Textual analysis
- 1. Textual Analysis I have chosen to analyse, deconstruct and evaluate Kerrang! and Metal Hammer magazines because of their use of harsh language, features on punk and direct relation to my own magazine music genre of punk. Yasmin Watkins
- 2. Readership and Circulation: Kerrang! Kerrang!: Mission Statement: “Kerrang! takes its readers into the Circulation: 40,203 heads, hearts and lives of the people who make rock music. It creates Readership: 387,000 emotional connections.” Metal Hammer Metal Hammer Mission Statement: “Metal Hammer’s aim is to satisfy fans Circulation: 48,977 of established, traditional metal bands as well as to break new artists and to Readership: 35,259 keep readers informed of everything happening in the world of metal”
- 4. Publishing Company • Bauer Media Group is a multinational media company headquartered in Hamburg, Germany which operates in 15 countries worldwide. • The company was founded in 1875 and is privately owned/ under management by the Bauer family. • Worldwide circulation of Bauer Media Group's magazine titles amounts to 38 million magazines a week.
- 5. Publishing Company • Future Publishing s an international media group, founded in 1985 and now have operations in the UK, US and Australia. • They hold market-leading positions in their core sectors: Technology, Entertainment & Video Games, Sport & Auto, Music and Creative. • The company attracts more than 50 million monthly unique visitors to their digital properties websites and sell 2.2 million magazines every month; export or syndicate to 89 countries. • Future is the PPA and AOP Consumer Digital Publisher of the Year.
- 7. Colour • Pink, yellow, black and white are used as a colour scheme on the front cover; this house style is continued to the relating double-page spreads. The front page as a result looks vibrant, exciting and stands out –a characteristic of the alternative genre and a good advertising technique to catch the reader’s attention. • Pink on its own appeals to Kerrang!’s young female readers, but combined with yellow it can be associated with the Sex Pistols’ ‘Never Mind the Bollocks’ album cover. • Bright, pure yellow is seen before other colours when placed against black, making it very effective for attracting attention as it is connoted as unstable/ spontaneous. Despite connoting a warning –it will do the reverse and make the reader want to read it and find out more. • Black & white is associated with newspaper clippings, which have been embedded in the front cover. • The contents page is more selective in its colour scheme as it is providing the reader with information so uses darker colours like black, white and yellow for clarity.
- 8. Colour • The colour scheme is kept the same within the front cover, contents page and double-page spread, by using only black, white, grey and blood red for impact. These colours are similar to the main image, to make the front cover work as a whole. • The blood red connotes that ‘metal is deadly’ to appeal to those who listen to the genre and alienate those who do not belong to this specific group. • Black connotes POWER, strength and authority –this is shown by the masthead which dominates the rest of the page. • The white background connotes ‘purity and cleanliness’, which contrasts with the main image of the heavy metal singer from Slipknot, who’s baring his teeth and whose mask is cracked and imperfect. • Grey is associated with man-made materials like metal –giving it a metallic theme • The blood red connotes energy, strength, power and passion –arguably for METAL.
- 9. Layout and Design • Overall the magazines front cover and following pages are very cramped with a lot of features and photos put onto one page instead of one main item. While they do fit together, there is an unbalanced text-to-image ratio. This is done to entice their readers into buying the magazine by having something for everyone. • All of the wording is CAPITALISED/emboldened to replicate shouting and get the reader’s attention. • The fonts are similar for the banner, left-sided coverlines and straplines which do not use sans serif and are quite bold/ simplistic. However the inserts, headlines and subheadings use less conventional typeface, in favour for a more ‘battered’ and messy text –suggesting an alternative style. • The house style is very unconventional and uses the style of a gossip magazine through placing too many coverlines and inserts in a messy/ ‘stuck-on’ fashion. This is continued throughout the magazine.
- 10. Layout and Design • The words and images on the front cover follow a more conventional layout than Kerrang! with the majority of the coverlines surrounding the main image with the exception of the coverlines not related to the main image. • The lettering is CAPITALISED to also gain the reader’s attention by mimicking shouting. • The house style is still unconventional but not to the extent of Kerrang! as it tries to unnecessarily cram a lot of coverlines onto one page. Moreover the front cover of Metal Hammer fetatures the publishing company’s logo in the bottom left-hand corner and focuses on one main image and keeps the layout and design related to that image. E.g the greys and black on the front cover
- 11. Layout and Design… Rule of Thirds The magazine cover uses the rule of The magazine cover uses the rule of thirds with the main image’s head in thirds with the main image’s eye at the the top middle third, the left-sided intersection point between thirds. The coverlines taking up the left thirds. The masthead takes up the top three thirds central coverlines are at the and the coverlines take up the left and intersection which will draw the right thirds –therefore balancing the reader’s eyesight in. design.
