Regional/National Identity Representation

Theorist Andrew Higson (1998) writes; "Identity is generally understood to be the shared identity of naturalised inhabitants of particular political-geographic space- this can be a particular nation or region."

One classic example in British Music Magazines of connoting it is a magazine for British readers is using the Union Jack Flag and colours.

Social Grade Representation

Richard Putsch (1992) says working class males in the media are presented as ; "Incompetent and ineffectual, often a buffoon, well-intentioned but dumb. In almost all working-class series, the male is flawed, some more than others.

Keith Gandal's, in 2002 he said that target audiences are drawn in by the; "Sentimental rags-to-riches story,"

Old Age/Disability Representation

Evans (1998),drawing on the works of Freud and other psychoanalysis, states: "Disable people are seen as childish, dependant and underdeveloped and are reading as 'other' and are punished by being excluded from ordinary life. Thus popular images and rhetoric of disabled people abound which comfort us with people who are imperfect,helpless, disgusting, dribbling- a threat to rigid ego boundaries."

Youth Representation

Stanley Hall (1904) argued that:
1. "The common mood of teenagers is a state of depression."
2. "Criminal activity increases between the ages of 12 and 24.
3. "Young people are extreme and need excitement; "Youth must have excitement and if it is not at hand in the form of moral intellectual enthusiasm it is more prone to be sought in; sex, drink or drugs""

Dick Hebdige (1988) termed: "Youth as fun," and "Youth as trouble maker."

Race/Ethnicity Representation

S.Hall said in 1981, blacks are stereotyped as; 'The social problem,' (Hall, 1981) and this is a stereotype that has been embraced by Hip-Hop culture.

Theorist Sarita Malik points out the obvious (1998); "The word 'race' in the cultural and political terrain has almost universally been aligned with Black and Asian people, as though they are only racial groups that 'own' and ethnicity... Whiteness has been naturalised, as though it is an invisible 'norm.' When of course an ethnic group like any other.

Malik argues: "Many feel that Black and Asian audiences are still not sufficiently catered for and that insensitivity towards issues of race and ethnicity still exist. The reality of a lived multiculturalism is not represented in the British Media."

Gender Stereotypes In The Music Industry

Stereotypes

What is a Stereotype?

A widely held but fixed and oversimplified image or idea of a particular type of person or thing.

Cornish stereotypes:

Useful Theory:

Theorist Andy Medhurst (1998) said that: "Stereotypes are a form of magnification... the media takes a negative element then magnifies it to create an objection stereotype that allow the dominant group to feel more powerful,"

How to do Cover Analysis

Target Audience:
Say the genre of the magazine.
Age:
Gender:
Social Grade:
Ethnicity:
Interests:

Masthead:
What words are used in the masthead?
How do these words coyote the genre to the target audience?
What typography style has been used for the masthead and why does this attract/represent the target audience?
What colour/s have been used for the masthead and what do they connote?Why will these colours attract the target audience?

Colour Pallet:
What Colours are in the colour pallet?
What do these colours connote?
Why do the colours represent/attract the target audience?

Layout:
What does the layout look like e.g. is it cramped? is it stylish?
What does this connote about the magazine content?
Why does this layout represent/attract the target audience?

Images:
What is the main image e.g. shot type (close up/medium close up etc) and what/ who does it show?
What does the rise-en-scene (e.g. costumes/lighting/facial expression)in the main image look like?
Why does the main image attract/represent the target audience?
How many minor images are on the cover? What type of shots are they and what sort of things are happening in them?
Why/ How do the minor images represent and attract the target audience?

Typography:
Say that all the images have teasers to reveal more about the stories in the magazine?
What is the language like (use quotes from the text to support your points)? E.g. is it formal? Sophisticated? Informal? Simple?
Why does this choice of language represent the target audience and what does it say about the content of the magazine?
What punctuation is used ( use quotes from the from the text to support your points)? Why will this represent/ attract the target audience?

Other Features:
What else is on the cover? E.g. bar code,issue number, price and date
How big are these features?
Why are they the size they are (link your answer to the audience)?

