Media Studies

Advanced GCE in Media Studies H409/03/04 Making media

Statement of Intent

Centre number Centre name

18125 City College Norwich

Candidate number Candidate name

4518 Ellen Wilson

Brief chosen:

Magazines and Online

How do you intend to use the four areas of the media theoretical framework to communicate meaning
and meet the requirements of your chosen brief? (approx. 400 words)

Product 1

Representation –
One requirement in my brief is to have at least two representations of different social groups. In order
to fulfil this, I will ensure my original photography will include two genders (both male and female)
that will be represented across my two editions. I will also provide varying representations in the
format of two music genres – indie rock and pop. I will construct a representation of the indie rock
music style by using conventional codes and conventions expected of this genre for example having
the actors wear dark clothing such as denim jackets and directing them to have quite serious/straight
facial expressions, just as I have found following research of other indie rock bands. This will allow
me to successfully encode the message that I am providing about the indie rock genre in order for my
reader to then decode. One stereotype that I will be challenging within my music magazine is that the
indie rock genre is male dominated I will do this by having a mixed gender band. To ensure I am
following my brief I will construct a different representation on my second edition of magazine “That
Sound” of the pop genre and the colourful energetic style that relates to this. One specific example is
by using a brightly coloured background making the magazine cover stand out as well as directing my
model to wear a colourful t-shirt to reflect the upbeat and happy style of pop music.

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
Audience –
One way I will attract my audience is by using models in my photos who are within the demographic
for my product this way the readership will feel as though they can relate to the individuals
represented and therefore the content included. After researching entertainment magazines, especially
music magazines, I realised just how broad this type can be and the different genres and sub-genres of
music are endless. With such a variation between music magazines there are so many styles and tastes
differing between age groups and demographics. This means that most music magazines are quite
cliché in attempting to attract a very specific audience. In order to avoid this problem and to appeal to
a wider more mainstream audience I have come up with the unique idea to explore a different genre of
music in each edition. This way I am not alienating any specific music taste or readership and I can
attract the “mass market demographic” that my brief requires. I will ensure that although differing in
genre all of my editions still have repeated features, so I can achieve a continued brand identity across
my products. I will include features in my magazine in order to reach my audience, interactive features
such as quizzes and competitions to win tickets for a gig will ensure that the reader of my magazine is
active in engaging with the product.

Industry –
The publisher of my magazine is Hearst UK and to ensure that my product is suitable for their brand I
will follow the generic codes and conventions of a magazine as they often do across their products.
My magazine will need to be a commercial, mainstream magazine that needs to make a profit and
successfully attract an audience in order for it to be continually published by Hearst. In order to
achieve this the content and themes must reflect that of mainstream media, I must avoid any niche and
small audience content. Although I will explore different music genres and there will be an
unavoidable variation across my products I will not stray from the expected styles and conventions of
the magazine platform. This will also help my magazine to be accepted by an audience who are loyal
to these styles of music as they will appreciate being able to recognise the conventions of the style.

Media Language –
I will use appropriate editing and photography techniques, to construct specific representations and
encode specific messages into my product. One specific example of this is by adjusting my colour
palette to be appropriate for the music genre I am exploring, for example using bright and vibrant
colours to reflect the energetic nature of pop music. I will ensure the language techniques and
typography used is suitable for the platform conventions of magazines. I have put much thought and
research into finding an appropriate font, masthead and language I will use within the content’s pages.
I will use the masthead “That Sound” as it connotes the genre of music magazine and will help the
audience to be instantly clear on the topic, people who are music lovers will be quick to recognise they
will have an interest in my product. I have successfully found a font that conveys the appropriate
connotations about my magazine, it is a simple sans-serif font which will show it is a modern
magazine for a younger audience as well as acting as a generic base for a music magazine before the
addition of exploring different genres. The masthead will continue across all editions in order to create
a feeling of brand identity. Another factor important in ensuring my product is suitable for its audience
is its price, I need to charge the right amount, so it is not too expensive for such a young demographic
but also that I can guarantee they are getting value for money. For this reason, I have decided on the
price of £3.

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
Product 2

Representation –
I will represent the same content/ individuals that have been represented on one of my magazine
covers. This way there will be an obvious link and carry of brand identity between the magazines and
the corresponding website. However, there will be a slight variation on the content provided in the
magazines with my website including “new” and “unseen” images and text that I will not include on
my print copy, this way the audience will feel as though they are getting exclusive extras by using
That Sounds online platform and this will improve the popularity of my website. This would be
especially effective as loyal fans to an artist will be very excited to see extra content about their idols.
Audience –
My audience demographic is between the ages of 16-25. This generation is extremely tech savvy and
will appreciate the digital convergence of a traditionally print form of media to adapt to this age of
technological development in also having and online platform. Therefore, it will successfully attract
my audience. I will include many features on my website that will engage audiences for example
interactive elements such as quizzes and polls. I will also include an audience feedback section which
will allow the audience to take an active role in the product. This would also allow the audience to
make suggestions for adaptions or improvements to the website or magazine this means that they are
no longer passive consumers but have now developed into prosumers. This will be appreciated by a
younger audience who are used to playing an active role in the media they consume with the rise of
social media platforms.
Industry –
After researching some examples of popular websites, I will use my knowledge to ensure my website
follows the generic conventions of its form. This includes elements such as navigational tools , linked
pages, interactive media as well as my own photography and associated images.
Media Language –
Photography One thing I will do to successfully create a recognisable link between my magazine and
front cover is include a digital copy of one of my magazine covers so that it is available across
platforms. I will also include smaller thumbnails of the two magazine covers I have produced to
advertise a subscription for the print copy. This will be effective as I am using synergy as a method to
promote my two platforms of the same product. I will also include some extra unseen photographs as a
behind the scene style feature from my photoshoot for the front covers.

How do you intend to link your media products to demonstrate your knowledge and understanding of
the digitally convergent nature of your media production? (approx. 100 words)

Will include a line on the contents page giving the audience a direction towards the website. I will use
lexis such as “exclusive” to entice and capture the reader’s attention. I will also promote the rest of an
article or story on the website to continue onto the online platform from the print copy. This way if a
reader is interested in the story or article, they have read from the magazine they will be drawn to
continue their interest on the website. Putting a tease on the magazines front cover and then explaining
on the contents page the rest of the article is on the website is a successful way to promote the online
platform.

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations