kjo

1. Inwhatwaysdoesyour mediaproductuse,develop
orchallengeformsandconventionsofrealmedia
products?
Harry Darling
QUESTION 1

2. FRONT COVER-
CONSTRUCTIO
N

3. MASTHEAD
MAIN IMAGE
MAIN TAGLINE
SELL LINES
BAR CODE
FEATURES
ANCHOR TEXT
MAIN COVER
LINE

4. MASTHEAD
A common convention to hip-hop magazines is the boldness, positioning and colour of the masthead.
They tend to side with a large and bold font which is placed at the top of the magazine. Similarly, it is
common to magazines to have the masthead placed in front of the main image, I challenged this
convention in order to emphasise the importance of the main image, as the reader should be
appealed to by the image and not the brand name (as it is a low rep magazine). The colour is
aggressive and vibrant, which grabs the reader’s attention, also red is a common colour for a
masthead in this magazine industry.
Other magazines use the same conventions, these are both from XXL magazines:

5. Main Image
The conventions concerning the main image of a front over are often
obvious and relate to the anchor text. I followed the conventions and
produced a medium close-up image which contains a singular person who
relates to the main attractive feature of the magazine (anchor text). I
challenged the codes and conventions and used an image without direct
image of address, this was to emphasise the element of mystery within
the story, as the person is clearly not well known, so I aimed to attract an
audience based on curiosity and the love of hip-hop in general. A very
important factor in the creation of this image is the inclusion of lighting. I
used strong lighting on one half of his face, the strong contrasting lighting
emphasises the definition within his face.
Other examples:

6. Tagline
Normally, in a hip-hop magazine the tagline tends to include intriguing
language in order to attract the readers attention, perhaps making it more of
a personal and direct message (uses and grats theory). However, my tagline
relies on the popularity of the act in question. I purposely did this because it
focuses on the potential upcoming prestige of a magazine, attracting readers
who wanted a fresh new magazine.
Other magazines tend to use exclusivity in
their taglines to attract new readers to fresh
content within the industry:
These examples are both taken from the magazine
XXL.

7. Features
The features section tends to give us an overview of the information within
the magazine and who appears in it, thus satisfying out informative and
entertainment needs (proposed by the uses and gratifications theory).
In the hip-hop genre, the colour contrast tends to vary and differentiate in
order to attract the readers attention and produce clarity. However, I stuck
with one colour as the it fully contrasted with the background, therefore
producing the same outcome (as the reader’s attention is grabbed and the
piece is clear).
However, I did follow the conventions when it came to layout, as I placed the
features on the left hand side, this meant the reader knew where to look
and their attention is grabbed faster, making them feel more comfortable
with the magazine and perhaps more likely to buy it.
The font used is also relatively small, as the features shown aren’t the main
selling points, therefore the size of the font represents the importance of
the information and how big of a selling point it potentially is.
Here are some examples from XXL magazines:

8. Anchor Text
The name is used, this purpo-
sely entices the fans, and also anchors the text. It is similarly in a
large font, this follows the conventions as it is one of the main
selling points, therefore it should take up a large proportion of
the page in order to attract the reader’s attention, especially
specific groups (such as fans). The usual convention uses bold
and vibrant text, however, I decided to use a transparent text
with a bold outline, as it outlines the importance and
emphasises the image behind.
Other XXL covers have anchor texts that tend to look like this:
Follows conventions Unique, inspiration for
my anchor text.

9. Main cover line
A common convention of (hip-hop) magazines is that the cover line contrasts
with the background, I followed this and therefore the red font stood out
from the white background of the image. Similarly, the cover line tends to
aim to inform the audience in some way, for example, it usually hints to
what is inside the magazine and therefore attracts readers who are
interested in the topic. This idea supports the uses and gratifications model,
needs and informing the audience. It also can propose hermeneutic
questions, as the words “rap game” are not exclusive to anything in
particular, and therefore means the audience may be intrigued as to what it
is about. Another convention is the positioning of the text, it tends to be
close to the anchor text, thus proposing the idea that the two pieces of text
are related.
Here are a few more examples to support my analysis and construction:

