KEY CONCEPTSHamzah Ehsan

KEY CONCEPTSMedia studies revolves are seven key concepts: -Media Forms-Institution-Genre-Representation-Audience-Ideology-NarrativeThese Key Concepts function as tools you can use to analyse a media text. Each Key Concept has a set of theories and ideas associated with it. Once you've learned and understood the theories, you can use them to support your own explanation of how a media text is constructed and received. Usually, Media Studies exams will ask you to analyse a text whilst focusing on one or more of these concepts, as specified by the question.

CODES AND CONVENTIONSAs well as incorporating Key Concepts into your textual analysis, you also need to consider codes and conventions - technical, symbolic and verbal - and different potential (preferred and oppositional) readings. Theories:-Image Analysis-Film Language-Camera Analysis

Masthead - the masthead is the title block for the magazine, usually this is the most eye-catching convention on a page and has to be distinct. Menu – the list of contents inside the paperPugs - to catch the reader’s eye they are well placed. A pug is in the top left hand and right hand corner of a magazine – the price, logo and so on are positioned here. Secondary Lead – a sneak preview of an inside article or story, it’s usually a picture.Sidebar - an additional box next to the main feature of the magazine Splash – the main story of the front page accompanied with a headline and a photographSpread - a story that covers more than one pageStand First - sentence after the headline and before an article begins that ‘sells’ a feature to the reader Strapline – subheading, below the initial headline Tag – categorizing the reader’s interest in a story by using a word or a phrase to engage them e.g. sensational, new, exclusive etc. Tip-on-affixed to the publication is a promotional item such a magnet or game piece.

CODES AND CONVENTIONSBox-out – a coloured box behind some text, usually used to make the text stand out.By-line – name of the reporterCaption – text underneath a imagine explaining itCrosshead – a subheading that shows in the body of the text and is centred above the column of the text. If it is positioned to the side, it is called a side-head.Feature – usually with a human-interest angle presented as a spread (current affairs)Headline – the main statement, usually in the largest and boldest font – describing the main story.Kicker – this is a story designed to stand out from the rest of the page by the use of a different font (typeface) and layout.Lead Story – usually a splash, it’s the main story.Lure – could be used as a marketing device, its usually a word or phrase that makes the reader read the inside articles.

AUDIENCEPeople who read music magazines would be passionate about music, in particular they would care a lot about their favourite music genre (pop, rock, indie, country, R&B etc). Also, the audience would prefer reading from a magazine rather than the internet to get their source of information.

The audience’s purpose for reading a magazine could be a number of reasons. For starters, it could be escapism – the magazine allows the reader to vanish from their everyday lives for a short period of time. By diverting their attention to the magazine they would forget about their problems. Moreover, they could be reading for pure joy – their favourite singer/band enlightens them. For example, the writers’ in NME or Q produce lengthy articles about the artists who appear in the issue, going into detail and setting out a professional format.

A certain amount of people who read music magazines may have the desire to read all matters music related. The magazine allows the reader to keep up to date about bands/artists and their latest news.

Although, typically the readers are 20+ - young people such as teenagers may be targeted as they also read magazines, thus social networking is promoted throughout. Magazines may be becoming aspects of the past due to the internet and complex technology, but it’s still flexible in terms of contact, hence magazines have created their own websites like http://www.billboard.com/ to connect with the reader, also facebook and twitter accounts which has a large appeal to the younger audience.

• The case study that I have chosen to analyse is 'KERRANG!' magazine. I have chosen to analyse this magazine because I aim to create a magazine similar to this. I like rock music, and the magazine that is predominantly bought, that has an alternative music theme, is 'KERRANG!' On average, Kerrang magazine have 60-70 pages and they issue it weekly. They mostly have interviews with bands and singers. The range of the target audience is 15-30. There is no preferred gender for the magazine, the readers are males and females alike. The social grade of the readers are B, C1, C2 and D.

• The genre for my magazine is rock/ alternative music- coming out of the mainstream cycle of music. The magazine itself will include a mixture of artists i.e Mainstream bands and also new, unreleased bands as well. I chose to include these types of band because this is what most rock magazines include in their magazines; it makes a magazine look more professional, also the readers will be able to read about these new bands. The style for my magazine will be quite dark and serious. i will use a darker colour scheme, mainly white, black and red as this will suite the darker mood of my magazine. it will also be informative as it will give readers knowledge about their favourite bands and artists. They will be able to read up on all the facts and figures about their favourite bands and artists. The regular features are: on the front cover of magazines, a masthead, primary images and secondary images are included as well as the date, the price of the magazine and prizes. The primary images are usually quite big and sometimes cover the masthead. Usually in Kerrang magazine, they offer rewards such as free band merchandise, posters and free concert tickets to reward their reader for buying their magazine. New songs, and albums, Tours and gigs, and new members of the bands are usually advertised in the magazine to promote the bands and to inform the readers about the news about their favourite bands. A subscribe advert will also be available on the magazine. I will also provide social media website links as an increasing number of consumers purchase magazines online, and want to be notified when a new issue will be released. The layout of the magazine will be quite similar to Kerrang's. The front page will include a large image which will take up most of the space. There will be a large masthead at the top of the page which will proclaim the name of the magazine. There will be other, smaller, images and will give little spinets of what is included in the magazine. There will be no 'regulars' section as Kerrang does not include these in their magazine. The magazine will include a 2 page contents page and will also have a double page spread with an interview from the featured picture on the front page. My magazine will focus on the rock genre. This is represented in a dark and brooding manner through the use of a dark colour scheme and the artists wearing dark clothes and having the stereotypical rocker type look. The key iconography of my magazine will be the use of plenty of props like skull heads or guitars as this goes hand in hand with the genre of my magazine. The artists will support over exaggerated facial expressions. My magazine will be published by Bauer Media Group- This is also the company that publishes Kerrang magazine. My magazine will be published once a week as I think that readers wouldn't want to wait a whole month for a magazine that includes music news that is older, when they could buy a magazine that is published once a week with the same music news and the same content. However, in choosing to publish my magazine once a week, it means that the number of pages in my magazine would be less than a magazine that is published monthly, furthermore, the quality of the contents will be lower than a similar magazine that is published monthly, this is because there will not be as much time to make a good quality magazine. An aspect that these magazines lack, that i wish to include in mine is more reference to the readers, i wish to include my readers in my magazine a lot more than well known magazines do; these magazines do not include readers regularly, something that I wish to avoid in my magazine. I will offer freebies such as posters and stickers in my magazine because stereotypically, people who listen to rock music put multiple posters on their wall. The magazine will also have multiple social media accounts. I will make sure that my magazine would be able to be downloaded online as in the current state of modernism, most consumers prefer to download products online rather than buy products from stores. I will make sure to include these aspects when I make my magazine as this will make my magazine look like a professional magazine.

REPRESENTATIONRepresentation is the process by which the media presents the ‘real world’ to an audience.

REPRESENTATIONDifferent types of music magazines are represented in different ways, according to their music genre and audience. For example, an article based around a rock band might include an aggressive looking front cover or images inappropriate for young readers. This might include alcohol or even angry, scary looking faces.

However, for pop magazines such as ‘Top Of The Pops’ - friendly looking articles are presented, including happy facial expressions from the artist and girly fonts are likely to be used.

Nonetheless, representation in music magazines can be seen as stereotypical and biased in a way that they convey artists. This could give readers’ the wrong impression which can cause further problems within the music industry.

Clothes the artists’ wear are also a key concept of representation. These clothes will vary depending on the music genre. For example the artists within the indie genre tend to wear quite stylish and quirky looking clothes which normally catch the readers’ eye. On the other hand, a pop magazine’s model’s style will be fairly casual.

INSTITUTIONMusic magazines earn a lot of money from the adverts they contribute on their pages. These normally cost a lot of money to publish and are chosen wisely by the brand/company on whether they want it in their magazine or not. This is based on the target audience of both the product and the magazine (if both are similar then the advert will be successful). For example, in Q magazine they include adverts suitable for their male target audience e.g. Aftershave, cars, beers, male clothes and so on. This is because their target audience are seen quite fashionable and enjoy going out.

Furthermore, they also gain profit from the amount of copies they sell. The way a magazine itself is advertised and promoted is important. This is why magazines have their own websites and have recently got involved with more social networking sites as a way to get word across about their magazine. Even though people argue that the internet is making magazine sales fall, it has also opened new opportunities for magazines.

Subscriptions also help magazine sales. Although the reader can purchase magazines for a cheaper amount, they have still made a deal with the magazine to keep purchasing future issues.

Furthermore a famous magazine such as ‘NME’ already has loyal readership and if they think they already gain a good product when they purchase the magazine, they will continue to do so.