Planning the Evaluation (Evaluation)

1. In what ways does the media product use, develop or challenge forms and conventions of a real media product?

a) Front cover

For my media product I have used aspects of both a conventional, music magazine, and some elements, which on the other hand, contrast to this and challenge these conventions of a music magazine. As part of my case studies, I analysed other music magazines, including XXL magazine and Kerrang. They had each used generic codes and conventions of a music magazine, for their own genres, such as mastheads, cover lines, skylines, barcode, as well as conventions for their own genre e.g. house style/costume.

My front cover uses a medium-close up image of my cover artist (who is a young male), on a neutral background, which is common for a front cover. By using this it makes text on the front cover easily visible, and also making the colours stand out. The shot angle is an eye level shot, which is neither unconventional nor conventional, as some magazines choose to use a low angle/worms eye shot of their main artist(s) for their front cover. The front cover includes the name of the magazine, the masthead, & a skyline. The name of the magazine is something which is unique, easily memorable, and stands out; three things which are conventional, and which are also necessary for a product of its type where there would be competition with other brands. For the masthead, I chose to use a bold, simple font making it easy to read, and also making the subtitle for it stand out in bright red, a colour scheme which was consistent throughout my magazine, and for this aspect of my front cover I have taken inspiration from my research case study For the cover lines, I chose to use italics, but still with a simple font. I used these around the artist used on the front cover which is conventional for a music magazine front cover. These cover lines used around the artist on my front cover link to the cover star as they are artists who feature alongside the main cover star in the magazine. I have also, conventionally used a skyline at the top of my front cover, which mentions artists and groups, who will feature in this certain issue of the magazine. I have additionally used an issue number, dating, price, and a barcode. These would all add to the authenticity of my media product, and all of which are conventional for a magazine front cover.

I have made sure that most of the elements of my case studies were reinforced with the production of my magazine, and overall I would say that my magazine front cover would conform to the generic codes and conventions.

 b) Contents

I have both conventional, and unconventional parts to my two page contents spread as well. I have a clear, large and bold title which says “contents”, which is conventional for a contents page. For the first page I have used a canted angle, medium long shot of the cover artist, who will feature in the magazine. I have used subtitles for the “regulars” and “exclusives” for what will be included in the magazine. The second page of my two page contents page, is slightly less conventional, being that t uses a black background. I have used four original images which have page numbers, each with a coverline for the title, which are all conventional. I have additionally stuck with the colour scheme, as part of my house  style, and have numbered the pages, and used branding which is typical of a music magazine, especially of my genre of rap/hip-hop.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                

c) Double page spread

Both of my case studies had used conventional features of a double page spread, however XXL’s was more simplistic in comparison. Kerrang used more images, and colours, and the text was not so…Whereas, on the other hand, XXL only used the colours of their house style (white, black& red). XXL used one large main image which was of the cover star who is to appear in their magazine, in the centre of the page. This contrasts to Kerrang which used several images, laid about the page. XXL kept to a clearer and bold style of text for the subheadings, in a simple structure, being in one column

Kerrang used a close up of the artist that this article is about with them at the centre of the page. They have used pull quotes as one of the typical conventions, for example,” I feel like I’ve been doing this forever”. They have kept with the e house style as well; the colour scheme of black and white with splashes of orange, the font used are consistent between the front cover, contents page, and double page spread. It uses a masthead or a heading, and a cover line/ subheading beneath the heading. It uses drop caps for the opening paragraph, with an orange “w”. It also, conventionally includes other smaller pictures of the artist, which links to the different sections of the text. I utilised this convention on my double page spread using a drop caps at the start of my text, therefore I followed these conventions.

XXL, similarly uses an image of its artist for their double page spread, being a long shot at a canted angle. It doesn’t have a colour scheme, and doesn’t continue the house style of the magazine for the double page spread. It also does not have a masthead or any coverlines, which both are unconventional for a double page spread. However, it does still use a pull quote, and the text is organised in columns.

