Kathllyn Matos

Evaluation of my Media coursework

1. In what ways does your music magazine use, develop or
challenge forms and conventions of existing music
magazines?
Intro
My magazine does not challenge the conventions of professional
music magazines; instead it combines the professional, organized
layout so that the target audience can immediately recognize that
the product is a magazine regardless of its indie rock effortless
appearance. In turn finding the structure easy to navigate, as they
are familiar to seeing it. My media product uses the same codes and
conventions other music magazines do for the front cover, contents
page and double page article. The front cover consists of
conventions such as using a title block, puffs, buzzwords, a slogan
and a central image. My contents page combines a variety of
images, which accompany the articles included, this gives the
readers and insight of what they will see within the magazine. As
similar to other magazines the layout is neat, and informational. It
includes conventions such as page number assigned to certain
images, which allows the readers to navigate easily through the
magazine. The article also includes the same codes and conventions
such as having pull quotes, and drop capitals so the reader can
continue reading the article from the part of their preference and be
aware that this is the most important part of the magazine. The
double page article always includes images of the artist that links to
the article, this is in order to attract the readers by including more
than just two pages overflowing with words. These all factors are
easily identified in most music magazines currently in the market,
such as the ones I have used to study; Rolling Stone, Q and NME.
Front Cover (Codes and Conventions)
To guarantee that my music magazine front cover looks presentable
and realistic as possible, I had to carry out research on existing
magazines of my chosen genre of music. I have analyzed that title
block for the most commonly known music magazines such as
Rolling Stone and NME. I have come to learn that the title block is
immensely significant as its font, colour is a representation of the
meaning behind it. The title block is also significant for a different
reason, which is to inform the readers of the morals, and values the
magazine aims to reflect. The title block takes up most of the page,
which evidently demonstrates that it is what attracts the readers,
and determines whether they will make a purchase making it even
more important. Each magazine title block tells something about the
target audience therefore I had to come up with something not only
original but also symbolic. I had to come up with something that
would reason with my target audience (females 14-18). After a

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series of title blocks I agreed on the title my IDeology portrays the
idea of uniqueness. Notice the letters ID is in capitals, which is a
form of expressing individuality. It possesses bold attributes, which
are who my target audience is and what the magazine values.
Afterwards I have carried out some research on the layout of the
front cover. A popular magazine convention is that the puffs are
positioned around the main image almost as if to frame it but in a
discrete manner to ensure the main image is not overcrowd as it is
suppose to stand on its own. Therefore I have been influenced to do
the same, the puffs in my magazine are short but contain a
sentence beneath it to inform the readers on what the puffs are
about. It covers the most exciting articles so that it attracts more of
the target audience. This is how I have applied codes and
conventions of magazine to my own, ensuring that it looks realistic.
Contents Page (Codes and Conventions)
Based on the research I have carried out, I have noticed that the
typical layout of the content page is to have the most important
articles in the magazine include a teaser image to create that
anticipation making the reader turn to that particular page. It is very
convenient and makes the magazine more professional and
informative. Therefore inspired by a variety of different content
pages I decided to set my one out by having a series of images in
two rows included a sticker, which contains the page number. I used
this layout because it includes all the codes and conventions of a
magazine content page but does not mirror a particular one; which
makes it more original. The magazines that I have analyzed such us
Rolling Stone informed me that I have to slip my text into different
sections (news, features, extra) in order to make it more convenient
for the reader to find something they are looking for in particular.
Under these sections I have named the artist mentioned within the
article and given a very brief summary of the topic discussed, which
would captivate and appeal to the viewer so that they will want to
read on. I also followed the convention of adding lines to order my
images and make everything appear neat and professional, all my
images are positioned in the middle of the page with the text on
both sides, each sections title is emphasized in a bigger font and
everything is neat; just like the Rolling Stone and Q magazine have
organized its current contents pages.
Double Page Article (Codes and Conventions)
The typical codes and conventions, which are seen on the featured
articles are drop capitals, stand firsts, a collection of images, and
pull quotes. From my research of different layouts of magazines, I
have spotted that the layout varies according to the target
audience. Also it contains a small amount of images, showcasing
that the audience is mature and prefers to read large bodies of text,
rather than having many visual graphics to accompany the article.
Clearly there is a large contrast to the other featured article I have

