The masthead is obscured by the image of the artist Alicia Keys which symbolises to the audience that Vibe

is a well known magazine brand and will be recognised by the codified mode of address and mise en scene rather than just relying on the masthead itself to appeal to their demographic. The typography is bold and capitalised which represents the magazines intended demographic clearly as this is a very masculine typography that represents their dominance. The white colouring in contrast to the grey gradient background stands out and is the largest piece of typography on the page as it is the most important and should be remembered. The name vibe relates to the music industry as to some people it is an iconic dance for teenagers and to others it is the feeling a person gets from a favoured song therefore it is relevant and entertaining name for a music magazine.

There are a range of content surrounding the main image in a variety of typographies of different sizes and colours to attract the intended demographic. This content is known as cover lines which will feature buzz words and other entertaining devices to further attract the audience. Conventionally, the magazine will use a heading and a subheading which will give more of meaning to the heading provided.

Information boxes may appear in different shapes and sizes and will feature information deemed interesting for the intended demographic which is related to the main feature story, which is Alicia keys. It stands out on the page and is consistent with the colour scheme of black, white and red.

The uses and gratification theory explains why people consume magazines and other medias, and what they get from them. For instance within the Vibe magazine the audience receives information from the various cover lines such as 16 reasons American music is losing which is something the intended demographic would find interesting thus will want to read. Entertainment is also provided due to the use of buzz words such as first real interview as the audience will be excited by the idea of being the first person to find out a piece of information. As a result social interaction occurs as audiences discuss the magazines contents however; this has changed throughout the years with the development of technology which has enabled more media platforms to be created which has allowed exchange to occur. This is the ability to use the media on an interactive level for the audience to become active consumers, and may be able to download the magazine via the internet. The audience also gains personal identification as explained through Maslows hierarchy of needs the audience aspires to be like the model due to their own dreams to become successful.

Alicia Keys a renowned pianist and singer is an aspirational figure to women and men as she has become a celebrity with her own name acting as a brand and a generous amount of money to her name. Therefore, the mere image of a celebrity is a positive selling point as the consumers will gain a sense of fulfilment by buying the magazine as they believe they are buying into their goals and aspirations due to the magazine. This approach is known as Maslows hierarchy of needs, which is a concept which states that humans want to achieve their dreams and aspirations (self actualisation) however, it is rarely obtainable. Social theorist Jean Baudrillaed explainend that the advances in media technology have changed the representations of reality, particularly in the way females are photographed, creating a simulation of idealised reality, rather than the reality itself. The development of technoloy, mainly the internet and photoshop has allowed the media to change how women are treated in society and how they are viewed. Which is influenced by representations from the media that have created a hyperreal reality. As this striking image of Alicia Keys in a medium shot has most definetly been air brushed to make her skin free from blemishes, eyes whitend and jaw line more defiened in order to create the hyper real image evedent as it is unontainable for normal women.

The male gaze is a theory which states that women are photographed in ways that objectify them as there bodies are canted to represents them as submissbe and vulnerable to the audience, whereas the male role which is the audience is put in a position of power and dominance. This reinforces the dominant ideology that women are lesser than male and must learn to be subordinate which supports the hegemonic values of society. The image of Alicia Keys does not completely support the idea of the male gaze as she has not been photogrpahed at a high angle shot and she is using a direct mode of adress as she is looking directly into the camera, and is therefore represent as strong and powerfull. The mise en scene due to the costuming represents her as a strong female role model, as her hair is slicked back with black makeup which convey a sense of strength and dominance. Also as she is wearing a leather jacket with her collars up it reinforces the representations of a strong female thus subverting the codes of the male gaze and going against dominant hegemonic values.