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DOMINANT READING 
• The dominant reading of this magazine is that it is trying to go against mainstream 
conventions in a similar to those most other indie music magazines. This is shown 
by the use of the strapline ‘18-year old enemy of The X Factor’, which could 
connote that ‘Jake Bugg’ is trying to go against mainstream shows such as the ‘X 
factor’, as shown by the use of the word ‘enemy’. This is because, using the word 
‘enemy’ could connote that ‘Jake Bugg doesn’t like The x factor. This shows 
‘NME’s’ target audience that their magazine is trying to against mainstream 
conventions. Furthermore, the use of a bold mast head and main title also make it 
seem like they are trying to against mainstream conventions. This is because, it 
this magaizne could be trying to show a bold stance against mainstream culture 
and ideas, which is typical indie convention.
OPPOSITIONAL READING 
• The oppositional reading of this magazine is that it somewhat conforms 
to mainstream ideas. For instance, although the strapline “The 18-year 
old enemy of The X Factor hits America” could make it seem like he is 
going against mainstream ideas and therefore is trying to be 
independent. However, it could also be seen as patronising to other 
musicans and people who do like ‘The X factor’, because its 
suggesting that the X factor is something that people should be against.
HEMOGANY 
• This magazine clearly tries to detract away from the idea of 
heogamany, because although Jake Bugg seems quite stereotypically 
manly as he is sitting at a bar, he doesn't seem to be rough or in control 
as he seem quite relaxed as his arms are not crossed. In this sense the 
idea of cultural hemonagy is subverted as mainstream ideas normally 
depict men as quite masculine.
Theoretical research 2

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Theoretical research 2

  • 1.
  • 2. DOMINANT READING • The dominant reading of this magazine is that it is trying to go against mainstream conventions in a similar to those most other indie music magazines. This is shown by the use of the strapline ‘18-year old enemy of The X Factor’, which could connote that ‘Jake Bugg’ is trying to go against mainstream shows such as the ‘X factor’, as shown by the use of the word ‘enemy’. This is because, using the word ‘enemy’ could connote that ‘Jake Bugg doesn’t like The x factor. This shows ‘NME’s’ target audience that their magazine is trying to against mainstream conventions. Furthermore, the use of a bold mast head and main title also make it seem like they are trying to against mainstream conventions. This is because, it this magaizne could be trying to show a bold stance against mainstream culture and ideas, which is typical indie convention.
  • 3. OPPOSITIONAL READING • The oppositional reading of this magazine is that it somewhat conforms to mainstream ideas. For instance, although the strapline “The 18-year old enemy of The X Factor hits America” could make it seem like he is going against mainstream ideas and therefore is trying to be independent. However, it could also be seen as patronising to other musicans and people who do like ‘The X factor’, because its suggesting that the X factor is something that people should be against.
  • 4. HEMOGANY • This magazine clearly tries to detract away from the idea of heogamany, because although Jake Bugg seems quite stereotypically manly as he is sitting at a bar, he doesn't seem to be rough or in control as he seem quite relaxed as his arms are not crossed. In this sense the idea of cultural hemonagy is subverted as mainstream ideas normally depict men as quite masculine.