Media Language

"Media is communication." Discuss the ways that you have used media language to create meanings in one of your media products.

The product I have chosen to analyse is my AS music magazine 'Raw.' Raw belongs to the genre of rock and therefore an audience expects certain conventions when reading this type of text. The front cover communicated many things to the audience with the use of denotations and connotations. 

I have used media language in my own product with the choice and placement of key elements, such as; The masthead on my cover was presented in a bold distressed font and the connotations of the word 'Raw,' all contributed to a sense of something new, outgoing and striking. This was intended to represent the genre, as rock too has connotations of bold choices and striking artists. I also noticed in my research and planning, that similar magazines, such as 'Kerrang', also feature a similar bold messy font for their masthead. Therefore the audience will form associations with this style and the loud crazy rock world. I also feel that ultimately the colour scheme of my cover played an integral role in the interpretation of my magazine's overall look. The colour scheme I chose was a simple combination of deep purple, black and white/grey tones. The reason for this choice was that I feel they reflect a punky and Gothic style that accompanies the rock genre, and also connotes a more sinister and intimidating attitude of those associated with it. Although this style may sound purposely unappealing, it is intended for my target audience of rock music lovers who will relate and seek this very look. In keeping with the my intentions to relate to my audience I purposely selected a model for my cover who also had an appearance in keeping with both the colour scheme and rock style. Therefore the model wore simple black clothes that are likely to be worn by my target audience. The mode of address of the main artist is also another way meaning is communicated. Theorist John Fiske (1982) suggested that 'Denotation is what is photographed and connotation is how it is photographed.' I have demonstrated this with the pose of the model being sat down and leaning forward confidently, this was framed in a mid-shot and the model stared directly at the camera with a smirk on his face. All the elements of this shot communicated something to the audience. As the  sat down pose reflected the casual mode of address and laid back manner of rock artists, this would appeal to my target audience who seek informal magazines. The shot of the photo allowed the artists outfit to be displayed whilst still presenting a clear view of his facial expression. Finally the expression itself was intended to reflect confidence, and with the direct piercing stare, appearing slightly intimidating but engaging the audience. 

Stuart Hall's reception theory would apply to my magazine, as the cover's overall meaning communicates that this magazine is informative and current in an informal manner. This is reflected with the text on the cover that is minimalist and eye-catching, so as not to bombard the audience with excessive detail that implies a more serious text. The cover lines I had included were short headings such as 'Top 30 downloads!' and 'Hot News.' These snippets of information were intended to be enticing by intriguing the audience as to what this pages would include. By not having the cover lines in full sentences, but short captions, it also connoted that the information inside could be attained quickly and therefore would hopefully appeal to my younger and impatient target audience. The general layout and positioning of elements also reflected the main focus of the issue such as; having the issue title 'The Silenced,' central to the page and in a large font size, this connoted that this was the main feature of the issue and by also having it run across my main image it paired the two elements together as being related. The Masthead of my magazine was conventionally at the top of the page, in a recognisable position that acts as a logo of the magazine being the one of the first elements the audience will notice. Whereas my cover lines were in the top right corner, away from the viewers direct gaze and therefore signifying as secondary importance. 

To conclude, I believe media is communication. As even with texts such as my magazine, that unlike a video do not directly speak to the audience. All types of media have symbolic and iconic features that link to connotations or established ideologies, and in this respect voice a point of view to its audience. Even without reading the text on my page, a person can establish the dark, sleek and laid back feel of my magazine, with the colours and imagery alone.