1. Evaluation
OCR AS Media Studies
Justine Mason 8216

2. In what ways does your
media product use, develop
or challenge forms and
conventions of real media
products?

3. Taking inspiration from NME
magazine, I wanted to maintain a
consistent house style throughout my
magazine to guarantee it was easily
recognisable to the reader. NME
have a basic style which make them
identifiable, however, they may
change certain elements from issue
to issue. For instance, even though
the positioning and font of the NME
masthead is constant, the
arrangement of the cover lines, the
colour scheme and the typography is
changed each issue. Like NME, the
dominating masthead is the largest
font on the page of my magazine,
which attracts the reader’s eye and
ensures it stands out from other
magazines. I used the font ‘Rockwell
Extra Bold’ in black and juxtaposed a
white border around the letters to
make them stand out. I also added a
dissolved, off-centre shadow to give
the masthead a more interesting yet
subtle and unique appearance. I
deliberately placed the masthead
over the main image to challenge the
conventions of normal music
magazines who place the main
image over the masthead to create a
3D effect. However, I wanted the
masthead to be clearly visible to
allow the reader to become familiar
with the new magazine.
Like NME, I included a top line
to introduce the magazine and
give the reader an insight into
the style and genre, as it is a
new magazine. This suggests
new information and fulfils the
cognitive needs of my
audience. To maintain a
consistent house style, I kept
the same style typography as
the masthead, however I used
‘Rockwell Condensed’ to give
the cover a more visual and
dynamic look. NME
conventionally layer the top line
over a border, therefore, I used
a black border to ensure the
white typography stood out and
was clear to read.
I use black, grey, white and blue for my colour scheme as I feel this gives
a professional and modern appearance, which relates to the young
adult/teenage target audience. Although these are traditionally seen as
particularly masculine colours, my magazine is not primarily aimed at a
male audience and a large percentage of my magazine is made up of
females, none of which are represented in a sexual way as to appeal to
Mulvey’s theory of the male gaze. Therefore, this breaks normal
conventions as my magazine is targeted at mainly females.

4. I stacked the cover lines around the main
image following the normal conventions of
music magazines. This also helped the
main image to be the dominant feature.
Like NME, I also made various lines stand
out by placing the text on a black textbox
or using a graphic. This ensures the cover
is visually dynamic and makes it more
interesting to look at, as well as the use of
different fonts. However, I made sure I
only used three different fonts in the same
style; ‘Rockwell’, ‘Rockwell Extra Bold’ and
‘Rockwell Condensed’, as this ensured I
kept to the same house style throughout.For the main cover line, I took inspiration
from NME’s cover featuring Lily Allen as I
thought the white, capital text inside a
black box gave an interesting and unique
effect and would ensure my magazine
stood out amongst others, which is my
main intention. I made the name of the
artist larger than the rest of the cover
lines, which is another convention of
music magazines, so that it would attract
the reader’s attention and they can clearly
distinguish who the main feature of the
magazine is.
I also developed the forms and
conventions of real media products by
adding a tag and pull quote, another
traditional convention. This helps to
engage the audience and give an
insight into what is inside the
magazine. I used a black font with a
thin white outline to make the text
stand out against the main image so it
can be read easily, which also echoes
the style of the masthead.
My main image develops the forms and
conventions of real media products as I have
positioned my model to have a direct mode
of address, which is a usual convention of
music magazines including NME. This
heightens the reader’s cognitive needs and
creates a connection between the artist and
the audience. I have followed the
conventions of NME magazine by using a
close-up shot of my model. This is to ensure
the focus is on the artist and not fashion, as
music is the style of my magazine. As for the
lighting, I have used simple daylight to
highlight the key aspects of my model’s face,
like her cheeks and eyes, as NME magazine
rarely use bold or dramatic lighting.

