Evaluation

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

When creating my media products I wanted to ensure that it used, developed and challenged forms and conventions of real media products effectively. When I undertook research into Hip-Hop magazines I noticed a lot of similarities with the conventions within them, and wanted to exploit these in my own, to a certain degree. I did, however, feel it was necessary to somewhat challenge these conventions, and include some creative aspects that intrigue the reader. I felt that this would be effective as these different aspects would considerably differentiate from what the audience is expecting to see, ultimately adding to the appeal.

For example, I feel that the masthead completely challenges the typical conventions seen in a Hip-Hop magazine. In my research, I found that many of the mastheads contained a lot of similarities, and concluded that I would therefore have to make mine appear slightly different in order to achieve its purpose of attracting the audience, and maintaining their attention.     

The similarity between the mastheads on Hip-Hop magazines is without a doubt noticeable. A large amount of Hip-Hop magazines' mastheads contain bold lettering, and some have sharp, pointed edges, giving a very aggressive, masculine appearance. This appearance is shown on many of the magazines to effectively appeal to the target audience, which is predominately male. However, most of the colours used in these magazines have gender neutral colours; something that I also wanted to include on my own magazine. In addition to this, the font itself that I used for the masthead differed dramatically from other Hip-Hop magazines. The font was less stereotypical, and had a far more sophisticated, handwritten feel that challenged the typical conventions. This masthead I used still managed to give slight connotations associated with the Hip-Hop genre though, as a handwritten effect is generally seen as having an urban feel, as a result of graffiti's connection to Hip-Hop culture. The handwritten effect of this masthead also adds a more personal and creative feel to it, allowing the audience to feel as though it's far more special than magazines that have mastheads with a more manufactured appearance. Obviously, it was my intention to follow the conventional sizing of mastheads, and I therefore produced my own to be the most prominent aspect on the page so that it immediately gained the audience's attention.      

The same typography that I've used on my front cover is also seen on the title of my contents page and double page spread to establish   and reinforce the name of the magazine- 'Verse'.  I noticed that many magazines followed this convention and therefore felt that it would be useful to use in my own, especially as it shows consistency. 

In terms of images, I made sure they contained a lot of the same iconography that was shown in many Hip-Hop magazines. As I tried to bend the conventions with my masthead, I felt that it would be important to make it clear to the audience what genre the contents inside were, if they didn't realise already. Jewellery, hats, jeans and hoodies are commonly associated with Hip-Hop, and therefore the iconography of many artists consists of them being represented with such clothing. On my front cover the picture of the artist shows her wearing a hat as well as a gold chain and hooded jacket. As a result of this representation, the audience can gain a clear understanding of the magazines genre and its potential contents. Also, if they're attracted to the genre it's likely that they will feel a substantial connection to the artist, and will perhaps be far more comfortable with reading the material as a result. A direct mode of address was also essential to use on the front cover, as this also establishes a connection with the audience and makes them feel far more comfortable, whilst encouraging them to read the magazine. The mise en scene used within the image on the front cover also emphasises the genre with its Urban connotations, and is used in most of the images on the contents page and double page spread to have a substantial impact on the audience, whilst again, remaining consistent. On the contents page I decided to use several images to further entice the audience into reading the articles. Then, on the double page spread I used another larger image and ensured it covered one side, whilst the artist was again giving the audience a direct mode of address. As I noticed many double page spreads don't include more than one image, I followed this convention, and made sure that there was a considerable amount of text, as this was the most important aspect of the article.    

I was initially reluctant to add a skyline to my front cover as I felt it would take up too much space and ruin the overall look. However, I eventually added one and realised it was incredibly effective. The skyline actually acts as a plug as well, and buzz words such as 'Hot' further entice the audience in to the 'free music' offered. The word 'free' completely contrasts the rest of the text, which only allows it to be more visible to the audience, and resultantly aids their attraction towards the magazine.      

Another aspect of the front cover which entices the reader is the button plug which offers the audience 'free' posters. Again, the word 'free' is largely prominent against the rest of the text, which immediately gains the attention of the audience. Similarly, on the contents page a 'special' is offered regarding the 'Best MC of 2013' whilst this again interests the audience, it also follows the conventions used by various other magazines to gain a desired response. All of the text on the contents page remains consistent, but the title of the special differs; being rather abrupt and disruptive, as if forcing the audience to read on.

