This document summarizes and compares the representation of audiences in three music magazines: Q, NME, and Rolling Stone. It finds that Q and NME portray their target audiences (ages 16-25) in a positive light as independent, adventurous music fans who enjoy concerts and festivals. However, their covers sometimes use harsh language that could present audiences negatively. Rolling Stone incorporates both music and politics for its somewhat older audience. Culturally, the magazines differ based on being published in the UK or US - NME and Q mention UK bands and festivals while avoiding references to drugs found in Rolling Stone. Stylistically, all use red and feature popular artists, but conventions like pull quotes, images

1. Music Magazine Representation
Melissa Storey

2. Q, NME and Rolling Stone are all music magazines which portray the genre of Indie music. They all
have a target audience between 16-25, and mostly aimed towards influential men interested in this
genre of music.
Women do buy these magazines, for example there is a ratio of 31:79 to males. But I have
experience myself with buying some issues of these magazines.
The producers of these three magazines target their specific audience through the typical interest in
music, shown through popular musicians and artists on the front covers of all magazines. This
interests the audience to read issues with their favourite artists interviews on the front. They choose
popular artists to be placed on the front covers, like, Kings Of Leon. More people know them
therefore it will appeal to a larger audience and more issues will be sold.

3. Positive Representation

Q- Q gives a positive representation of the audience who reads this magazine as being fun
and adventurous. They are interested in going to gigs and festivals, in which is shown on the
front page with the “16 Page Gig Guide.” They are represented as being an independent
crowd and no afraid to be different. With the main interview from Florence And The Machine
and a quote saying “I feel so alone,” they can connect to the artist for support and
recognition.

NME- In this magazine this group is shown to be having fun. They are have an exciting and
fun social life, they come across as being popular and interested in mostly English indie
bands which represents their proud culture within. V festival is advertised inside the
magazine, online and on the front cover. This represents the audience as being independent
and adventurous as this is what you get at festivals. Festivals are a great place to socialize
and make friends that have the same interest of music as you. The representation of the
image on from shows that the Kings of Leon have power in the industry because of the
slightly low angle shot. People look up towards them and find them an inspiration to Indie
music.

Rolling Stone- This is magazine is more popular and known in the USA rather than the UK
therefore there may be different representations and connotations due to the different
cultures. The interviews are from big celebrities such as Taylor Swift and Rod Stewart; both
huge iconic singer/songwriters and even Mitt Romney. This shows the representation of
Rolling Stone is that they can incorporate both music and politics together and it will still sell.
This suggests that the mind of the readers are wide and they have many interests.

4. Negative Representation

Q- Theuse of harsh words such as “git” and “bastard” on the front cover gives a rebellious
and a violent attitude. This causes the audience to be represented with this sort of attitude
and be see as unpleasant people.

NME- “Knife Fights!” were the first words I saw on the front cover of this issue of NME. It
shows violets within the genre of Indie and how music can change the perspectives of
people. Many Indie/Rock magazines are seen as heavy and are represented in a way of
being violent and strong towards others through the words being used, just like Q, the
audience will be seen as unpleasant people because of the violent representation on the
front cover.

Rolling Stone- All the magazines have some sort of festival reference on the covers.
Although festivals are a good place to socialize, they often represent violets, alcohol and
drugs. The only issue that doesn’t mention festivals or gigs on the front cover issue is the
Rolling Stone, but they do include it inside. This is because of the culture it is usually
published in. The USA are largely religious therefore drugs, alcohol and violets is not
tolerated. Although the name of the magazine was from the song Rollin’ Stone by Muddy
Waters which was where The Rolling Stones got their name from which contrasts the whole
representation of the USA because The Rolling Stones are a huge rock band around drugs
and rebellious. To me when I look at the magazine it reminds me of the Rolling Stones the
band with the colours and rough imagery and therefore the same repetitions are seen.

5. Social Groups
All three products are mainly aimed at a male audience all between 16-25.

Q- Has a medium audience reader age at 30 years old. Q uses more technical and polite
language within their issues this gains their 73% ABC1 readership. The male gender is shown
through the colours used. In general, all the magazines use the colour red which connotes as
being dangerous and shows the rebellious attitude in the male gender. Other main colours
used in these magazines are blue and white, both neutral and contrast with the red but both
included in male products.