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analyzed for Top of The Pops, which has a Q&A layout and separates
the text into different sections. This makes it easier for the young
audience to pick and choose what they want to read. There is also a
much larger amount of images, which cover the two double pages
showcasing that the audience is young and prefers visual graphics
to make the article more exiting and enjoyable to read. The
language is also quite simple and basic which makes it easier to
read and understand. Using this knowledge I created my own article,
which reflected my target audience. I decided to go with the simpler
layout, as my target audience is quite young and selective of what
they want to read. I used the Q&A layout and included at least one
page, which consisted of only one massive image. Hence resulting in
the audience finding the article more enjoyable to read. I also have
a full page of text, which again I tried to make more appealing to my
audience, by using drop capitals. The questions and answers are
much more profound compared to the Top of the pops article and I
have used more academic language to portray my audience as
being mature. Furthermore I tried to keep the layout rather simple
and neat using columns so that it reflects that the artist is taken
seriously, it also helps the magazine evoke a sense of
professionalism.
2. How does your music magazine represent particular social
groups?
Intro
The target audience for my magazine is (14-18 year old females).
Therefore regarding my young audience and their gender I have
chosen to take colourful images for my content page, which include
choosing the right outfit, location and background. Colour makes the
images look lively, exciting and intriguing, which appeals to the
younger audience and captures their attention so that they are
compelled to read the article itself. Because I am aiming my
magazine at females, the outfit has to be following one of the latest
trends as girls easily notice that and would find it more appealing to
see an artist with a good sense of style so I went for the hipster look
that has been proven to be increasing in women fashion lately.
Through my research I have gathered that female pop stars are
portrayed in mid shots following the idea that they are famous for
their looks, which is the stereotypical representation of female
artists. I have followed this stereotypical representation as my
model is mostly shown in mid-shots and showing skin in most
photos, however I wanted my audience to gather that the model is
being comfortable in her own skin, which is shown by her body
language and facial expressions. She is captured smiling in one of
the photos, which portrays her simplicity showing that she is not of
a high social class but is comfortable with who she is. My target
audience does not portray a specific ethnicity, but instead

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represents all self-constructed women of all nationalities. Expressing
how much she strives on the positivity that music gives to her, I
wanted to portray that music can bring positive emotions and
exhilaration, in turn helping the person become better as they focus
all their energy on something they love. In other images of my artist
she appears quite serious and seductive. This reinforces the typical
stereotype of female artists being a sex symbol and using their
sexuality in their favor. I have wanted to represent my model as
being an inspiration to my magazines audience, as she is presented
as a strong and confident idol, demonstrating dominance and power.
Camera Shot/ Angles
From looking at a wide range of magazines with a wide difference in
their age groups, I have noticed that younger audiences are
attracted to a wide range of camera shots instead of a repetitive
one. In response to this I included a variety of camera shots when
taking the images of my artist: some of these included mid shots
and close ups. The mid shots represent my artist as attractive as it
shows more of her body language and clothing. The body language
of my artist in the first page of my double page article shows that
the main focus is her powerful posture. The images that were taken
as a close up are to emphasis the features and facial expression of
my artist; this is applied in the image for the front cover. My artist is
positioned to ensure both her beauty and her personality is reflected
through this shot. Beside her good looks, the audience also
appreciates her serious facial expression, which connotes leadership
and confidence. The choice of camera angles is significant because
none of the images are taken from a low angle shot. This is
specifically to represent my artist as equal to the target audience
not better. This idea reinforces the personality of my artist, although
she is overpowering, confident and strong, she is humble and not
portrayed as better than anyone. The effect this has on the readers
is that they relate to my artist and connect with her.
Costume
The costume my artist wears in the images used for the music
magazine is trendy and immensely popular within my target
audience. The leather jacket is to portray the rock look as the
greatest rock icons usually use leather. It also gives the impression
that the artist is rebellious and does not follow rules given by
society. The white collared shirt is almost ironic due to collars being
quite sophisticated and business like. It contrasts with the leather
jacket and reinforces the idea of not following rules. Who said
someone cant wear a sophisticated shirt with a leather jacket?
Editing
The editing made to the images was used to show personality and
again, establish beauty. The front cover image was filtered into
black and white; this infers the upfront personality of my artist. It