- 12. Images • The main image of the Kerrang! front cover focuses on Billie Joe Armstrong –frontman of the hugely successful and popular rock band Green Day (1987-present); they have been an active band for over 20 years, which helps entice readers into buying the issue to read more about them and aspire to what they have done. • Aside from the main image, the front cover uses five more photos; one being a photo of further content within the magazine that acts as an insert, three of them being of the posters featured within the magazine and the last one accompanies the top strapline to give the reader visual aid. • The photos chosen to be featured on the front cover resemble situations and the ideal artist for their target audience to look up to. E.g “This is a risk…” could relate to the Uses & Gratification (1974) theory in which readers use this magazine to enhance their own personal identity.
- 13. Images • The main image for the front cover of the Metal Hammer magazine also features a successful band frontman; Corey Taylor of Slipknot (1995-present) is featured baring his teeth in the band’s attention- grabbing image of wearing their own individual masks. This is done to ‘commercialise themselves’ along with their matching jumpsuits. • The concept behind wearing matching jumpsuits has been described as a response to commercialism in the music business. Cultural Industry theorists Adorno & Horkheimer (1944) would support their view, as they believe in the standardisation and repetition of media. • The cover issue can also relate to the Uses & Gratification (1974) theory as Slipknot’s image revolves around preserving their identity, which readers can be influenced by and relate to by structuring their own. • Overall it reflects the content of the magazine as the contents and double-page spread are both related to the front cover and follow the colour scheme used.
- 14. Pose, style, hair, make-up • The main image has been captured during a live show, as the pose is not staged and the singer can be seen to be naturally belting out the words with his eyes closed, hair unruly and expression is full of passion. This gives the reader the impression that he enjoys and is passionate about what he does –which can influence readers to feel the same and fulfil their self-actualisation need according to Maslow (1954). • The photos featured at the bottom of the front cover are also un-staged as they have been taken during live shows as well, as they aren’t facing the camera and are similarly to the main image –immersed in what they’re doing. • In contrast, the remaining two images on the front cover are staged, as they are directly facing the camera with a fixed expression/ pose with their hair in place. This photo has been taken for the purpose to convey the message of the coverline and gives the impression that the magazine isn’t just about live gigs.
- 15. Pose, style, hair, make-up • The main image of Slipknot frontman Corey Taylor wearing one of his trademark masks give the impression of identity for the reader and establishing their own. The baring of his teeth reflect the style of the magazine and supports the coverline “We’re more dangerous than ever!” • The pose itself is staged for the magazine front cover, as his eyes are looking into the camera, which breaks the fourth wall as he is trying to directly engage with the reader and works better than an unstaged pose on the front cover as it fully engages with the audience. Kerrang! uses this as the issue focused mainly on punk –not one band as Metal Hammer has done. • Lastly the artist’s face has been covered with the exception of his teeth and eyes which contrasts with the darkness of the mask –highlighted by dark purple make-up. Dark purple evokes gloom and sad feelings. It can cause frustration; this could relate to the late band member Paul Gray in the coverline Grey connotations: dreary, physically draining Black connotations: power, death
- 16. Composition and framing • The main image is a mid-shot to give us the main visuals of the artist and convey body language. • It is cropped abstractly to give the impression it has been ‘cut and pasted’ onto the page to relate to the punk theme of the issue. • It has possibly been digitally manipulated to feature as black and white, or was initially shot like that for the purpose of the magazine cover. • The background colour of the magazine is a vibrant yellow which contrasts with the black and white main image featured. This is done to draw our attention to the central coverlines, where the ‘GREEN DAY’ one is also yellow to relate to the main feature of the issue. • The first thing the reader notices is the enlarged PUNK! against the black and white photo and bright background. From there your eyes move rapidly to take in the rest of the text on the page and it’s information.
- 17. Composition and framing • The main image features an extreme close up of the artist, which looks quite natural but could have undertaken some corrections to improve the image through contrast tools and darkening the lower-half. • The background is a pure white/ grey that connotes cleanliness and contrasts with the black masthead ‘Metal Hammer’ and the lower-half of the main image which is significantly more cracked and broken. • The first thing the reader notices is the main image along with the magazine title. This is because they are the most prominent aspects of the front cover; this is followed by the next darkest colour which is the blood red inserts which somewhat highlight the publishing company logo. • The following contents page’s first half continues the black, red and grey colour scheme, while the second half is taken up by a Slipknot-related message from the editor. The background is black which connotes authority and draws the reader to it first.