For the main image of my double page spread, I have used a black & white long shot of the artist for the article, in the centre of the page. I have used a masthead with the same font as which I had used for the contents page, therefore continuing the house style, of the magazine. I have used page numbering and branding similarly to my contents page, being that it is conventional as a music magazine of its genre. Because my double page spread is an interview on an artist, I have chosen to use pull quotes, which are a feature of double page spreads. I had organised my text in columns on the page, and had used drop caps in bright red, again, continuing with the house style. On the other hand, the layout of my text may be unconventional for a double page spread. This would be because for the first paragraph, where it uses drop caps, the text is in rows. The text after this introductory part of the article, is then, more conventionally organised in columns, as it would in a magazine.

My double page spread, reinforces most of the conventions of a double page spread, in particularly the ones from which I had identified from Kerrang magazine in my case study.

2. How does the media product represent particular social groups?

The social groups I have used would be teenagers, and young adults. This group are working class young people, mostly males, but female as well. The ethnicity of this group are usually of a black origin, however there are other ethnic groups. My media product represents these particular social groups that I intended to target, as it uses things such as slang and lexis which are used by this certain group. I have also chosen to use the clothing in the mise en scene, used by my artists. These would both represent youthfulness in a positive way, which was something I was aiming to portray of this social group. There aren’t any iconic signifiers of the genre in particular which would indicate the exact genre of the magazine, however the representations are positive representations rather than negative ones which are often associated with this genre of music I have chosen for my music magazine. I think that I have reinforced stereotypes of certain social groups, and therefore conformed, rather than challenge these stereotypes, as I have used a young black male for my cover star. Also, I have used a certain modern demographic, which is stereotypical for my chosen genre of rap/hip-hop. This would be because my cover artist is a young black male between the ages of 16-22. I have used this purposefully, as it is generically this certain group of people who are appealed by genre of music, mostly, even though there is a wider audience who listen to this genre of music. Furthermore, it is this age range who would be the target audience for my magazine, which would conform to the generic conventions of a music magazine.

 3. What kinds of media institution might distribute the media product and why?

The kinds of media institutions that may produce my media product would possibly be Bauer media group or IPC. This would be because they already produce magazines of the same origin which would be music magazines. Bauer media produce magazines, such as Q, and Mojo which are highly established music magazines, however these even are of a different genre of music. Therefore there would be a gap in the market for my music magazine of hip-hop/rap, aimed at a young target audience. This would be one of the reasons for why Bauer may produce my magazine, as they are already a well-recognised media distribution institution producing music magazines. IPC would also come into consideration when mentioning media institutions whom may produce my music magazine. They produce newspapers such as the sun, and the people, and also consumer/comic magazines, however, none of which are music magazines. IPC is a possibility, however Bauer media would be preferable, for my certain media product. This is probably because Bauer media would be able to create an established brand for my magazine through their name and their distribution, primarily though in store sales. They would use sale or return, and subscription as forms of distributing, as well distribution methods like e-zines, and electronic brand extension. The reason why I would use sale or return would be because one of its benefits is that it is risk free – copies which aren’t sold are returned to the publisher/distributor. Customers, who continue to purchase my music magazine, would be able to subscribe to the monthly magazine which is another method distribution, whether it be electronically or postal. To extend my magazine as a brand, id possibly use alternative methods such as electronic brand extension, and e-zines, as an electric form of my magazine, making it even more accessible to my specific, chosen target audience.

4. Who would be the audience for the media product?

The target audience for my music media product would be young adults and teenagers between the ages of 16-26. Their taste of genre would be hip-hop/rap music, they would be people, who live inner city.  The audience would be working class, as it is most commonly this social group in society which listen to these genres of music as they can relate with it often. They could potential be college/ university students who study, and are in education, or young adults who are working, most likely to be males, although females would be attracted to this genre of music also.

 5.How did you attract/address your audience?

I had analysed in detail the feedback which was given to me in class discussions and in focus groups, on my media products pitch. This allowed me to understand which ideas I could use successfully as they said what they thought would work, and where I would need to improve in terms of actually targeting my audience for my music magazine.

