1. Critical approaches – Task 6
Critical analysis
Patrick Gouldsbrough

2. Critical analysis of music genre magazines
Q
NME
Mojo

3. Representation of individuals and groups
The music genre of magazine portray
individuals and groups very differently to
the other genres available. This particular
genre will not alter or edit the interviews
from people featured in the magazine,
therefore, creating a near true
representation of that particular
person/group. A few examples include
NME’s portrayal of The Stone Roses, where
they report the band saying: “We’re not
worried about coming over as pretentious
or anything. We’re not arsed what we
come over like. So f***ing what?”. This
representation of the band is a true one,
while, very unconventional for magazines,
not portraying a certain person/group in a
positive or negative way. This is done by
NME not commenting on the language the
band use, instead, reporting that the band
are “not the door kicking type”. So, despite
the bad language, if anything, the band are
been portrayed in a positive way by NME.
However, this example is just what the
media producer wants you to see. It may
only paint half a picture, so the
representation of the individual/group
may be a false one. Also, as the key feature
of representation states, no
group/individual ever gives a true
representation of themselves, just a
version. This maybe relevant to this
example and other examples such as the
Arctic Monkeys in Q magazine.
The Sheffield bands front man, Alex Turner,
featured the lines “It’s always been an act
one way or another. I defy anyone to walk
out on the f***ing pyramid stage and just,
like, be yourself” shortly after his bands
Glastonbury appearance. Usually, in media
texts, the group or individual would have
been slated for using such language.
However, music genre magazines don’t
represent bands in a bad light, due to them
wanting the consumer to make their own
mind up about ho0w the individual or group
represented themselves. However, the key
feature of representation may apply to this
example also.
The only part where the music genre of
magazine will communicate a positive or
negative representation of people is the
review section. This features the media
producers critical analysis of the CD that the
musician has made.
An example of a negative representation in
music magazines is from MOJO (bottom left).
The media producer describes a few tracks
on this particular album as “teeth grindingly
irritating” which portrays this certain group
in a negative way.
However, a positive review from a music
magazine (Q magazine bottom right) uses
words such as “enchanting”, which is a very
different representation compared to the
first one. These words alone, without the
review, allow the audience to differentiate

4. Gender representations
In music genre magazines, the cover stars reflect the target
audience, a male dominated viewership. Not many women are
featured on the covers of the magazines, which includes NME,
Mojo and Q. However, the magazines are still trying to entice the
few women consumers that they have. They will traditionally do
this by using stereotypically colourful and vibrant colours, as well
as a stylish font, when these female cover stars are featured. NME
has the most gender equal viewership figures out the three
products, so will have more female enticing features, which may
include cover stars, articles, colour schemes and house styles.
Where as Q and Mojo are very similar with gender viewership, so
keep their features and technique very male orientated. The
colours on the cover and throughout the magazine are restrained
and the cover stars are usually male. This features will appeal to
the correct target audience of males.
Unlike the majority of other media genre products, when women
are featured, they are not portrayed as sex symbols. Instead, the
females inside the magazine and the covers and represented the
same as the males, in a near true representation of themselves.
This is unusual because the editors of NME, Q and Mojo are male.
If the product is made by males, for males, the females are
traditionally portrayed as sex symbols, which magazines such as
Nuts and FHM do.
Like the individual/group examples on the other page however,
this ‘near true’ representation may still be a version of the
group/individual, due to the media producer giving you what they
want you to see, which may not be a true representation of the
group/individual, regardless of gender or age. This therefore
concludes that both genders are represented the same in the
media genre magazines, in a ‘near true’ representation of
themselves, even if it is a version of them to some extent.
The pink colour of
the titles are
orientated toward
a female audience,
while linking with
the gender of the
cover star to
suggest a
stereotypical
connection. Lana
Del Ray, the cover
star, has not been
portrayed as a sex
symbol, like
explained on the
left. However, the
layout or house
style hardly
changed and the
rarity of a female
cover star in Q
enables the male
dominated
viewership to show
in the construction
of the magazine.
NME, the most
gender equal
magazine, also
features woman
in a nonobjectifying way.
The media
producer, who
features women a
lot due to their
high women
viewership
figures, also
change their
colour and style
to suit a female
reader. This is
why NME is one
of the most
popular music
magazines, it
alters to fit the
need of the
audience, while
appealing to all
audience types.
While the colours
of the title and
logo are
restrained, the
images colour has
been lightened.
Traditionally,
Mojo have dark or
black and white
images on the
covers of their
magazines.
However, due to a
woman been on
the cover, the
media producer
has decided to
alter the cover to
make it more
female friendly.
Like Q magazine
though, the
layout hasn’t
changed due to
the rarity of a
female cover star.

