AS Media

2. TARGET AUDIENCE
My media product has been produced to appeal to a target audience who enjoy rock music across all
of its genres. I have also tried to cater for a wide age range of both genders therefore I have included
both male and female models of different ages. As my music magazine will feature different genres
of rock and only well known artists and bands, I did not follow the usual extreme stereotypes
attached to rock music fans. However, for the magazine to be recognised as a rock music magazine
I did include enough general elements to make it recognisable and enable my target audience to
connect and identify with it. This has created images that reflect particular social groups.
My target audience will be middle class, mainly students and people in employment who are more
affluent and have a disposable income. This would indicate they are more educated so my magazine
reflects this in its more formal register, but still entertaining in its own use of language. The features
will entertain and inform, but some articles, particularly the double page spread, will be about issues
that will evoke emotions and start discussions I think this will be more attractive to educated people.
The price of my magazine is appropriate for this target audience as it is a reasonable price for many
but not too expensive for students.

3. STEREOTYPES
The rock genre is seen as rebellious, dangerous, anti-establishment and music with attitude. In style
clothes are not fashionable and are generally dark and mainly consist of leather, denim, t-shirts,
boots and dark tight jeans. Tattoos and piercings are also associated with the rock genre. Make-up is
also dark and in extreme cases, men will use it also.
Rock music is stereotypically loud and the rock music genre is dominated by bands, not solo artists.
Most people who enjoy rock music love going to live gigs and festivals.
People who enjoy rock music are perceived to be outgoing, arrogant, edgy, quite offensive, individual
and cool. They are outgoing, enjoy socialising and are not easily offended. They are non conformists
but have a social conscience.

4. CULTURES AND ETHNICITYThe rock genre is dominated by white males. I don’t think this has anything to do with racism
because there have been black rock stars such as Jimi Hendrix, and many people with other
ethnicities do enjoy rock music. Rap and Grime music are dominated by black people but as my
survey revealed many white people also enjoyed it. People’s taste in music is often influenced by
their parents and peers and therefore often defined by their ethnicity culture, and social group. Many
music artists and bands currently collaborate on each other’s songs so music often crosses genres.
Even though my models are white, I believe this will not be an issue with my target audience
because rock music fans will be more interested in the music itself.
Although this is a British magazine to increase sales and hopefully become global I have included
rock artists from America and possibly other countries as I have three fictitious bands represented by
my models.
My magazine has concentrated on British and American artists as they are the most iconic in rock
music and they have similar values and cultures.
NATIONALITY

5. LIFESTYLE
Dress
As my target audience is so diverse it was difficult to represent all social groups in dress, so to
enable my readers to identify with them I included as many styles as I could without falling into
stereotypes. From a small image of an indie rock fan on the poster with a baggy shirt, vans and black
leggings, to a more recognizable rock look and male long hair on the contents page. However, my
costumes generally consist of a rock related style suitable for the wide age range and social groups
of my target audience.
Age
Younger people, particularly students, are more aware and identify with their own social groups.
They dress in a particular style and have attitudes that reflect their age group. They also are
generally more vocal about their opinions and more willing to act upon them often pushing
boundaries and rebelling. The majority of older rock music fans have responsibilities in life and tend
to lose this rebellious attitude and dress more casually. My magazine portrays attitude and edge in its
images and text which the reader can relate to, or remember.

6. LIFESTYLEMusic
Well known rock music, both classic and current, is used so much in various media outlets it will
reach many social groups. Even younger people will be exposed to it through film, television, radio
and games such as Fifa, Call of Duty and Guitar Hero. This music is defined by electrical instruments
such as guitars, which will use repeated riffs throughout the song. It is also considered loud, although
not all rock music is. Lyrics are very important in rock music across all its genres. The words can be
aggressive to thoughtful and also deal with social and political issues. Rock songs will therefore
connect and engage with the audience in both its music and lyrics. It is important therefore to show
all genres in my magazine to cover all music tastes and appeal to my target audience. I have done
this by the images and band content. As many rock music fans will play a rock instrument, to
represent this social group I have included them in my sub images.
There are many younger people who are attracted to the classic rock songs and want to find out
more about them. Older people may be curious about current rock music and new bands. My
magazine would satisfy this curiosity as it will only feature artists and bands that are well known. This
would increase the knowledge of my target audience elevating them among their peers.

7. FRONT COVERTo show how I have represented a particular social group of older men, I have compared my
dominant front cover image with the front cover image of Mojo magazine featuring Paul Weller, an
iconic rock artist.
Their body language is very similar, it is relaxed and casual
with their hands in their pockets indicating they are
comfortable with who they are. A mid-body shot is used in
both images with an eye level angle looking at and
connecting with the audience. Both images have a cool/level
facial expression, which projects arrogance and confidence
to the reader. This, the slight angle of the head and the direct
gaze gives edge, attitude and defiance to both images. This
is added to by the lighting which is a key light from one side
giving shadows to the face and making it more dramatic.
Both images have plain backgrounds and no props. However,
the background to Paul Weller is darker than the white
background of mine. This allows my image and his shadow to
stand out more.