5. I included a row of copy underneath
each subheading, as my magazine is
aimed at a young adult/teenage
audience and therefore the text
would give an insight into what was
inside the magazine. It would also
make the page richer in content
whilst fulfilling cognitive needs. I
used ‘Rockwell Extra Bold’ font in
white for the subheadings to make
them easily recognisable to the
reader. For the rest of the copy, I
used ‘Raavi’ font because it is simple
and neat. Therefore, it is easier to
read because it is not as elaborate
as the different ‘Rockwell’ fonts, but
still makes the page look visually
attractive.
For the header, I continued
using the ‘Rockwell’ font to
maintain a constant house style.
I also added the masthead to
continue on from the cover and
ensure the reader knows what
magazine they are reading. This
also follows normal conventions
of NME magazine.
I followed normal conventions of a magazine by using
the rule of thirds to organise the page. This creates a
professional and neat layout. The use of boxes, as well
as aligning the content with each other also helps to
give an orderly appearance.
Adding multiple images
and layering text and
boxes over them ensures
the page is rich in content,
appealing to the reader’s
cognitive needs. I have
taken both the images in a
candid style to also show a
range of content in the
magazine.
Like NME, I added a ‘Band
Index’ list on the left third of the
page. Using juxtaposing font
colours, white and black, helps
to differentiated the artist’s
name and the page number.
This makes it easy for the
reader to find the page they are
looking for. Arranging the list in
alphabetical order also makes
it quick and simple for the
reader to find a particular artist
or band.

6. The main image takes up the whole two pages of
the double page spread which ensures it is the
dominant feature.
The copy is
arranged in three
columns which
follows the typical
conventions of a
magazine. I kept to
the house style by
aligning the text to
ensure it is neat
and organized,
which appeals to
the young
adult/teenage
target audience. I
used a white font in
‘Raavi’, again
keeping to the
house style, and
made the pull
quotes stand out by
using a larger font
in the light blue
colour I had used
throughout the
magazine.
Once again I added the masthead to the
bottom left-hand corner of the page to
continue on from the cover and contents,
whilst ensuring the reader is aware what
magazine they are reading.
For the heading, I
added an overlay effect
to create a more
interesting and unique
look. The translucent
effect relates to the
wording as it
symbolises how a
whisper is subtle and
barely noticeable, much
like the effect itself.
Therefore, this
challenges normal
conventions. Again, I
used ‘Rockwell’ font to
continue the house
style throughout the
magazine.
I have used informative, yet fairly colloquial
language to appeal to the young adult/teenage
target audience. This also conforms to the
conventions set by NME magazine who aim to
appeal to a similar target audience.
I have added a subheading to introduce the
magazine and give the reader an insight into what
the article is about. This conforms to traditional
conventions of music magazines and is a common
feature of NME.

7. How does your media
product represent
particular social groups?

8. The particular social group my media product represents is young
adult/teenage females. Traditionally, females are displayed in a sexual
manner on the cover of magazines, wearing little clothing and positioned in
provocative ways. In addition, the content of most indie/alternative music
magazines tends to be centred around male artists instead of female. I
believe this particular representation for my magazine challenges the
traditional conventions of other music magazines for sale, as there are not
many indie/alternative genre magazines primarily targeted at women.
However, the fact that my colour scheme is traditionally seen to be
masculine will help bring in a neutral readership for the magazine, appealing
to a larger target audience.
In my double page spread, I aimed to represent young adult/teenage women
in a positive light. I used an older teenage, female artist as my model for the
main photo which represents making a journey (which relates to the band’s
journey into the spotlight), as the shot has been captured when the model is
mid-walk.
The language of my magazine is fairly colloquial to appeal to the teenage
aspect of my target audience, however it is not patronizing with slang and
still represents the young adult side.

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

10. As my music magazine is based on NME, which focuses on new
music targeted at teenagers and young adults, I believe the British
publishing company ‘IPC Media’ would be a suitable institution for
the distribution of my magazine. IPC Media successfully distributes
alternative/indie music magazines, such as Uncut and NME, which
are both targeted towards a niche audience. Therefore, I believe IPC
Media may take on my product because of the level of success it has
had with NME magazine. However, as my magazine is so similar to
NME, the institution may not be willing to distribute two products so
similar.
Another institution that may be suitable for the distribution of my
magazine is the multi-national company, ‘Bauer Media’, who
distribute many popular media brands such as Kerrang! and Q
magazine. As Kerrang! is aimed at a niche audience, Q caters for
the mainstream audience. Therefore, it is clear that the company
aim to appeal to a wide range of interests. This leads me to the
conclusion that Bauer Media would be an ideal choice to distribute
my media product, as it has had so much success with other
popular music magazines on the market.

11. Who would be the
audience for your media
product?

12. During my research, I found that NME aim their magazine
towards young adult/teenage males interested in
indie/alternative music. With this in mind, my target
audience is also young adult/teenagers. However, even
though I would like to appeal to both genders to ensure I
have a wide audience, I would like to reach out to females
in particular. This is because I believe music publications,
especially those of the indie/alternative music genre,
generally tend to exclude females as a target audience.
Therefore, I will exclude sexual images of women that
appeal to Mulvey’s theory of the male gaze, such as those
used in Billboard and Vibe magazine. To appeal to both
genders, I included popular male and female
indie/alternative artists and bands, such as Jake Bugg and
Lula Jade, on the front cover of my magazine. I decided to
focus my magazine on a younger adult/teenage audience,
so this also excludes gossip-style and overly colloquial
language, such as that used in Top of the Pops magazine.
I made these decisions by creating and handing out a
questionnaire to identify my target audience. The majority
of the feedback came from individuals in the age range of
16-25 years. Therefore, this is why I decided to use a
young adult/teenage target audience.

13. How did you
attract/address your
audience?

14. I decided to use the results from my questionnaire
to determine the style and features of my
magazine. The results showed that the majority of
people preferred magazines with lots of text and a
mix of unknown and popular artists featured. This
relates to the uses and gratifications theory as to
how specific things can draw attention. Therefore,
I used the front cover of my magazine to attract my
audience by using lots of text and featuring well-
known artists, such as Jake Bugg, as well as new
artists, such as Lula Jade. This heighten the
reader’s cognitive needs.
On the contents page, the band index will also
attract my target audience, as it is easy for them to
navigate particular indie/alternative artists and
bands, those of which my audience will be most
interested in. Within the double page spread
interview, I have written in a slightly colloquial yet
informative style in order to maintain the reader’s
interest as well as educate them. The personal
mode of address will attract the audience, as it
engages them in the article.

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

16. In order to assemble the text, images and other features of my
magazine, I used Adobe Photoshop. I had no previous experience
of using this program before I started this project and therefore,
believed this may pose as a disadvantage to me. However, with
the help of my peers, teachers and various online tutorials, I
learned how to use the software in order to create a professional
looking magazine of high standard and quality. After getting used
to Photoshop, I realised how much it positively stands out in terms
of quality, usability and variety against any other editing programs
I have personally used. I learnt how to use different tools to adjust
and improve my photos, such as the colour adjustment tool which
allowed me to lighten or darken my photos as well as enhance
particular colours within. Learning these skills has benefited me
and helped my photos reach the high standard they are now.
In the photography process of creating my product, I
learned how to use a Nikon d3000 camera by
watching various YouTube tutorials which provide
beginners with the basic functions they need to
know and how to use each feature of the camera.
With no prior experience, again I thought this may
be a difficult task to carry out. However, the tutorials,
along with the assistance of my teachers and peers,
were a great help to me.
I also created a blog on blogger.com to record my planning and
research during the creation of my magazine. Even though I had
read a few blogs before, I had never actually ‘blogged’ myself.
However, I found this a useful way of recording information and I
could easily scroll through my posts and find the research I
needed.
Tutorial Links:
Photoshop: https://www.youtube.com/watch?v=yqKHo1Q7OMc
https://www.youtube.com/watch?v=WH5K5h4WkT4
Camera: https://www.youtube.com/watch?v=SQ0BPYxrJcE
https://www.youtube.com/watch?v=t9HmqWG3p3A

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

18. When looking at my final product compared to my preliminary
task, you can see there is an increase in standard, as well as
quality and content. When carrying out my preliminary task, I used
GIMP Photo Editing Software, as this was more accessible to me
at the time than Photoshop. The front cover of my preliminary task
magazine consists of very minimal text with only two different
fonts in use. However, since then I have learnt how to combine
different fonts to give a more aesthetically pleasing appearance,
as well as making a more interesting use of space by adding more
content. For instance, I added graphics and boxes with text
around my main image on the front cover of my final task. Also, in
my preliminary task I have used a colour scheme of white, orange
and blue which do not really work well together. Throughout the
process of making my final magazine, I have learnt how to
combine colours to give a professional and modern appearance.
For example, using basic, monochromatic colours with one accent
colour (such as my colour scheme of black, white, grey and blue)
works much better and ties the magazine in as a whole.
There is an obvious difference in quality between the contents
pages of my preliminary and final task. My preliminary has a very
basic and minimal layout and lacks detail. It is evident I have
become more aware of the traditional conventions of music
magazines throughout the progression from my preliminary to
final task. For instance, I have elaborated on my copy by adding
subheadings, as well as a logo and dateline in the header, whilst
maintaining a specific house style throughout. The process from
my preliminary to final product has also helped me to recognise
the importance of identifying and catering for a specific target
audience, as this helps to determine the nature of the content you
should include and produce.