Kathllyn Matos
presents traits such as honesty and humbleness. The editing made
to the image on the double page article on page 3, was made to
demonstrate the attractiveness of the artist. By filtering the image,
the artists lips and hair were made redder, her smile made whiter
and her skin made flawless a brilliant way to make the artist
appealing to the female target audience. Establishing beauty not
only presents my artist as more of an idol but also catches further
attention from the readers.
I have challenged the stereotype that indie rock singers are rugged
and rough looking as my artist is quite neatly dressed, her makeup
is tidy and presentable yet it is still made evident the genre, which
she sings in. I managed to reinforce the idea that an indie rock
singer does not need to wear old ripped clothes, have messy
hairstyles and effortless makeup to infer their genre of music.
3. Who would be the audience for your music magazine?
The audience for my music magazine would be someone quite
similar to artists in various aspects such as morality and interests.
The ideal audience for my magazine would be a female college
student of the age of 16, studying media studies, philosophy and
music. The UK tribes category she would fit into is the Indie
scenesters. Indie Scenesters are dedicated to finding the newest
music, exploring all avenues to get there online, print, record
shops, club nights and word of mouth. Staying ahead of the curve is
a must, but its borne out of a genuine love for music and this is
what separates them from those more fickle dabblers and
dilettantes, the Hipsters. For Indie Scenesters, theres nothing better
than discovering new artists and spreading the love. The interests of
my ideal audience would be music festivals, parties, films, rock
music, concerts, reading, TV shows, video Games and photography.
The ideologies she would obtain are: concerned with nature,
protective over friends, opinionated but open minded, lives by her
own rules and doesnt like to be controlled or commanded and
lastly, she would have different views than society usually projects.
The social class of my ideal audience would be E, the unemployed or
on low income from casual work. This is due to my target audience
being teenagers of 14-18, so whatever work they do will not be
highly paid. Finally, the lifestyle category of my audience will be
rebels as they want the world to fit in with their idea of how it should
be. This is the message my artist presents to her audience, that you
do not need to fit in with society but make society fit in with you.
4. How did you attract/address your target audience?
I have used a graphic feature as it is usually attention grabbing as it
stands out against the main title block and puffs. As this is the new

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issue I had to attract the audience by including a freebie, which is
discount vouchers for concert tickets. Given that this is a music
magazine, my target audience is likely to be intrigued by the
possibility of getting a discount on a ticket to see their favourite
artist. To grab the audiences attention I made the artist name bold,
in capital letters and larger than the rest of the text. Moreover I
have used the word Exclusive which is a buzzword to intrigue the
reader on what is so exclusive. I have also featured words like
PLUS to maximise the captivation of the audience, enticing them
to make a purchase as all the puffs are very compelling and
intriguing. I wanted the artist on the front cover to speak to the
audience, thats why I have used a direct mode of address to show
that the each and every reader is special as the artist is looking at
them straight in the eyes, forming a connection. I have also used
bold colours such as black and red, these bold colours capture the
young audiences attention as the magazine projects its self as
being fun, rebellious and out of the ordinary which captivates
teenagers.
5. What kind of media institution might distribute your
music magazine and why?
Bauer Media is in a unique position to be able to deliver ground
breaking consumer insight to media professionals, having more
market leading brands across a wider breadth of markets than any
other media owner. Bauer Media UK reaches over 22 million UK
consumers every week through a portfolio of world-class, multiplatform media and entertainment brands including heat, Kiss,
Grazia, Empire, Magic and Absolute Radio. It creates and curates
entertaining media content that audiences love whenever, wherever
and however they want through a multi-channel strategy and a
focus on product excellence and audience insight. I have chosen
Bauer to distributed the print version of my magazine because it is
specialised in entertainment magazines such as Kiss and Magic. It
also produces magazines such as Heat, Q, Closer, Empire etc.,
which are the magazines I based most of my research around. Their
target audience are not too far off mine, which makes their content
roughly applicable to my magazine.
My magazine could also be distributed online. Social media websites
have been proven to be popular not only amongst teenagers but
even young adults. Therefore I could create a page on websites such
as Facebook and Twitter that would include links to the official
website for the magazine, where it can be read online if the user is
signed up. This would not only be a way to distribute my magazine
but to also advertise and cause more attention attracting more of
my target audience. Another way of distributing my magazine would
be via mobile phones. There could be an option to sign up to receive
a text message when a new edition of the magazine is released, a