- 18. Written Codes • The title ‘Kerrang!’ connotes music-related content. • The headline clearly states what’s inside, with ‘The Ultimate Guide to Punk’ along with the insert in the top right-hand-side which says ‘Rock Guide’. This clearly suggests what individuals the magazine is aimed towards, and successfully alienates anyone that doesn’t belong to this group as they would have no shared knowledge on the bands or features. • Branston & Stafford (2010) claim that stereotyping involves the differences between social groups; the punk title would welcome them in. • The straplines mainly just use the names of bands which assumes shared knowledge between the magazine and the readers; it suggests that their readers are interested in genres of rock music. • The main titles of this issue are ‘KERRANG!’ and ‘PUNK!’ Both are CAPITALISED and enlarged a significant amount to gain the attention of the reader and can be read from a distance. • This, along with the vibrant colours used helps it to stand out on a shelf.
- 19. Written Codes • The title ‘Metal Hammer’ connote a heavy, forceful undertone by using a hard substance in conjunction with a blunt object. This already suggests the style of the magazine. • The strapline and coverlines also make use of assumed shared knowledge between the reader and the genre of music, by enlarging the names of bands with smaller taglines and quotes. These suggest that their readers are interested in the lives of the artists that the magazine covers. • The only largely visible wording that could be seen from a distance is the magazine title. However the enlarged main image acts as a device to entice their readers through shared knowledge, as those who know who the main image is will be automatically visually drawn to the magazine. • This could be improved as the other enlarged wording is the stylised ‘Slipknot’, which is almost transparent in the light-coloured background. • Overall, the main image and contrasting magazine title help this magazine to stand out on a shelf against similar genres by using unconventional light colours.
- 20. Language FRONT COVER: • Uses alliteration; E.g ‘The Darkness for Download’ and ‘Fall Out Boy Frontman Flying Solo’ • The use of a quote to give immediate insight: “This is a risk…” • Excessive use of ‘and more!’ after coverlines and photos of posters. • Indirect address to reader. E.g ‘The essential playlist’ CONTENTS PAGE: • Use of personal pronouns of ‘you’ used in editor’s insert, subscription advert and overview of the issue’s ‘Punk Special’. DOUBLE-PAGE SPREAD: • A lot more use of the personal pronoun ‘you’ to directly address and fully engage with the reader over the spread. • Emphasis on artist’s opinions and experiences on the features/ issues written over the spread.
- 21. Language FRONT COVER: • Uses rhetorical questions, interrogative and exclamatory sentences • Humorous tagline. E.g ‘Rob Zombie: “I used to work on kids’ tv!”’ • A lot of quotes used, for example: “We were going to stay & die” • Also uses indirect address to reader. E.g ‘Meet the new bass player!’ which can also be seen as an imperative sentence telling the reader to meet them by reading about them in the magazine. CONTENTS PAGE: • Uses the personal pronoun of ‘you’ in the contents’ taglines and editor’s section to engage with the reader more now that they have assumedly bought the magazine. DOUBLE-PAGE SPREAD: • Use of taboo language to informally engage with their readers (genre convention) • Rhetorical questions E.g: ‘The end of Slipknot?’ • The main feature tells a story and uses the names of festivals, specific years, band members and specific places to intrigue their readers to conduct their own research into these things and discover new bands.
- 22. Overall Impression Strengths: • It attempts to appeal to a wide audience through multiple inserts and coverlines • It’s use of vibrant colour and contrast helps it to stand out on a shelf • Sustained use of house style • It provides features on live gigs, album reviews, artist gossip, introducing new music and a page on ‘Feedback’ from readers which allow them a say. • Adverts are mainly related to music or assumed reader interests Weaknesses: • The house style is too cramped and messy, replicating the conventions of a gossip magazine and trying too hard to engage with all audiences. • The unbalanced text-to-image ratio can put readers off large bulks of text through its overuse of inserts and extra information on a single page. • Has an amateur ‘feel’ to it through it’s copied and pasted look. • Vast majority of the magazine is male-dominated. How it could be improved: • It could focus their front covers on one main story while still advertising other features through coverlines. • Use a maximum of two inserts on the front page • Use a more conventional front cover design layout while sticking with genre conventions
- 23. Overall Impression Strengths: • It focuses the front cover on one main band and continues the colour scheme within the magazine’s main body of text. • The main image engages with the audience through eye-contact/ mode of address. • The contrast between the main image and background is effective. • Standard-English style of formal writing using features like rhetorical questions etc Weaknesses: • Its light grey-coloured background does not contrast enough with the heading ‘Slipknot’, assuming audience shared knowledge of who the artist is. • Follows an unconventional messy style similar, but not to the extent of Kerrang! How it could be improved: • Darken the ‘Slipknot’ heading to make it more visible on a shelf and to potential readers without reliance on shared knowledge. • More use of personal pronouns to fully engage with the audience on the front cover, to match the amount used in the following pages.
