Preliminary Task - School Magazine Analysis

Front Cover:

   This school magazine front cover is very conventional of its kind. It is simple, yet formal and smart connoting the standard of education and formality of the school, while also showing the high standards.

    "DEYES HIGH SCHOOL" is the central text and masthead, this is the serif font and style used for all Deyes High documents and is very recognisable to the institute. The "Specialist Science College" and a nationally recognised and awarded logo below shows the specialisation of Deyes, with semantics that connote prestige and success. This cover is black and white clearly due to a budget cut as I am aware Deyes High usually use red, navy and white which is very recognisable to the school. The masthead is not in the conventional place and is almost central, while an image of the schools oldest building takes the place of where the masthead conventionally is. This building shows how established the school is, this building is recognisable to anybody in the area and holds much history showing a traditional school. I would use a similar image in the newsletter I will create for Deyes High School. The folio is at the bottom of the page, almost of a banner, including the issue of the newsletter, being "2" and the date, it is rather unconventional due to the size and placement, also the proportions compared to other text and the folio is usually much smaller in a more discreet place, such as a pug. The cover being very formal and smart shows that the intended audience is not only the students but also parents. The sans-serif almost comic sans font in the folio and banner at the bottom I do not find conventional, it almost seems out of place. It does not fit with the formal and smart presentation of the rest of the cover, seeming bulky and out of place. However, this could be representing the audience, showing that it is also students, from the ages of 11 - 18, not just the parents. This font seems less intimidating and formal to a younger audience.

This contents page is from St Ambrose Barlow School. I notice in comparison to Deyes High it appears less formal and professional than the Deyes High School cover, this could be suggesting that the audience is students and perhaps the students created it - therefore being that familiarity and informal attitude. All text, apart from the pug of the schools name and the columned, justified conventional text. The contents box is to the left hand side of the page, conventionally listed in chronological order with the page numbers beside them. The schools logo is in the top right corner as a pug. The  "Specialist Sports with ICT College" connotes the professionalism of the school and the high standard of education. Red, black and white are clearly representative of the schools colours. I doubt as the text is sans-serif and highly informal that this is used for all school documentation and logos. The folio is very conventional small and discreet as a top, right pug under the masthead, establishing the issue and date- I would use this in the magazine I will create. It is not typical for the first article to be on the contents page, though evidently this is to save money being a school and the newsletter not being a priority. The puff is a very informal yellow shape, connoting fun and obviously using semiotics to represent the sun, using the text "Summer Edition". Images between text break up large blocks of text and using captions is very conventional.

Magazine Documentation

Evaluation

Media AS Evaluation

Front Page - Break Down

When analysing existing magazines I noticed that the colours used for the house style tend to adapt seasonally, as I chose to create a July 2012 issue I made a conscious decision from the start to ensure I used the colours chosen. First I created a pink gradient from the bottom up and added the masthead Rebel. The name has been justified in a previous post. I chose an elephant font and made it all capital letters, though I think the bright pink makes it more mischievous and fun. I used the fx tool to create a large drop shadow, contour, emboss and and inner shadow. 

I then used an image of Amy which I was able to manipulate. Using the magnetic lasson tool I was able to cut her out and feather her. Using the tools available on photoshop I was then able to increase the vibrance, brightness and contrast. I also used the highlighting tool to show Amy's bone structure. I considered making the hair bun bleed over the text though felt it may be a little too feathered to do so.

I then created the puffs beside the image. The text featuring the copy is conventionally next to Amy's head with a quote and buzz word of exclusive. All the text is in the colours chosen and adapts to the subject of choice, for example "RnB Stars" is in a smooth text that definitely converges with its purpose. I used different sizes and fonts throughout to vary and make it look professional like the covers I had analysed.  I also used the fx tool to create drop shadows, contours, gradients, inner shadows and outer shadows.

This is the completed product. I added in a folio of the issue number in the top right corner which is a pug. Also I added a price and offer at the top saying "ONLY £2". This was the average price in my questionnaire and "ONLY" is a buzz word to encourage readers to buy. I also added a banner at the bottom using the rectangle tool and created a text box on top creating a small top shadow using the fx tool. I also added a barcode which is very conventional.

Contents Page - Break Down

Complete Product:

From analysing existing contents pages, I am aware that it must be consistent in house style, colours and images. I chose to create another pink gradient as on the front cover from the bottom up of a baby pink shade. I also created the masthead using capital letters again and an elephant font. I used the fx tool to emboss, contour, inner and outer shadow and created a wide outer shadow like on the cover.

I then created my "break in the book" showing me where my images and text will go. I used an image of Amy in the same jacket to show synergy and cut her out using the magnetic lasso tool on Photoshop. I used the dropper tool to get the same colour to use on the break in the book. I placed my images here because Billboard had three images set and I felt it structured the page.

