Centre
number Centre name
|
Southend High School for
Girls |
Candidate
number Candidate name
|
Isabelle Kinseley |
Brief
chosen:
Magazines and online
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)
Product 1
I intend to create a new style magazine for
Conde Nast that appeals to 16–25-year-old middle and up market audience of
style conscious people. The masthead, MUSE, aligns with the magazines main
purpose: to empower audiences and stimulate creativity in their style and
fashion.
I intend to appeal to my target demographic by reflecting
issues and themes that I have found to be important to them – empowering women and
embracing creativity, for example. One way that I plan to do this is through
intertextual references, in order to add value transference and align MUSE with
values of self expression and empowerment. One of the intertextual references I
plan on implementing is through the cover line ‘The Devil Wears Stilettos’
(from ‘The Devil Wears Prada’), associating MUSE with both style and self
empowerment. Through mid shots and direct modes of address, I intend to
showcase the style element of MUSE with the outfits of the models and represent
young people as having a focus on style and a strong sense of self empowerment.
Research conducted through a questionnaire showed that many in my target
demographic liked the creativity and sense of independence of close ups, so I
also plan to use close up shots to highlight creativity in young people. In
order to reflect the target demographic, MUSE will feature models from many
different ethnicities to create a sense of inclusion and community, and appeal
to the entire target audience of style conscious 16–25-year-olds. This also
reflects Condé Nast’s brand values, ‘championing all voices’. To further reflect
brand values, MUSE will highlight current fashion trends, reflecting the
zeitgeist, and ‘creating culturally resonant, high-quality stories’.
Product 2
To
reflect digital convergence and the declining print sales, MUSE will have an
online presence in the form of a website.
To
reflect Condé Nast’s own style, the website will be accessible and minimalistic
with emphasis on social media integration. This will be through competitions
and pop ups that encourage audiences to interact on social media, encouraging
an active audience. This will appeal to the target demographic of 16–25-year-old
digital natives and achieve brand continuity. The website will remain
consistent with the themes of self-empowerment and creativity, for example with
articles focusing on the use of street art in fashion and style, highlighting
creativity and self-expression. Through mid and long shots, I intend to showcase
the style element of MUSE with the outfits of the models. I will also make use of
direct address in order to appeal to the audience and capture their attention. The
website will feature models from many ethnicities in order to create a sense of
inclusion within MUSE. Furthermore, use of intertextual references will further
the sense of style for MUSE and appeal to the target demographic of style
conscious 16 – 24-year-olds. Intertextuality will include references to individuals
associated with style (for example, one image will imitate a photograph of
Marilyn Monroe), and will also include references to current pop culture, which
will be in the target audience’s cultural consciousness (for example, reference
to the show ‘Orange is the New Black’ in an article title). This reflects the
zeitgeist and cultural consciousness of 16 – 24-year-olds.
How do you intend to link your media products to demonstrate your
knowledge and understanding of the digitally convergent nature of your media
production? (approx. 100 words)
Both the magazine and website will
uphold a clear sense of brand identity through the masthead and colour scheme,
as well as the brand ethos of creativity and self empowerment. Furthermore, the
first two editions of the magazine will be featured on the website, along with
articles featured about the two main models. Articles mentioned in the content’s
pages will be featured in articles on the website, and competitions on the
website will be referenced in the editor’s letter section of the cover pages as
a call to action, encouraging audiences to visit the website. In the magazine,
the website will be linked in the content’s pages, along with social media
links for MUSE. Online articles will reflect the topics of articles featured in
contents pages and front covers to create a sense of brand identity.
To
create a sense of brand identity and synergy between products one and two, the
website will employ a house style consistent with the magazine through colour
scheme and photo style. To reflect Condé Nast’s own style, the website will be
accessible and minimalistic with emphasis on social media integration. This
will be through competitions and pop ups that encourage audiences to interact
on social media, encouraging an active audience. This will appeal to the target
demographic of 16–25-year-old digital natives and achieve brand continuity. Both
products will remain consistent with the themes of self-empowerment and creativity,
for example with articles on the website focusing on the use of street art in
fashion and style, highlighting creativity and self-expression.
