Unit 1 - LO4 - Analysing Media Products and Audiences

2. Contents
Q Magazine’s Impact and Effect on the Audience
Relevant issues on Representation
IPSO Complaints process
Complaints procedure for Q magazine
Editors’ Code of Practice
Copyright
Royalties
Customer complaint
Offensive material and censorship
Privacy and the public right to know
Data protection
Watermarking
Advertising Standards Authority
Slides 3
Slides 4-9
Slides 10-13
Slide 14
Slides 15-17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25

3. Q Magazine’s Impact and Effect on the Audience
There is an impact on the social group of the readers as if one person within a group buys the magazine, the others within
the group will follow and also buy it. For example, if there was a Prince fan who wanted this magazine, other fans would
see it and immediately want it too. This means Q would increase their sales as audiences are being led to believe that they
will get information about Prince that no one else will know, making it exclusive to them.
Q magazine tends to feature more mature content. This appeals to its 24-35 target audience, if one person was to read a
story featured within the magazine, they would believe it as there is no other information and this would give an
immediate impact on the audience.
Source:
https://www.google.co.uk/search?q=hypodermic+needle+theory&safe=strict&client=safari&rls=en&dcr=0&source=lnms&tbm=isch&sa=X&ved=0ahUKEwisuuCL95XYAhWBJcAKHUplD1gQ_AUICigB&biw=1142&bih=939#imgrc=jYME7m9l_dUa3M:
hypodermic needle theory

4. Relevant issues on Representation
• Stereotyping – a person or thing that conforms to a widely held but
oversimplified image of the class or type to which they belong. For
example topics on age, gender, race and religion.
• Q magazine stereotype – majority aged 20, typically white male and
their look would be quiet casual.
Male gaze (Laura Mulvey)- male majority will gaze at the women who know that they are
there to be gazed at. This is a reason why men will buy Q magazine more than women,
however this is also a stereotypical view. The fact that white males listen to rock ad indie
more than any other ethnicity is also a stereo type.
This is a stereotypical
male that Q magazine
think would buy their
magazine.

5. Stereotypes – other examples
Stereotype - a widely held but fixed and oversimplified image or idea of a
particular type of person or thing.
Q magazine typically has males on their front cover looking either quite frightening
and scary or they give the impression of looking quite cool and being that guy that
everyone wants to be. People then associate Q’s music genre, which mainly
consists of rock, with frightening men. This can put some audiences off listening to
rock music or even put them off reading Q magazine in general.

6. States that “men act and women appear”
Explains that men will stare at women and that the women know they
are being looked at, thereby making themselves into objects. This
meaning it is not accidental.
John Berger (1972)
Cheryl Cole is seen here on the Q front cover looking quite
sultry, implying that she knows that she should be looked
at. The stereotypical masculine approach is then to act
and buy magazines with these type of covers.

7. Diana Saco
She invented the phrase “the female gaze”
This is simply just the reverse of “male gaze” where men know they are
being stared at which makes the women want to purchase the
magazine

8. Racism and sexism
Racism - prejudice, discrimination, or antagonism directed
against someone of a different race based on the belief
that one's own race is superior. An example is shown here
where Cosmopolitan is showing a black model wearing
black lipstick with a caption ‘R.I.P’ above her head. Next to
her is a white model wearing a red/pink lipstick with the
caption ‘HELLO GORGEOUS!’. Cosmos intention was not to
show any type of racism, this article was to try and
promote a new colour of lipstick, however some members
of the public saw this article and thought that Cosmo was
suggesting black models were unfashionable and not what
the public would want to see.
Sexism - prejudice, stereotyping, or discrimination, typically
against women, on the basis of sex. Examples are pictured
below, on the first magazine cover, it is giving the impression
that all women have a ‘weight obsession’ and want to be fit,
healthy and work out most the time. However Beyoncé
contradicts this idea and states that real women have curves,
the magazine cover even goes on to say it is Beyoncé at her
best. The second example I have chosen gives a more seductive
idea about women. It connotes that women are just around to
please men sexually and that women will let the male be
dominant towards them.

9. Role models
Ant and Dec are a great pair of role models as at the age of 21 they
were seen as clean cut men and still are when at the age of 42.
Children would aspire to be them as they are very successful, make
people laugh and are genuinely a pair of nice men. They also used to be
known as PJ and Duncan where they released a total of 15 singles,
therefore children could also aspire to be them if they want a music
career. It also shows how good of friends Ant and Dec are as they’ve
spent over half their lives working with each other.

