This is my theoretical research

2. DOMINANT READING
• The dominant reading of this magazine is that it is trying to go against mainstream
conventions in a similar to those most other indie music magazines. This is shown
by the use of the strapline ‘18-year old enemy of The X Factor’, which could
connote that ‘Jake Bugg’ is trying to go against mainstream shows such as the ‘X
factor’, as shown by the use of the word ‘enemy’. This is because, using the word
‘enemy’ could connote that ‘Jake Bugg doesn’t like The x factor. This shows
‘NME’s’ target audience that their magazine is trying to against mainstream
conventions. Furthermore, the use of a bold mast head and main title also make it
seem like they are trying to against mainstream conventions. This is because, it
this magaizne could be trying to show a bold stance against mainstream culture
and ideas, which is typical indie convention.

3. OPPOSITIONAL READING
• The oppositional reading of this magazine is that it somewhat conforms
to mainstream ideas. For instance, although the strapline “The 18-year
old enemy of The X Factor hits America” could make it seem like he is
going against mainstream ideas and therefore is trying to be
independent. However, it could also be seen as patronising to other
musicans and people who do like ‘The X factor’, because its
suggesting that the X factor is something that people should be against.

4. HEMOGANY
• This magazine clearly tries to detract away from the idea of
heogamany, because although Jake Bugg seems quite stereotypically
manly as he is sitting at a bar, he doesn't seem to be rough or in control
as he seem quite relaxed as his arms are not crossed. In this sense the
idea of cultural hemonagy is subverted as mainstream ideas normally
depict men as quite masculine.