The document analyzes Kerrang! and Metal Hammer magazines due to their coverage of punk music genres relevant to the author's own magazine. Kerrang! has a circulation of 40,203 and readership of 387,000, focusing on emotional connections to rock music. Metal Hammer has a circulation of 48,977 and readership of 35,259, aiming to satisfy established metal fans and break new artists. Both magazines are published by large multimedia companies and target male audiences through their coverage of concerts and albums.

1. Textual Analysis
I have chosen to analyse, deconstruct and evaluate Kerrang! and Metal
Hammer magazines because of their use of harsh language, features on
punk and direct relation to my own magazine music genre of punk.
Yasmin Watkins

2. Readership and Circulation:
Kerrang!
Kerrang!: Mission Statement:
“Kerrang! takes its readers into the
Circulation: 40,203 heads, hearts and lives of the people
who make rock music. It creates
Readership: 387,000 emotional connections.”
Metal Hammer
Metal Hammer Mission Statement:
“Metal Hammer’s aim is to satisfy fans
Circulation: 48,977 of established, traditional metal bands
as well as to break new artists and to
Readership: 35,259 keep readers informed of everything
happening in the world of metal”

3. Reader Profiles:

4. Publishing Company
• Bauer Media Group is a multinational media
company headquartered in Hamburg, Germany
which operates in 15 countries worldwide.
• The company was founded in 1875 and is
privately owned/ under management by the
Bauer family.
• Worldwide circulation of Bauer Media Group's
magazine titles amounts to 38 million magazines
a week.

5. Publishing Company
• Future Publishing s an international media group,
founded in 1985 and now have operations in the UK,
US and Australia.
• They hold market-leading positions in their core
sectors: Technology, Entertainment & Video Games,
Sport & Auto, Music and Creative.
• The company attracts more than 50 million monthly
unique visitors to their digital properties websites and
sell 2.2 million magazines every month; export or
syndicate to 89 countries.
• Future is the PPA and AOP Consumer Digital Publisher
of the Year.

7. Colour
• Pink, yellow, black and white are used as a colour scheme on the front cover;
this house style is continued to the relating double-page spreads. The front
page as a result looks vibrant, exciting and stands out –a characteristic of the
alternative genre and a good advertising technique to catch the reader’s
attention.
• Pink on its own appeals to Kerrang!’s young female readers, but combined
with yellow it can be associated with the Sex Pistols’ ‘Never Mind the
Bollocks’ album cover.
• Bright, pure yellow is seen before other colours when placed against black,
making it very effective for attracting attention as it is connoted as unstable/
spontaneous. Despite connoting a warning –it will do the reverse and make
the reader want to read it and find out more.
• Black & white is associated with newspaper clippings, which have been
embedded in the front cover.
• The contents page is more selective in its colour scheme as it is providing the
reader with information so uses darker colours like black, white and yellow
for clarity.

8. Colour
• The colour scheme is kept the same within the front cover, contents page and
double-page spread, by using only black, white, grey and blood red for
impact. These colours are similar to the main image, to make the front cover
work as a whole.
• The blood red connotes that ‘metal is deadly’ to appeal to those who listen to
the genre and alienate those who do not belong to this specific group.
• Black connotes POWER, strength and authority –this is shown by the
masthead which dominates the rest of the page.
• The white background connotes ‘purity and cleanliness’, which
contrasts with the main image of the heavy metal singer from
Slipknot, who’s baring his teeth and whose mask is cracked and
imperfect.
• Grey is associated with man-made materials like metal –giving it a metallic
theme
• The blood red connotes energy, strength, power and passion –arguably for
METAL.

9. Layout and Design
• Overall the magazines front cover and following pages are very cramped
with a lot of features and photos put onto one page instead of one main
item. While they do fit together, there is an unbalanced text-to-image
ratio. This is done to entice their readers into buying the magazine by
having something for everyone.
• All of the wording is CAPITALISED/emboldened to replicate shouting and
get the reader’s attention.
• The fonts are similar for the banner, left-sided coverlines and straplines
which do not use sans serif and are quite bold/ simplistic. However the
inserts, headlines and subheadings use less conventional typeface, in
favour for a more ‘battered’ and messy text –suggesting an alternative
style.
• The house style is very unconventional and uses the style of a gossip
magazine through placing too many coverlines and inserts in a messy/
‘stuck-on’ fashion. This is continued throughout the magazine.

