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

All magazines either follow or challenge what are known as conventions. A convention -or in other words the 'norm'- is a rule which can be broken but is usually followed. It helps form a mode of address; meaning that if any of these conventions are twisted, followed or broken it is just the magazines attempt in coding them to appeal to their  targeted audience. The usual conventions which can be found in magazines are: feature stories, the masthead, a barcode, a main image, an issue number, numbered pages and banners; all of which are used to make the magazine easier to navigate, purchase, locate or just for the purpose of creating a sense of familiarity (as we have now become accustomed to a usual magazines layout and is why many fashion magazines look fairly similar as they have adopted these common seen conventions). However, many magazines purposefully break or twist these in order to code them, appealing to their target audience. For instance, 'Little White Lies' is one of those magazines which challenges certain, and enough conventions to be seen as different yet still considered a magazine. The magazine contains some conventions found within other magazines, such as; a main image and masthead. However apart from that, all other conventions have either been twisted: as half of the barcode is cut off and any and all feature stories have been limited to only one -the main story; or broken all together: there are no banners, nor an issue number, buzz words or date of release. Nevertheless, this has all been done to appeal to an audience which would like to consider themselves as unique and intellectual as the magazines front cover itself is interestingly different, and the fact that it does not contain much information makes it even more mysterious and alluring. Appealing to an audience whose curiosity gets the best of them.

Within the construction of my magazine I adhered to more conventions than I intentionally broke. This is due to my magazine representing both R&B and Top of the Charts Pop music, two of the most popular music genres worldwide. Their intense popularity gave me a narrower and less flexible path to follow, as if I were to try and appeal to such a mainstream audience I would not be able to break many common conventions (usually done when trying to attract niche, independent audiences') whereas, my magazine would be more likely to lose potential readers. By choosing to follow a large proportion of conventions I am creating the most appropriate form of mode of address for my particular audience.

The most common convention which I followed was that of adding banners to my magazine. I did so throughout my pages, adding one at the top and bottom of the page; although on the front page I added another in the shape of a circle, found in the bottom left hand corner. I used the top banner to display my magazines slogan 'Only the Best of the Best' and the bottom to reveal further bands and artists that can be found within the magazine. The banner in the corner however, is advertising the fact there is an additional incentive up for grabs when the magazines website is visited -creating synergy as the magazine contains the code needed to claim the 'FREE iTunes gift card' on the website. As I have an old teens, young adult demographic, who do not tend to earn much money and therefore are more likely to download music illegally rather than buy them in store or on websites; an iTunes gift card is going to attract their attention to my magazine, as they are being given the chance to  download a number of the latest songs off a legit website (less chance of viruses).They are also more likely to to return for my magazine again at least to see what other offers are available. However, because of our choice of gift the audience is likely to think that the magazine itself also represents a contemporary, cooler vision of music and one that understands what young people want.

Another convention which has never been broken is the masthead (also known as the title) found on top of the front cover of the magazine. This convention is important as it is the main aspect of brand identity on the front page, and it also gives the reader a sense of what they could expect. As 'Replay' is recent and is used in contemporary technologies such as iPods, as well as implying that the magazine is a song which the reader will never want to skip of change.

Conventions such as; the barcode, date of release, issue number and price can all be found on the top right hand of the front page. These were placed to inform the audience on the magazines low-cost price, availability and also makes it easier when buying - because of the barcode- and finding the magazine in store. The issue number makes it easier to keep track of magazines which my audience who may collect my magazine may want.

I used a variety of feature stories accompanied by taglines on the front page of my magazine. By changing the typography's style I was able to represent different artists and by adding extra copy below the artists names created the sense that that the front page was full of content and therefore the magazine would be too. The differing sizes in the artists names represented the most important stories e.g. the main feature story 'OutSide-In' is the largest text (apart from the masthead)on the page and so signifies who the main story within my magazine is about.