NME- Has a target audience of 17-30 years old men and an average reading age of 25. This
magazine has the youngest age of them all, this can be shown by the joking headlines, the
improper language and the covering of gigs and festivals. NME cover Leeds and Reading
festival heavily and create special edition issues to cover the festival. They have their on
NME stage at Leeds and Reading. This creates a specific social group who would read this
issue; people who went or who wanted to go. The images are all action shots of the festival
and this creates something to talk about in social groups and friends who you went to the
festival with.

Rolling Stone- This is the more mature magazine from the three. You can tell this from the
common interest of politics on the front of the issue talking about the American politician Mitt
Romney. This is an unusual feature to include in a music magazine for teenagers, therefore it
will be aimed specifically for a small audience. Again this magazine is aimed toward men, this
can be seen in the common way the issues portray women on the front of their covers. For
example Taylor Swift is sat in a productive way, with messy hair and her hand in between her
legs, seducing the men. This is the same whenever a women is photographed on the front
cover to appeal to men and to get them talking.

6. Social Issues

Qand NME- They both advertise alcoholic drinks and drug help lines
such a Frank. Both theses issues are bad for the the audience, even
though help is still advertised it still suggests that the people who take
drugs are more likely to read this magazine.

Rolling Stone- One huge controversial issue was printed in August
2013 after the Boston Marathon bombings with a photograph of the
bomber as the front cover of Rolling Stone. Many many people had
something to say about this. The members of the publics said things
like it glamorizes terrorism and people who were hurt in the bombing
should be covered more about. I agree with the public, terrorist
should not be published and placed on the cover of popular
magazines. I understand news storied but people buy music
magazine for entertainment, to escape the real world. This is what the
editor of this Rolling Stone issue had to say:
“The fact that Dzhokhar Tsarnaev is young, and in the same age group
as many of our readers, makes it all the more important for us to
examine the complexities of this issue and gain a more complete
understanding of how a tragedy like this happens.”
(www.rollingstone.com)

7. Stereotyping

Q-

NME-

Rolling Stone-

8. Presence and Absence

Q-

NME-

Rolling Stone-

9. Cultural

As I mentioned before the Rolling Stone magazine is usually published and distributed
around the USA, while both NME and Q are mainly distributed around the UK. Both countries
rely and have a huge music industry cultures. You can see the cultural difference between
the Rolling Stone and the two other English produced magazines by the content within. The
USA is very religious and will not tolerate obscene language or actions therefore there is no
reference to sex, drugs and alcohol on the front covers of magazines as they see this as
advertising to the rest of the population. Yet they do know how to attract their target audience
by making women sexualized on the front cover, as long as they don’t use offensive words.
But on the UK magazines they do this the other way round. We leave indecent images for
magazines such as Zoo and Nuts. But the use of improper words and jokes are used a lot in
English magazine to bring humor into it and make it light hearted. Therefore the use of words
such as “bastard” can be used on the front cover of Q and NME. Music magazines are very
unlikely to be placed in the eye view of a toddler in a shop, therefore they are safe from this
language.

Different musical artists are portrayed depending if it is published in the UK or the USA. Most
of the music is the same but in the indie genre there are lots of small English bands that are
talked about in NME and Q. While there are unknown singers mentioned in the Rolling
Stone. This makes it personal to the country it is published in and if it was sold somewhere
else their culture may be different and not find an interest in the music.
Although a lot of English influences are printed inside American magazines and vice versa.
For example Adele is on the front cover of Rolling Stone and Lady Gaga on the cover of Q.

10. Codes and Conventions

Q- In general, all the magazines use the colour red which connotes as being
dangerous and shows the rebellious attitude in the music genre therefore this is
seen on each magazine and also in each logo name the colour red is used.

NME- The image for the front cover includes a good quality image of the band in
a long shot position. This is commonly used in NME as well as other magazines.
The way they are stood says a lot about their power in the industry. For example
the camera is at a low angle to the Kings of Leon therefore they have more power
because the audience has to look up to them. Also the use of guitars with males
represents phallic symbolism which suggests the larger the guitar the more power
you have.

Rolling Stone-

11. Masthead- Is largest
font size on the page
at the top of the page
is a great place to
highlight the magazine
title so the people
buying the product
know what they are
buying into.
Tag Line- This is
like a “promise” of
what you will find in
the magazine;
“Discover Great
Music”. This is
what they aim for
the audience to
guarantee have in
each issue. It is
therefore printed
on each issue Are printed in a
Subheadingslarge font to highlight popular bands
featured in the magazine that will
make people want to buy the magazine.
Big names such as Skrillex and Simon
Cowell on this page are stood out more
than the rest of the text as the names
are important to sell the magazine.
Barcode- A common
convention
so the audience can purchase
the
magazine. The price is small, so
you look the articles before
looking at the price to make you
want to buy it.
Headline & Quote
Preview- The
artists name is in a
large font to instantly
grab attention and
targets an audience
that appeals to
Florence and the
Machine’s fans.
Main Image- An
extreme close up shot
emphases Florence’s
glare into the camera, to
make it look like she is
looking at you. This is
enhanced with the deep
blue make up around
her eyes.
She is an inspirational
women towards the
women buying the
magazine and to the
men her facial
expression is quite
sexual relating to the
male gaze theory. Her
looks could attract a
man walking past this
magazine. Although it is
not the way in which
women are portrayed in
Plug-as a product, she
Nuts, This is in a
sticker form to make to
uses her sexual looks
it stand out, also the
lead people into
blue contrasts with her
magazine to respect
her red hair drawing
talent.
your attention to it.
Zane Lowe
introduces and finds

12. Headline-The headline is bold although it is not large in comparison to the “Review
Column-The
column on the left
side of the
interview is
advertising other
artists like
Florence and the
Machine.
This is a great
way for the same
audience who like
Florence's unique
voice and for
people to expand
their music in this
specific genre.
New Albums”, this suggests they would rather sell new albums than Florence and the
Machine as an artist herself. It could also show that because of the extremely large
image on the opposite page Florence has been advertised largely through this image.
Pull-Quote- A
quote in the
middle of the page
in a sticker box
brings it out and is
a common
convention in the
main interview in
music magazines.
Main Image-The image takes up a whole page, this is effective as it shows who the article is
about. Also the colours of the image are warm reds and oranges to link with her signature hair
colour. Red= passion, love, fiery and warmth, this shows how Florence is in her personality. This
links to intersexuality as her website as the images rolling on her own website are alike, linking
together both this article and her website. Q readers treasure the Q photography with 97% saying
it has the best interviews and award winning photography, explaining why the image is so large.

13. Subheadings- The sub-
Masthead- Is behind the image
because it is such a well known
magazine just the shaping of the
masthead you know what magazine
you are reading and picking up. It also
suggests that the same audience buy
the same magazine each issue. The
colour red is to highlight new bands
or existing bands, and having the
masthead(NME) in the same red shows
that you will expect new and existing
bands in the NME magazine. The submasthead underneath “New Music”
even shows what you except in the
magazine.
Main Image- The band is set in a
traditional “band layout”- two in front,
two behind. This is to show the will stick
together but also to show you who the
band members are; drummer being at
the back, main guitarist/singer at
the front. The hand reaching out is
almost reaching out to you inviting you
to joining them; pulling you in. This is
making you want to be with them and
Will make you buy the magazine so you
Can read about/with them.
Plug-This relates to the
audience in that would be interested
in V Festival as these people would
be interested in the bands in NME.
And it also has an article on the
Festival telling you about the bands that will be playing.
heading is close to the
Masthead showing how
they relate and it is easier
for the audience to see
what to expect inside.
The names of the bands
are highlighted in the same
red as the Masthead and
Headline, this is to show
the link and brining it out
from the black font is
effective as it stands out and
Is easy for the audience to
See and notice.
Headline- This is
straight across the
middle of the cover to
grab attention straight
away. It is in a bold red
to stand out from the
cream and white colour
scheme. Also the “of” is
in a different font to the
rest of the fonts
showing they are not
afraid to be different as
their music is not like
many other bands but
can still make it big
being different;
inspirational.

14. Blobs-The odd rectangle and square shapes placed around, under test
Layout-The layout of this double page
spread is simple with the colours and fonts
standing out from each other making it easy
to read, also it looks like a simple page. The
blue blobs stand out making the
layout a bit more
interesting
and unique. The
text layout uses
a plain article
layout but using
light blue to
make some
information
stand out.
and over the image shows the band is quirky in their style of music and
not afraid to be different. Also NME is targeted for a student audience
so they need to keep the audience interested by using a unique page
design. Also the colours of these blobs are bright and do not apply to
the usual NME colour scheme, showing it is a special addition.
PullQuotes-
Pull quotes
are a good
way to
attract the
audience by
using an
interesting
part of the
article and
highlighting
it making the
reader want
to read
about the
subject
more. These
are used a
lot in
interviews
so you can
quickly see
what the
Main Image-Is large taking up a whole page and quarter of the next page. This gets straight to the point of who the band is. The way they are
band look
holding their guitars near their crotch is a symbol of male power. This can relate to the male audience as they want to be powerful and willare
up to them, but it can also attract the female audience using phallic symbolism as women want a power, strong man. Again they aresaying.
looking
straight into the camera, wanting something from you, the audience. Although, because only two members of the band are holding the guitars it
may show they are the main members of the band. But relating to the article it tells us that The Vaccines are the “biggest guitar band of 2011” so
the object of guitars is shown in the image to strengthen this point. The tone of this image is dirty and dull showing the genre may be garage and
rock and reflecting to their gritty sound.