10. Source: https://www.ipso.co.uk/about-ipso/

11. Complaints process
Initial assessment
- When the complaint is received, IPSO staff assess as to weather the complaint falls within their remit and if it raises a breach
of Editors’ Code. If they are unable to deal with the complaint, they write to you explaining the reasons of why they cannot
proceed with your complaint with a copy of your complaint and their letter to the publication attached. If a complaint is
received and there are already a large number of similar complaints, all people are notified and received an update on the
conclusion of the process.
Referral to the publication
- If you have never complained before, your complaint will be passed to the editor if there is a possibility that there is a breach
in the Editors’ Code. The editor then tries to resolve the problem with you directly. Normally, IPSO will take over and deal with
your complaint if it has not been resolved by the publishers after 28 days. However, the publication can also request that IPSO
begin investigating your complaint without waiting the whole 28 days. If the complaint is a huge concern, IPSO can start
investigating immediately.
Investigation
- IPSO will investigate the complaint if it is not sorted by the publishers. IPSO write to the magazine/newspaper and request
for them to respond to your complaint, they then send you a copy of the publications response and give you the opportunity
to comment. In some cases IPSO get the publishers to mediate a satisfactory outcome to your complaint such as a private
letter of apology.
Source: https://www.ipso.co.uk/make-a-complaint/complaints-process/

12. Adjudication by the complaints committee
- If the complaint remains unresolved, the complaints committee decide together as to weather there has been a breach
within the Editors’ Code or not. When deciding, the complaints committee only take into account information which both
sides to the complaint have seen and will publish on their website their final decision.
Outcomes
- If it is decided that the Editors’ Code has been breached the publication can be required a correction which is determined
by the complaints committee. If the committee finds that arrangements for upholding standards and compliance were at
fault, IPSO write to the publisher to inform them that further remedial action is required so that they can meet the
requirements of the Editors’ Code.
Anonymity
- All of the decisions that IPSO make are published within the Rulings section of their website, unless there are more serious
cases such as a court order. With some complaints they need to be anonymised, this is normally because it includes content
which is private or sensitive. If the complaint committee deny your request fro your complaint to be anonymised, you then
have the opportunity to withdraw your complaint.
Review
- You can request for a review if you believe the procedure the complaints committee dealt with your complaint was flawed.
A request for a review must be made in writing within 14 days of when the decision was made. IPSO staff will then decide if
your request is worth sending to the complaints reviewer.
Complaints process (continued)

13. Confidentiality
- To enable IPSO to effectively investigate complaints, it is essential that neither you or the publishers publishes
information which has been provided as part of the investigation without consulting. When material is provided during
an investigation it must only be used for the purpose of the complaint. confidentiality. If either party fail to keep the
confidentiality, the complaint will not be able to be dealt with
Simultaneous correspondence
- The people who complain as well as the publications will be notified at the start of IPSO’s investigation that all
correspondence should be done through IPSO. If the two parties wish to engage in direct contact, without IPSO being
involved, then they should both notify IPSO, this is so that the complaint file can be closed.
Multiple complaints
- When IPSO receive a large number of complaints about a general point, it is combined into a single “lead or
“summary” complaint, either before or following referral. If a “lead” complainant is selected, the people who have
complained about this topic will receive an explanation and will also be notified of the outcome of the conclusion.
Individuals with disabilities
- IPSO make reasonable adjustments to their ordinary complaints procedures so that the needs of the individual can be
met. You need to explain the nature of your disability along with the adjustments you may require.
Unacceptable behavior by complaints
- If your complaint is deemed inappropriate or vexatious, it can be disregarded immediately as IPSO do not expect their
staff to tolerate unacceptable behavior.
Complaints about IPSO
- Complaints about IPSO’s complaints process that fall outside the remit of the Complaints Reviewer should be made in
writing to the Chief Executive, Matt Tee
Complaints process (continued)

14. I was not able to find a procedure for contacting Q magazine when there is a
complaint to be made, however Q are owned by Bauer and I did find a ‘contact us’
page on the Bauer website. You are given an email and the address of Bauer.
Therefore if there was a complaint to do with Q magazine, I assume the employees
at Bauer would help however one of this is obvious which could indicate that Bauer
are a bit of an unorganised company.
Complaints procedure for Q magazine

