Audience

In order to ensure that I am going to effectively target the 16-25 year old demographic with my magazine, I have collected a focus group of 10 individuals from within this age demographic, of which 5 were male and 5 female. The group also covered 3 representatives of different ethnicities meaning my research would be applicable to a large audience within the 16-25 demographic. in the focus group I asked them a number of questions in order to understand what it is that attracted them to magazines. I communicated with the group in person, sitting around a table, whereby I pitched the questions to the group and then recorded in my own notes the views that they conveyed. I have recorded the answers below.

What representations would you like to see within fashion magazines?

There were mixed ideas of the age range the group would like to see being represented, with some dispute over models that were outside the target demographic age, but the general consensus pointed towards the group wanting to see representations of people close to their own age. They argued the fact that this allowed them to connect with them more easily and as a result found the fashion element of the magazine more accessible and applicable to their own lives. There was acknowledgement to the overuse of aspirational figures often deriving from previous fame within existing publications, that sometimes left the audience with a representation that was ultimately unachievable.

What style of fashion magazine are you just drawn to?

The group generally said they liked a magazine which look aesthetically pleasing and sophisticated in its design. They pointed out how abundance of sell lines and 'crowded' looking front covers was not of interest as they wanted to see something with more emphasis on fashion and photography as an art form rather than a promotional publication and so a minimalistic and understated design was something that would be more likely to grab their attention.

What would you want to see on a magazine's website?

A newsfeed style approach to the website whereby the latest articles and coverage of the fashion industry could be found was a a popular opinion. The group wanted something that maintained the style of the print publication but was practical in the sense they could find up to date content that was in keeping with the ideas conveyed in the printed publication i.e. the website as an online aid for the the physical magazine but separate in the way exclusive content could be found on the website.

The focus group similarly pointed out how they would expect to see video content such as teaser videos for upcoming articles or Issues of the magazine, as this is what they were used to from existing publications and something they found effective.

What content would you like the magazine and online editions to feature?

Obviously being a fashion magazine the group expected to find interesting clothing articles based on popular and upcoming trends, but there was also some discussion about a gap they felt in the market around affordable and more casual clothing - in other words, things that they themselves could afford to buy and were in everyday life.

The group likewise showed interest in the content being based on more current issues around ideology such as the sustainability of fashion and ethical concerns within the industry as a whole. They suggested that this would enhance the content as being engaging intellectually and proactive in its attempt to move notions of fashion in popular culture to a more inclusive and sustainable light.

Research - Codes and Conventions (WEBSITE)

i-D Magazine seems to share a number of conventions with other sites which I have seen. Firstly, the home page of most online pages seem to feature a large main story or photograph on their home page and a news feed style section below the main image featuring smaller or older stories.

Magazine home page. I like the simplicity of this webpage, especially the use of white background to make the website minimal and easy to navigate. it also adds an element of coherence throughout the different pages of the site. I would like to use something similar in my own production as a believe this will help emphasise a clear sense of house styling across the site. likewise, it is notable that the company have kept the same masthead here as in the print edition and this is something which i plan on showing in my own work in order to establish a sense of brand across both pieces. 

 Similarly, DAZED uses a similar news feed style and white colour scheme. I like the way homepage orders stories on their importance and relevance which makes for easy navigation. In my own work I am going to use a similar style so that my work can be easily viewed. Likewise, it is noticeable that there is a considerable more amount of content on the website than in the print version of the publication. My own website will feature content that continues on from the print version swell as exclusive content such as photo shoots. 

Whilst Wonderland have a similar newsfeed style, they deviate in the layout of the webpage in separating threads with larger images. I also notice the portrait style photos that make up the feed whereas the others use landscape.

 

Clash is a publication largely focused on music journalism rather than fashion however here we can see similar themes running throughout. I like the way the home page features a number of images in slide show, therefore showing several of the top stories within the one main image of the home page. I hope to include something of this nature in my own website design to show a number of articles. 

