GoAnimate- Uses and Gratifications

This Goanimate looks at the aspects of the Uses and Gratifications theory. I used goanimate because it is a fun, visual way of displaying my work. The reason for doing this task was to learn about the theory and research it in detail, before putting it in my own words in a way that I understand it.

What have I learnt from this task?

• The four reasons people use the media
• What people get out of the media, why they use it and what they get out of it
• How the media hits all aspects of our lives
• Who the theorists are and the work they have done

Weather Report

Why I did this task
I did this task in order to grapple with key conventions used in a double page spread. I used a spread from Billboard magazine, as this will be similar to my magazine's target audience and it is the same genre (pop). the format of this task is a weather report downloaded as a YouTube video. A weather report is much more interactive than notes/annotations, and it is visual too. I was able to literally pin point key things the magazine did in order to effectively appeal to the target audience. Some of my editing isn't perfect, but this is okay, as I am still learning and developing my final cut skills. It helps me to see how I can improve.

How it will help me with my research
There were several key things I must remember when creating my double page spread that I have pointed out in the video. This spread allowed me to take inspiration for my own.

• Visual arrangement of the title, the way position and structure can convey an idea/message.
• Posture and type of shot of main image e.g close up/long shot/sitting/standing.
• Colours of background- plain/colourful/bleak/dark/light etc.
• Whether I want a caption box.
• Text- Use of positive/negative language and what effect I want to create.
• Capital letters/bold typography.

Uses and Gratifications Theory

Why I did this task
The reason I did this task was to find out why people read magazines, and what they get out of it. This task related to the uses and gratifications theory. I used a video format because it is visual and easy to analyse. Although I asked the people in my video similar questions, I also used a few different ones to give a wider variety. A few questions were added in in order to make them expand on points they had already mentioned.
Analysis of Results

• Alice- she said she likes the gossip, pictures and news involved. This shows that she reads magazines to indulge in lives of celebrities, which is part of 'escaping' day to day life. With regards to the front cover, she said that the front cover attracts her because it's big and red. This shows me that when I make my magazine, I should use a bright, bold title as it is eye catching. She said that part of the reason she reads magazines is that they entertain her, she can sometimes use them to relate to her every day life. This shows that I should make my magazine fun and entertaining and use words such as 'you' to make the reader feel as if they can relate to it. In terms of distinguishing genre, Alice said that the name is very useful to her, as it instantly shows it is a music magazine. When I make my magazine, I must ensure that the front cover conveys the magazines content. The use of the word 'pop' for a pop magazine is very effective because it is literal and very easy to understand.
• Bailey- he said he reads magazines to escape from his surroundings. He said he likes engaging with stars that he looks up to, which shows he uses magazines for inspiration. This means that my magazine should be full of interviews and facts about pop celebrities. He said that one of the main things that entertains him are the photographs. This shows me that my magazine should be packed with good quality photos on each page, as sometimes photos stand out more than text does. Bailey thought that each genre has a vibe which enables the audience to distinguish genre. This is partly due to fashion and physical clothing, but also due to the tone. When I make my magazine, I want it to have a positive, happy feel. I could do this with use of colour, style and images. He thought it was very important that the font and typography is bold. When I make my magazine, I am going to ensure that the headline, along with key information is bold and legible. This enables the reader to read it quickly as it is large and clear. He thought that the main image of Duran Duran represented genre clearly. This shows me that my main image should be an artist/band which is relevant in the pop genre.
• Becky- she said that she doesn't regularly read music magazines. This is an area that I could focus on improving with my magazine. I should ensure that each edition links to the last, which will encourage readers to want to buy the next edition. For example, I could give a teaser of what's in the next edition. She said she likes finding out about concerts, and up and coming artists. Because my magazine is pop, I could have a feature on the front cover about upcoming concerts and gigs, as this appeals to fans who want to actively engage with pop artists. Becky said that she thinks education is a big part of magazines, especially for young people who aspire to get into the music industry. When she looked t the front cover, she specifically liked the way the main band were making eye contact with the consumer. This is something I could consider doing with my main image, it is intense and draws the consumer in. She said that one of the main reasons she USES magazines is for the information given as well as for escapism and entertainment. Like Alice, she thought that the name of the magazine was important because it helps the consumer identify genre. Another thing she thought matters is having a legible font and typography.