I felt the background was too plain so I took inspiration from VIBE magazine and used a "R" where they had used a "V". I used the dropper tool to find the exact colour of Amy's jacket and kept it an elephant font for synergy though made it 500pt. I also arranged the layer to the back and lowered the opacity. 

I then added my editors letter from which I found inspiration from the Keri Hilson extract I analysed. She addressed her readers almost personally and informally with a certain amount of shared understanding. To do so, I called the readers rebels and acknowledged them with"Hey" which is fairly feminine in fitting with the demographic of the readers.

I then added the text which I set out like VIBE at the top. It is simplistic yet informative. The colours chosen were used and using an elephant font i created "features" and "also". Font converges with the purpose of the text, for example "KEIGAN TAKES OVER" is about REBEL's webpage so this is in an almost robotic, sci-fi font. Where as "Stars Stories" is in a more glamorous font. In all text I used the fx tools in various ways, though was conscious not to over-edit. 

To complete it I added page numbers next to the article headline. I then added 5 images which I took and edited and placed numbers over these. I added to the folio more by adding the issue, magazine name and page number. The magazine name shows synergy.

Double Page Spread - break down

Finished Article:

This is my finished double page spread for my magazine REBEL featuring "Pop Sensation" Amy Brown.
  Below is how I created this article and justification for my creation:

    I started off creating a new document on Adobe Photoshop CS5, I doubled the width of an A4 paper to ensure it was the right size. After analysing two double page spreads, I recognised the synergy and relation in colour, style and images between all three pages I created. The conventional three colours I chose were pink, orange and white. This is due to the issue being in July 2012 as magazines tend to adapt their colours seasonally. I chose the bright pink I had used in the masthead in both the contents and front page and created a gradient across the page

  The orange was incorporated in the jacket Amy is wearing. I made a conscious decision when taking the images to dress Amy in summer colours. I used this image of Amy and manipulated it through using my vibrance, hue, saturation, brightness, contrast and exposure amongst other features Photoshop offers. As this image is attractive and rather suggestive, though aimed at girls, this is evidence of David Gorndlett's theory of 'girl power' within the media.

   I then created the headline, as Amy is rather suggestive in her image and her text implies she is quite a REBEL (showing synergy to the name of the magazine and the star featured). I used "AMY BROWN" as I feel this immediately establishes her to those who may not know her. I chose a font called SI Impact. This font has connotations of a rebellious and proud nature. Using the fx tool, I created an outer shadow on this headline and was able to contour to give an almost 3D effect. The headline is always conventionally at the top so the readers eye can interact from top to bottom.
   I also added in page breakers, matching Amy's jacket. This is known as the break of the book. The large breaker across the middle I analysed in Solange Knowles feature in VIBE. I also columned in two four columns. Initially I did three however realising the text would be spread across the pages, these page barriers distinguish one page from the next. they are also evenly spread out.
  

I then added the article I had previously written. I conventionally used a lead columned within the first column like Solange Knowles'. Within the lead "AMY BROWN" is in capital letters, set differently from other text as I had analysed in both double pages. I considered using a drop capital though when I tried it out my magazine looked out of place I was unable to justify my text. I ensured my text surrounded my image to make it look professional. Most text is music related however in my questionnaire many did request fashion and style along with childhood memories which I included. Culture is not included a lot, however it could be argued pop and rap culture are included along with American culture.  Slang and improper English language was a necessity I felt due to the genre and artist. Its suitable to represent the artist in their brand image and identity. Fans will be aware from publicity and promotional campaigns, along with social networking sites of Amy's nature. It is only right to give the fans the identity of Amy they are familiar with. 

I then included anchorage text over the image which is a quote from the article, it is Amy summarising herself and her past. I used the fx effect and created a satin effect, as well as embossing, contouring, inner and outer shadows. I also added promotional text for Amy's next single above the page breaker, along with the folio in the conventional places including the page number, issue and magazine. The magazines name was set in its house style. Throughout the article when the word REBEL arose, whether in relation to the actual magazine name or Amy's rebellious attitude it was set in the correct house style showing synergy.

I felt I needed another image so I added a thumbnail of Amy and her dog. The dog is what is known as a "designer dog" and only adds to Amy's natural glamour more so. There is a border to separate from text and a conventional caption below.

Questionnaire results

These are my results I analysed before creating my magazine. Although my Excel barchart graohs would not load this Excel spreadsheet presents the results clearly.
  I have definitely noticed a gap in the market for girls music magazines aimed at a specific genre, though a niche market I feel a lot of young girls would be highly interested. Many of the girls that answered the questionnaire were 11 to 15 or 16 to 20. Being a female of this age group I felt I could relate very well.
 Also in music magazines, my genre of choice isn't very well represented. VIBE magazine represents rap and hip hop, while Billboard represents almost every genre. I recognise a new hybrid genre that artists such as  Nicki Minaj have introduced. Nicki is a female rapper and singer who has been known to feature in all rap, dance and pop songs. She highly converges with her audience.
   The average time frame seems to be a month in between buying magazines. This is true for most music magazines giving well enough time for professionals to produce the work.
   Rap and pop are highly popular genres, although I feel these could be merged in my magazine as many artists today tend to create a hybrid genre.
  Although many of the readers enjoy an interview which I will be presenting, they also enjoy learning about current releases and concerts which I can include in my article.
   When asked whether their magazine of choice represents their individual style all answers were positive with no less than "sometimes".
  The average price is around £2 and prefer globally known artists. I notice most actually prefer text to images, which is probably because the music magazine includes information as opposed to predominently visual context like a fashion magazine.
  Many also want to know about the artists history outside of the music business.

Analysis of Double Page Spread

  This is a double page spread from NME. The image of Lily Allen in the right hand side almost subverts the Male Gaze theory as she is covered up in a baggy shirt, although her top is unbuttoned fairly low and she has 'just rolled out of bed' hair.
  The headline consumes the majority of the page, this is obviously only the first page of the feature. This is in the format of a threatening letter, one that the police would see so the person couldnt be identified. This connotes Lily's rebellion further.
  The colours used are black, white and red which connote rebellion and are rather gothic.
   There is a small introduction, where Lily's name, as in Solange Knowles Vibe article clearly stands out.
 The text is columned in to four and the break in the pages is clearly visible.
  Folio's including the page number, issue and magazine name are in the conventional places besides the journalists name by the title

Analysis of Contents page

  This contents page differs a lot in comparison to VIBE's simplistic guide.  Billboard's readers are a wide range of people, due to the fact it is not aimed at one specific genre as it is based upon the Billboard 100 - this is similar to the Top 40 charts in the UK. Because it is aimed at a wide audience the housestyle, colours and style all seem to be fairly universal and could appeal to all.
   The masthead "Contents" appears across the top and is very similar to the masthead on the cover, which would be "BILLBOARD", this shows synergy to show the two pages relate to eachother, what is shown on the cover is only further explained in the contents. The connotations of this font are edgy and loud. It is simplistic though fairly dramatic.
   The Billboard 100 is listed down the side of the contents in the exact format it appears on the website, also showing synergy. This initally relates to all readers as almost everyone will have a song or artist in the charts that they enjoy because the figures are calculated through public legal purchases.
   There are page breakers of the colour blue, which relates to the colours used. There are conventionally three colours used on a page, these are blue, gleen and black - this could relate to the Autumn season or the artist featured on the cover. The same colours will be used on the front. Four very different images are used on this contents page with the page number listed on it, this is shared understanding between the reader and the magazine that they understand a feature about this person is on that page. Each image has the mise en scene and connotions of their relavant genre. For example, the rapper in the top right image is wearing all black and sunglasses. This does not reveal a lot of the person which connotes mystery and the sunglasses almost connote rebellion and glamour. The leather jacket connotes a biker, although we understand that this rapper probably isn't a biker we understand the rebellion and how in modern day fashion has adapted itself to achieve the connotations necessary. Before I even know who this person is I'm quite aware he is a rapper.
  Keri Hilson appears with a chain wrapped around her, this could be percieved either way; vulnerability or power. I notice she is wearing quite nude shades with one statement colour of her hair which I noted in previous posts.
   The girl country star has the mise en scene of the country in the background.
   All text in the contents is listed under subheadings showing the relevant parts to the reader. The titles of the article are in colour (either blue, green or black) and many are bold with the page number beside them. While the short extract that follows is in smaller black text and italic.
   The folio, including the page number, issue and magazine name are conventionally in the corner.

Possible Mastheads

  After considering how I want my magazine to eventually become and ideas of costumes and shots for images, I stated creating a masthead. The first text I created is at the top and the last at the bottom therefore they get progressively better.
  At first I chose the name VIVA for my magazine, which is spanish for living. I also looked for other translations but came upon none suitable nor sounding right. I also realised I could face copyright issues as there is already a music channel called viva.
  I then opted for the name rehab. The connotations of the word represent what I want my magazine to represent. It is taboo and slightly rebelious, this is why I have chosen capital letters and an "elephant" font because my magazine will make a statement.
  The second font and colour I chose I felt was completely wrong for my magazine, the actual text and font holds the right connotations however it was not right for my magazine.
  The colours I chose, being oranges, red and pink are summer colours. As I have already stated many magazines adapt their housestyle seasonally. I thought the blue looked very suitable for winter however but I will not be using this in my magazine.
   I chose to change the name to REBEL, using an elephant, italic font with bright pink letters. I felt this more appropriate for the audience of teenage girls.

Preliminary Task - School Magazine

I decided after my first attempt of creating my school magazine that I would have another attempt. After learning more and having more experience using the different programmes I knew that I could definitely improve upon my work. Here is the mock up and eventual product below:

Photoshop - Practising Using Photoshop

       Before starting my preliminary task of actually creating the school magazine, I first practised using photoshop. Editing photos is extremely common, particularly in magazines and on covers. There has been much debate over young girls being too heavily influenced over perfect looking models on front covers and how image manipulation should be banned. However, the reality is that most magazine editors will never stop editing there images. As I've stated in previous posts, they will want to use a flawless person for their cover, they won't actually get these flawless images without image manipulation. In these pictures of Megan Fox, I will explain how I used image manipulation to modify the image.

Original Image:

Edit 1

As you can see from the first image, using photoshop I was able to remove all of the blemishes from Megan Fox's chin to make her skin look flawless as most people would not see spots as attractive or making someone classically beautiful.

 Edit 2:

In this image I was able to remove the shadow from under Megan's nose as this may have been a lighting error.I also made her hair look more smooth and sleek by removing stray hairs around her head, Megan would aim to have a flawless image without a hair out of place.

 Edit

Photoshop allowed me to make the image black and white as this makes the image very classical and connotates old film and classic hollywood beauty. I added a red lip on top to add a pop of colour, similar use has been used in Vibe magazine on the Kanye contents page I analysed. This use of a red lip draws the viewers eye and connotates sexuality which as previously stated sells magazines.

Music Magazine Mock-Ups

After analysing music magazines I was able to identify many conventions to therefore use in creating my own. Here are my mock ups below:
Front Cover:

Mood Board

After analysing music magazines of a similar genre to the one I have chosen, I created this mood board in order to give me a base to work from and refer to. It shows what to me represents hip-hop. I see natural and real people that have had fame and glamour thrust upon them. It is all very expensive looking and something I identified from analysing Vibe magazine was that neutral colours are often used with a pop of colour on important and relevant objects, it can also connotate and contrast the real people and their glamorous lifestyle, which is something most rappers and singers in the industry love to show for their brand image.

Analysing Magazines: Double Page Spread, Contents and Extras

Contents Page:

  Kanye West was the feature in this issue of Vibe. A large image of the rapper consumes most of the page with the column inch listed in a small serif print beside him. This magazine does not often use a serif font however in this case it fits well with Kanyes brand image.

 It is again apparent, particularly on this page, that neutral colours have been used with a pop of bright colour. It appears that a black and white, almost sepia filter has been set over the page and a

bright red heart is the focus of this picture, it is bright red to make a statement and connote a huge amount of love. This image has been influenced by the metaphor "holding his heart" to show that he loves somebody. clearly it is a female arm. The reason we cannot see the girl is because either we do not know who he loves, he is looking for somebody to hold his heart or it is his fans. The reason the metaphor is apparent would probably be revealed inside.

   This page is very true to Kanyes brand image. The mise en scene of him rather formally dressed looking quite serious represents him as a sophisticated man whos very serious about his career, however also can be vulnerable and wear his heart on his sleeve.

  Behind Kanye is a huge "V" incorporating the magazine logo being the first letter of Vibe. This promotes the brand identity and links in to the cover.

  "Contents" is not set conventionally however this is purposely done to not be conventional, to be different and individual. The way most of the readers would like to describe themselves as.

Double Page Spread:

     This is double page spread of singer Solange Knowles in Vibe magazine after the release of her album she is promoting.

    The first link I make between this and the contents page is the way the pug reading "VOLUME NOW" has purposely been unconventionally set out, just like the "Contents" had been on that page.

    Like all the pages I have analysed in Vibe magazine the colours are neutral with a huge pop of colour. This time the main image of solange is the pop of colour, along with her name in the text.

    The image is rather big, consuming half the page with a quote of importance or relevance next to her. There are multiple images of Solange along the top half of the page doing different movements and shapes all in long shot. these are black and white.

  In the lead, Solanges name is bold and brightly coloured, contrasting to the rest of the text. This is to establish the person instantly and is a focus point of the readers eye. There is also synergy between Solange, her name and the "VOLUME MUSIC NOW" as she has a bright blue - obviously enhanced - denim jacket that matches the writing and she is very current.

  All text on the page is very conventionally columned however is not in the typical question and answer format but only Solanges answers modified to make sense.

Extras:

I found this letter from the editor very interesting, this is Keri Hilson who evidentally stepped in as guest editor for this issue. This is something I would consider using in my contents page.
 There is a large image of Keri to state who the letter is from. The headline for this small article "Letter from the Editor" has the word editor in a different colour again to establish and make the link between Keri and this piece of text.
   Text almost looks handwritten which is very personal. Conventionally, particularly in fashion magazines the letter will be typed and personally signed by the editor, however this is all handwritten.
  Language is very informal and not at all grammatically correct, however it is how Keri would typically talk to her fans. There is a lot of shared understanding between Keri and her fans that many others may not pick up on such as "Miss Keri Baby's" which is a term she uses in a lot of her songs when referring to herself. Also "No Boys Allowed" which is the title of her first big album and "peach out" is a term she uses when saying goodbye. This letter is all very personal between Keri and her fans.
 

Analysing Music Magazines - Front Cover

The magazine I have chose to analyse is VIBE magazine, it originates and is distributed around the USA. I have chosen this magazine as it is of a similar genre to the one I am to create. It features similar artists and has the edgy yet sophisticated style that I am aiming for.

   Model and actress Amber Rose graced the cover of the July 2011 Vibe issue. The magazine adapts their colours and images seasonally. We can identify that it is summer without looking at the folio but looking at the image of Amber wearing sunglasses.

    A block colour of blue has been used for the background. The reason is to keep the magazine simplistic and to make Amber the focus point. Colours are contrasted on this background, all these features to make a statement. Blue would not usually be associated with summer however it connotes the coolness of amber and also when used with yellow can be associated with the sun and sky. Ambers peach lipstick and nails along with yellow are bright and give reference to the season.

     The mastheads font, style and setting remain the same in all Vibe magazines produced, however the colour adjusts in accordance to the season along with the other colours used in the house style. In this issue the text is white and this can also be seen in the puffs.  White connotes purity and cleanliness, this also shows the season of summer. The masthead is in bold capital letters connoting importance and making a statement.

       The image is central and overlaying the masthead on both covers I am analysing. These are the only images on the page and feature the artists in the copy – which is the main article. This again is for simplicity. The copy of the issue is within the puff right of her face, this shows the relevance to the image.

    Although not showing anything, Amber appears to be nude, this is selling sexuality to the reader. It may be appealing to both men and women as woman may aspire to her and men will like her. However brutal, unless making a statement or using an extremely successful singer, there is always going to be an attractive person on the cover, you will understand this more in my post about feminism. Usually on a music magazine somebody who people would class as classically beautiful, however this is very different with Amber Rose. She does hold features of a classically beautiful person with her perfect skin and make up, however a woman with a shaved head does not really fit in that category although we must remember that Amber Rose is not only associated with the hip-hop business but is also a fashion model, fashion magazines are definitely very different.
 This person is also usually quite close in age to the audience in question so that they are relatable.

   I notice that on both covers quite neutral colours have been used with a pop of colour. This seems quite suitable to the genre and its artists who aim to portray themselves as real as they can added with glamour now they are in the spotlight. I would consider using this on my own magazine.

    There are puffs around the image on both sides. Throughout the puffs the fonts and colours alternate. The colours alternate between yellow and white with no relevance to importance but to make a statement and create more interaction for between the reader and the page. The text above the masthead also alternate between yellow and white. All font is of a serif font alternating again between bold and regular and also capitals and lowercase. It appears that the more important text is bold and capital for example in the puff stating the copy “AMBER ROSE” is in capital letters and bold, however where it is stating what the article features “on Wiz, women and lessons from Yeezy” is regular and with the correct punctuation for proper English.

   A pug of a barcode is used in both magazines I am analysing, this is very conventional of any genre of magazine.  Connected to this pug on the Amber Rose cover there is a barcode. This offers exclusive information to those with a smart phone and shows the magazine is aiming to its audience of young people and moving with technology.  There is also a folio of a website in the bottom left corner which is very conventional as it tends to be either at the top under the masthead or at the bottom.

      In the February/March 2012 edition of Vibe magazine, singer and rapper Nicki Minaj was the main feature.

   As in the previous cover I analysed I notice that the colours have changed in accordance to the season. This shade of orange is very representative of autumn. Black text is also used alongside this to connote boldness and fierceness, two things Nicki Minaj aims to represent her brand as.

   The image again has used neutral colours with a pop of colour which fits very well with the genre., this is definitely something I would consider for my magazine of a similar genre. In comparison to the other cover I analysed I notice that both covers are very in tune with the brand image of the artist featured.

    The puff promoting the main feature inside is next to the head of the artist as it is in the Vibe cover of Amber Rose. Text still alternates colour, size and boldness however all text on this page is in capital letters. The text that reads “NOTORIOUS K.I.N.G” is identifiable and shows the brand image through association.

    Something I identified to be different between this cover of Nicki Minaj and the cover of Amber Rose was that in this issue there is no barcode attached to the actual price barcode. This is unusual as magazines usually progress with technology however it appears the bar code has been taken off since this issue was produced after the first. Reasons for this could be that because it is exclusive or possibly expensive Vibe magazine only use the barcodes every so often. Another reason could be to make the audience equal as they may have realised that not everybody owns a smart phone and not enough of their readers used it.

  

Preliminary Task: School Magazine

      Using the research I had done, I was able to gather knowledge and skills to create my own school magazine. This is the cover of the magazine I created. From the terms I gathered and anatating a school magazine I was able to learn the terms and conventions and use these in improving my own work.

    I have used the house style throughout the page with the predominant colours being pale blue, dark blue and red. For the background I used a gradient tool in order to use the pale blue but give it more of a realistic, formal look so that there is more interaction with the page than it simply being one block colour.

      I have also placed a pug in the corner of the page which is the Deyes High Logo, this establishes the institute and is instantly recognisable to those associated with the school. The colours used for the house style are shown through the Deyes High logo. This logo is part of Ferdinand Sassures semiotic theory as it is instantly associated and has no direct link.

   The masthead of "Deyes High School" is in red block capitals in a Bell MT serif font. This connotes formality and prestige. Deyes High School is printed in this style all around the school and on most documents and on the school banner outside the building, by creating the masthead to be the same an instant connection can be made.

 There is a small folio in dark blue under the masthead which shows the date of issue. On the actual school magazine I analysed the folio was just right and below centre. I chose however not to follow this as when I have analysed other magazines this is not the conventional place nor style for the folio, I therefore used my initiative to place the folio in the conventional place.

    The brief stated that a midshot of a pupil of the school must be used. This was the only image I used on the cover as I chose to keep the page simplistic. I was able to crop and readjust my image on photoshop. The mise en scene of the image shows smartly dressed pupils using the schools technology, this connotes a smart and well equip institute.

   I used a large red puff overlaying the image, the writing is blue and of a serif font to again show formality. The colours show the house style and the context is relevant to the school.

   I used a strap line of "Primus Inter Pares" which is the schools motto. All students will recognise this and it holds the meaning of first among equals. The text is blue for the housestyle and the font is of a serif font for previous reasons stated.

Preliminary task - Analysing Existing School Newsletters

Conventions of a School Magazine:

In order to create a school magazine I first had to identify the codes and conventions in regards to semiotics, language, layout, graphics and images by analysing others. This is an analysis of the Deyes High monthly newsletter.

Front page:

   A part of semiotics is the use of a house style, this is shown through layout, graphics and colours. It is the expected conventions for a specific type of article. The colours used are those associated with the school, for example in Deyes High School these are blue, white and red. The masthead is the same used on all documents, this is just as recognisable to the institute as the Deyes High logo. On the front page there are two shades of blue and red boxes, this is to link in and show again house style.

  There is a pug in the top left corner of the magazine of the Deyes High Logo, this is an instant indicator to the institute and is instantly recognisable to those associated with the school.

  The images are of students and their achievements. They are dressed smartly, engaging with their props, this is all part of the mise en scene to connote smart and active students.

    The font on the front of the page, used both in the masthead and the folio, being the date of issue of the newsletter, are in a sans serif font and are quite large and bold. This is not what I would expect Deyes High School to use for their target audience of all students and parents. This may have been OK when aimed at younger students however Deyes High School should convey their formality in their text as all part of the mise en scene. This newsletter is aimed at older students, those of all different abilities and parents, therefore I would expect a conventional school newspaper to have a less bold and more elegant serif font.

Double Page Spread:

     The first convention of a magazine apparent is the columns used with the images relevant to the text and also the subheadings.

   Images showing the students activities and achievements are very conventional as the school wants to portray their selves and their students as successful.  They also include images of school trips to show the students are active and the school does support this and to show they are fun. All images are relevant to the individual article. All students are dressed smartly under their B&Q uniform which is all part of the mise en scene.

  The language used is very formal with some monosyllabic words such as "generosity". I do feel that most students and parents alike of all different abilities would be able to understand this language and the context. The language is formal to establish their status and to show they hold power. There are features of power in the text. There is also shared understanding, one example being in that the magazine states "Miss Treanor" without explaining who the person is, assuming the reader will know.

  The text used is not what I would expect to be conventional of a school magazine, as with on the cover text is of a sans serif font, I would expect a more formal serif font making the school look more professional, however the text is easy to read and will not intimidate any readers.

Preliminary task - School Magazine Mock-Up

Through analysing the Deyes High School magazine, I was able to identifty the conventions to therefore use in my own creation. The blog below this one shows the conventions identified and I have also recently posted another of magazine terms. I have been able to use this knowledge I have gained in my own school magazine, this is the mock up below:

Planning Possible Images - Preliminary Task - School Newsletter

   For my school newsletter I have planned images I have chosen to use that match the conventions of a school magazine. These shots will reflect the contents.

   The first image I have decided to take is an establishing shot of the school building for the front cover. This will establish the setting of the magazine and show the contents. The D block building is significant as this is the newest building in the school, built in 2011. This means the school will be represented by a modern, well built, high tech establishment.

   The second image I have chosen to take is a long shot of a sixth form student in a classroom holding a book. This student has made an achievement in the subject of the book, for example in this case an A* in music A-Level. This will be a long shot so that the environment of the noticeboard with other images and achievements can be shown in the mise en scene and a neat looking student in their uniform.