8. FRONT COVERThe front cover of a music magazine is very important to establish the identity of the rock genre and
attract the target audience it is aimed at. As white males dominate the rock genres, particularly classic
rock songs, I used an older male model for my front page as he would have star appeal more likely to
be recognised by my wider age range target audience. The
front cover image on a magazine always features a high profile
star. I emphasised this by placing my artist in front of the
masthead signifying his importance. This is also shown on the
photograph of Paul Weller. This could influence younger males
to aspire to be like them but in a positive way by increasing
their confidence, and raising their determination to be
successful in their chosen careers. It might influence older
males to become more adventurous, try new things and
reinvent themselves. The dominant image on the contents
page is the opposite, a young female. This is to recognise the
rise in younger women being involved in rock bands
particularly as the lead singer. It will also attract a male
audience.

9. CONTENTS PAGE
Another social group represented in my magazine is a young female. This is important to appeal to
my female target audience as the iconic rock music genre is dominated by men. For my mainstream
music magazine comparison I have used Avril Lavigne, a famous rock artist, in a photograph taken
from an article in Billboard magazine. Both images are a full body shot.
Although one is black and white and the other is
colour and they are not the same in costume,
hair, lighting and Mise en Scene, the social
representation, values and beliefs they appear
to hold are similar. The body language is similar
as both images are sitting in a relaxed way
holding a guitar which neither are playing. This
prop is representative of a rock image. They
share an eye level camera angle which again
directly connects with the audience. Their facial
expression is invitational with a hint of mystery
and sensuality but not sexual.

10. CONTENTS PAGE
This is also shown in their clothes which are slightly revealing (bare shoulder) but not obviously sexy.
Both images have the rock characteristics of dark make-up and wearing a crucifix. Although this is a
religious symbol, it does not directly relate to a faith as it is often used as jewellery in the rock genre.
Avril Lavigne is a famous rock artist who
became famous at 15. I would like my model to
promote the fact that it is possible to achieve
success at any age in a male dominated world
by motivation, belief in yourself and hard work.
Both images portray confidence, inner strength
and independence. These qualities make a
good role model and I would like my female
readers to aspire to them. Also, that to succeed
you can still be feminine and attractive without
becoming too sexualised.

11. DOUBLE PAGE SPREAD
I have compared my image with an image of Liam Gallagher who is well known for his bad behaviour
He appears to be associated to ‘A Game of Thrones’ which is a violent cult series on T.V. There is no
direct comparison between the images apart from the fact they both have connotations to dangerous
character types. My image has a mise en scene with fire and red signifying Hell.
Although on the surface these are not good role
models for my readers, they are good
representatives of the rock genre which is
perceived to be rebellious and often immoral.
In my double page spread, the article is
controversial and deals with issues such as
destructive behaviour and drugs. These are
strongly associated with the rock genre in
general, particularly the artists in their lifestyle
and attitudes.

12. DOUBLE PAGE SPREAD
Both images have a dark setting although Liam Gallagher is a studio shot and my image is an
outside shot with fire illumination. They both have a sinister, slightly threatening facial expression
with a direct mode of address directly involving the reader. Both photographs are full body shots with
the artist sitting down. The props used are potentially dangerous – a sword and fire.
In my double page spread the article is
controversial and deals with issues such as
destructive behaviour and drugs. These are the
lifestyles and attitudes that are commonly
associated with rockstars. To increase the
impact on the reader, I have tried to make it
appear to be as if the model is in his own Hell.
The direct eye contact by all models on my
image seems to draw the reader into this world
as does his body language as he leans slightly
forward.

13. DOUBLE PAGE SPREAD
As my main model is dressed in normal outdoor clothes, it allows my readers to identify with him and
indicates that the circumstances in the article could happen to anyone.
On the surface, my male artist is not a good role model for readers.
He represents the idea that most male rockstars have this
destructive, rebellious lifestyle and are not particularly nice people
(aggressive and arrogant). However, my magazine article illustrates
that even the most repulsive people can have good character traits
and a social conscience. It does not show drug taking in a positive
way and it highlights the consequences of this lifestyle e.g. possible
death. My article could start discussions among readers on these
topics that are relevant today. Some might identify with the lifestyle
and aspire to turn their lifestyle around, others may be encouraged
to think about people less fortunate and help others.

14. OTHER SUB-IMAGES I HAVE USED
On my contents page I have included two sub images that reflect the other social groups from my
target audience.
Nathan is dressed stereotypically from the rock genre. He is a young man and
doesn’t look threatening at all with a slight smile on his face. This could
encourage readers not to judge people by their appearance. He has his own
identity and does not follow the current fashion. This could give readers the
courage to dress the way they want to and not feel pressurised by peers into
conforming by wearing fashionable clothes. It’s okay to be different.
I have also included older female models dressed in conventional rock clothing.
They have a carefree facial expression with an indirect mode of address in a
casual full body shot. I wanted to include a happy photograph to reflect that not all
of the rock genre is dark. This shows that older females can dress with an edge
and a rock style that is not extreme and they can therefore keep their own identity
and be accepted in mainstream society.