10. House Style
The colour scheme I chose for the front cover of my magazine was relatively typical one
for a hip-hop magazine. As I followed the conventions, a black/red/white colour
scheme allowed a great contrast between different features, therefore making
different parts of the image more distinguishable. The image which I chose both
supported the traditional Mise en scene within a hip-hop magazine. The model
featured wears a white shirt, which challenges the norm as it tends to feature the
darker colours of black and grey, however, the image was tinted through the use of
lighting, creating prominent shadows and creating a darker and more common
atmosphere. To highlight the key features of the magazine, I tended to use red as it
contrasts with both the white in the image and the black of the background, this as a
result captures the eye and the attention of the reader. The additional colours used to
make up the colour scheme were used in other parts of the cover; I used this as it was
a common convention within the magazine industry.
Here are some examples showing the style used in XXL magazines:

11. CONTENTS
PAGE-
CONSTRUCTI
ON

12. Main image
Quote
Masthead
Features
Numbering

13. Features
Cover story/feature title is bold and contrasting, thus drawing attention.
Maintained font size, more appealing and structured layout, easier to read,
perhaps less educated or less inclined to read audiences. The ordered structure
its layed out in enables the reader to be able to locate different featured in
different parts of the magazine, making it more approachable and easier to read.
A very short overview of the information displayed within the feature is a quick
snippet for the reader to decided whether or not they want to directly visit the
page, satisfies our needs which is proposed in the uses and gratifications theory.
Their informative needs which are perhaps fulfilled by the feature entice the
reader, making them visit the page they wish to read.
I followed conventions with the positioning of the features, commonly found on
the left-hand side of the page, located my features in a similar position so
magazine readers will know where to read and feel at home with the article.
Perhaps a mistake of mine would be the colour scheme of the features, maintaining
a bold yet quite bland colour of black mostly throughout could have been
improved if I injected a dash of colour to attract the reader’s attention. XXL and
other hip-hop magazines tend to use different colours in their scheme of
features:
Here we see more
text is used as an
overview to target
more dedicated
and informed hip-
hop audiences.

14. Masthead
I didn't use a masthead which distinguished this contents page
as one of Connect’s. I could have abbreviated the brand name
and put it on the page to increase brand awareness. However,
the title of “contents” is obviously a common theme to most
magazines, but I used a different structure of the letters in
order to gain reader’s attention. I used this house style to
provide a clear theme throughout the whole magazine and
create consistency.
I got the idea from an example in XXL:
However, the
conventional
way tends to
look a little
more like this.

15. Numbering
Obviously, the page numbers need to stand out as they are a key
piece of information for the reader. Therefore, both my
magazine and the conventions tend to have the numbers in a
bold font. Similarly, the clarity of the page numbers makes the
magazine easily navigable and user friendly, especially to the
younger audiences. The whole idea of a contents page and
use of the page numbers is effectively a shortcut in order for
the reader to find what they’re looking for.
Here we see the
conventions of the
magazine tend to
highlight only one
of the page
numbers with a
larger font, hinting
at exclusivity to
the feature.
It’s clear I used
bold and large
fonts to show
exclusivity for all
of the numbers
and the features
they represent,
catering for a
wider target
audience.

16. Quote
The conventions for a quote on a contents page
tend to be based around the positioning and it’s relation to the image.
In that sense, I’ve followed conventions as magazines usually base
the quote regularly close and have a relation to the image, my quote
does both of these and it is a quote from a person in the main
image. Similarly, I've used a contrasting colour to the background,
alerting the reader to the fact it may be an important piece of
information or an insight for what the rest of the article may be
about; this is similar to other magazines. However, the only aspect
which is unique is the fact the quote fades into the background a
little, and is also partly behind the main image, this was against the
conventions but was effective as it highlighted the importance of the
image and the needs it satisfied in the process (entertain-uses and
grats theory).

17. Main Image
Appeals to the eye, perhaps aimed at the female readership-
satisfies our needs for entertainment (uses and grats theory).
Image is large and located relatively central-catching the eye of
the reader and emphasises the importance, aiming at fans or
potential readers. Image doesn’t overlap with numbering or
columns, forms clarity and separation. However, the shadows
overlap with the columns, thus hinting and, image is related to
text? Makes reader want to read the text if entertained by
image. Similarly, image relates to the quote, shown through
image covering part- against conventions, quote tends to be
separated for clarity, however I did the opposite to establish a
relationship and enforce the house style.
Here are some other examples (of XXL contents pages), thus
enforcing whether or not I followed or challenged the
conventions:

18. DOUBLE PAGE
SPREAD-
CONSTRUCTIO
N

19. Main Image
Pull Quote
Music Icon
Columns
Dropcap
Anchor text/Quote
Signature-
Recognisable
Layout
Text

20. Text
Common conventions within text, colours are contrasting, bold and vibrant. In
Q&A, subheadings/questions are in blue, contrasts with background and
catches attention, encourages reader to read on and therefore fulfil their
informative needs (uses and grats theory), rest is in black, easy and relatable
for past texts, reader feels comfortable with it.
Other magazines have used the same as I have, conventions follow as this:
Here is my
magazine in
comparison
to others.
However, the conventions are
varied as some use block text with
no variation of font.

21. Music IconThe “MTV-Music Television” icon is used in my magazine to emphasise the prestige of the
magazine, and its backing, thus making people’s perspective and (first impressions) of a
new magazine much more positive, increasing the chances of the readership being a
loyal one.
As you can see, both magazines locate the image near the text, making it more noticeable
to the audience and therefore more prominent on the page-increases popularity.
I took this idea from an issue of XXL:
Signature
The signature of “Danny V” is used to fulfil two objectives-to signpost the end of the article, almost
a sign off, and also to produce brand awareness, people see the artist’s name/signature and think
higher of the magazine company.
This is a unique feature which I have not seen in this hip-hop magazine industry, I believe
challenging the conventions was still worthwhile as it produces brand awareness for the
magazine and is useful for a new magazine looking for a loyal consumer base.

22. Images
One image uses direct mode of address, this promotes a
personal connection and makes it more relatable,
audience and artist connect. Forms personal
relationships (uses and grats theory). However, other
main image doesn’t use direct mode of address, this
promotes mystery for the artist and puts questions into
the audience’s head, making them want to read the
article. Similarly, the medium close up camera angle is
used, this creates a personal view (relates back to
personal connections of the uses and gratifications
theory). The other main image uses a long shot, this is to
emphasise the artist’s surroundings (of a train station)
which emphasises how relatable the artist is and gains
more popularity.
Other examples follow:

23. Anchor Text/Quote
Anchor text doesn’t relate to the actual
artist being interviewed-challenges
conventions, I did this as the information
in the text (what the artist is talking about) would attract the reader’s attention more than the
artist’s name (as he is an unknown and upcoming artist). The inclusion of key words such as
“Eminem” would aim at Eminem fans, fulfilling entertainment and informative purposes. The
font is bold and contrasting- and gives us an insight as to what the article is about, allowing
readers who are interested to quickly tell whether or not they want to read it.
Here is an example from XXL magazine:
Dropcap
The dropcap usually is a introduction to the article, which includes a small paragraph of text
explaining what is in the article. Similarly, aims to grab your attention, so they reader pays
attention to text and entices them to read the rest of the article.
Other magazines use these conventions, like mine does:

24. Pull Quote
Serves purpose of enticing the reader. Similar to the dropcap in a sense that it
is an insight as to what the rest of the article is about. Creates engagement
and forms personal relationships between the reader and the artist (once
again supports the personal idea of the uses and grats theory).
Here are other examples (from XXL) which use these conventions:
Columns
The article is arrange neatly in two columns, small number of columns, makes the reader think
there is less to read, more attractive for the readership. Similarly, is smaller than the large
titles, informs us of what the artist is discussing (uses and grats theory).
This is common to most magazines, as the idea behind it remains the same in the entire magazine
industry:

25. Layout
I challenged the conventions of having the image on the left
hand side of the page and the text on the right. I did the
opposite, this was because the most important part of the
article was the text and headings and the image was only a secondary viewing. Also, an
entire page (the right hand side) was taken up by the main image, creating continuity
throughout the page as it was the background. Also, the neatly positioned columns
have been located in a position based on the importance within the text, e.g. No
vitally crucial information is placed somewhere where it is unclear, like in the fold of
the page.
Magazines that follow the common conventions that my magazine has also
follow/challenged are shown here: