Final Statement of Intent

 

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?

Product 1 – Magazines and Contents pages.

For my magazine front covers, I intend for them to fit the generic conventions of a current affairs magazine aimed at a socially-conscious, 16-25, middle upmarket demographic through the use of a sophisticated house style and language. From my research of other current affairs magazines, such as TIME, I have discovered multiple key generic conventions which will I aim to include. Such as minimalistic use of puffs, sell and tag lines, alongside impactful masthead and headlines, and powerful images of relevant cover stars. Across my two front covers and contents pages, I will maintain a consistent colour palette and typography to achieve a strong sense of brand identity, all the while using intellectual and engaging language to appeal to the target demographic.

My first front cover will star Alex Freeman, a best-selling young author who has written a captivating book surrounding the topic of mental health. Freeman relates to the target demographic because of his youthful age but also the topic of mental health is particularly prominent with 16- 25-year-olds, whilst also being appealing due to the mention of an ‘Exclusive Interview with the cast of Atypical’. From my research, this particular use of intertextuality is interesting to the intended readers as it is very popular amongst the target demographic. Moreover, the show also relates to the topic of mental health for further subject continuity. Adhering to Hall’s representation theory regarding stereotypes, Freeman is wearing glasses and has unkempt hair to reflect his author persona which in turn is an encoded message that audiences will quickly understand.

My second front cover will star Naomi Smith, a robotic engineer that has helped create the robots being used in hospitals to help with the battle against COVID. This issue will promote feminism, which is a relevant topic for the target demographic. I will construct an appropriate representation of her as a robotic engineer through the use of a lab coat, professional attire, and a lanyard. For accurate use of mise-en-scène, behind Naomi will be what resembles the exterior of a lab building. I will also include intertextuality through the mention of an interview with Naomi where she discusses the possibility of AI becoming conscious, similarly to in the show Humans. From my research, this is a show beloved by the target demographic also. Both front covers will fulfil the brief through the inclusion of barcodes, edition, price, and date as well as representing two different social groups. Additional article headlines will be displayed to further adhere to the generic conventions at the top of each issue's cover.

Both contents pages will present a cohesive and clear sense of brand identity through the use of a sophisticated colour palette of burgundy and a deep yellow and a consistently clear house style. They will fulfil the generic conventions through the inclusion of a higher ratio of articles to images. It will also include page numbers and reference to a podcast available on the website. I also intend to include a call to action for readers to visit the magazine’s website which reflects the evolution of the magazine industry has to adjust to the target demographic’s consumer pattern. Also, I will ask them to tweet #kickingit and a picture of them ‘kicking it’ as women in everyday life to promote feminism. Versus in the first issue, the contents page will announce they can enter a competition to win a free copy of Freeman’s book ‘A Better Tomorrow’.

Product 2 – Website

The website will further reflect a clear sense of brand identity through the use of a consistent and clear colour palette, typography, and formal mode of address. I will include relevant additional articles on the home page and use a layout easy to navigate and that is user-friendly, similar to The Spectator’s website and TIME’s. I will also include a comment section where users can voice their opinions, which encourages audience participation. I will include sneak peeks of the latest issues and contents pages to intrigue readers to subscribe.

 From the research I conducted about the current affair’s magazine industry and websites, such as The Week, I discovered a common pattern of including the latest top news events listed as the ‘Daily Briefing’ which I too will incorporate. I will also add the Dennis publishing logo across both my contents pages and website to fulfil the brief. On the second page, titled ‘Issues’, I will include a behind the scenes exclusive video of Freeman’s photoshoot and an interview with Freeman for his book and a hidden Easter egg: when you click on a picture of him it will take you to another page where it announces the competition to enter to win a free copy of his book. Moreover, I will include a working link to the mental health website ‘Mind’.

In the navigation bar, I will include realistic topic tabs such as Business and Politics to fulfil the generic conventions of a current affair’s website. Alongside the slogan ‘A Platform For All Voices’ that creates further brand identity, I will also display it on the contents pages.

How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production? 

From my research regarding the publishing industry, the decreasing rates of print subscriptions highlights the clear change in user consumption patterns, significantly more so in the target demographic. Studies have clearly shown that consumers are choosing to receive their news and other entertainment online as opposed to print. This is why I will ensure that VOICE magazine highly encourages digital convergence to improve print subscriptions and allow readers the ability to be more active, Shirky’s audience ‘End of Audience’ theory. I will include a pop up when readers enter the website that encourages them to subscribe and offers students 10% off, which is very applicable to the target demographic.

I will do so through the inclusion of a multitude of social media icons on both contents pages and website that suggests the readers follow the magazine via the online platforms. A few examples are Snapchat, Instagram, and YouTube, which are the most popular platforms the target demographic frequently visit. I will also include a call to action encouraging readers to visit the online website for more exclusive content, such as in the first issue, the opportunity to win a free copy of Freeman’s book but also to subscribe and have access to the VOICE podcast.

In the second issue I will include an additional call to action that instructs readers to tweet #kickingit and how they are kicking it as a woman in everyday life, and to tag VOICE magazine for the chance to make a feature on the website, which will encourage audience participation, Jenkin’s participatory theory. On both the website and contents pages, I will include offers for a subscription that allows students 10% off. This will also be advertised on the website with an additional offer to promote digital subscriptions and interaction.

In both contents pages, I will include images of both issues which will encourage and entice readers to subscribe in order to have access to more. I will also include an Easter egg where readers have the chance to win a free copy of Freeman’s book which further encourages audience participation and I will include working links to the mental health website ‘Mind’ as from my research, articles surrounding mental health include helpline details at the end.