It is a convention to have an inspirational figure on the front page of a magazine, as magazines use these figures to reflect their readers dreams and aspirations. This is based on an extract from the theory 'Maslow's Hierarchy of Needs' which he termed 'self-actualisation'. It has been adapted by the media in order to attract more people by appealing to their desires. Maslow's Hierarchy of Needs is a psychological theory proposed by Abraham Maslow in 1943. It outlines human beings basic to higher needs, needs which are seen to develop only after humans have satisfied their fundamental needs. The stages are as follows: 'physiological' needs, which consists of the basic necessities a human being needs in order to happily function e.g. food, water, warmth, sleep etc. The need of 'safety', this could entail the known security of family, employment, health or even physical security (safety from violence). Once the first two stages are met, the need of 'love/belonging' will emerge (the third stage). This stage focuses on social needs and includes emotionally-based relationships such as; friends, family and sexual intimacy. Then comes the 'esteem' need, which according to Maslow, is the need to be respected, have self-respect and also respect others in order to attain confidence and a high self-esteem. Then finally, the inbuilt need in humans known as 'self-actualisation', an instinctive need to be the best we can be and reach our fullest potential. Magazines appeal to this need, as they know, that as humans we strive and dream for more and more, trying to better ourselves in everything we do, and trying to achieve our set goals. However a part of this theory is that we as humans can never be satisfied even once we have succeeded in one of our set aims, as we always create harder and higher ambitions to achieve. Knowing this, magazines advertise themselves as a 'dream' that their audience can be apart of, creating every readers pipedream and an illusion which their audience 'literally' buy into.

Men and women are represented differently within magazines, in order to appeal to different dreams and aspirations of the reader. Whereas, men are used to demonstrate and reflect dreams and aspirations in regards to: success, money and power (characteristics attached to men as a result of our patriarchal society) women on the other hand are used to appeal to the naked eye - being used to either encourage a mans desire of having a women as enticing as those found in magazines or to fuel a woman's fantasy of being that woman on the front page which all men admire. This way of representing and objectifying women through the media is known as the 'Male Gaze', a feminist theory which Laura Mulvey established in 1975 within her essay: 'Visual Pleasure and Narrative Cinema'. The theory suggests that within the media industry the camera is male, deriving visual pleasure and resulting in society thinking in a male perspective. This can be seen on the left, as these images display the in which women pose is seen as sexy and beautiful however, when replicated by men it is seen as unattractive and funny, reinforcing the idea that society think in a male perspective.

Within images women are pictured more often than men in a recumbent position which is depicted as her being submissive and vulnerable, while the spectator remains dominant, being in control and having power over her. As in both images on the left both women are in someway representing their acceptance of subordination. Keira Knightely who is posing for the fragrance 'Chanel' is wearing a necklace that takes on the appearance of a dog chain, and therefore could be interpreted as a symbol of obedience. The woman pictured in the image above is in a 'cant' position, as she is representing her acceptance of
subordination through the idea that the level of her head is lowered to that of others in general and to the viewers of the picture.  However, there is another side to this theory; the way in which women depict these images. Unlike men, women do not see themselves as weak and vulnerable, but powerful. They believe that women within the image are actually controlling the males gaze and their nudity is not a sign of weakness but a strength which helps them do this.. They ultimately link being powerful with being good at being subordinate, which reflects the hegemonic values of society.


Understanding that compared to men women aren't seen as powerful, and that it will be harder to create the same impact on my audience as I would have if I had used a male model; I decided that instead of changing my models I was just going to represent the female models within my magazine as women who have taken charge and empowered themselves. The colour red which they are wearing  reinforces both my magazines brand identity and has connotations of power and strength.  

Their stances are quite prominent and sturdy as if they were trying to represent a brick wall. Although they are seen as intimidating and confrontational they are still posed (putting them in line with the male gaze). This is due to research which had been done prior to our coursework assignment (refered to more in question 2)  I have made sure that the audience will see them as feisty and not scary -therefore buying my magazine. Their dresses, hair and make up allows them to have an attractive hint to their character which comes across as fierce and in control. I'm hoping that my interpretation of iconic and successful women can also reflect aspirations and dreams of some of my readers.

The colour scheme of my magazine is blue, red, black and white. The blue interpretes the idea of freedom, either from social restraints within society or any prejudice which is found in magazine. The red however represents and has connotations of passion, strength, power, desire (can also be seen as a semiotic to warn against danger) and love all the characteristics I hope to represent through my magazine. The entire colour scheme is also iconographic, as it represent the colours of the union jack, enforcing patriotism within my magazine. However, my double page spread denotes britishness throgh my more modern interpretation of the union jack. The more contemporary version celebrates the fact that the magazine and the audience who are reading it are british.

I tried to use a more relaxful typography, using the semiotic to put my audience in a more comfortable, calmer mood before they read it, therefore enjoying it more.

My magazines ccover uses the 'uses and gratification theory' as it informs the audience using all of the feature stories and any new abums that may be coming out, the use of buzz words entertain them, it encourages social interaction by mentioning 'exclusive' which refers to a secret and finally my audience can personally indentify with my magazine as the audience empathizes with the person on the front cover and aspire to be them.