CODES AND CONVENTIONS:

- Masthead that is the same as the print editions 

- Newsfeed style homepage 

- Social Media links at the bottom of the page

- Plain/Simplistic background 

- Featuring Celebrity articles 

- Masthead is fixed at the top of the Page 

- Links to external sites

- exclusive online only content such as interviews 

- Interactive content such as contact form

Magazine Website Link

https://12hewittj.wixsite.com/construct

In order to access the audio visual element for my website, please follow the 'READ MORE' link below the subheading 'Exclusive Interview: Maia De Bulat' towards the bottom of my home page. 

Production

Influences

Website:

https://humanbeing.co/

http://www.pylotmagazine.com/

For my website I have been influenced largely by website for "Human Being Journal" and "Pylot". The colour scheme in addition to the layout are design features which I have featured in my own creation for Construct Magazine whilst I have also chosen to use a news feed type format on my home page that contain links to certain articles and photo galleries. In addition, On my website I have included images taken with a traditional film camera that takes inspiration from Pylot's ideology of analogue, unedited photographs - tackling perceptions of beauty in the industry. 

Magazines:

Most of my inspiration for my print versions of the magazine came from the same publications. It is this influence that inspired the boarder around my images that make the magazines distinctive in style and link them together. Similarly, this helps to frame the photographs, making them more striking and dominant on the overall text. Inspiration for "The  Nature Issue" came from an exhibition which I went to see in the V&A museum called "fashioned From Nature" which explored the effects of fashion upon the environment. Photos and an article from this exhibition are included in my website. Influence for my second issue focusing on gender came about as a result of the general inequality and distinguished roles I found when researching the fashion industry at the beginning of this project. My contents pages, which are largely similar on both of the issues, while not inspired by any individual publication, came about from the news-feed style that is a convention of fashion websites. 

Planning

Mock Up 01 Issue 01
From found images I have completed a series of mock ups to help visualize what will be my final draft of my magazine. Although I am planning to use two models for my first issue of construct magazine, I have included this portrait for the lighting used. In my own magazine I will be using similar colours however I will also plan on illuminating the background. 

Possible repeating pattern of issue 02 - Good for website background 

I have found this image from an article written in PYLOT magazine. though the image does not feature the lighting effect I am after, I like the way the models have been positioned over one another. similarly, representation of both genders is useful to achieve a range of representations within my production.

Nature issue mock up. I like the use of flowers in the image which clearly links aspects of the environment to the genre of fashion magazine which I am creating. In my own work I am planning on using similar props in order to achieve a similar affect, and explicitly ground 'The Nature Issue' into nature. 

Website Design Draft

Research - Codes and Conventions (MAGAZINES)

Atlas Magazine 

I like the layout used in this section of an issue of Atlas Magazine. The mise-en-scene of the larger image may be hard to achieve in my own work however I like the use of lighting coming from the top left of the image that casts a shadow from the model. Additionally, I like the stylistic approach to the layout which seems to be minimalistic and focused purely on the images.

Urban Magazine

Similarly, I like the use of layout in urban magazine especially the way they have used one large image across the entire two pages but then layered over this with various aspects of text and yet another image. this adds an element of coherence in its design.

Crack Magazine 

This cover of crack magazine is interesting in the way it uses a much darker colour background as oppose to the others I have looked at. Moreover, the use of lighting is effective here in the way it creates some shadowing and adds real contrast to the image. this is something which I believe will be relatively achievable in my own work in terms of the techniques used and general aesthetic however there may be some issue in replicating the pose of the model.

Wonderland Magazine

Wonderland magazine using lighting in a slightly more artistic and unconventional way than with what we see in other typical fashion magazines. I like the addition of the multi coloured lighting in this shot which adds to the overall style of the front cover. This is something I may consider undertaking when planning and carrying out my own work. 

PYLOT Magazine

Showcasing the best of analogue fashion photography, it has a strict no beauty retouching policy. The magazine also promises not to show material that can be seen elsewhere. This seems to go against the general codes and conventions which we see in typical magazines of this genre, by choosing not to edit their photos. This means that recreating such images will be easier and also adds an ethical non-conventional approach to publishing.