   The third image I have chosen is of the inside of a newly refurbished room, which will be the textiles room.  This will be an extreme long shot to show the whole room. I may even use a high angle so all features can be seen.

  The fourth image will be of students at a computer screen in my article about how students are using the internet more for school work and new technologies within the school.  This will be a mid-shot so that I can include a few students and show the computer screen.

   The fifth image may be in the PE department to show students in physical activity. This will be a long shot to show a few students doing different activities. The mise en scene will be PE equipment and the school PE uniform.

Cohens Moral Panic

       In 1972, Stanley Cohen proposed a theory of Moral Panic. He explained that the trigger of this was when the “condition, episode, person or group of persons emerges to become defined as a threat to societal values and interests”.

      The mass media hold authority to influence changes in society through publicising threats to the public. This may be threat from other countries, cultures, religion, drug and gang culture or even everyday things such as health risks to smoking and sunbeds.

      Goode and Ben-Yehuda suggested that moral panics can be recognised through several features. They may consist of the following characteristics:

·         Concern – Awareness that the behaviour of the possible defined threat and that it may have a negative impact on society.

·         Hostility – Society showing hostility towards the opposing group or threat. It can be seen as ‘them’ and ‘us’

·         Consensus – Concern does not have to come from a majority or be nationwide. There is moral panic if there is a large group of people opposing the threat and that these accept that the group in question poses a threat to society. The “moral entrepreneurs” which are the people that benefit through raising awareness and gathering support against the threat such as the mass media aim to make the opposing group appear weak, wrong and immoral.

·         Disproportionality – The action taken is disproportionate to the actual threat posed by the accused group.  Meaning that the mass media will heavily publicise and raise awareness of the threat to create more support against the opposing group.

·         Volatility – Moral panics are highly volatile and do not tend to ‘sit on the fence’. They completely oppose a threat and do not question other possibly reasonable ideas. Moral panics tend to disappear as quickly as they appeared, this can be due to the mass media continuously proposing other threats and being heavily influential, meaning interest can be consumed by the next moral panic.

   One example of moral panic is violent video games. Jack Thompson, an American attorney, is widely known for his role as an anti video game activist. He is known for creating hysteria in court over the use of sex and violence in video games and how this affects gang culture and the youth in society.
  In history, Nazi Germany created a lot of moral panic against race and religion. Jews were driven out due to moral panic, to quote Hitler in 1938, "If we do not take steps to preserve the purity of blood, the Jew will destroy civilisation by poisoning us all".
  An example of a tabloid newspaper creating moral panic is when the Daily Star published an article on the 2nd December 1988 about the spreading of AIDS. To quote, "Surely if the human race is under threat, it is entirely reasonable to segregate AIDS victims, otherwise the whole of mankind could be engulfed.  
   
     In regards to a music magazine, it is important to understand the audience. Music magazines trade on oppositional culture. Those aimed at youths will not promote the typical things the mass media will promote. Other media texts such as newspapers, particularly tabloids will aim to create support against the opposition and what is ‘wrong’. However music magazines aimed at a younger generation can be aided by moral panics as youth rebel against confinement and what other generations and those more conservative may oppose. For example, Pete Doherty still remained on the front page of NME and other similar magazines and still an idol to many despite being pictured by the paparazzi falling out of clubs, heavily smoking and drinking.

Ideology;

Tasks for Friday 27th period 1:

1. Use your own reading and the information on the handout to come up with a blogpost your own definition of 'ideology' and why this is important for a magazine

eg. Kerrang and their "break the mould" mission statement!

2. What might the ideology be for a school newsletter?

3. Mindmap possible mock-up photos to use in your own version of the school newsletter.

4. Make sure all other posts are up to date, to ensure no gaps at this stage.

  In Media Studies the concept of ideology refers to beliefs and ideas behind a media text. Through the media feeding us information, they have the power to construct and influence our views, attitudes and behaviour towards whatever is concerned.  For example, a newspaper will usually have a clear political ideology, siding with a particular party, this constructs and influences their readers to vote for this party.

     The creator of each media text will have a purpose or subject to portray. Ideology may be presented clearly or be an underlying issue that is given to the audience to understand.

  It is because of the constant ideologies presented to us by all forms of media around us that we become to have these dominant beliefs in society. For example, the government and media industry work closely to ensure that war is supported, this was particularly necessary in World War One and Two. The audience is fed information and is heavily influenced, perhaps without even realising.  

Hegemony and Dominant Ideologies

   Gramsci, an Italian politician and political philosopher, defined hegemony as the way in which those in power maintain their control over the public. Dominant ideologies are considered hegemonic as they are widely believed views influenced via the mass media to portray the political parties as they choose. It is views that are accepted because the audience is told and do not question, such as the law is correct and also patriotism that we should respect and care about the monarchy.

