Unit 1 : ELE

OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 01:
Analysing Media Products and Audiences
Evidence
Name: Thomas Myers
Candidate Number: 3095
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

Contents
Slide 3 – LO1
Slide 4 – Focus publisher and product
Slide 5 – Ownership structure
Slide 6 – Operating model
Slide 7 – Brand ideology/ethos
Slide 8 – Technological convergence
Slide 9 – Associated products
Slide 10 – Market position
Slide 11 – Publisher competitors
Slide 12 – Magazine competitors
Slide 13 – Deconstructing a magazine
front cover
Slide 14 – Deconstructing a double
page spread
Slide 15 – Deconstructing a contents
page
Slide 16 – Website annotations
Slide 17 – Genre
Slide 18 – Production process
Slide 19 – Production process
continued
Slide 20 – Format and style
Slide 21 – Purpose
Slide 22 – LO2
Slide 23 – Demographics
Slide 24 – Psychographics
Slide 25 – Target audience
Slide 26 – Uses and gratification theory
(Blumler and Katz - 1974)
Slide 27 – Maslow hierarchy of needs
Slide 28 – Primary research
Slide 29-39 – Evidence of primary
research
Slide 40 – Secondary research
Slide 41 – LO3
Slide 42 – Guerilla marketing
Slide 43 – Viral marketing
Slide 44 – Magazine advertising
Slide 45 – Relationship between the
magazine and the audience
Slide 46 – Distribution
Slide 47 – Online subscription
Slide 48 – Above the line
Slide 49 – Below the line
Slide 50 – LO4
Slide 51 – Q magazine’s impact and
effect on the audience
Slide 52-57 – Teen tribes
Slide 58 – Relevant issues on
representation
Slide 59 – Laura Mulvey ‘Male
gaze’, 1975
Slide 60 – John Berger, 1972
Slide 61 – Racism and sexism
Slide 62 – Ethical and Legal issues
Slide 63-64 – Role of relevant
regulatory bodies
Slide 65 – ASA (Advertising
Standard Authority)
Slide 66 – Copyright
Slide 67 – Royalties
Slide 68-69 – Regulatory issues
Slide 70 – Complaints and
procedures
Slide 71 – Example of complaint

Focus Publisher and Product
Publisher Product
Source:
http://www.bauermedia.co.uk/about/our-
company
Bauer Media group is a multi-media
company that produces magazines
throughout Europe. Bauer media is
worth over $2.9 billion. There
headquarters are based in Germany.
They have over 11,000 employees
worldwide around Europe. There top TV
companies are the likes of 4 music etc.
Q magazine is a rock magazine
which was founded in 1986 by
Mark Ellen and David Hepworth.
The first issue was put out in
October 1986 with the magazine
then coming out monthly after
that.

Ownership Structure
Bauer Media 1875
The owner of Bauer Media
group was Ludolph Bauer,
then it was founded in
Hamburg, Germany.
In 1926, Bauer Media
produced a radio magazine
which was quickly sold over
half a million copies.
In 1953, they published their
first UK magazine called
Angling Times of which was a
fishing magazine.
www.fishingmagic.comwww.traditionalfisherman.com
www.bauermedia.com

Operating Model
http://www.bauermedia.co.uk/about

Brand Ideology/Ethos
Slogan
Bauer Media groups slogan is ‘We Think Popular’ they want to get their message across that they want to be the world most popular
publishing house and the way they are going to do so is to spread their company worldwide to all races. The audience may agree to what
Bauer Media are saying as the more sales that are made the more they are going to continuously grow and succeed worldwide. As they think
of more ideas to make their company even better that are still growing at the same time.
Values
Bauer Media have four values which are respect, collaborate, create and challenge. Respect in the way that they are treating all people the
same no matter what and to show pride and passion when working with Bauer Media. Collaborate is the way of working together with one
another and to be able to strive to success by sharing the experience and knowledge to others. Challenge, Bauer Media want to challenge
one another to supportive manner and also being nimble and adaptive to change yourself. Lastly, create is the way of promoting an
environment that will allow creativity to thrive no matter what. Also being prepared to go above and beyond what your manager has asked
of you because you will then receive greater outcomes out of that moment of success.
History
It was founded by Ludolph Bauer in Hamburg, Germany. It was originally a printing plant which produced business cards. Then he launched
his own advertising newspaper Rothenburgersorter Zeitung. The publishing house worked its way back to the top after the Second World
War. Rasselbande sells 300,000 every fortnight, tv Hören und Sehen reaching one million readers overall.
Connotations
The blue on the Bauer Media Group could convey the color of the ocean, as the ocean is big they want to be able to achieve big
things within this market.

