The document describes how a magazine would target the social group of "New Affluent Workers". This group enjoys dance/club culture, social media, and urban nightlife. The magazine would feature young, trendy cover stars and articles about popular artists. Photos in the magazine would depict styles, events, and experiences relatable to this social group's lifestyle. Color schemes, designs, and typography used throughout evoke a nightlife atmosphere appealing to this demographic. Both male and female members of this mixed social group could find content to engage and inspire them.

1. Q2
How does your media product present
a particular social group?

2. Social Group
New Affluent Workers – This is the chosen social group that I think portrays the demographic of my
magazine and will fulfill the purpose of the ‘Dance & Club Culture’.
This class group is sociable, have lots of cultural interests and as an
estimate sits in the middle of the groups in terms of wealth.
People from this social group
are more than likely to
originate from a working
class background
Taking part in highbrow
culture such as theatre and
classical music events
would not be an interest for
this type of social group
These people are more
interested in emerging
cultures as they would enjoy
going to gigs, getting
involved in sport
Social media would be a big
part of the social groups life
as they enjoy communicating
and sharing things with other
as their social life would be
important to them
This group would not be
classed as well off but would
still be classed as
economically stable and
would have to be to enjoy the
dance & club culture
This group of people would
be located in more urban
areas than rural as the party
night life would be their
entertainment which is only
available in urban areas
Social Group – a collection of people who interact with each other and
share similar characteristics and a sense of unity when together

3. Front Cover Analysis
The feature article photograph includes a cover star that would be popular
within the affluent worker network, therefore to keep up with the latest trends,
this would appeal to them.
The cover star would also appeal to both genders which is important as the
affluent worker social group includes both male and female which is important
as the affluent worker social group is a mixed gender group who like
socializing with each other and would be comfortable and a lot closer to people
of the other sex than other types of social groups due to their lifestyle and
upbringing. However, a girl of the age around 18-20 years old has been used as
it would attract both genders as males in the affluent social group would have
an interest in the relationship side of socializing, therefore would be attracted
to the artist. Also, the female in the demographic tend to look at other females
for influences on trends and ideas, therefore they would want to compare
themselves and admire the cover star.
Ways in which the cover star has been made comparable to the demographic
is having neat, well-done makeup and a tidy hairstyle as this appearance is
what the affluent workers would stride for, therefore it would appeal to the
female demographic of the social group as they would be inspired by this
trend.
The hand gesture of the cover star is a posed-candid pose, which relates to the
new affluent workers way of life of having a casual, relaxed lifestyle, however,
will still have to try and make an effort if they want to succeed in the social
group by following trends and keeping up to date. The pose-candid pose of the
raised finger to the lip creates a sort of mysterious appearance which reflects
the demographic as independent people who tend to meet new people as part
of their social life. The cover star has eye contact with the reader, which
resembles a defying appearance which is similar to a confident new social
worker, therefore, this would appeal to them as they would also tend to mix
with confident people who are interested in mixing and socializing.
Also, the appearance of the colour scheme being yellow and black and other
fluorescent colours reflects an overall house style of a night-life appearance
which the demographic would be part of in their dance and club culture,
which would resemble the magazine as a dance music magazine making it
more attractive to the demographic.

4. Contents Page Analysis
In the photographs, I used wanted artists that the social group would
recognize, making the magazine referable for them.
The images are of people experiencing events which other people ay have also
experienced or want to experience, therefore I attracts the demographic as they
would feel involved and associated with the topic of the magazine. The image
of the club culture scene would be referable to the social groups lifestyle. This
would be the types of experiences that this social group would want to
experience and that they would enjoy as the club and dance culture would be a
big part of their life.
The fashion and style of the artists in the photo’s would be the same trend as
what affluent workers could follow and afford. In each photo the people are
wearing shorts with cropped or tight tops as this is the summer trends for
people in this social group. These fashion choices are bold and for people with
great confidence which is what you would associate new affluent workers with
I have used people dressed in summer fashion as summer can associate with
music festivals and party holidays which is a big part of a new affluent
worker’s social life as this is how they socialize and meet new people with
similar interests.
Also, I one of the images the artist is holding a mobile phone and taking a
‘selfie’ in a candid pose which is a normal action for someone in this
demographic as they would want to share their experiences on social media for
them to socialize more about the event.
The fluorescent colours of the green and yellow would also be colours which
this demographic would be familiar with when they are in clubs or on nights
out, therefore, as they are interested in this bright and bold lifestyle, they will
also be attracted to the colour scheme of the contents page.
The majority of the images on this page are females, all of the same age of
around 18-20, which is what takes up the majority of the affluent worker social
group. However, males in this social group can still associate to these images
as they would experience this night-life, party lifestyle with people a different
gender, a similar age and of all ethnicities as the new affluent worker social
group has a very diverse range of types of people as this sort of life style is
available for most places across the world.

5. Double Page Spread Analysis
The images used are of the artists and a fans, which would be the same social
group as the reader.
The yellow, white and black colour scheme with the hints on fluorescent blue all
has an appearance of a club night-light which would appeal the social group of
affluent workers as these colours are familiar to them from dance culture
experiences and would appeal to them as these colours are popular in the
advertisement and representation of parties and clubs which attracts the
demographic interested in that sort of lifestyle.
The appearance of the typography in the stand first, pull-out quote and the
image caption has a ‘digital’ and ‘electric’ tone and style to it which simply
applies to the new affluent workers social life of going to clubs and places with an
interest in electric dance music. This would appeal this demographic as it is a
common typography used in associates of dance music and club nights.
The image of the two artists holding each other around the waist would be normal
to see for a new affluent worker, male or female, because this social group have a
large social life and tend to become a really close community, therefore they can
relate to this closeness between the artists as they tend to be willing and looking
for this sort of relationship between themselves and someone of the same social
group. This also would reflect new affluent workers confidence around other
people similar to them and how they feel comfortable with the types of people
around them.
The image of the fan and also the ‘Miami Twins’is what this demographic would
be familiar with. This is why I included fashion choices which would appeal to
female new affluent workers such as summer shorts and tight tops as this is what
the demographic would be familiar with as it is the fashion trend in the dance and
club music lifestyle as it is associated with parties, holidays and music festivals.
The use of having two female artists on the double page spread does not
discriminate against any member of the new affluent worker social group as due
to it having a very mixed gender capacity, it is not biased towards any gender,
therefore it will appeal to all of the demographic as the females would use the
popular artists for inspiration on how to present themselves in their social
environment and the males would tend to be interested in these types of females
as they would tend to get along with people in their own social group.