10. Layout and Design
• The words and images on the front cover follow a more
conventional layout than Kerrang! with the majority of
the coverlines surrounding the main image with the
exception of the coverlines not related to the main
image.
• The lettering is CAPITALISED to also gain the reader’s
attention by mimicking shouting.
• The house style is still unconventional but not to the extent of
Kerrang! as it tries to unnecessarily cram a lot of coverlines onto
one page. Moreover the front cover of Metal Hammer fetatures
the publishing company’s logo in the bottom left-hand corner
and focuses on one main image and keeps the layout and design
related to that image. E.g the greys and black on the front cover

11. Layout and Design…
Rule of Thirds
The magazine cover uses the rule of The magazine cover uses the rule of
thirds with the main image’s head in thirds with the main image’s eye at the
the top middle third, the left-sided intersection point between thirds. The
coverlines taking up the left thirds. The masthead takes up the top three thirds
central coverlines are at the and the coverlines take up the left and
intersection which will draw the right thirds –therefore balancing the
reader’s eyesight in. design.

12. Images
• The main image of the Kerrang! front cover focuses on Billie Joe
Armstrong –frontman of the hugely successful and popular rock
band Green Day (1987-present); they have been an active band for
over 20 years, which helps entice readers into buying the issue to
read more about them and aspire to what they have done.
• Aside from the main image, the front cover uses five more photos;
one being a photo of further content within the magazine that acts
as an insert, three of them being of the posters featured within the
magazine and the last one accompanies the top strapline to give
the reader visual aid.
• The photos chosen to be featured on the front cover resemble
situations and the ideal artist for their target audience to look up
to. E.g “This is a risk…” could relate to the Uses & Gratification
(1974) theory in which readers use this magazine to enhance their
own personal identity.

13. Images
• The main image for the front cover of the Metal Hammer magazine
also features a successful band frontman; Corey Taylor of Slipknot
(1995-present) is featured baring his teeth in the band’s attention-
grabbing image of wearing their own individual masks. This is done to
‘commercialise themselves’ along with their matching jumpsuits.
• The concept behind wearing matching jumpsuits has been described
as a response to commercialism in the music business. Cultural
Industry theorists Adorno & Horkheimer (1944) would support their
view, as they believe in the standardisation and repetition of media.
• The cover issue can also relate to the Uses & Gratification (1974)
theory as Slipknot’s image revolves around preserving their identity,
which readers can be influenced by and relate to by structuring their
own.
• Overall it reflects the content of the magazine as the contents and
double-page spread are both related to the front cover and follow the
colour scheme used.

14. Pose, style,
hair, make-up
• The main image has been captured during a live show, as
the pose is not staged and the singer can be seen to be naturally belting out
the words with his eyes closed, hair unruly and expression is full of passion.
This gives the reader the impression that he enjoys and is passionate about
what he does –which can influence readers to feel the same and fulfil their
self-actualisation need according to Maslow (1954).
• The photos featured at the bottom of the front cover are also un-staged as
they have been taken during live shows as well, as they aren’t facing the
camera and are similarly to the main image –immersed in what they’re
doing.
• In contrast, the remaining two images on the front cover are staged, as
they are directly facing the camera with a fixed expression/ pose with
their hair in place. This photo has been taken for the purpose to convey the
message of the coverline and gives the impression that the magazine isn’t
just about live gigs.

15. Pose, style,
hair, make-up
• The main image of Slipknot frontman Corey Taylor wearing one of his
trademark masks give the impression of identity for the reader and establishing
their own. The baring of his teeth reflect the style of the magazine and supports
the coverline “We’re more dangerous than ever!”
• The pose itself is staged for the magazine front cover, as his eyes are looking
into the camera, which breaks the fourth wall as he is trying to directly engage
with the reader and works better than an unstaged pose on the front cover as it
fully engages with the audience. Kerrang! uses this as the issue focused mainly
on punk –not one band as Metal Hammer has done.
• Lastly the artist’s face has been covered with the exception of
his teeth and eyes which contrasts with the darkness of the
mask –highlighted by dark purple make-up. Dark purple evokes
gloom and sad feelings. It can cause frustration; this
could relate to the late band member Paul Gray in the
coverline
Grey connotations: dreary, physically draining
Black connotations: power, death

16. Composition and framing
• The main image is a mid-shot to give us the main visuals of the
artist and convey body language.
• It is cropped abstractly to give the impression it has been ‘cut and
pasted’ onto the page to relate to the punk theme of the issue.
• It has possibly been digitally manipulated to feature as black and
white, or was initially shot like that for the purpose of the magazine
cover.
• The background colour of the magazine is a vibrant yellow which
contrasts with the black and white main image featured. This is
done to draw our attention to the central coverlines, where the
‘GREEN DAY’ one is also yellow to relate to the main feature of the
issue.
• The first thing the reader notices is the enlarged PUNK! against the
black and white photo and bright background. From there your eyes
move rapidly to take in the rest of the text on the page and it’s
information.