Technological Convergence
Definition: coming together of technology such as social media and print media
to produce and distribute a product such as a music magazine.
Bauer Media Group have a way of contacting their subscribers through different
types of social media e.g. FaceBook, Twitter and various others. Bauer Media
Group are a multinational conglomerate and they also will want you to email
them for any enquiries that you may have. They come across very professional
as having multiple emails and social media sites will allow their readers to go
them and read more about different things that they posted.

Associated Products
Magazines Radio Digital
Magazines
The magazine also offers other
types of magazines within the
website. Such as match, mojo,
Kerrang, MCN etc. this allows
other to look at other magazines
that are going to be available also
to read.
Radio
These are radio magazines that you will hear on
the radio. Having these on the radio will allow
people to tune in and listen to the on the radio.
Such as Kerrang radio, Kiss, Kissfresh, Kisstory,
magic etc. this allows people to tune in and
listen to their favourite type of music. All
genres will be available on different radios.
Digital
This will allow you to read about it
on the internet and therefore do
not have to buy the magazine but
if you want to get constant
updates on when the next
magazine comes out you will have
to subscribe to the certain
magazine. For example, Bike.

Market Position
The graph above shows that NME has the
biggest circulation out of the 5 magazines.
Which means that more people are buying
your magazines and this will benefit you in the
long run as it shows that you will continuously
make a lot of money. Uncut on the other hand
have the lowest circulation which depicts that
they aren't selling there magazines and may
have to rethink what the put in there magazine
e.g. genre and who they’re aiming there
magazine at e.g. the age range or class.
This pie chart shows that Time Inc. UK has
a big net worth which is nearly half of the
four publishing companies all together.
Having a large net worth indicates that
you are bringing in a lot money due to
your sales of the magazine and as you can
tell Bauer aren't making as much as
everyone else at only 12% but only just in
front of them is Conde Nast.

Publisher competitors
Time Inc. UK
Time Inc. UK was founded in 1963
following the merge of the UK's
three leading magazine publishers:
George Newnes, Odhams Press and
Fleetway Publications.
Time Inc. (NYSE:TIME) is one of the
world's leading media companies,
with a monthly global print audience
of over 120 million and worldwide
digital properties that attract more
than 120 million visitors each month,
including over 50 websites.
Hearst Magazine
Since March 4, 1887, Hearst has
grown from a single newspaper into
one of the world's most admired
private media and information
companies with over 360 businesses
in more than 150 countries.
William Randolph Hearst placed his
name on the masthead of the San
Francisco Examiner as "Proprietor"
for the first time. W.R. Hearst died in
1951, but his legacy, Hearst, has
continued to grow and prosper. It is
clear Hearst is a very different
company than it was in 1887
Conde Nast Publisher
The Condé Nast Group was the first
publishing company to establish
international editions. British Vogue
was launched in 1916 at the height
of World War I, Les Publications
Condé Nast formed four years later
with the launch of Vogue Paris.

Magazine competitors
NME
New Musical Express (NME) is a British music
journalism magazine published since 1949. It is largely
associated with rock, alternative and indie music. It was
the first British paper to include a singles chart, in the
edition of 14 November 1952.
Mojo
The music institution known as MOJO debuted in the
form of a magazine on the news-stands of Britain in
1993. Its title was chosen as a homage to Delta blues
mythology and as a reminder of the magic at the core of
music. MOJO has been online since 2001.
Kerrang!
Kerrang! is a UK-based magazine devoted to rock music,
currently published by Hamburg based Bauer Media
Group. It was first published on 6 June 1981 as a one-off
supplement in the Sounds newspaper.
Uncut
Uncut magazine, trademarked as UNCUT, is a monthly
publication based in London. It is available across the
English-speaking world, and focuses on music, but also
includes film and books sections.

Masthead: contains the
magazine name so that when it
comes to looking for your
magazine that you want to buy
you can find it straight away
with its big, bold letters.
They’ve used red in the
masthead to connote the
urgency that you must show to
buy this magazine. Putting the
name in bold depicts that they
want there magazine to stand
out to their audience.
Cover lines: these are
other stories that are in
the magazine also and
they also reveal parts of
other artists lives that
they have exclusively
been told.
Main image: the main
image in the middle of the
magazine is always linked
in with the main headline
to show the main focus of
this issue of the magazine.
The main image is an
image of Tinie Tempah
which is covering majority
of the front cover Main Headline: this is
where they have put
the main story in the
biggest text as it is
what is focused on in
this magazine copy.
Strapline: Q magazine doesn’t have a brand slogan
on their magazine as they may feel it doesn’t
contribute to the magazine and the fact that they
have bigger stories to put on the magazine than
putting on the slogan.
Barcode: this is where the key pricing
and information for the magazine.
Pug: used to pull the
reader in and is usually
different colours from
the magazine style.