I previously said that when creating the masthead I set out to challenge the conventions used in terms of the way the masthead itself connoted gender. I explained how I noticed many mastheads suggested that Hip-Hop was predominantly liked by males rather than females, and decided to bend the conventions in my own masthead. In addition to this though, the colour schemes on many Hip-Hop magazines suggested the same thing. Many of the colour schemes consisted of masculine colours; such as Blues and Green, and I therefore wanted to ensure my own colour scheme was somewhat gender neutral. As I had already come to the realisation that Hip-Hop culture was associated with gold jewellery, I felt that this would be an appropriate colour to use as it was also appreciated by both sexes, rather than being restricted audience-wise. I then wanted to keep the other colours I used significantly basic, as I didn't want the products to be too over-powering- so I opted for white, black and grey.     

These colours remain consistent throughout all of my products, and I ensured that I used the same colour for the same text. For example, on the front cover the main headline- 'Marlene' is gold, and on the double page spread I made sure the title 'Marlene' was also the same colour to avoid confusion. This also made the products appear to be far more professional as it easily shows the audience the relation of different texts.         

The layout seen on all of my products is a typical convention of magazines. I wanted to make the layout conventional, as it is essential that the audience can easily navigate through the magazine as it then determines the way they feel towards it. On my front cover I have used the left-third of the page to include several cover lines. The left-third is a convention used in magazines to gain as much audience attention as possible, as it's the first area the eye goes when viewing a magazine. The main cover line is seen to be one of the largest piece of text on the cover, as it is needed to emphasise its importance to the audience as well as stating clearly who the artist is. This idea is also backed up by the fact that the main cover line is anchored into the main image, showing a linkage between the two. This is again a typical convention used in magazines that allows the audience to easily be informed and to have a clear understanding. The contents page is also clear to aid this clear understanding, with the individuals sections' titles clearly and consistently presented to us- just like in most other magazines. The page numbers are situated a considerable distance away, but are larger than the text it is connected to, allowing easy read and understanding once again. I also tried to make sure that the pictures on the contents page were near the section they were associated with, to reinforce the link between the features.

The double page spread also follows the conventional layout shown in the previous two products. The large title straight away makes the audience aware of what the article is actually about, and the fact the same font and colour is used only helps the audience's develop this understanding. There is a caption underneath the title that gives a brief outline on the artist and the interview, so the audience can gain a quick understanding of the interview. This is a convention seen in many magazines that again, help to keep the audience's attention and interest in the material. There's also a lead in the article, which is also seen in a considerable amount of magazines. This lead is similar to the caption, but is more focussed on the situation that the interviewer is in, and is used to make the audience feel more comfortable by giving more, extensive detail. The main text itself is set out in basic columns, which again, is commonly seen in most magazines. Whilst a drop-capital is used to signify where the article starts to the reader, once the interview begins a different colour font is used to show the audience where the questions are from the interviewer and where the answers are. This effectively breaks up the text and gives it a sense of clarity to the audience. A quotation is then used in the middle of the article to also break up the article; whilst it shows one of the answers included within the main text clearly to the audience. As a result, before the audience even start reading the article in depth they feel like they're already discovered something massive, and have an insight into the article.

2) How does your media product represent particular social groups?

When producing my magazine i intended to target a considerably young audience. The Hip-Hop genre stereotypically attracts a young audience, and so I felt it was necessary to represent this particular social group by targeting my various magazines' aspects at this specific age range. In order to do this, I felt it was appropriate to make the specific social group feel as though they can easily relate to the artist being shown on the front cover and achieved this through the usage of iconography. The main cover star is shown as being a young age, and so immediately the social group feels as though they can easily relate to and understand them. In addition to this, the cover star is shown wearing the 'modern' clothes that are commonly associated with Hip-Hop. Several Hip-Hop artists that I undertook research on were portrayed in this way, so I therefore concluded that the audience would be able to immediately conclude what the genre is before any connection is established. A younger audience are far more susceptible to the 'Hypodermic Needle Theory' and therefore any iconography shown within the magazine is likely to have a powerful impact on them, resulting in them seeing it as highly influential, and potentially taking it with them into their own social circles.
The font used for my magazine's masthead was also intentionally used to represent and connect with this particular social group. The fact that the font used for 'Verse' is rather unconventional gives a rather creative vibe to the audience. The typography is in a handwriting style, emphasising creativity and independence-which is commonly strived upon by youngsters. As a result, the targeted social group will once again feel like they can easily relate to the magazine, and will feel as though it is especially intended for them; and may also see it as a symbol of who they are.
Furthermore, I felt it was necessary to aim my magazine at another social group, too. By including aspects that appealed to the female audience as well as male I was further expanding upon the amount of people I was targeting my magazine at. Hip-Hop is commonly associated with being a genre predominantly appreciated by the Male sex. However, I feel that using a female as my cover star expands the target audience as it furthers the appeal and intrigue when Female's see the cover as they feel they can relate more to the cover star than otherwise. 