17. Composition and framing
• The main image features an extreme close up of the artist, which looks
quite natural but could have undertaken some corrections to improve the
image through contrast tools and darkening the lower-half.
• The background is a pure white/ grey that connotes cleanliness and
contrasts with the black masthead ‘Metal Hammer’ and the lower-half of
the main image which is significantly more cracked and broken.
• The first thing the reader notices is the main image along with the
magazine title. This is because they are the most prominent aspects of the
front cover; this is followed by the next darkest colour which is the blood
red inserts which somewhat highlight the publishing company logo.
• The following contents page’s first half continues the black, red and grey
colour scheme, while the second half is taken up by a Slipknot-related
message from the editor. The background is black which connotes
authority and draws the reader to it first.

18. Written Codes
• The title ‘Kerrang!’ connotes music-related content.
• The headline clearly states what’s inside, with ‘The Ultimate
Guide to Punk’ along with the insert in the top right-hand-side
which says ‘Rock Guide’. This clearly suggests what individuals the magazine is
aimed towards, and successfully alienates anyone that doesn’t belong to this
group as they would have no shared knowledge on the bands or features.
• Branston & Stafford (2010) claim that stereotyping involves the differences
between social groups; the punk title would welcome them in.
• The straplines mainly just use the names of bands which
assumes shared knowledge between the magazine and the
readers; it suggests that their readers are interested in
genres of rock music.
• The main titles of this issue are ‘KERRANG!’ and ‘PUNK!’
Both are CAPITALISED and enlarged a significant amount to
gain the attention of the reader and can be read from a distance.
• This, along with the vibrant colours used helps it to stand out
on a shelf.

19. Written Codes
• The title ‘Metal Hammer’ connote a heavy, forceful undertone by using a
hard substance in conjunction with a blunt object. This already suggests
the style of the magazine.
• The strapline and coverlines also make use of assumed shared knowledge
between the reader and the genre of music, by enlarging the names of
bands with smaller taglines and quotes. These suggest that their readers
are interested in the lives of the artists that the magazine covers.
• The only largely visible wording that could be seen from a distance is the
magazine title. However the enlarged main image acts as a device to
entice their readers through shared knowledge, as those who know who
the main image is will be automatically visually drawn to the magazine.
• This could be improved as the other enlarged wording is the stylised
‘Slipknot’, which is almost transparent in the light-coloured background.
• Overall, the main image and contrasting magazine title help this magazine
to stand out on a shelf against similar genres by using unconventional light
colours.

20. Language
FRONT COVER:
• Uses alliteration; E.g ‘The Darkness for Download’ and ‘Fall Out Boy
Frontman Flying Solo’
• The use of a quote to give immediate insight: “This is a risk…”
• Excessive use of ‘and more!’ after coverlines and photos of posters.
• Indirect address to reader. E.g ‘The essential playlist’
CONTENTS PAGE:
• Use of personal pronouns of ‘you’ used in editor’s insert, subscription
advert and overview of the issue’s ‘Punk Special’.
DOUBLE-PAGE SPREAD:
• A lot more use of the personal pronoun ‘you’ to directly address and
fully engage with the reader over the spread.
• Emphasis on artist’s opinions and experiences on the features/ issues
written over the spread.

21. Language
FRONT COVER:
• Uses rhetorical questions, interrogative and exclamatory sentences
• Humorous tagline. E.g ‘Rob Zombie: “I used to work on kids’ tv!”’
• A lot of quotes used, for example: “We were going to stay & die”
• Also uses indirect address to reader. E.g ‘Meet the new bass player!’ which can
also be seen as an imperative sentence telling the reader to meet them by reading
about them in the magazine.
CONTENTS PAGE:
• Uses the personal pronoun of ‘you’ in the contents’ taglines and editor’s section
to engage with the reader more now that they have assumedly bought the
magazine.
DOUBLE-PAGE SPREAD:
• Use of taboo language to informally engage with their readers (genre convention)
• Rhetorical questions E.g: ‘The end of Slipknot?’
• The main feature tells a story and uses the names of festivals, specific years, band
members and specific places to intrigue their readers to conduct their own
research into these things and discover new bands.

22. Overall Impression
Strengths:
• It attempts to appeal to a wide audience through multiple inserts and coverlines
• It’s use of vibrant colour and contrast helps it to stand out on a shelf
• Sustained use of house style
• It provides features on live gigs, album reviews, artist gossip, introducing new music and a
page on ‘Feedback’ from readers which allow them a say.
• Adverts are mainly related to music or assumed reader interests
Weaknesses:
• The house style is too cramped and messy, replicating the conventions of a gossip
magazine and trying too hard to engage with all audiences.
• The unbalanced text-to-image ratio can put readers off large bulks of text through its
overuse of inserts and extra information on a single page.
• Has an amateur ‘feel’ to it through it’s copied and pasted look.
• Vast majority of the magazine is male-dominated.
How it could be improved:
• It could focus their front covers on one main story while still advertising other features
through coverlines.
• Use a maximum of two inserts on the front page
• Use a more conventional front cover design layout while sticking with genre conventions