Deconstructing a double page spread
The main image
connotes that the
interview is involving
them for example on
this one it is Jay-Z. He
has given the article a
piece of what he
experiences through
his music career and
give the article
information about the
most exciting people
in the music industry.
This is a pull quote from the interview of Jay-Z
and they have quoted “Everyone trying to do
something new is going to come up against a
Noel Gallagher figure in their life ” which
depicts that he thinks noel Gallagher tried his
rise to fame by doing something new and
other artists may find that’s they way to go.
This is where they have put the
page number of the article and if
you were to go and buy this
article you can go straight to that
page to read the whole article
and write about it in further
detail, this issue is number 52.
The drop capital is
where the magazine
has outlined where
you should start
reading from. The drop
capital is used to make
the interview stand
out, putting a drop
capital in makes the
reader read it.
They have put a massive, red
J in the middle of the text to
show that it is Jay-Z and it’s
the beginning of his name.
This then shows that they
aim to make the first drop
capital bold to show a
different effect to their
magazine.

Deconstruction of a contents page
The big numbers on the
contents page indicate that
they are the pages at where
the main articles are at. They
have done this to attract you
to their magazine and also
read where the main articles
are being held within the
magazine. 50 is where the
main article is but other
numbers around the page
are places where you may
also want to visit.
The main image shows that
this particular artist is the
main focus of the magazine
and they have decided to
focus on this artists for the
magazine. They have gone
out and interviewed him
and he has given his
answers to what they have
asked.
The masthead has also
been put into the
contents page as it
continues to show a
constant theme
throughout the magazine.
The colour of the contents
page font is black which
makes it stand out on
masthead. Making the
masthead red and black
sends a sense of urgency to
the audience indicating that
they must read this magazine
The sublines are where the other articles that are in the magazine are located. On the side of
the contents page it has various different areas of which other artists have been involved in
and have given us a look into their lives and what it is like to be a celebrity

Website annotations
The magazine website contains links
that will send you to different areas of
the magazines, that will allow you to
read there news that they have put up.
They will have links that send you to
there Facebook and Twitter pages and
then you can follow them and keep up
with latest news that comes out.
Various types of social media will allow
you to look at their social media pages
and then can go through there page to
read or gather any information.
Areas such as music at the top will
allow you to search up what music
areas they cover and what latest news
has appeared in the industry.

Production Process
Date of Publication
Firstly you need to set a date for when you’re going to get your magazine published. This is when you
want your magazine to be put on the shelves. Once this date has been confirmed you are then working
with a schedule.
Managing the Schedule
This step is very important because if you want your magazine to be produced correctly then you must
follow the schedule properly. When you are scheduling a magazine you should set them so if there were
any mishaps that were to happen that you can without no failure that the deadline is met.
Editorial and budgetary decision
This is the editorial stages of the magazine where they decide what headlines are going to be in the next
issue. They talk about what they want to put in such as the main headlines and other headlines that will
be featured in the magazine. They will then start on the illustrations of the magazine and where they
decide where they can spend there budget.
Content Acquisition
The in-house staff writers and the external writers are asked to write in topics that are specialists in that
area, where also the artwork and graphics are worked on. The artwork is the illustrations that will be
shown throughout the whole magazine.
Sub-editing
Sub-editing focuses on the big picture in the way of the quality control. If the media organization is big
enough they will hire a sub-editor. If you didn't have a sub-editor the main editor will have to do the
editing.

Production Process continued
Page Layout
There job is to layout the various pages that come together to make the magazine. When putting the
magazine together they use very powerful desktop publishing programs such as InDesign or PageMaker
to get the magazine done to its highest quality.
Proofreading
You will need to proofread your work after you’ve done it to prevent sending it out on the shelves with
mistakes. It is easier to proofread a hardcopy than a softcopy. Any mistakes that are made can easily be
spotted and changed instantly.
File emailed to print
After proofreading it gets sent to the printers and then they have the job of printing of multiple copies of
the magazine to be sold.
Distribution
When you have finished all of them steps and finished with the printing of the magazines, they then will
package them away and send them to a warehouse. The warehouse will the distribute them onto
multiple shop shelves.