To further support this, when deciding upon a colour scheme to use, I concluded that whilst keeping it a unisex, basic scheme, I would have to use at least one colour that made the magazine appear bright and appealing to both sexes, so I decided upon using gold. Whilst gold is somewhat of a gender neutral colour, it also has strong connotations to the Hip-Hop industry, as many artists are known to boast of their wealth through vast amounts of gold jewellery.

 

3) What kind of media institution might distribute your media product and why?

As my music magazine is to some extent unique and unconventional, it's hard to conclude what media institution would definitely distribute my magazine. However, both Bauer and IPC are two well-respectable magazines that consist of some of the most well-known magazines across the country. Whilst it would be easy to say that either of these institutions would be suitable for my magazine, there are some considerably advantages and disadvantages of both institutions. Bauer Media contains many well-known brands such as Mojo, Kerrang and Q. The institution also has a radio portfolio called 'Passion' which includes radio stations dedicated to 'music and lifestyle' A lot of the radio stations included contain a vast amount of genres, but there's a possibility of it being hard to distribute the magazine due to the high popularity already achieved with the brands they already have. This however isn't the case for IPC, as the fact only one of their brands is a well-respected music magazine (NME) may allow the introduction and distribution of a new, different type of magazine like mine. Even though this may be the case, the magazine would probably be more successful if distributed by Bauer media, as it appears that they have an extensive understanding of how to market the different music genres; whereas, in comparison, IPC seems to focus mainly on Lifestyle magazines. 

4) Who would be the audience for your media product?

It was highly important that I took into consideration my audience research when targeting a specific audience for my media product. Hip-Hop came under one of the most appreciated genres in my research, so we're firstly aware that the audience will consist of people who take an appeal to this genre. As already explained, the magazine contains aspects that mainly focus on appealing to a young audience, of both sexes. Hopefully, this would be the achieved audience too. I tried to ensure however, that the magazine wasn't restricted to a specific age, by including considerably safe elements, and not adding colours and fonts that are stereotypically associated with an incredibly young/old audience. It wouldn't have been appropriate to have used aspects that only appeal to these two contrasting ages, not only because they're rarely seen to be interested in this genre, but because it reduces the   overall age range that the magazine is targeted at.

 

5) How did you attract/address your audience?

In order to attract and address my audience, I realised I would have to use a variety of typical codes and conventions seen in a Hip-Hop magazine whilst making certain aspects unconventional to add appeal and intrigue to it. The magazine's front cover uses a direct mode of address to establish a connection with the intended audience, and to make them feel as though they are part of something special. This is similarly reflected on the double page spread when the large image on the left third is giving a direct mode of address alongside an intriguing pose-almost reflecting the suspected outlook the audience is having. 

The sense of creativity that is shown through the masthead also addresses the audience in a similar way to this. It establishes a connection in a way that the specific audience feel as though it's special and intended for them, as it may reflect the creativity and independence that they have themselves. Paint splatters on this masthead also put emphasise on this, as it further represents creativity and experiments that occur mainly through teenage years. This usage attracts the audience in such a way that they feel like they're 'part' of the magazine and see it as exclusive-as though they haven't discovered it on any other magazine before.

There's an extensive amount of images placed on my Contents page, and I feel that this significantly expands on the appeal to the magazine. If only one image was used on the content's page, not only is it likely that audience would find it 'boring' and 'basic', but they would most probably be less comfortable with it, and question the contents, as well as the reliability of the magazine. It's also important as these images also relate back to the title's of the article's on the contents page, and so the validity once again has the same effect on the audience. Iconography shown in these images remains consistent and relates back to the Hip-Hop genre, constantly reminding the audience of the associations to Hip-Hop, as references to what they like are what they need to feel as though they're reading what they want to read. 

 

Buzz words such as 'free' and 'special' are used on the front cover to attract the audience in. I've heightened the appeal by making the 'Free' on the button bold, allowing it to be more prominent against the other text it's alongside. On the skyline, the other 'free' buzz word has been inserted in a completely contrasting colour, so it has the same, far more prominent appearance against the other text. 'Special' is placed above the barcode, although not likely to be the first feature seen by the audience, it's likely they'll look at the price once deciding on buying it; 'special' only influences their decision to buy it, further. The usage of buzz words usually appeals to audience's as it acts as an incentive into getting the magazine, as it makes them have a positive attitude towards it. 

Main cover lines that are placed on the the left-third of the magazine grab the audience's attention without the m even being aware. The left-third is where the audience look at on a magazine first. If the main cover lines are therefore placed on this area of the magazine cover, the audience are able to quickly gain an insight into the contents, and the most important, incentive cover lines can be purposely placed here.  