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simple phone number and name and the fans of the magazine can
be informed for free on when and where they can purchase the
magazine. Consequently, it will result on more people being
interested in buying it, earning the magazine more money and
readers.
6. What have you learnt about technologies from the
process of constructing your music magazine?
To produce my media product I have used a variety of digital
technology and software such as blogger, using an SLR camera,
editing programs such as Adobe Photoshop and Illustrator CS3.
Blogger is a website which allows users to create their own space
and post text, images, videos of whatever they desire. It is an easy
way to upload my media coursework and share it with the rest of my
classmates. The work can be easily accessible to anyone at anytime
and I could re-edit and update my work whenever, which is a great
advantage to printing out work and storing it in a folder. I have
learnt how to use the site efficiently; I can change the layout and
background of my work, create a poll on my blog and edit the rest of
my work to how I want it. From using Adobe Photoshop CS3 I have
experimented with most of the tools for editing pictures such as
cropping, adding filters, changing the colours, adjusting the
contrast, adding shadows and many more. From using this program
and all its tools my images resulted in looking professional as
everything was touched up slightly to make it look more appealing
to the eye. Photoshop has allowed me to really experiment with
different editing techniques to really make the photos come alive
and appear the best that they could. On Photoshop I have used the
quick selection tool in order to select the area I would like to delete,
this is how I removed the background and used the fore image on
top of a different image, this was a skill which was really convenient
to learn as it is less time consuming than having to take a perfect
picture and not being able to edit the background. I also used the
eyedropper tool, which helped me maintain the colour scheme in
tacked and organized instead of having a different tone of the colour
throughout the construction of my magazine. Using illustrator, I
mainly constructed the layout and content of the magazine. I have
learnt how to structure all the text to make the magazine look
realistic and professional. Additionally I have learnt to use the Slice
Tool - The Slice tool divides artwork into separate web images. I
have learnt how different fonts compliment each other, also playing
around with colours, boldness, lines and shapes to make text stand
out. It has helped me broaden my knowledge on how to present a
magazine and allowed me to freely change anything, which could be
undone easily so that I have the structure I have started with.

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I have also used an SLR camera to capture my images, which
resulted in high quality, and resolution images, giving the magazine
a sense of professionalism. I have incorporated some rules I have
learnt about photography such as using the rule of thirds, adjusting
the settings, aperture and shutter speed which all helped me to take
better photos. The privilege of using an SLR camera instead of a
manual one is that the images can be viewed straight away and
edited much more easily, they are also much higher quality as of
the better resolution. Moreover I have learnt how to set up a studio,
and carry out all the planning involved such as what lighting is best,
everything had to be taken into consideration to produce high
quality images.
7. What do you feel you have learnt in the progression from
creating the school magazine (preliminary task), to creating
your final music magazine?
Looking back at my preliminary task I can clearly see that I have
made a great improvement in the way my layout is constructed and
I have really made that clear in my product what is the most
significant material by making it stand out from the rest. Whereas in
my preliminary task everything seems too have equal importance
therefore it looks kind of chaotic. Moreover I feel that I have used
colours in a better manner, by having a more appropriate
combination as I identified which colours compliment each other
better. I have also learned that I shouldnt over crowd my front cover
image and work with puffs by making them much smaller so that
they fit around the model, giving the magazine a sense of
sophistication and quality. I have also learned how to organize the
text and use buzzwords and freebies to attract the audience.
Furthermore I have made sure that my title block and main image
looks the most dominant as it should be the first things to catches
the audiences attention; which I have failed to complete with my
preliminary task. All of these improvements helped in constructing
my magazine more sophistically and presenting it to look more high
budget and professional. In conclusion, none of these changes
would have happened if it werent due to the research I had made
into different magazines and also the new skills I have acquired on
Photoshop and Illustrator.