Format and Style
The layout of the magazine is well presented as
it clearly shows the main focus of the magazine
and an image through the centre of the
magazine. The masthead fading into the artists
image.
They use the colours white, black and red on this
front cover to convey the different areas which
is in this magazine, for example, on the far right
of the magazine there's a list on it and they've
used black as the font colour throughout the list
of many artists names.
The colour scheme on this magazine front cover
is mainly red and white. This makes the
magazine stand out. The only piece of red they
have is the masthead. This makes the masthead
stand out as red is a bold, explosive colour that
can be used to make images or titles stand out.

Purpose
The purpose of Q Magazine is to let the new readers know about the
latest music and music news that has just come out. This will then get
people to spread the news about Q magazine and therefore more
people will be attracted to the magazine.
They want to get their magazine across to the public because they
want to be able to sell magazines across the world and in order to do
this, they need to start selling millions of magazines across the
country.
As Q magazine is an eclectic music magazine it covers a wide range of
different genres in the form of interviews and articles. Q’s strapline is
discover great music, this connotes that you can discover various
styles of music if you were to read this magazine, it is also going to be
the very best because it is “great music”.

Demographics
Data statistics that relate to the
population and particular groups
within it.
The class of people that will read this
magazine is the middle class as this
end of the class if where people are
starting to completely mature (18-34).
The reason why they have done this is to
widen their audience and aim it at those
people who are in the A, B and C categories
of modern society. This is because the
people that are in these categories have
the money to buy this type of magazine for
the price that it is.
My magazine will be aimed at the people
who are in

Psychographics
The psychographics table shows what people go
into each of the 7 categories, for example,
explorers want to seek discovery as they have lots
of energy and want to adventure and experience
different things. This category will be mainly
focused at the younger generation as they are the
ones that will want to experience new adventures
and they will be the ones that are first interested
in trying new brands e.g. trying Nike, Adidas etc.

Target Audience
Hartley’s Theory
Age – Q magazine is aiming its magazine at the age range of 15-
24. They have aimed there magazine at this age range because
it starts to become more popular as you get older and is
already very popular with the older generations.
Gender – Q magazine is aimed at males, as men are
stereotypically believed to like rock music more than females.
Men like this genre of music more as the artists or rock bands
or rock artists or mainly male and can relate to that type of
music.
Class – the class of people that Q magazine are aiming there
magazine at is the middle class but at the bottom of the middle
class because the ages they aim at are still very young.
Katz
The artists can relate to an artist on the front cover through the
clothing that they are wearing this will then have an impact on
more people and therefore more people are going to buy there
magazine as they may feel it suits there style of music etc.
The audience can learn something new as well as this will allow
them to read the read the magazine and then see if it the right
magazine for them (the type of music that’s in the magazine,
the artists that are in there)

Uses and gratification theory (Blumler
and Katz - 1974)
The uses and gratifications theory is a popular approach to understanding mass
communication. The theory focuses on the audience, instead of the actual message
sent out. It suggests that people use the media to fulfil specific needs.
They suggest that the uses and gratifications theory has to fulfil one of the following
when we choose a form of media:
Identify: the ability to recognise the product or person in front of you, role models
that reflect similar values to you and the aspiration to be someone else.
Educate: being able to gather information, knowledge and understanding.
Entertain: what you are taking in should give you enjoyment and also some form of
‘escapism’ which will allow you to forget past worries.
Social interaction: the ability for media products to produce a type of conversation
between others which can spark a debate.
Katz Blumler

Maslow hierarchy of needs
By reading the magazine full of celebrities and will be driven by improving
their status in society. This is called social-climbing. This is important in
todays society because it gives the audience a sense of confidence and will
this will improve their image and character massively. It allows them to
escape reality and let themselves free into their own world.

Primary Research
Advantages Disadvantages
Easy to create and complete a
questionnaire
Larger surveys can be difficult
to analyse
Have the freedom to decide
how to carry out research e.g.
paper questionnaires, phone
surveys and online surveys
Costs can rise, in both terms
of time and money
Its free and quick to carry out Questions could become
irrelevant by the time you
complete your research
You can remain anonymous You may receive information
you might not want
Primary research is when you gather information from a focus group to
ascertain information about a potential target audience for a product or
service

Evidence of Primary research
Both of these images are evidence of both researches, when we
had done one on survey monkey and then the other we went to
Leatherhead Town and asked them ourselves.

1. What is your age?
In this question, I asked what their age was. The reason I asked this question is
because I will get a rough idea of what ages of people read and buy music magazines
which would allow me to agree the target audience for my own publication.

2. What is your gender?
In this question, I asked there gender because I could then know what gender I am
going to target but more females answered the survey even though it is targeted at
men mainly, however I will target my magazine at men and women.