I attracted my audience by using several different elements. The looks of the magazine being the most important, and what the audience would be attracted to first, instinctively. I chose to use a cover star of people, of a certain social group in society that I wanted to represent in my magazine. I felt that this attracted my audience as they would be able to relate with the magazine, and therefore would automatically be more attracted to it. I had also used a clear layout and shown consistency in this in my magazine. I had used a house style of certain fonts, and a colour scheme of white, black and red which I had kept consistent throughout my music magazine. This would attract my audience as they would be able to clearly identify my brand I’m trying to establish and music magazine from others, and it would be one which stands out, which is one of the ways I aim to regret my audience. I used additional elements as well, which helped attract my target audience to a certain extent. In my skylines I had mentioned the names of other already known artists of this genre who would appear in the magazine. These artists would attract the chosen target audience for my music magazine as it is these artists who produce music for a same target audience of young adults and teens, and produce music of the same genre (rap/hip-hop). I had used the pricing of the magazine, at a low price of £3.99, to attract my audience because it is inexpensive, and also because it is a monthly issuing magazine. The other thing which attracted my target audience was the use of logos and

I addressed my audience by giving accurate representations of this social group. The reason for this, is because the artists involved in my music magazine, are supposed to be of the same social group as my target audience for my magazine, and the audience would want to be construed or represented accurately when being presented in the magazine.

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

There are various things which I have learnt about the technologies and how I can utilise them in the future, through the process of constructing my media product, in this case a music magazine. Firstly I had learnt of forms of websites and utilities which help me organise and present my work. Blogger was helpful as it had allowed me to post my work as I progressed, allowing me and also my teachers to know where I am at and exactly how I can improve upon the work I already have. Websites such as TimeToast helped me to keep to strict deadline dates for each section of my coursework. This allowed me to realise whether I was on schedule or running behind schedule and which work I needed to do for when. Other forms of technologies had also helped me and I had learnt that I would present my work in other ways than just one, for example through the use of Prezi, slideshare, emaze, bounce app etc. - Prezi in particularly, when I pitched my media product to my peers and teachers in class.

I had also learned physical skills from the process of constructing my music magazine. One of them would be the photography for my music magazine. I acquired the skills to the Nixon DLSR camera, and was able to set up the photography studio and all its equipment. This included synchronising the infrared photography equipment, getting the right lighting ratio, and how to take the photos. All of which needed in order to get the exact pictures I desired for my front cover, contents page and double page spread.       

I had learned editing techniques too through the use of technologies. During the process of producing my music magazine, I had successfully learned how to use Photoshop, InDesign, and Adobe Illustrator to a good extent, which was of use. I had used Photoshop to edit and alter images I had used for my front cover, making sure everything looked correct, and how I liked it to be. InDesign was used when producing my Contents and Double page spread, and the fonts which were used throughout my music magazine, were crafted on Illustrator. This allowed me to create a unique font for my music magazine, which I could use.

7. Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product?

Looking back to my preliminary task, I feel that I have learnt a lot and acquired new skills along the way, contributing to the final product I have produced. From the feedback and evaluation of my college magazine, I was able to identify where I needed to improve upon in order to produce my final product, learning things in the progression. I had gained better skills in terms of using technologies. For example I had learnt how to edit on Photoshop effectively, learnt the basics on photography, and had also learnt of new online presentation technologies.

 I had made improvements from my college front cover to my final music magazine front cover.
I ensured that I had included all of the conventions of a front cover, whereas in my college magazine I didn’t manage to do so, and something I learnt that has an important role on the look and authenticity of the magazine I was producing. I had learnt that I could have improved on the editing of certain things in my college magazine, therefore I managed to do so in my music magazine, for example, the editing of the title of the magazine was something I done better the second time.

For my contents page, I had learnt that I should use images which aren’t so similar, and that I should lay out the contents page better, in a more structured way. I had worked on doing so by making sure that each photo I used was distinct from the rest, and that they were laid out in such a way that not only does it look better, but is also clearer. Also, I had used more cover lines, and contents for the contents page; something which I had learnt that I should do for my final product.