- 24. Maslow’s Hierarchy of Needs (1954) • Maslow (1954) states that magazines promise to fulfil many of our needs to be accepted into social groups and our need for self-esteem and self-respect. • This relates to my magazines as they translate belonging and affection needs through alienating certain people that don’t belong to the group –e.g rock or metal, and opening up platforms for people who do belong share ideas. • Kerrang! fulfils the following need of feeling worthwhile in its ‘Feedback’ section where reader’s experiences are recognised. • The magazines fulfil the last need in the hierarchy of self- actualisation (growing as a person) by influencing readers clothing and music choices so that they can establish their own identity and self-fulfilment.
- 25. Representation and Stereotypes (2010) • Branston and Stafford (2010) claim that the process of stereotyping have certain characteristics, involving: 1. Categorisation/ evaluation 2. Emphasis on perceived features 3. Often negative evaluation of a group 4. Insist of differences/ boundaries. • People stereotype to try and make sense of the world. In alternative music magazines, artists are usually portrayed in a certain way that represents the boundaries between those who are alienated and those who belong to the kind of group Kerrang! and Metal Hammer establish. • The stereotypical characteristics found in both magazines are of artists playing instruments, having messy/ unruly long hair, saying what they think and representing certain beliefs for their fans. These are conventions of rock/ punk singers, however there are more specific ones depending on the subgenre. E.g punk followers stereotypically have bright, mohican hair.
- 26. The Male Gaze (1975) • Laura Mulvey (1975) suggests in her report that women have learned to see themselves as being ‘looked at’. However since the 1970s, a lot has changed within the media in terms of representation, as men are now made to feel that they should take an interest in their appearance. • While Kerrang! and Metal Hammer are for the most part male- dominated, they do occasionally feature women to appeal to the ‘male gaze’ and continue to fulfil Maslow’s self-actualisation by having female role models to look up to and represent them in the music world. • The male gaze can be argued to have evolved into a ‘female gaze’ also, as men are seeing themselves as being ‘looked at’; some rock bands have a large female following due to their image and how they act, which is appealing to female fans.
- 27. Influences After analysing the different elements that made up my two existing magazines, I have come across some that I could use in the construction of my own magazine: I aim to predominantly use no more than 3-4 colours (black, white, yellow, pink) on the front cover to establish an emerging house style. The amount Kerrang! have piled onto the page disorientates the viewer, so my magazine will follow a more conventional, toned-down layout while conforming to genre design conventions. My contents page will feature added description underneath individual page stories I will use a drop cap at the beginning of a story to enhance the look of the page. I feel use of personal pronouns will help engage with my reader through directly addressing the reader. For example ‘you’, ‘your’ and ‘we’ will improve the tenor between the producer and target audience.
- 28. Influences I am going to relate back to media audience theories when constructing my magazine. For example: My audience will be looking to belong, feel recognised, worthwhile and to grow as a person. I can achieve this by fulfilling these needs within the features and style of my magazine by alienating those who do not belong to this ‘group’. Stereotypes are widely circulated ideas or assumptions about particular group. My magazine will conform to some of the stereotypical views that surround punk culture, while distancing it from the negative evaluation people create. People use media products for various uses, for example: as a diversion, to get information, for personal identity and personal relationships. My magazine will act as a diversion from everyday life, a medium to establish personal identity, relationships and information on the punk sub-culture topics of interest, artists and gigs. My magazine will encode messages related to punk that I aim will be embedded within my writing for my readers to decode (understand, interpret) in their own way depending on their prior knowledge and previous experiences. I will treat my audience as ‘active’ rather than ‘passive’, as punk has some key elements like anarchy that not everyone will agree with but it does not have to alienate them.