3. What genres of music do you
like?
In this question, I asked what genre of music is preferred because this gives me and
indication of what genre I will base my magazine around. This also shows what type
of people will then buy my magazine and what sort of articles and reviews to include
as part of the regular content.

4. How much would you pay for a
Magazine?
In this question, I asked the question of how much would you pay for the magazine
and the results show that most people prefer to pay £2-2.50 for a magazine. This
then clearly shows that the majority of people do not spend or are willing to spend
high price for music magazines.

5. Which format of Magazine
would you prefer?
In this question, I asked which format of magazine would you prefer. I asked this
because I wanted to see what was the best format to offer my magazine in and what
would be the most popular platforms. Hard copy seems to be the most popular
medium which I strongly agree with because it is the most visible way to promote and
advertise my magazine, as more people are going to physically see it in the shops.

6. How often would you buy a
Magazine?
In this question, I asked the question of how often would you buy a magazine because I
wanted to know how often then I could publish my magazine. 3 of the options were very
close when the audience answered them. With quarterly having the most replies I feel
that bringing my magazine out every 3 months will benefit me as it would be a lower cost
and benefit the audience who would be more keen for a new edition to read.

7. What content do you like in a
Magazine?
In this question, I asked the question of what content do you like in a magazine. The reason
I asked this question is because I wanted to find out what type of article and news to
include in my magazine. By asking what content they like in magazines this allowed me to
take in the feedback on board and consider the outcomes of the survey. Artist interviews
would seem a good place to start when planning the content of my magazine.

8. What would you say the best
way is to market a new Magazine?
In this question, I asked the question of what would you say is the best way to
market a new magazine. The results show that most people think that marketing
through social media is the best way to share your magazine. Marketing through
social media is very useful as most people have access to social media which would
result in my ability to attract a wider target audience.

9. Would you buy the Magazine
for any free gifts?
In this question, I asked the question of would you buy a magazine for any free gifts.
The results suggest the majority of people like free gifts. I think this is because most
people like to feel that they are getting value for money although I would
acknowledge that maybe some readers wouldn’t care if there is any free gifts as they
are more serious music fans.

10. Have you previously subscribed
to any music Magazines?
In this question, I asked the question of have you previously subscribed to any music
magazines. The survey reveals that music magazines subscriptions are not very
popular which provides further evidence to back up my idea of producing a hard
copy of the publication rather than an online version.

Secondary research
Advantages Disadvantages
The information is easy to
access
Might have information that is
not necessary for your
research
It is easy to find information
you need
There could be out of date
information
You can find different
resources, which can help you
like historical documents
Not all of the information you
find on the will be accurate
unless you look through books
There could be low costs to
acquirement
Also secondary information
could be incomplete
Secondary research is when information you want has already been
collected by other people. For example, internet, newspapers and books.

Guerilla marketing
When a company spend a little bit of money to advertise themselves in an
unconventional way.
Source:
https://www.google.co.uk/search?q=guerilla+marketing&safe=strict&
Source:
https://www.google.co.uk/search?q=guerilla+marketing&safe=strict&biw=1366&bih=651&source=lnms&tbm=isch&sa=X&ved=0

Viral marketing
When a company advertise themselves electronically through social media, for
example, the 2016 Christmas John Lewis Advert with 21 million views and the
https://www.youtube.com/watch?v=XQcVlhttps://www.youtube.com/watch?v=sr6lr_VRsEo

Magazine advertising
Magazines rarely advertise their products on billboards as they normally advertise
through promotions on shelves in shops, as this is cheaper and easier to produce.
Although there is a growing trend towards advertising via social media.

Relationship between the magazine
and the audience
Social media statistics (September, 2016)
YouTube subscribers
https://www.youtube.com/user/Q4music
4,242
Instagram Followers 12,600
Twitter Followers 131,000
Facebook Followers 126,402
Q Magazine has a cross media convergence through social media. The social media outlet
lets the audience and the producer to become closer. This is called prosumer so the
audience, contact directly to the Q. In addition, this social media help Q to advertise their
products. Some of the social media outlet is included YouTube subscribers, Facebook,
Instagram followers.