Pylot Magazine

Pylot Magazine 

The PYLOT website states "The magazine showcases fashion and fine art photography, with all content being shot on film. We believe that analogue processes allow us to slow down, which brings new weight to our choices and leaves us more open to chance. To the same degree, we never employ any beauty retouching to ‘enhance’ a model’s skin or body shape.

These approaches all feed into the PYLOT aesthetic, creating something with energy and a direction that thrives on collaboration." I like this approach to the creation of the magazine as it clearly appeals to the young target audience I am trying to capture in my own work. by not retouching the images they become easier to recreate and have more accurate representations of what it is to be fashionable in the real world. 

Human Being Magazine

Clash Magazine

Polyester Magazine

The Face Magazine

Here I like the use of lighting on the clash magazine on the right. I like the way there seems to be some sort of gradient created that adds an orange hue to the image. Similarly, the use of colour both here and in the addition of 'Polyester' adds a certain aesthetic which I think helps them appeal to the age demographic that the exam board has asked us to target through our work.     

Clash Magazine

Codes and Conventions

• Articles on health and diet, fashion tips, sex, agony aunt and reader stories.
• Celebrities on the front cover.
•  Main image on top of the masthead.
•  Color scheme changes with season. Normally from 3 to 4 bright, strong colors.
• Main image model is always a woman wearing glamorous clothes and lots of makeup, smiling, looking at the camera. This is common however not true of all of them. 
• Tag on top of masthead with magazine ranking.
• Direct mode of address.
•  Main sell-line in the left, bottom corner of front corner.
• Quotes from interviews as sell lines.
• Barcode, date and magazine webpage are included.
• Discounts and puff with magazine price.
• 2 types of font, bold letters and capital letters used for effect.
• Signs such as exclamations and plus signs are used.
• Big, bold masthead on top of the front cover.
• Social media and apps are featured.
• Double spread pages have a big image and the title of the article in one page and the writing on the next page.
• Separate colored star bursts are included in double spreads with additional information and secondary images are often featured.

Statement of Intent

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 one (Magazine):

I am going to be designing a magazine that will be targeting sophisticated 16-25 year olds of all genders. To appeal to the sophisticated audience, I will be drawing attention to the art form of fashion and photography. My audience research suggests a mixed response to representations using models older than the target audience, with some positive and some negative. However, the consensus seems to be more in favour of representations of people close to the age range of the audience.  While focusing on fashion and style, I will also address ideologically based issues that my audience have identified as ‘concerns.’ The first issue will be subtitled ‘gender’ and the second ‘nature.’ The mise en scene in the ‘gender’ issue will feature two models, one male and one female, using contrasting lighting of blue and pink to obviously emphasise the binary gender expectations that pervade hegemonic representations. The nature ‘issue’ will feature a young woman in close up with the use of flowers to help convey the idea of fashion in relation to nature. We are creating this for ‘Bauer Media Group’, who do not produce a magazine similar to this, so I will be adding to their portfolio and targeting a younger audience than is currently within their fashion demographic.  

Product two (Website):

My website will be designed and intended to act as a supporting media product for the magazine that will advertise the magazine to some extent whilst also including additional content exclusive to online readers. On the home page of my website I plan to design a feed of different articles similar to that of social media, which appears to be a convention of fashion websites, for example I-D.vice.com. This I believe is in keeping with the target audience as social media is often aimed at this demographic. In addition to this, I will include features such as fashion articles, including photographs from exhibitions I have visited in the planning of the magazines. This will include ‘Fashioned from Nature’ and an additional photo series, which does not feature on the magazine, exploring summer fashion. The website will also include individual pages for each edition of the magazine, describing their focus and contents. There will be a clear mission statement, which will feature at the top of the homepage as a way to connect audience with intent. 

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)

There will be obvious connection between the online and print products; for example, the masthead on both will be similar and positioned top centre of the page. I will also use similar colour schemes and font which will help to ground the products together. In the interest of continuity, some of the magazine images will appear on the website also allowing them to be viewed as an entire series of photos. 

As stated in the brief, the magazine will contain a call to action for readers to visit the website. This will be part of the editor’s notes to readers as will be intended to create a connection of equals as it asks readers to comment on ‘how well they think we are doing’ or to suggest stories.