15. The Editors’ Code of Practice sets out the rules that newspapers and magazines regulated by IPSO have agreed to
follow. The Code is written and administered by the Editors’ Code Committee The latest version of the Editors’ Code of
Practice was on the 1st January 2018.
Editors’ Code of Practice
Accuracy - The Press must not to publish inaccurate, misleading or distorted
information/images. A significant inaccuracy, misleading statement or distortion must be
corrected promptly. where appropriate there should be an apology published. The Press,
should distinguish clearly between comment, conjecture and fact so that there is no
confusion. This relates to Q as they ensure that all content that they publish is correct and
will not give off any wrong impressions.
Privacy - Everyone is entitled to respect private and family lives. It is unacceptable to
photograph individuals without their consent.
Harassment – Journalists must not engage in intimidation, harassment or persistent pursuit.
If journalists are requested, they must identify themselves and what newspaper/magazine
they represent.
Intrusion into grief or shock – with cases involving grief or shock, any enquiries much be
made with great sympathy and discretion. Publication should also be handled sensitively.
Reporting suicide – Whenever there is a reporting of suicide, in order to prevent simulative
acts, lots of care should be taken to avoid excessive detail of the method used, while also
taking into account the media's right to report these legal proceedings.
Source: https://www.ipso.co.uk/editors-code-of-practice/

16. Children - Children must not be approached or photographed at school without permission of the authorities of the school. If
under 16, children must not be interviewed/photographed on issues involving their own or another child’s welfare unless
their parent/guardian agrees.
Children in sex cases – under no circumstances should the press identify children under 16 who are victims or witnesses in
cases involving sex offences. In any press report involving a sexual offence against a child, the child must not be identified, the
adult is able to be identified. The word "incest" cannot be used where a child victim might be identified.
Hospitals – a journalist must identify themselves while also getting permission from an executive before entering any non-
public areas of hospitals (or similar institutions to pursue enquiries).
Reporting crime - Unless genuinely relevant to the story, relatives/friends of people being convicted/accused of crime should
not be identified without their consent. Unless a child's name is published, the editor should avoid identifying anyone under
the age of 16 unless there is consent from the parent/guardian.
Clandestine devices and subterfuge – the press must not publish or obtain information from secret cameras, listening devices
or intercepting phone calls, emails texts etc. without consent.
Victims of sexual assault – there must be no information or material published that could lead to the identification of a
victim.
Discrimination – details of someone's race, colour, religion, gender identity, sexual orientation, physical or mental illness or
disability must not be mentioned unless genuinely relevant to the story. The press must avoid prejudicial or pejorative
reference to someone’s, race, colour, religion, sex, gender identity, sexual orientation or to any physical or mental illness or
disability. Q make sure that they do not mention any information
Editors’ Code of Practice (continued)

17. Financial journalism - Journalists must not use for their own profit financial information they receive in advance of its general
publication, and they should not pass information onto others. They must not write about shares or securities in whose
performance they know that they or their close families have a significant financial interest without disclosing the interest to the
editor or financial editor. They must not buy or sell any shares or securities which they have written recently or intend to write
later on.
Confidential sources - Journalists have a moral obligation to protect confidential sources of information.
Witness payments in criminal trials – there should be no payment/offer to a witness or anyone considered to be a witness. If
there is a payment/offer made to someone who later then gives evidence, it must be disclosed to the prosecution and defence.
The witness must also be advised of this.
Payment to criminals – there should be no payment/offers for stories, pictures or information, which look to exploit a crime or to
glorify crime generally. Payment must not be made directly to the criminal, via agents to convicted/confessed criminals or to the
criminals associates, this includes family, friends and colleagues.
The public interest – The public interest includes, but is not confined to: Detecting or exposing crime, or the threat of crime,
or serious impropriety.
• Protecting public health or safety.
• Protecting the public from being misled by an action or statement of an individual or organisation.
• Disclosing a person or organisation’s failure or likely failure to comply with any obligation to which they are subject.
• Disclosing a miscarriage of justice.
• Raising or contributing to a matter of public debate, including serious cases of impropriety, unethical conduct or
incompetence concerning the public.
• Disclosing concealment, or likely concealment, of any of the above.
Editors’ Code of Practice (continued)