Distribution
Distribution is the process by which something is shared to the consumer.
Q magazine
People can subscribe to Q magazines online and purchase either a paper copy or a
digital format. Subscribing to Q magazine will allow you to get regular updates from
the magazine on when it is next coming out and if there is going to be any extra add
ins.
When subscribing to Q magazine, they will send you emails on the prices of the
magazine and will give you the option of having a hard copy of the magazine, which
you will have to order or an electronic version.
http://benross.net/images/blog%20images/10-02-
17_cleveland/20.JPG

Online subscription
You can now purchase a one month (£2.99), six months (£17.49) or 12 months
(£29.99) subscription. A single issue is £3.99. This is only an iPad addition, not
available on iPhone as an app. Certain websites will offer special deals to sign up for
print magazine subscriptions. Current circulation of print and digital additions is
44,050 as at December 2015
http://www.pressgazette.co.uk/

Above the Line
It is when you appeal to a mass audience
Ways of advertising above the Line are:
Posters
TV Ads
Newspaper adverts
Social media and online marketing
Radio
Q Magazine uses
Masthead is included as an album front cover
https://www.youtube.com
/watch?v=78UVEVzPeX4

Below the Line
Targeting a smaller, specific audience rather than a mass audience. It is targeted to you
specifically e.g. Junk mail (spam).
Below the Line advertising
It seeks to reach the consumer, preferred to a mass audience. This type of advertising is
often centred on locals and is used to promote products that a consumer wants to see
in person. It can the be couple with in-store sales to help explain the features of the
product. This type of advertising is usually less expensive and more focused.
The cost is the biggest advantage of below the line advertising this is because not only is
it more reasonable but I can be scaled up or down in cost much more easily.

Q Magazine’s impact and effect
on the audience
The magazines demographics and psychographics effect the audience from what they get to
what they wanted because they will be including information. This is because the magazine is
written through the eye of one person instead of a group of people. This means that what that
person thinks is getting fed to the unknown readings.
The hypodermic needle model (also known as the hypodermic-syringe model, transmission-belt
model, or magic bullet theory) is a model of communications suggesting that an intended
message is directly received and accepted by the receiver.

Teen Tribes
Categorising 16-24 year olds. Its based on the brands that they like. What they’re
into and their opinions e.g. politics and finding out their taste in pop music. Below
are micro segments of what different tribes there are.

The Alternative
Young Alts: an experimental Tribe trying anything and
everything Alternative from Grunge to Hardcore.
Skaters: they are one of the few activity-based Tribes,
enjoying their new influential status as Skater trends
become embraced by the Urban, Leading Edge and
Aspirant Tribes.
Hardcore: have a serious affinity with a screaming genre
of punk and the straight edge scene – wearing their
distinctive tribal tats and turn-up look with pride.
Hardcore Gamers: Gaming isn't about ‘real’ versus ‘casual’
– ‘real’ has a myriad of sub – Tribes who are competitive
and highly political.
Superfans: unlike pop-stars and vlogger-loving Fan Girls,
Superfans want niche knowledge, merchandise – and are
the most active Geeks of all.
Metallers: Metal Heads left the Tribes map in 2012 on the
grounds they had grown out of the scene or been
absorbed in to other Tribes, but in 2015 we find them
going strong with a younger audience in cities like
Birmingham.
Punks: punks are back – with punk fashion all over the
high street, punk and metal music in the Mainstream and
Activists back on the map, the Punk/Metal/Hardcore sub-
section of youth culture is more diverse and
interconnected than ever before.
Sea Punks: Sea Punks are a niche subculture that
originally stemmed from social media and nostalgia
around 2011 – especially in Paris and New York, where
Sea Punks were closely connected to nightlife scenes.
Hackers: Hackers are the Tribe you’ll only find online, and
have a huge worldwide presence – made famous for the
Dark Net.
Ghetto Goths: Ghetto Goths (and the sister trend/Tribe
Health Goth) stem from fashion label GHE20G0THIK’s
fashion parties in NYC; and the ensuing Tribe that mixes
hardcore Alt Goth style with Urban street wear.
Geeks: The Geeks are a huge Tribe – everyone has a Geek
in their group in 2015. Being a Geek has become
increasingly cool.
Cosplayers: This geeky, Japanese-obsessed Tribe has a
passion for gaming, anime, manga and role play.

The Mainstream
Chavers: chavers are all about the big night out – drugs, booze, dancing and getting smashed with their
mates.
Fan Girls: Fan Girls and Tumblr Kids have merged – 24/7 access to celebs means this Tribe are getting
younger and moving faster than ever.
Chavs: chavs may need no introduction – but their image is becoming increasingly co-opted as the chav look
inspires Leading Edge trends.
Sports Junkies: sports Junkies are one of the most aspirational of Mainstream Tribes, but also one of the
least influential. They’re dedicated to sporting achievement and prepared to cut out friends and habits that
stand in the way.
Blingers: blingers are living the local high life – it’s all about TOWIE inspired bodycon, fake tan and VIP
service.
Townies: always there at the bottom of the influence pyramid, the Townies are an entry-level Tribe, open to
all that want to play
Boy racers: Boy Racers have been around for decades, a predominately male stronghold focused around
motorsport and cars.
Makers: Being creative is firmly in the Mainstream today. From photography to art, craft, music, film and
blogging – everyone is curating online.
Rahs: In 2012 Made In Chelsea was at it’s peak and being a Rah was aspirational – today it’s more often a
term of derision