23. Overall Impression
Strengths:
• It focuses the front cover on one main band and continues the colour scheme
within the magazine’s main body of text.
• The main image engages with the audience through eye-contact/ mode of address.
• The contrast between the main image and background is effective.
• Standard-English style of formal writing using features like rhetorical questions etc
Weaknesses:
• Its light grey-coloured background does not contrast enough with the heading
‘Slipknot’, assuming audience shared knowledge of who the artist is.
• Follows an unconventional messy style similar, but not to the extent of Kerrang!
How it could be improved:
• Darken the ‘Slipknot’ heading to make it more visible on a shelf and to
potential readers without reliance on shared knowledge.
• More use of personal pronouns to fully engage with the audience on
the front cover, to match the amount used in the following pages.

24. Maslow’s Hierarchy of Needs (1954)
• Maslow (1954) states that magazines promise to fulfil many of
our needs to be accepted into social groups and our need for
self-esteem and self-respect.
• This relates to my magazines as they translate belonging and
affection needs through alienating certain people that don’t
belong to the group –e.g rock or metal, and opening up
platforms for people who do belong share ideas.
• Kerrang! fulfils the following need of feeling worthwhile in its
‘Feedback’ section where reader’s experiences are recognised.
• The magazines fulfil the last need in the hierarchy of self-
actualisation (growing as a person) by influencing readers
clothing and music choices so that they can establish their own
identity and self-fulfilment.

25. Representation and Stereotypes (2010)
• Branston and Stafford (2010) claim that the process of
stereotyping have certain characteristics, involving:
1. Categorisation/ evaluation
2. Emphasis on perceived features
3. Often negative evaluation of a group
4. Insist of differences/ boundaries.
• People stereotype to try and make sense of the world. In
alternative music magazines, artists are usually portrayed
in a certain way that represents the boundaries between those who
are alienated and those who belong to the kind of group Kerrang!
and Metal Hammer establish.
• The stereotypical characteristics found in both magazines are of
artists playing instruments, having messy/ unruly long hair, saying
what they think and representing certain beliefs for their fans.
These are conventions of rock/ punk singers, however there are
more specific ones depending on the subgenre. E.g punk followers
stereotypically have bright, mohican hair.

26. The Male Gaze (1975)
• Laura Mulvey (1975) suggests in her report that women have
learned to see themselves as being ‘looked at’. However since the
1970s, a lot has changed within the media in terms of
representation, as men are now made to feel that they should take
an interest in their appearance.
• While Kerrang! and Metal Hammer are for the most part male-
dominated, they do occasionally feature women to appeal to the
‘male gaze’ and continue to fulfil Maslow’s self-actualisation by
having female role models to look up to and represent them in the
music world.
• The male gaze can be argued to have evolved into a ‘female gaze’
also, as men are seeing themselves as being ‘looked at’; some rock
bands have a large female following due to their image and how
they act, which is appealing to female fans.

27. Influences
After analysing the different elements that made up my two
existing magazines, I have come across some that I could use in the
construction of my own magazine:
 I aim to predominantly use no more than 3-4 colours (black, white, yellow,
pink) on the front cover to establish an emerging house style.
 The amount Kerrang! have piled onto the page disorientates the viewer, so
my magazine will follow a more conventional, toned-down layout while
conforming to genre design conventions.
 My contents page will feature added description underneath individual page
stories
 I will use a drop cap at the beginning of a story to enhance the look of the
page.
 I feel use of personal pronouns will help engage with my reader through
directly addressing the reader. For example ‘you’, ‘your’ and ‘we’ will
improve the tenor between the producer and target audience.

28. Influences
I am going to relate back to media audience theories when constructing my magazine.
For example:

My audience will be looking to belong, feel recognised, worthwhile and to grow as a
person. I can achieve this by fulfilling these needs within the features and style of my
magazine by alienating those who do not belong to this ‘group’.
Stereotypes are widely circulated ideas or assumptions about particular group. My
magazine will conform to some of the stereotypical views that surround punk culture,
while distancing it from the negative evaluation people create.
People use media products for various uses, for example: as a diversion, to get
information, for personal identity and personal relationships. My magazine will act as a
diversion from everyday life, a medium to establish personal identity, relationships and
information on the punk sub-culture topics of interest, artists and gigs.
My magazine will encode messages related to punk that I aim will be embedded within
my writing for my readers to decode (understand, interpret) in their own way
depending on their prior knowledge and previous experiences.
I will treat my audience as ‘active’ rather than ‘passive’, as punk has some key elements
like anarchy that not everyone will agree with but it does not have to alienate them.