18. Copyright ©
Copyright is when there is a legal right which lasts for a certain amount of years so you cant print, publish, perform, film or record
literary, artistic or musical material that already exists.
It changed in 1988 allowing writer and photographers their own rights for photocopying from a paper version and reproduction in a
book.
ABC delivers the certification, the data, and the content in the magazine so that it meets industry standards. It verifies all data in the
magazine to see if it is correct and valid at the time of the print. It also protects ant advertisers using the magazine.
“members of the ABC = nothing in the magazine can be reproduced in a whole or part without the written permission of the
publishers” in this instance it would be Bauer
I will ensure that my magazine will become a member of the ABC to ensure I have copyright rights.
This relates to Q magazine as they would not want other people to copy any of their ideas/images unless they had been given
permission. It would be frustrating for Q as they work hard to produce a magazine. They also have the copyright sign at the bottom of
their website to show that they have copy right.
Source: https://www.abc.org.uk/

19. Royalties
Royalties is when a magazine has included some content which is
copyrighted and if another company includes any of this copyrighted
content then the company who have used it have to pay money to the
original magazine.
• The NLA are a newspaper licensing company which sell copying
licenses to newspapers and magazine contents. They also ensure that
all publishers get their royalties.
• Q magazine and other magazines that are owned by Bauer Media are
subscribe to the NLA, this protects them from any misuse of their
work.
Source: http://www.nlamediaaccess.com/default.aspx?tabid=126

20. Consumer complaint - Bauer
Source: https://www.usmagazine.com/celebrity-news/news/tom-cruise-drops-50-million-lawsuit-against-bauer-media-after-claims-he-abandoned-daughter-suri-20132012/
This dispute came to an end in California
federal court on Friday 20th December
2012. It proves how careful magazines
and publishers must be when reporting
on celebrity gossip.

21. Offensive material and censorship
Offensive material - any published or broadcast content
such as articles, photographs, films, nudity and swearing or
upsetting, insulting, or objectionable to some or most
people. For example the two images below could be seen
as offensive as Lady Gaga is standing topless covering with
her hands. It could also connote sexism as Q is mainly a
male magazine and if they saw this front cover then they
would most likely stare and pick it up.
Censorship - the suppression or prohibition of any parts of
books, films, news, etc. that are considered obscene,
politically unacceptable, or a threat to security. The front
cover pictured below is an example of censorship. Magazines
when being edited should be thoroughly checked to ensure it
is censored however this front cover is almost trying to
connote a freedom of speech.

22. Privacy and the public right to know
Privacy - state in which one is not observed or disturbed by other people. For example, when a celebrity is
relaxing at their home, or even on holiday in a holiday home, they should have the right to not have
photographers take pictures of them to then publish as this does not allow them to have any ‘alone time’ and
they always feel like they are being watched.
Public right to know – such as news, weather, news about celebrities. If a celebrity, for example, is walking
along in the street then they are allowing the public to see them which therefore indicates if there is a news
report or article about them, no one can get annoyed about it as the celebrity put themselves out there fore
the public to see anyway.

23. Data protection
Data protection - legal control over access to and use of data
stored in computers.
As an example of a breach of data protection, if a celebrity got
photographed at their front door with the house number and
name of road visible I the picture, this would be breaching
data protection as member of the public who would see this
image would then know where the celerity lived and they
would start to go to extreme measures such as stalking them.
Even printing of another persons date of birth is breaching
data protection.
Q magazine try to ensure that no information like this is
shared. They take Data Protection very seriously within Q
magazine.
Source: https://www.gov.uk/data-protection

24. Watermarking
Watermarking is a way of protecting your own
material. This could be essential for magazines as
they pay a lot of money to get the photographs
and to have it all published so therefore they
would not want people just using them either as
their own or without giving the magazine some
credit.
An example of a company who do digital watermarking
is Digimarc corporation who were founded in 1995 in
the USA.
Digimarc is a digital watermarking technology provider
who enables embedding of information into different
forms of content, such as printed material, audios,
videos and imagery

25. Advertising Standards Authority
Source: https://www.asa.org.uk/codes-and-rulings/advertising-codes.html
Advertisers can choose to self and co-regulate on a
voluntarily and paid for bases
Their purpose and strategy is to ensure every UK advert is a
responsible one.
Complaints can be made direct to ASA who publish their
findings to ensure a rigorous process is in place.
Committees of
Advertising practice
offer advice and
guidance as well as a
formal complaints
procedure
KFC advert received 755
complaints in 2017 making it the
most complained about advert
that year.