document and import a selected image. I can then adjust a number of factor like the brightness, contrast and I can also add text.

BlogSpot

In creating an blogger account, I posted my work and I can view all of my most on my blog.

InDesign

I used InDesign to make my magazine. First I choose the size of the page that I wanted, to get a blank document. To paste a picture, I have to construct the frame, then go to file and place. Then I browse through my files

Looking back at your preliminary task (the school magazine task), what do you feel you have learnt in the

progression from it to full product?Looking back at my preliminary task, and looking at my current magazine, it is clear that my media skills have progressed to some extent, allowing me to produce my magazine. Some of the areas I have progressed in include my choice of photos, choice of fonts and mode of address.

Use of strapline

Variation in colour

Improved quality image

Uses of barcode

Masthead

There has been obvious progression in my masthead, as I have implemented the use of colour as well as being placed over an image. I also have as strapline placed over masthead.

The title of the magazine

I think that there has been no great change in the suitability of the title of my magazine. ‘Insider’ was my school magazine, aimed at uncovering exclusive stories, therefore I thought it was appropriate. ‘Amplified’ has musical connotation, so it was a suited to my music magazine.

Mise-en-scene of images

There has been some progression in my mise-en-scene of images. In my school magazine, the costume in the main image in not at all relating to the genre. Whereas the costumes of my music magazine is more conventional of the genre.

Title font and style

• These two magazines used a thick font style, for the masthead. This makes it instantly legible amongst dozens of other magazines, sitting on a shelf. For my school magazine I have tried to adopt a font style appearing more sophisticated, while I have progress with this nature of the font style conveying the genre of the magazine. I have still used the bold function, but the font is less rigid.

Written Content

The written content on the front cover are conventionally keep to a minimum, in order to draw more attention to the images, as well as to avoid the page from appearing too clustered. I failed to apply this convention to my school magazine, as they usually feature a vast amount of text. I have kept it to a minimum in music magazine. The featured written content, is in the form a cover lines, which relate to other articles within the magazine. There may also be the use of puffs, to appeal to the reader, and a strapline. In this sense, I have adopted many of the convention found in music magazines, as I have used these features

Layout

The progression in my magazine layout is displayed through the increased professional appearance in my music magazine. I have made better used of the space on the front cover I have at my disposal, as well as studied other real existing magazine to determine the appropriate location of other conventional features.

Better use of front page for main image

Distribution of coverlines across page

More appropriate placing of additional details

Contents

In my contents page, I have progressed in the basic features. My contents page for my preliminary task was a plain mock up. For my music magazine, I have used more colour, images and fonts.