Analysis of Mixmag magazine (front cover, contents page and double spread)

Front Cover

The main image on the splash has an intertextual reference to the film Dr. Strangelove based on the character Skrillex destroying the world with a missile. This image of Skrillex on the missile is a cartoon and connotate’s the power and rebellion of the magazine as well as its target audience. The American flag on the missile is quite stereotypical in that it suggests all nuclear weapons are associated with the USA. The use of this cartoon on the splash is effective in that is emphasises the explosion of the genre of dance music into modern society and how defiant the audience of this genre can be. The cartoon character Skrillex is dressed in all black and wearing glasses and a plug to represent the modern rebellious personality of the dance genre. The main background on the splash consists of different shades of red, the colour use is effective it ensures light fonts stand out against it, also it again emphasises the striking rebellion of the magazine. The banner headline does not follow the typical conventions of a front cover as the mast head should be to left of the page; however the title is still loud and bold as the white colour stands out against the red background. The font face of the masthead is very immature and casual, a capital letter has not been used therefore the title doesn’t conventionally address the audience; also the “i” has been designed with a funky and different themed font. This denotation emphasises the overall look of the magazine as quirky and young it doesn’t follow the typical mainstream. On the main image Skrillex has been positioned on the page so his hair is partly covering the banner headline, this shows the speed of the missile and makes the cartoon more realistic and fit in better within the page. The typical convention of a skyline has been included on the splash “the world’s biggest dance music and clubbing magazine”. The format has been given capital letters and the colour yellow to stand out, the feature is really useful in immediately indicating the genre of the magazine to customers on a shelf against its competitors. The colour scheme is red, white, yellow and black- these colours are useful for contrasting the text and background against each other making certain information stand out to the reader. The layout of the splash is very typical of what I expect a music magazine to look like, the cover lines have been placed around the image and the masthead placed at the top of the page. Again the cover lines have been given a black shadowing background so they stand out on the splash. Some cover lines are very effective as they directly shout at the audience “DO YOU NEED THE CLUB DRUG CLINIC?” as the text is very direct it allows the audience to feel the magazine is personal to them allowing them to want to find out more. Another convention on the page is a screamer; this text has been created bold to be eye catching and attract the reader’s eye. Finally in the centre left of the page there is a strapline which states the cartoon characters name for reads who do not understand the relevance of the image presented; it relates to the dance genre “US. DUBSTEP EXPLOSION” As this is the main story of the magazine it has been given the largest font size and a different format to ensure it stands out as the publishers clearly feel this is the main article which will attract the audience to buy the magazine. Also the text has been given a deck of three to further emphasise the article! At the bottom of the page there is a reference of the illustrator of the cartoon giving the audience extra information, also the date of the issue and price has been included. On the bottom right alongside the barcode the website address has been given; by presenting a website address the publishers are further promoting the magazine by appealing the magazine to computer and internet users. Although publication media packs show me the overall target audience the front cover is useful in also helping me decide on the target viewers. The overall image and use of a cartoon on the magazine is quite immature making me think the audience targeted is the young, modern and creative audience. Also through the cover lines the magazine influences partying and reckless behaviour, the reference to drugs as well makes me concerned about the age group in which the magazine targets. I think the publisher has followed the stereotype of young adults/teenagers being wild and irresponsible and represented the audience with this image. Without few cover lines and the skyline there would be no reference to music on the splash. This is a huge down fall on the magazine as it is promoting the wild and crazy view of music and not encouraging the actual music itself. For this reason the magazine does represent the genre and target audience in a negative way however the theme and ideology of the magazine could persuade irregular and a rebellious audience to buy the magazine.