15. Masthead- The masthead is behind
Taylor Swifts image, this shows the
audience of Rolling Stone are regular
buyers and know the recognisable logo,
even behind the image. The bright red
stands out as it contrasts from the white
background making it easier to find in a
magazine rack in your local shop.
Subheadings- The subheadings are in a
preview and column, this is effective as
the reader knows straight away what is
going to be in the magazine and if they
like or relate to this. Shocker words
make you want to read the magazine
more as it is gossip and gets your attention
quickly.
Main Image- Taylor Swift is known as a
good, county girl but the provocative pose
shows a different side to her. This links to
the plug on the other side, “Hot Stuff”. It
relates to the theory, the Male Gaze as she
is posing in a way she would not normally.
The pose is sexy and the way she has her
hand between her legs is a provocative pose.
Her make up and hair looks messy and
although she is a good girl, this can portray
her in the opposite. The county girl looks
almost opposite to her county outback
songs and lifestyle are. This gets peoples
attention because they want to know why
she is looking like this. But it relates to the
Male Gaze theory that men would want to
look at her because she is looking sexy and
women aspire to be her.
Plug- “HOT” stands out
making it eye catching
and people will want to
read it as they want to
aspire to celebrities like
Taylor Swift and will
want to read how they
do it and how they can
themselves.
Headline- It is large and plac
centre, but to the right so it is
not taking up the whole of the
image. This is because Taylor
Swift is a famous and talented
artist so lots of people know
who she is. Although it is in a
different colour to the other
fonts on the page, this is only
make the main article headline
stand out so the audience kno
it is about “the heart break kid
drawing people in with a direc
Quote as the strapline.

16. Masthead-The masthead is large and in a the
Main Image-The main image takes up a page and quarter of the
usual Rolling Stone red to link with the
magazine set colours; red, black and white. It is
large and at the top of the page to let the reader
know what the interview is about; questionnaire
interview.
previous page, is because imagery of the band is important, also the main feature of this photo
is the colours and how it links to their new album. The front cover of their album is the same to
this photograph of the whole band linking to the intersexuality of the band advertising their albu
through a photo-shoot with Rolling Stone. They look laid-back looking straight into the camera
maybe even
looking
desperate for
you to buy their
new album
linking to the
interview on
the other side
of the page.
Linking back to
the colours of
the album and
this image and
also link to
their
tour, “Come
Around
Sundown”, whi
ch is what their
album is
called, with the
colours looking
like a sunset
linking to the
“sundown”.
Headline-A
big headline of
the bands
name gets
straight to the
point and tells
you who the
interview is
with. The
Kings Of Leon
font is the
same font of
the side of
their albums
linking to other
media
advertising
and selling
their products
with the band
name fitting
with the tone
of the image
both linking to
their upcoming
album.
Text and Fonts-The introduction is written in a bold red to make it
stand out from the main interview, this is so the readers know what the
interview is about and know when it is starting. A bold font is used to
highlight the questions asked and answers from the band in a smaller
font. A drop cap is used at the start of the paragraph to show where the
Layout-The text is spread into columns like a newspaper making it
look official and so it is simple, but smart and easy to read. Having a
large image of the band promotes them quickly and with an male
audience the magazine wants to quickly get to the point so they

17. Changes

October 1986 Issue
Changes within time can be visible on front covers on
magazines. I choose theses two magazines and the
earliest issues I could fine to compare it with.
Q’s layout has changed incredibly. Now it is easier to
read and has taken on the more typical magazine
front cover style that is used on big glossy magazines
rather than the chat style format. The lack of boxes in
the 2012 issue makes it look more professional and
personally I would pay more money for.
March 2012 Issue
The logos for both magazines have not changed in huge
amounts
January 1997 Issue
October 2012 issue