Music Video Case Study

My Choice of songs:

Wheatus- Teenage Dirtbag
Avril Levigne-Sk8er Boi

Teenage Dirtbag-Wheatus

Key:

Laura Mulveys Theory (Women used as erotic objects)
Gauntlets Theory (Men are alpha males)

Mackillons Theory (Men used  as sexual objects)

Stanley Halls Theory (Teenagers are depressed/criminals)
Dick Hebdiges Theory (Teenagers are fun and happy)
Richard Putschs Theory (men are incompetent, dumb buffoons)

Teenage Dirtbag:

Her name is Noelle
I have a dream about her
She rings my bell
I got gym class in half an hour
Oh how she rocks
In Keds and tube socks
But she doesn't know who I am
And she doesn't give a damn about me

Cause I’m just a teenage dirt bag baby
I'm just a teenage dirt bag baby
Listen to Iron Maiden baby with me

Her boyfriend's a dick
And he brings a gun to school
And he'd simply kick
My ass if he knew the truth
He lives on my block
And he drives an Iroc
But he doesn't know who I am
And he doesn't give a damn about me

Cause I’m just a teenage dirtbag baby
I'm just a teenage dirtbag baby
Listen to Iron Maiden baby with me

Oh, yeah, dirtbag
No she doesn't know what she's missing
Oh, yeah, dirtbag
No she doesn't know what she's missing

Man I feel like mould
It's prom night and I am lonely
Lo and behold
She's walking over to me
This must be fake
My lip starts to shake
How does she know who I am?
And why does she give a damn about me?
I've got two tickets to Iron Maiden baby
Come with me Friday, don't say maybe
I'm just a teenage dirtbag baby like you

Oh, yeah, dirtbag
No she doesn't know what she's missing
Oh, yeah, dirtbag
No she doesn't know what she's missing..

Sound:




























Analysing Music Videos: How is sound used to Represent/Attract a Target Audience?
Digetic and non-diegetic sound is used in Wheatus' song 'Teenage Dirtbag' to represent and attract the target audience of 15-24 year old straight, white British/American C1-E males and females in a number of ways...

Firstly, young males are represented, because the artist uses the lyric; "I have a dream about her, She rings my bell." This sexualises his young teenage crush. It also represents other youths who have fantasised about people who are out of their league. These lyrics fit two representation stereotype theories. The first one being Laura Mulvey's 1975 theory that;"Women are used as erotic objects of desire for males on screen and in the media." and the other theory by Stanley Hall that youths seek excitement in sex (1904) because a male youth, who the target audience can identify with, is lusting after a attractive teenage girl.

Other areas of the song also represent alpha males, because the diegetic lyric is; "Her boyfriends a dick, And he brings a gun to school, And he'd simply kick, My ass if he knew the truth." This fits Gauntletts theory that; "Males in the media are shown as Alpha males, who control the action with violence."  These lyrics fit this, because it says, "he bring a gun to school" this shows that he is being the alpha male, controlling things with violence.

Mise-en-scene:



How does camera angle and Mise-en-scene represent the target audience?
One of the opening shots in Wheatus' 'Teenage Dirtbag' video represents males in the target audience, by following Laura Mulveys theory, that; 'Women in the media are shown as erotic objects of desire for males.' Because it shows an attractive crush in a low angle medium shot with the male looking at her with desire. Also, the mise-en-scene represents the audience, as she has been dressed in a tight fitting top and skirt. Also, her age, weight, hair colour and make-up make her represent males who like stereotypical beauty.

The video also follows Gauntlett's theory that; 'males in the media follow traditional stereotypes as they are shown as alpha males who control the action with violence,' Because it shows the 'crush's' boyfriend, who is tall and handsome, knocking someone over for no reason. The mies-en-scene also represents this, because the boyfriend is at the front of the crowd, and is being followed by others. He is also taller and is the stereotypical representation of handsome.

Sk8er Boi-Avril Levigne

Key:

Laura Mulveys Theory (Women used as erotic objects)
Gauntlets Theory (Men are alpha males)

Mackillons Theory (Men used  as sexual objects)

Stanley Halls Theory (Teenagers are depressed/criminals)
Dick Hebdiges Theory (Teenagers are fun and happy)
Richard Putschs Theory (men are incompetent, dumb buffoons)

Sk8er Boi:
He was a boy
She was a girl
Can i make it anymore obvious

He was a punk
She did ballet
What more can i say

He wanted her
She'll never tell
Secretly she wanted him as well

But all of her friends
Stuck up their nose
They had a problem with his baggy clothes

He was a skater boy
She said see you later boy
He wasn't good enough for her

She had a pretty face
But her head was up in space
She needed to come back down to earth

Five years from now
She sits at home
Feeding the baby she's all alone

She turns on TV 
Guess who she sees
Skater boy rockin' up MTV

She calls up her friends
They already know
And they've all got tickets to see his shows

She tags along
Stands in the crowd
Looks up at the man that she turned down

He was a skater boy
She said see you later boy
He wasn't good enough for her

Now he's a super star
Slamin' on his guitar
Does your pretty face see what he's worth?

He was a skater boy
She said see you later boy
He wasn't good enough for her

Now he's a super star
Slamin' on his guitar
Does your pretty face see what he's worth?

Sorry girl but you missed out 
Well tough luck that boy's mine now
We're more than just good friends
This is how the story ends 

Too bad that you couldn't see
See the man that boy could be
There is more than meets the eye
I see the should that is inside

He's just a boy
Im just a girl
Can i make it anymore obvious 

We are in love 
Haven't you heard
How we rock each others world

Im with the skater boy 
I said see you later boy 
I'll be back stage after the show

I'll be at the studio
Singing the song we wrote
About a girl you used to know 

I'm with the skater boy 
I said see you later by
I'll be back stage after the show

I'll be at the studio
Singing the song we wrote
About a girl you used to know 

Sound:

Analysing Music Videos: How is sound used to represent/attract a target audience?
Diegetic and non-diegetic sound is used in Avril Levigne's song 'Sk8er Boi' to represent the target audience of 16-25 year old straight, white British/American C1-E males and females in many ways...

Firstly, young males are represented, because the artist uses the lyric; "He wanted her." This sexualises his crush, representing other youths, who have fantasised about people who are out of their league. These lyrics fit two representation stereotype theories (Just like the lyrics in Wheatus' Teenage Dirtbag.) This first theory being Laura Mulvey's theory that; "Women in the media are used as; Erotic objects of desire for males on screen and in the audience. And the other being Stanley Halls theory that; "youths seek excitement through sex." Because a young male, who the audience can identify with is lusting after an attractive girl, who is out of his league.

Also, the song represents young females, because the diegetic lyric is; "Secretly she wanted him as well." This fits makillons theory that;" males are shown as sexual objects of desire." you can see this, because the young female is lusting after an attractive young boy, who is out of her league. Many of the target audience could relate to this, so would be attracted this song, and they feel that their social group is represented in the song.

Mise-en-scene:


How does camera angle and Mise-en-scene represent the target audience?
In one of the opening scenes in Avril Lavigne's 'Sk8er Boi' music video, Males are represented, because the video follows Laura Mulveys theory that; 'Women in the media are shown as erotic objects of desire for males.' Because, it shows the boy filming the pretty girl, and looking at her in desire.

The music video also follows Stanley Halls theory that; Youths seek excitement through crime.' because it shows avril lavigne stood on a car smashing it up in front of a large crowd. Also, it shows crowds of young people running from the police.

Mojo Analysis

Target Audience:
This magazine is a Rock genre, and is mainly aimed at white males between the ages of 16 and 25. The target audience is usually in the social grade C to D.

Masthead:
In the masthead, the word mojo is in a large white font. This is the name of the magazine, and is half covered up, but this gives a sort of 3D effect to the main image. Also, in the masthead there is a minor image. The Bold typography will attract an audience, because it will stand out on a shelf, and they will want to buy it.

Colour Pallet:
The colours used on the cover, are red, yellow, blue and white, but the main colour of the magazine is blue. These are bright colours, and will stand out, this will also attract an audience, because it is appealing to the eye. Also, the bright, bold colours help show the genre of the magazine.

Layout:
The layout of the magazine is quite cramped, but it looks appealing and stylish like that. The Cover is also showing what is in the magazine, and shows images of some of the people in the magazine, and it also shows other things about interviews and reviews, to attract an audience, and to make them want to read it, because it makes the magazine seem interesting and more exciting than others.

Images:
The main image is a medium close up, and it shows Dave Grohl, musician from Nirvana and the Foo Fighters. This image will attract an audience, because people will want to hear about the foo fighters, so will buy the magazine. There are two minor images, but one of them is a CD cover. The Other image shows David Gilmour performing. The minor images also show the audience a little about the content of the magazine. 

Typography:
All the images have teasers to reveal more about the stories in the magazine, like next to the main image it says "Foo Fighters Exclusive!" This makes the audience want to read it. The Typography is quite simple. But that is so each bit of writing on the cover isn't to long, because if it was too long, it would bore the audience, and they wouldn't want to read it.