Subheading's used on the contents page also effectively give an insight into what's included within. In addition, it reassures the audience what's inside is definite, and assures reliability again. 

The sub-heading on the double page spread not only offers the same incentive given by appealing cover lines, but adds a sense of suspense and uncertainty that appeals to the audience, and encourages them to read on further in anticipation of finding out about the particular artist in depth. Expanding on this is the quote on the spread that not only breaks up the text, but adds to the idea of uncertainty, by clearly releasing a slight snippet of the interview. Again, this persuades the audience to read on from the Sub-heading. It's likely that this may also be the first feature on the spread that greets the audience too, so it's important that i included significant words that were to the point, and somewhat aggressive-'Fail' is a perfect example of this.

 

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

I learnt an incredible amount through using technologies to construct my final product. 

Microsoft Word and Photoshop were two of the main programs I used during the process. When undertaking research, the results from the questionnaire I created were shown through Word by inserting data into several pie charts quickly, compared to when I previously took a long time to create pie charts online. 

Word was also used when it came to planning the layout of each of my final artefacts. I had use the shape tool quite frequently during this, and so became far more confident with doing so as time progressed. 

In order to appropriately analyse existing magazines within the media, I had to annotate the images of the products on a Word document. This process, like planning the layout's required a lot of usage with the shape tool, which increased my confidence and ability further.
 

When taking my images, I had to ensure that the shots were correctly framed so they were appropriate for the designed area on my magazine. A lot of the time I had to change settings and proportions on my camera to do so, and so my understanding increased dramatically. 

Photoshop was used during the main production of my magazine. The program is far more complicated in comparison to Word, but a lot of experimentation with tools such as the 'Magic Wand' (Which enabled me to blur a selected area of an image) meant that after several attempts I gained the ability to make the image look appealing. I also had to selectively change certain parts of text, and whilst initially it was tedious, as time progressed I became more wary that there was several shortcuts to change specific parts of the text. For example, the 'Eyedropper' tool allowed me to keep the same colour for specific parts of text when required. One of the tools on the program allowed me to insert a brush that had an appearance similar to paint splats. These type of comprehensive tools aren't present on Word, and so when deciding on the software to use, and so influenced my decision.

 

The use of an online barcode generator also helped me complete the front cover promptly. By just inserting random data into the site I was able to generate a barcode and quickly insert it into my final product.

In addition to this, another site 'Dafont.com' gave me the ability to select and download fonts that I felt were appropriate to use in my products. The wide range of fonts that were availble meant that I could select the most suitable in terms of appearance and would realise the connotations certain fonts would have, and if it would relate to my selected genre or not.

 

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

I feel that I have shown considerable progress from my preliminary task, and have learnt a lot during this progression.

When creating my preliminary task, I had minimal understanding of how aspects within a magazine could be edited and changed in order to appeal to a desired audience.

 

The program I used to create my preliminary task was Serif Page Plus. Whilst this program is used by many people to create documents like magazines and posters, the editing options are somewhat limited in comparison to Photoshop, and so editing specific sections of text like I did in Photoshop proved to be a challenge. I was unaware of how to use many tools on the Serif program, and although I had a substantial amount of knowledge about them, I was unable to use them to the full potential, which affected the appearance of the preliminary product.

One of the main things I feel I've learnt after progressing from the preliminary task is using an effective typography that relates to the genre of the magazine.
Whilst the fonts I used in the preliminary could be regarded as being 'safe' and 'professional', and so appropriate for the genre's conventions, I could have experimented more and used some fonts that are considered unconventional-like I did in my final product.
The discovery of dafont.com therefore allowed me to use appropriate fonts, as many of the pre-installed fonts on the program weren't suitable for the genre I was using in my final product.

My understanding of plugs and buzz words' appeal to audiences has also progressed from the preliminary task. Whilst buzz words such as 'amazing' and 'new' are giving prominence against the other text by being emboldened and underlined, no extensive incentives are given to the audience. In contrast to this, my final product contains button plugs that are placed clearly on the page due to the usage of contrasting colours. Several buzz words have been used similarly to the preliminary task; though they are made to appear more distinctive and clear, therefore instantly capturing potential customers.

I believe the way that I've used and inserted images on my final product differs significantly, and has improved drastically from my preliminary task. Whilst images are present on my preliminary task, the extent of them is minimal. I used several images on my contents page, not only to show a relation between them an the listed articles, but to appeal more to the audience as they have clear knowledge regarding who is featured within the magazine.