The Leading Edge
Activists: activists are a major new player in the Leading Edge – on the front line at
protests and driving the politicisation of UK Youth.
Creatives: creatives are still top of the Tribal map and care constantly creating new
content.
Urban artists: urban artists are a new category to fit a myriad of smaller Urban scene
Tribes that are growing across the UK.
DIYers: DIYers are creative, tech savvy self-starters that bring culture to life for Tribes
today – they produce music, promote clubs nights, start indie brands and create
festival stages.
Scenesters: replacing the recently demoted hipsters – the scenesters encapsulate
everything that Hipsterdom has failed to in recent years.

The Urban
Get Paid Crew: More straight-laced than their innovative DIYer cousins and likely to be working
hard to set up their own business, get a good job and make money, money, money – once
connected to dodgy dealings, there is now a huge amount of respect for the success orientated
GPCs.
Stylers: Stylers hold strong on the UK Tribes map – innately cool and stylish, the rising influence
of Urban fashion and music have made them a hugely aspirational Tribe for youth today. As luxe
sportswear and Urban high fashion has hit the Aspirants (check out the Hypebeasts), more young
people than ever before are looking like a Styler and aspiring to their luxury lifestyle.
Trackies: They’re all about hanging out, playing sports and computer games, ordering pizza and
getting their hands on a bit of weed! Typically seen as those with the potential to achieve but
lacking in motivation, these guys just want to chill out man!
Wasteman: Part Chaver, part Chav, part Trackie and part Get Paid Crew – this is the updated
Chav, a low level wheeler dealer, likely to be shotting weed, wearing trackies and trading knock
off trainers than being admired by other segments, in fact, most run a mile when they see them.

The Aspirant
Trendies: trendies are driven by beautiful things and beautiful people, Trendies love
fashion and are always looking for the next big trend!
Vlogger: Vloggers and Bloggers are at the heart of today’s Tribal map – inspiring a
whole generation how to live.
New Casuals: New Casuals are football mad lads with a love of underground club
music and understated fashion – but will move to the next thing once it becomes
predictable
Hypebeasts: Urban and Skater inspired, US-rooted breed of New Casual – who love
Hip-Hop and electronic, niche knowledge, luxury sportswear and limited editions.
New Casuals: The New Casuals are unchanged on the map – think twenty-something,
understated lads that consciously maintained low-key style from Norse, APC and Folk.
Hipsters: It’s been a long time coming – but the Hipsters are firmly out of the Leading
Edge, and are getting younger by the year.

Relevant issues on representation
Stereotyping is a fixed opinion which is
generally used to believe a particular group or
class of people.
As you can see in the image to the right, it is a
picture of A$AP Rocky, that probably most
people stereotype. They will look at this image
and think all rappers are like these and only
create music for the money, in some cases this
is correct but they do it because they love to
make new music for people.
As you can see A$AP Rocky has gold teeth also
known as a “grill”. These accessories will show
to the public that rappers are more self-centred
on their appearance rather than maybe
influencing other aspects.
Rappers like these are stereotyped all the time
and you will see most rappers appear like this
to make themselves stand out from the rest.
Role models

Laura Mulvey ‘Male Gaze’, 1975
The Male Gaze occurs when the audience is put into the perspective of a heterosexual
man. Therefore, a scene may focus on the curves of a woman's body, putting you the
viewer in the eyes of a male. However, it is only the Male Gaze theory if these curves
are highlighted with specific conventions such as, slow motion, deliberate camera
movements and cut away’s.
It also suggests that is denies women human identity, relegating them to the status of
objects to be admired for physical appearance. Therefore, woman can more often
than not only watch a film from a secondary perspective an only view themselves
from a mans perspective.
Often a female character has no real importance herself, it is how she makes the male
feel or act that is the importance. The females only exist in relation to the male. There
are two main functions to the narrative of a female character. Firstly, they are
portrayed as an erotic object for the characters with the narrative to view. Secondly,
they are portrayed as an erotic object for the spectators within the cinema to view.

