How do you intend to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of your chosen brief? (approx. 400 words)
In the production of my current affairs magazine, which will adopt a heavy focus on the environment, I would like to incorporate media language that will appeal to my target audience of 'a socially-conscious, 16-25, middle to upmarket demographic'. Whilst conducting my initial research, several respondents stated their reservations about the magazine, indicating that there is an evident need for a more engaging text, which encapsulates the ideology and interests of the chosen target demographic. When creating my magazine, I wish for the cover stars to display confidence in their body language to communicate a sense of security and truth to the consumer. As well as this, I will use appropriate mise-en-scènes for the images used in the final product, to fabricate a preferred meaning of reflecting the environment and its variety. From my research, I have discovered that the target audience would prefer to see both natural and synthetic settings to infer the diversity of issues mentioned within the magazine, however it must be considered at the time of production if working in an urban setting is safe and appropriate, without compromising the safety and health of myself or the cover star. I would like to feature cover stars that are representative of the target audience to promote inclusivity. In order to do this, I will feature an individual of Indian descent and an individual of British descent. In order to represent diversity, I will dress the individual of Indian descent, featured in the cover of the second issue, in appropriate cultural attire, creating an intertextual reference to Indian environmentalist Vandana Shiva. I will dress the cover stars in appropriate attire, with one cover star dressed in a lab coat, acting as a climate scientist, while the other cover star will be dressed in more casual clothing, acting as a protester. The cover stars will adopt a direct mode of address to adhere to the codes and conventions of magazines, which is evident in my research from examples such as Vogue and Porter, which will make the audience feel included I shall construct representations within my product by utilising the mise-en-scène appropriately in each of the pictures and audio-visual content. I will make use of the mise-en-scène for lighting purposes, as well as props for the cover stars to use. Since Dennis Publishing will own the publication, I will need to construct my production in a way that adheres to their branding and house style, including the logo and slogan. In my production, I will encode specific messages, which adheres to Hall's Reception Theory; I would like the cover stars to be represented in a positive manner. I would like the audience to decode the intertextual reference to Indian Environmentalist Vandana Shiva, however the audience would require a very high level of cultural competency to decode this message.
In order to communicate meaning and meet the requirements of my chosen brief, I will feature a range of appropriate media language techniques including typography, fonts, images and backgrounds that appropriately fit the genre of the website. The accompanying website for my magazine should have a clear house style that is not dissimilar to the print product. Since the print magazine industry is in decline, there should be clear links between the two products, such as digital convergence and house style. I will use a consistent colour palette, font style and images to communicate a strong sense of brand identity to the target audience of 'a socially-conscious, 16-25, middle to upmarket demographic'. A publication's online presence has become increasingly important, especially as of recently during the COVID-19 pandemic. The Big Issue has seen a substantial decline in sales as a result of the pandemic, with their website being used to announce that the magazine will be sold in shops as an alternative. My research indicates that I should use media language such as a simple navigation bar with easily accessible topics and articles. Since the brief states learners must create a current affairs magazine, I will incorporate some form of 'daily news' to meet the brief of producing a current affairs magazine. Depending on the topics featured in the print issues, I will feature articles and images on the website accordingly, which will provide more information on the topics covered within the print issue. The content linked to the print edition of the magazine will be mainly on the second of my two web pages titled 'Issues', also featuring my audio-visual content, complimenting both of the print issues. To compliment the print issue, I will provide more information and content related to the topics covered on the accompanying website. On this webpage I will also feature information about the cover stars featured in the print product to demonstrate synergy between the print and online products. Shirky's End of Audience theory states that audiences are no longer passive, they are now active and like to interact and actively engage with the texts that they consumer. Technology has changed audiences' behaviours and expectations, therefore there is a need for the media to evolve. There is now a need for brands to have an online presence in order to engage their target audience further than with just print texts. To do this, I will feature a hashtag to infer a sense of convergence between both products, allowing further engagement for consumers of the product. I intend on using a ‘lightbox’ popup on the landing page, offering a discount to the consumer to communicate a sense of verisimilitude.
I intend to link my media products through the utilisation of a clear house style and a consistent brand design in order to portray the digitally convergent nature of my media production. Spanning across my print and online products, I will use a hashtag to link the two products and communicate a sense of convergence that consumers of the product can engage with. Within my website, I aim to use 'Easter Eggs' to incorporate more content and anchors the theme of my magazine. This will lead to another page, where the consumer is able to contribute donations to an environmental charity or cause. These 'Easter Eggs' will be a small image surrounding the main content. These could potentially feature examples of intertextuality to flatter the audience or cause them to feel a sense of inclusivity. I will also utilise hashtags that will be featured in the print issue as well as the website to include digital convergence. I will also feature an ‘Easter Egg’ in my website that leads to a hidden ’gift’, potentially offering a discount to the consumer.