5. NME – A young cover star for a young demographic
target audience
Age Representation
All three media products appeal to their target
audiences in terms of age. However, the difference in
age demographics they are trying to appeal to, allow
the covers and content to differ. NME are trying to
appeal to a younger audience (15-25) where as Q and
Mojo try and entice an average age audience of 29.
This therefore follows that NME will feature younger
cover stars, similar in age to the target audience, to try
and appeal to the consumer. Music genre magazines,
like any other will not be negative about their cover
stars, but at the same time, aren’t too positive. This is
due to the media producer wanting the consumer to
make their mind up about how the feature stars have
represented themselves.
Mojo and Q – variation of cover stars, but also a
classic band/artist featured as well as the cover
star.
This is regardless of age, the magazines will allow the audience
to decide on the way artist represent themselves. On the other
hand, both Q and NME magazine are negative towards younger
bands, compared to the older, more experienced bands. Both
media producers were negative towards The 1975, an up and
coming band, because they were apparently “overplayed”.
Mojo and Q have variation in their features, which always
contains a classic band special feature, which is due to the older
demographic the two media producers are trying to appeal to.
Where as NME don’t represent other age groups because of the
very young audience they look to entice every week with their
media product. Apart from portraying the classic bands as
“more experienced” and “professional” the representations in
music genre magazines stay relatively the same, positive, with
occasional negativity, age of these artists is irrelevant.

6. Representation of social issues
Music genre magazines don’t have many social issues
within them, but do however have a few. For example,
Q magazine, due to their old band/artists inclusion, talk
about the struggles of specific groups and individuals. A
specific example is in the December 2013 issue, which
features a section on Sonny and Cher. This article talks
about Sonny been branded negatively in the USA for
the way he dressed and acted. This is the only social
issue of late that's been covered in the music genre
magazines. This is down to the fact that this genre of
magazines would rather talk about the positives of
music and different musical groups because they’re
trying to promote this picture to the consumer, not one
of a negative music industry.
Old cover stars
Young cover stars
A social issue about Sonny that was discussed by Cher in her ‘10
commandments’ article
Presence
Absence
• Q and Mojo magazines inclusion
of old bands appeal to the age
demographic they intended to
entice. Manic Street Preachers,
Fleetwood Mac and Bob Dylan as
a few examples. NME stick to
young bands/artists because of it’s
15-25 age demographic target
audience.
• Young cover stars for Q and
Mojo due to the older
demographic they are
looking to appeal to every
issue. NME are the opposite,
they include lots of young
cover stars.
Male dominated cover stars,
which appeal to the male
dominated viewership. This
applies to all 3 media products,
but NME include more women
because, as previously
mentioned, it’s the most gender
neutral out the three.
• Female cover and feature
stars because the minority of
viewers are females in the
music genre of magazines.
•
Mojo and Q
Male dominated
cover stars
Mojo, Q and NME
NME
*This doesn’t mean this always happens, media producers may rely on
unconventional and unusual techniques to sell the product. Which will
include female cover stars and young cover stars in Q and Mojo, while
NME will feature an ageing or old band inside or on the cover.

7. Stereotypes
This genre of magazine don’t use
stereotypes whatsoever in their products.
This is because, as previously mentioned,
they want the consumer to decide on
positive and negative representations,
which stereotypes won’t help with.
Instead, they use facts and opinions in
their products to try and get the consumer
to believe in their credibility and good
name to sell their future product.
Magazines that use stereotypes like gossip
magazines such as Chat and Heat will use
and rely on them to sell products, while
not having loyal readers every issue, so
having to use these stereotypes to
generate revenue.
Symbolic codes
Every media product uses symbolic codes,
including all three music magazines. This is
to represent a certain group/individual in a
certain light. There are many examples in
each issue of these 3 music magazines.
However one specific example is that of Q
magazines. In the current issue, they dress
Jake Bugg in all black, which can be
connoted in many different ways. One of
the ways that Jake Bugg can be
represented through the use of this
signage is: he’s a mystery man, who keeps
himself to himself. Another connotation
could be that he is a dark horse of the
music industry. Many other meanings can
be taken from this example and each
consumer will see this and represent Jake
Bugg differently to one another.
An example of where symbolic codes are
used on the front cover is Mojo magazine in
December 2011. The cover depicts the band
The Who, with a badge just above the title.
This badge, which is featured on their
greatest hits album connotes the mod
movement in the 1960’s, which the band
may have been part of. From this the
consumer can clearly link the band to this
social group due to it been connected to the
band on more than one occasion.
Cultural competence
Titles from all 3 media products will
sometimes alter to fit the writing of the
artist, either used on a CD cover or the band
logo. However, as the definition of cultural
competence states, only someone who is
interested in the particular genre will
understand the link. Anyone outside the
music genre or not interested in music would
not understand the reference, like explained
in task 5, which explains different cultures
won’t understand the other, the same
applies here.