John Berger, 1972
When men look at women, women then watch themselves being looked at because
they enjoy the attention they are getting. Magazines such as Q exploit this measure by
getting attractive female artists on the front cover to get more people to buy the
magazine.
This female looks
as if she is
enjoying the
knowledge that
she is being
looked at by male
readers

Racism and Sexism
Definition: prejudice, discrimination, or
antagonism directed against someone of
a different race based on the belief that
one's own race is superior.
In this image is connoting that the
magazine is stating that black models are
“dead” in the industry, whereas the
white model is being hailed as the face of
beauty.
Definition: prejudice, stereotyping, or
discrimination, typically against women,
on the basis of sex.
In this image the male is depicted as
being a businessman in a suit therefore
superior to the women either side of
him, who are wearing “skimpy”
swimsuits. It almost makes him look like
he owns the two women.

Ethical & Legal Issues
http://www.pcc.org.uk/
All press complaints are handled by a regulated body. As the slides suggests handling
complaints was switched to IPSO who now handle all complaints relating to press
organisations.

Role of Relevant Regulatory
Bodies
What is IPSO?
The Independent Press Standards Organisation (IPSO) is the independent regulator for
the newspaper and magazine industry in the UK. We hold newspapers and magazines
to account for their actions, protect individual rights, uphold high standards of
journalism and help to maintain freedom of expression for the press.
What does IPSO do?
•They make sure that the member newspaper and magazines follow the Editor’s Code.
•They investigate complaints about printed and online material that may breach the
Editors’ Code.
How is IPSO run?
IPSO is run by the government and/or multiple procedures that will eventually take
place.
https://www.ipso.co.uk/about-ipso/

Role of Relevant Regulatory Bodies
When it comes to creating magazines, there is an Editors Code of Practice:
3 of the main areas in the Code of Practice are as follows
Accuracy
The Press must take care not to publish inaccurate, misleading or distorted information or
images, including headlines not supported by the text. A significant inaccuracy, misleading
statement or distortion must be corrected, promptly and with due prominence, and — where
appropriate — an apology published. In cases involving IPSO, due prominence should be as
required by the regulator.
Privacy
Everyone is entitled to respect for his or her private and family life, home, health and
correspondence, including digital communications. Editors will be expected to justify intrusions
into any individual's private life without consent. Account will be taken of the complainant's own
public disclosures of information.
Harassment
Journalists must not engage in intimidation, harassment or persistent pursuit. They must not
persist in questioning, telephoning, pursuing or photographing individuals once asked to desist;
nor remain on property when asked to leave and must not follow them. If requested, they must
identify themselves and whom they represent.
Source: https://www.ipso.co.uk/IPSO/cop.html

ASA (Advertising Standards
Authority)
This is the governing body set up to ensure that any advertising in print
medium is carefully monitored and does not deliberately mislead or deceive
the reader.

Copyright ©
Copyright: is when there is a legal right which lasts for a certain amount of
years so you can’t print, publish, perform, film, or record literary, artistic or
musical material that already exists.
When looking for the copyright sign to see if it has been copyrighted or not,
you should look near the barcode because it is usually there.
Copyright infringement is the use of works protected by copyright law
without permission, infringing certain exclusive rights granted to the
copyright holder, such as the right to reproduce, distribute, display or
perform the protected work.

Royalties
Royalties is when a magazine has included content which is copyrighted and
if someone else includes this information then they have to pay the original
magazine.
If you were to do this without asking permission from the original magazine,
you will end up being fined and they will make sure the magazine is taken
down and not sold anymore.
You shouldn’t be using other peoples information or images without there
confirmation because it can result in very serious circumstances.

Regulatory Issues
IP/Watermark
Content that usually has copyright can be referred to as Intellectual Property
(IP) and this is protected by the law. IP can be divided into two categories;
Industrial Property and Copyright. . As well as IP on printed work, you can get
a digital watermark which protects any copyrighted content from any
magazine online and in any digital format. It is important to have this because
it means people will have to pay you to use your information/ ideas. The best
way to protect your IP is to acquire a patent. However, this can take several
years to get and costs over $7000 in fees.

Regulatory Issues
Data Protection Act (1998)
The Data Protection Act protects any personal information and how personal
information is used within business.
Principles of Data Protection
Firstly, Personal data shall be processed fairly and lawfully and, in particular, shall not
be processed unless – at least one of the conditions in Schedule 2 is met, and
secondly, in the case of sensitive personal data at least one of the conditions in
Schedule 3 is also met.
Secondly, Personal data shall be obtained only for one or more specified and lawful
purposes, and shall not be further processed in any manner opposing with that
purpose or those purposes.
Lastly, Personal data should be accurate and, where necessary, kept up to date and
should be adequate and relevant and not excessive in relation to the purpose of the
process.

Complaints procedures
Complaints can now be made online
via the IPSO address.
https://www.ipso.co.uk/make-a-
complaint/complaints-form/

Unit 1 : ELE

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Unit 1 : ELE