   Althusser argued that ideology is a force in its own right.

    Chomsky argues that the media can be used to divert the public’s attention from real issues that the government may not want us to know, in order to present Britain in a positive way. He maintains that most prefer to be entertained and see an ideal world in a media form therefore opting for fiction such as soap operas, instead of choosing to understand the truth of the world through gritty documentaries.

  To identify an ideology, it is important to consider:

·         Whether the text is implicit or explicit

·         How the text employs dominant ideologies

·         What ideological assumptions are made from the text

·         Are these ideologies cultured, institutional or both

·         Do the ideologies reflect the type of text, for example in a washing powder advert the ideology may shape the form and content of the whole advert.

   In regards to ideology in a music magazine, they will influence their audience heavily as journalists are able to portray their ideas with euphemism or make the artist or product sound worse than it is. Magazines are heavily influential as the reader will already agree to many views of their chosen genre and they feel that the magazine is in power, particularly if the magazine is well established or has dedicated readers, such as Rolling Stones magazine. If this magazine said that an up and coming artist was great and promoted them well with a lot of publicity, the dedicated reader is unlikely to disagree. Many magazines portray the ideal lifestyle for their reader to aspire to, they are able to identify the ideal lifestyle by their demographic and audience, for example a reader of a pop magazine would aim to have a glamorous lifestyle with beauty and luxuries.

   The ideology for a school newsletter would be support of the school and its staff and accept that they have authority over the pupils. Also the importance of the pupils and this would be shown through focusing on the students and the pictures. This would be presented using the language and would not be clear to the audience as they would make it appear that the pupils are the most important feature.

Feminism

Feminist Theory  
    Feminism is the opposition to out of date and derogatory view points of women that many people in society still share today. Feminism aims for equality and to portray a strong image of women. In recent history and still in many different cultures around the world that men hold the dominant role. In the twentieth century many British women moved the feminism movement forward.

     It is clear that in terms to careers within the media that there is more powerful  and hold more positions in today's society, however many theorist show that although there is more equality women still hold a different purpose within the media. Three theorist I am particularly interested in for this topic is Laura Mulvey, Judith Butler and David Gauntlet.


The Male Gaze

   Laura Mulvey, a British feminist film theorist,argues that audiences interact with the media"voyeuristically" and "fetishistically". Cinema audiences watch a film without being watched by the characters on screen and usually in a darkened cinema so other audience members do not observe them either. Therefore they are almost voyeurs, watching the people on screen, this can lead to two effects


     objectification of female characters in relation to this controlling (male gaze)


     narcissistic identification with an ideal image seen on the screen


   Mulvey argues that this is voyeurism involves turning the represented figure itself into a "fetish"
or an object so that it becomes even more beautiful. This is simply just a visual object for the audience to appreciate, the identity that follows is usually mild as to focus on the beauty of the character. Mulvey suggests, this leads to the cult of the female movie star, who's appearance is widely appreciated but considered as an object and often treated as such.


    Propps Narrative is another theory related to feminism. He stated that conventional Hollywood films have a male protagonist in the narrative and assume a male audience. Male characters are "active and dynamic" and not always "conventionally attractive". Actresses must be glamorous and attractive but are often given supporting roles, such as the princess to Prince Charming and therefore are on screen as "eye candy" to appease the male gaze of the male audience.


Gender as performance


Judith Butler argues that we all put on a gender performance, regardless of sexuality. By choosing to subvert, we might work to change gender conventions and the binary understanding of masculinity and femininity as represented in the media. She suggest that: 


   "Gender is not some inner truth but the presence of received meanings,"


   "Gender is not fixed but constructed".


    Gender representations are used to construct identity in the media you can see how these 'performances' can be manipulated. Music artists who often construct complex gender ideologies as part of their image - "Madonna has constructed images which are expressly  feminine, overtly masculine and less extreme over her career". Other artists who aim to construct particular gender identities to present particular ideologies to an audience - Eddie Izzard and David Beckham both use feminine gender identity at times as part of their image, presenting less conventional ideologies to their audience. In order to change representations and expectations, Sigorney Weaver shaved her head completely and was not filmed in a far more 'male' context than had previously been the case for female characters in conventional sci-fi film, who, whether human or alien were usually products of the male gaze


Gender and Lifestyle
David Gorndlett argues that in contemporary society, gender roles are more complex and that the media reflect this. He points out that the female role models today are often glamorous as well as successful (Ali McBeal) in a way that previously they were not. He argues that much of this is due to the rise of 'girl power' in the media, through identities constructed by music artists such as Destiny's Child as well as contemporary actresses, for example who are demanding less passive film roles. He argues that our expectations of gender are flexible and culturally dependant and therefore will continue to change. He tracks these changes through different media texts, especially lifestyle magazines.