 Contents Page

The layout of the contents page in fact is  placed as 2 different single pages in the magazine however I felt it easier to join them together forming a double spread allowing me to analyse them more easily. The main image on the left side of the page alike the front cover promotes partying and having fun. The caption has a page number directing the audience to the “club guide”. The image of the three young adult’s connotate’s the irresponsibility of the genre of music, however their facial expressions are very happy and clearly the image has been created to promote the fun and enjoyment the dance genre can bring people. At the top left of the page the masthead from the splash has been produced as an indent, this allows the audience to familiarise with the logo and recognise the magazine brand image. The page title and date of the issue is also presented in the form of a banner at the top of the page. The colour scheme of the contents page is simply black and white, therefore no there is no use of house style throughout the magazine. The bold colour scheme of the splash may have not been appropriate for other pages throughout the magazine; also it may have made the magazine look very repetitive. However the use of a house style links the different articles and different pages together creating continuity throughout the magazine allowing the reader to constantly understand why different pages link together. A specialist features selection named “VIP” is very effective as it directly makes the audience feel important therefore they are more enticed to read it. The conventional use of strap lines has been produced on the VIP section to introduce the audience and give general knowledge about the different articles in the magazine. On the other contents page headlines have again been used to address other articles, although the different items have been given different sub headings making it easier for the reader to quickly find the page reference they are looking for. The subtitle headings are interesting as they have been given more modern slang headings “tunes” and “don’t stay in”. These are not typical titles we would expect to find on a contents page however it does give the magazine a contemporary, new feel and immediately indicates the target audience. Alike the Q magazine a snapshot of the front cover has been included in the corner of the contents page, this convention is done to link together the pages in the magazine. The other three images are all very different and unique connotating the random feature of the dance genre. The other main image is of I presume a male wearing female make up, this does not target the music influence of the magazine but the fashion articles. Including this image also suggests the magazine publishers and genre of music accepts this modern style of individuality and promote being different. The thumbnail image directly beneath is a Medium close up of three teenagers. Evidently the male in the image is dressed as a women again connotating that the dance genre view this individual style as socially acceptable. Alike other frequent images that have no relative link the actual dance music this image mainly promotes the reckless modern clubbing culture. The last image on the page does actually have reference to actual music industry although the genre is not dance. To make the images on the contents page more relative I think Mixmag should have included images of DJ’s or artists related to the dance genre. Lastly an external advertisement is placed at the bottom of the page. As well as advertising the artist of this album to the audience it encourages customers to buy the magazine as you get a free CD. As well as presenting an image of the CD to familiarise the reader with the cover it also shows the tracks included on the album. The information given about the album is really useful as it informs the reader about the CD so in the shop they can look at the contents page and decide on buying the magazine. The visual attraction of the free CD on the magazine influences the audience to buy the magazine as they are gaining something extra than the normal issue wouldn’t normally offer.

Double Spread Page

Immediately noticeable to the audience is the main colour scheme used on the double spread; red white and blue obviously representing the American flag. Also the 4 deck title on the page is underlined with white stars again indicating the link between America and the magazine. In following this theme it is clear the background must feature one of these colours. White and blue would not be appropriate as they connotate meanings which do not follow the theme of the page. Therefore the chosen background colour red is very successful as it represents the dance genre as fun and lively, also the colour is very bold making the page stand out. The contrasting text colour against the background and use of capital letters again makes the title even more eye catching. The design of the title connotate’s a clear message about the scale of how large the American music industry is. The text itself clearly connotate’s the American influence as the message is clear and direct “UNITED BASE OF AMERICA”. In the title the phrase “BASE” is reference to the actual music, the base is an instrument used in bands. The background image of a concert also promotes the music in this magazine not alike the rest of the magazine which has reference to the parties and fashion ect. It is an extreme long shot and it angled from behind the artist making the reader feel they are given an exclusive insight. The audience and artist in the image have their arms in the air connotating they are having a good time, this promotes the dubstep genre of the music and makes the reader want to become buy the magazine and become involved in the fun and excitement presented in the image. A black border placed at the top and bottom of the page has been used to make the small different recording features stand out. The recording  button play featured has been used to show this type of music is still current and present in society encouraging the audience to buy the magazine as they want to know the in date music, alike this connotation the fast forward symbol is used to show that this music will be very popular in the near future.  Over the left side of the double spread presented are white lines which looks like scribbles, this makes me think of sparklers and flashing lights expected at concerts. The lines could connotate the immaturity of the music and interpret the target audience of the magazine and genre is the youths of today. The lead of the article on the page ahead is shown on the double spread. The use of rhetorical questions in the text allows the audience to feel intrigued and interested about the content of the article. In the text it also says “plus” making the audience feel there is extra information given than usual again making them want to read the magazine.  Notice in the text the mention of “Skrillex” has been given a bold format making it noticeable to the audience linking with the front page. Making the name bold is very successful as the article on Skrillex on the splash was given much attention meaning this specific article must also be made eye catching so the audience can easily identify the page related with the article presented. The ideology of the double spread has a positive young vibe from the background images stereotypically associated with the youth. The double spread does convey a positive influential message to the target audience as this typical page would attract them and make them interested, however I expect a buyer which does not enjoy the dance genre would view it as inappropriate and give messages which encourages the audience to become reckless.  

Analysis of the Institution and Audience

Although I am certain I will not be using the genre of Dance for my magazine I felt it important to still analyse a magazine with different conventions and themes to compare and decide which Ideas I felt was really useful.

Mixmag is produced by the publishing company Development Hell Ltd, the scale of the company is very small as it only publishes 2 main magazines on a monthly basis (mixmag and the world). On its webpage the publishing company does try to boost its popularity "Among the Development Hell team are some of the most experienced and respected operators in British magazines" however the company is very insignificant and not as popular as other publishers eg, Bauer Media.
As the webpage for Development Hell Ltd was not very useful in giving me information about the target audience of Mixmag I decided to research the official mixmag website. Alike the actual magazine the webpage influences clubbing and partying indicating the audience is young adults who enjoy living this lifestyle