Other Features:
The barcode and date is also on the cover, this is small and in the bottom right corner. It is like this, because if it was too big, it would make the magazine look odd and boring. 

Media Targets

Magazine Cover Analysis

Target Audience:

I have created a pop genre magazine. The primary target audience I am trying to represent through my media language is:

Gender: Female

Age: Between 12 and 18

Social Grade: E to C1

Masthead:
For the magazine the typography chosen is large and bold, to attract an audience. For the masthead, red and white were used, these are bright colours that will catch the audiences eye and stand out of the shelf.

Colour Pallet:
The colours used in the magazine where red, white and black. These colours are quite bold, and stand out quite a lot. This will catch the audiences eye, and attract them to the magazine. The colours also go well with the magazines logo, and makes the magazine look better and more attractive.

Layout:
The magazines layout is quite spread out, but i feel it is a bit empty, and i could have added more to it, to make it more interesting, but i think that it is quite stylish for the genre of music i was showing on the cover. The layout will attract an audience, because it shows a little about what is in the magazine, and if it looks good, then they will want to buy it.

Images:
The main image is a medium close up of the model in school uniform. The mise-en-scene was not great, it would be better if it wasn't in school uniform, but the lighting and facial expression is better, and fits well with the genre. The main image represents the target audience of teenagers, because on the front cover, is a normal teenager. This would attract them. There are two minor images on the cover, one of them is a medium close up, and the other is a medium shot. In the medium shot, it shows the model sitting on a wall, and the other is the model leaning against a wall. The minor images would attract the audience, because they can relate to them, and also would want to see the other images that  are also in the magazine.

Teasers/Typography:
All three of the images on the cover have teasers to reveal more about the stories inside, also, it is showing a new photoshoot, so there are more images inside. The writing on the cover is simple, because it says "PLUS! and exclusive photoshoot". This makes it quicker and easier to read, because the audience wouldn't want too much writing on the cover, otherwise they will find the magazine boring, and won't want to buy it. 

Magazine Institutions

Who Owns British Music Magazines?
IPC Media/Time.inc

Bauer Media

Conde Nast

Immediate Media

Main Music Magazines: Target Audience

Top 10 music genres:

Pop

Hip Hop
R&B
Rock
Classical
Rap
Emo-Indie

Best Selling Music Magazines:

Pop:
Website:
http://www.welovepopmag.co.uk/magazine
Target Audience:
Age: Between 16 and 21.
Gender: Girls
Social Grade: Lower (C2 D E)
Ethnicity: White
Fashion: Bright and revealing clothes.
Interests: Not usually rebellious


Hip Hop:
Website:
http://www.xxlmag.com
Target Audience:
Age: 11-36
Gender: Male
Social Grade: C-D

R&B:Website:

https://www.vibe.com

Target Audience:

Age: 13-25
Gender: Girls
Social Grade: D-E
Fashion: Minimal clothing, Hair and Makeup and jewellery.

Emo-Indie:

Website:

http://www.kerrang.com

Target Audience:

Age: 16-25

Gender: Mainly Male, but some Female.

Social Grade: C-D

Circulation Figures:

Rock:

Website:

http://www.mojo4music.com
Target Audience:
Age: 16-25
Gender: Male
Social Grade: C-D
Ethnicity: White 

Circulation Figures:

Rap:

Website:

http://thesource.com
Target Audience:
Age: 14-25
Gender:
Social Grade: C

Music Genres

Pop
Indie
Hip Hop
R&B
Rock
Classical
Rap

Pop:
       
             

Target Audience:

Age: Between 16 and 21.

Gender: Girls

Social Grade: Lower (C2 D E)

Ethnicity: White

Fashion: Bright and revealing clothes.

Interests: Not usually rebellious

Main Narratives and Themes:
Love
Loss
Pain
Breakup

What does the music sound like?
Fast and energetic

How does it make people feel?
Happy
Sad


R&B: 
        
   
Target Audience:

Age: 13-25

Gender: Girls

Social Grade: D-E

Ethnicity: Black

Fashion: Revealing clothes and high heels

Interests: 

Main Narratives and Themes:
Love
Heartbreak

What Does the music sound like?
Some of it is fast, but some of it is slow

How does it make people feel?