8. Technical codes
These codes are the only things that majorly differ between these three magazines. The size of the magazine is relatively similar with Mojo and
Q magazines, 140 pages is usually the norm. However, NME has considerably less pages than these two. This is due to the weekly sale of the
media product on the market. Therefore, the producers would be struggling if they put out a 140 page magazine each week, in terms of time
and money. However, on the whole, in terms of the number of pages, this genre of magazine is the same (week or month basis does make the
products different).
The text to image ratio is also a key difference in the technical codes. Again, Q and Mojo are similar with the amount of text on a page
outweighing the amount of images, which can also be said about the cover. Obviously, on certain pages will be unconventional and have more
images to text, but as an overall product, this convention is in place. NME magazine instead outweigh text with images in their product, which
starts on the front cover and carries on throughout. The one image on the front of Q and Mojo is instead replaced by various images on the
cover. This convention might have been put in place due to the younger audience been targeted by NME, which are more enticed to a product
if the images outweigh the text. Where as the 29 year old target audience of Mojo and Q like to read more text and prefer the pictures to just
accompany the text, not replace it. Demographics aside, the genre of magazine in entirety is very similar in this technical code. NME is the only
music magazine who’s images outweigh the text, so, it can be agreed that this feature is similar for products of this genre.
Adverts is another technical code that magazines have, one which is also different in these 3 magazines in the genre as well. NME tends to
have more adverts than the other two. This is because of the weekly sale of the product, but also, the target demographic. Younger audiences
want a new product, according to the psychographic table where young people are categorised as aspirers, who want to try something new.
The type of adverts in the magazines also differ. NME have more CD, trendy clothes and gig advertisements, Q and Mojo tend to advertise
aftershave, suits and formal wear. These difference reflect the two target demographics that the products are aimed at.
Mojo
Text outweighs images
NME
Q
Images outweigh text
Text outweighs images

9. Q magazine
The magazine, as you can see from the
pictures, doesn’t really differ in house
style from issue to issue. The positioning
of the logo, the text outweighing the
images on the cover, the colours of the
logo, they never change. This creates a
personal relationship with the consumer,
while creating familiarity with the
customer. What this does for the
magazine is allows the audience to
identify their magazine without reading
any of the cover, the consumer will
already have got accustom to the house
style.
NME magazine
NME differs issue to issue, the positioning of
the logo stays the same, apart from that,
everything is different. The number of
images on the cover, the colour scheme, the
text layouts, it’s all different from week to
week. This might be due to the weekly issue
of NME, the producer may just be trying to
keep it fresh, but it has a negative effect on
the magazine. NME readers will not have
that same personal relationship with the
product, like Q. The audience won’t be able
to differentiate between this magazine and
other, the text and house style is too similar
to others in the market. This may tell you a
bit about why Q outsells NME.
Mojo magazine
Mojo magazine, like Q magazine has created
a personal relationship with the audience
through familiarity of a product. Mojo sticks
with the same logo position, similar house
style and colour scheme and similar
retrained colours on the pictures. These
features will intertwine with the credible
name of Mojo and sell products every
month. Like Q magazine, buyers of Mojo
won’t have to look at any text on the cover
and they can identify that the product is
Mojo, due to the similar colours every issue.

10. Q
Changes over time
All magazines change over
time to move with the
times, while also moving
with the target
demographic. The
audience of magazines
change, sometimes this
involves class, gender and
age. Media producers
have to act accordingly on
adverts, colour schemes,
layout and house style.
NME
Mojo
Then
Now
The images used to
outweigh the text on
the cover, now it’s the
other way on. This is
to move with the
older audience Q
magazine have
acquired over time.
Brighter colours were
added, due to Q
magazine having an
older audience than
currently, at one time.
The colour is the
most notable change
to NME, which has
been changed to
appeal to the ever
younger demographic
NME are trying to
entice. The cover
stars have always
been young and
therefore has always
been a young persons
music magazine.
Same as NME, the
young cover stars have
always been featured,
but Mojo used to be for
an older audience, so
the colour was the main
change. Brighter colours
were added to the
magazine over time,
which gave it a younger
feel and the product will
now appeal to a
younger audience.