The document analyzes the layout, images, and content of the magazine RWD. It finds that the magazine aims its content towards younger generations through techniques like shortening words. The images are all staged to portray lifestyles that readers can relate to and emulate. Various communication theories are assessed for their relevance, including the hierarchy of needs theory, representation and stereotypes theory, and encoding/decoding theory.

1. Chelsey Compton

6.  The colour changes for each magazine edition.
The edition which I am focusing on features
Professor Green and uses a mixture of red,
white, black and blue. This could connote that
this magazine is primarily aimed towards male,
as stereotypically these are colours which males
prefer.
 The red could connote danger, exciting the
reader and making them want to know what the
“Bad Boy Londoner” has been up to.

7.  The colour of his clothing, continuously
matches the colouring of the background
therefore shows that the magazine follows
‘trends’ as well as draws attention to the
clothes he is wearing. It also shows the tenor
produced between producer and feature.

8.  The layout of the front page continuously
changes, much like the colours.
 There is always on dominating picture used,
except on the contents page where there are
four pictures, all of the same size,
helping separate the text, making
it easier on the eye of the reader.

9.  The images on the front page and double-
page spread are dominating. They take up
the entire page allowing the image: text ratio
to be high and grabs the readers attention.
 The image on the front page connects to the
reader the most. This is because it breaks the
fourth wall. Professor Green is looking
directly at the camera, thus directly at the
reader, making the reader feel part of the
scene.

10.  There are a range of staged images, however I do not
believe any photos featured are not staged. I believe
there are some which look more staged than others,
such as the front cover vs. the style guide image,
however they are all staged.
 The images reflect the features. They indicate what
features to expect, and what tone they are likely to
be. For example the professor green feature is likely to
be cheeky and interesting because of the facial
expression, however the style guide seems to look
specific to detail and carefully put together.

11.  The images also indicate style reference. The
clothes which Professor Green is wearing,
have been carefully picked out for him,
especially for this magazine article meaning,
people who inspire to be like him will now go
and buy the clothes or similar to copy his
fashion and be a bit more like him.

12.  The front page makes Professor Green look
‘hard.’ He has exceptionally clear skin and
wearing the latest clothes available however,
he has an extremely stylish watch on and still
has his tattoos showing.
 There is a cheeky smile showing his
personality and with the jewellery indicates
he has his own individual style.

13.  There are four pictures on the contents page,
which are similar to everyday peoples
everyday lifestyles, helping them to relate to
the magazine easier.
 The poses are staged, yet made to look as
though they are not. This is to make readers
believe that the people featured in the
magazine live a similar lifestyle.

14.  There are mainly mid-shots and long shots
used. This is done to allow the facial
expressions to be shown and to show the
surroundings in which they are.
 The long shots will be showing them where
they are, allowing readers to see where their
‘idols’ go to eat etc and then they can copy
them and be more like them. (Double-Page
Spread paticularly)

15.  A shortening has been used for the title; “RWD”
instead of writing Rewind. This may have been
done to appeal to younger generations.
 The strap-line states “MUSIC STYLE SPORT
GAMING FILM TECH NEWS” again using
colloquial language for technology. This relates
to the readers socialect as well as stating what
the magazine will provide information on.
 The cover-line write “after hours special”
however the pictures do not match this, as the
pictures are during the day in a cafe not about
partying or early morning time.

16.  The shortening of Professor to Pro indicates
the age range for the magazine. Young
generations shorten names to be ‘cool.’

17.  I believe the magazine uses a creative and
effective layout, however should have more
naturally posed image instead of constantly
staged poses.
 I believe the cover-line should also match the
pictures displayed as well as relate to the main
picture on the front cover.
 I believe the use of shortening words, and using
lexis which the age range do is appropriate and a
good idea to use.

18.  The hierarchy of needs theory (Maslow 1954)
fits into the magazine as it recognises that
humans need entertainment however, pays a
price for it as it is not essential. Also it allows
people to feel recognition and respected as
the language used is usually specific to the
individual music genre. As well as producing
as sense of belonging.

19.  This Representation and Stereotypes
(Branston & Stafford 2010) 100% applies to
this magazine. They have looked at the
stereotypical hip-hop listeners and artists and
put stories in which will stereotypically meet
the readers needs. For example dressed
Professor Green in clothing which people who
listen to and create hip-hop stereotypically
like to dress.

20.  The Male Gaze (Mulvey 1975) theory does not
fit the magazine. The theory states that
women and men are used in media to get
peoples attention however, Professor Green
is fully dressed and not in a ‘sexual’ pose, thus
this theory does not apply.

21.  Blumer and Katz’s Use of Gratifications
Theory (1974) can be applied to RWD
magazine. The magazine allows the audience
to create a diversion, gain a personal identity
and sometimes see personal relations.

22.  Stuart Hall’s Encoding/Decoding Theory
(1973) implies that their is a message encoded
into media products via the producer for the
consumer to decode. I believe in magazines
this can be applied., usually following a
preferred reading.

23.  Adorno and Horkheimer’s Cultural Industry
Theory (1944) does apply. Most magazines
are produced and distributed in an extremely
similar fashion, all aiming to communicate
with a stereotypical audience at the lowest
common denominating language.