How this task has helped my research
I now know there are certain areas mentioned by all three interviewees that I must focus on in order to convey the ideas of my magazine effectively. These areas are stated below:

•  Having a legible font/typography
• A name which conveys the genre
• An eye catching main image
• My magazine must be entertaining, but should have elements of education/information.

Contents page analysis

From analysing this contents page, I have made the following conclusion about the conventions of a contents page:

• Images- the photographs help to reinforce the front cover as well as adding a visual appeal to the page. The many different pictures show the variety of pop artists that the magazine features. The picture are framed- this rigid structure shows how organised the magazine is. When I make my own magazine I may also keep my photos in an organised structure in boxes or frames, or I may leave them disarranged and random.
• Typography, features and text- when I make my magazine I must remember that text provides a function and purpose, not an aesthetic appeal. This means that I must ensure all page numbers refer to the right pages, and text appeals to the target audience. The font is clear, and the typography is legible and the black contrasts well with the white background. The main text is all at the bottom half of the page- this makes it easier for the reader to locate the text easily; it's accessible. When I create my magazine, the text must all be the same size and font so that each feature can be easily distinguished. The font is not too elaborate but it engages with the audience because it is bold and capitalised which portrays importance.
• Social media icons- these are small logos at the bottom of the page which refer to Instagram, twitter and Facebook. This helps to promote the magazine by readers liking and following 'Classic Pop's social media pages. This comes up on other people's feeds, which is good because more people know about it which increases awareness and readership. It also means that the reader (if they follow the social media pages) can gain access to extra information which is not in the magazine itself. This makes them feel exclusive and connected to the magazine. When making my magazine, I will consider doing the same, especially because my target audience is young people who are the biggest users of social media.
• Magazine name and main title- the main title is 'contents', written in a large, white font. It is unconventionally written sideways. Because it is unusual it adds interest and personality to the page, which helps to visually draw the reader in. The red box underneath is creates a colour contrast and gives the magazine a brand identity.

Conclusion

The reason I analysed this contents page was because it is a pop magazine, which will be similar to my own. It helped me to gain ideas and inspiration, as well as to see how the magazine creates it's own sense of identity and how it draws the reader in.

Double page spread analysis

Front Cover Analysis

From analysing this magazine front cover, I have learnt the forms and conventions used to attract and address the target audience. I have made the following conclusions:

• Photography- eye contact engages the audience and costume also has an effect on the message given to the audience- In this magazine front cover the band who are the main image are wearing black leather which gives them a harsh, intimidating, edgy look. The image is also clearly a layer above most other features, making it more 3D and noticeable. When I make my magazine, I will ensure that the main image stands out because they are the most important. this magazine has also given them a border to illuminate them further.
• Masthead- the red box surrounding 'classic' is red, which is bright, colourful and eye catching. the white of the text contrasts with the red background, making it stand out even more. When I make my magazine I must ensure that the masthead stands out because it is what people need to remember if they want to buy the magazine again. It also gives the magazine a brand identity, which should be unique and authentic.
• Colour scheme and font- the colour scheme is consistent throughout, it is red blue and white which makes it easier for the reader to focus on the page. The font is large, wide and easy to read, making it accessible to the audience. When I make my magazine, the font and typography must be clear and legible.

Summary

Summary explaining what I have found out about the genre what sub genre/angle I will take based on the research I have done and whether there a particular gap in the market that I will plan to fill:

While doing my research, I have learnt the importance of having a clear genre. Having a genre helps to make the target audience more specific. For example, a classical magazine would have the target audience of older adults, as this appeals to them, whereas a rock magazine may appeal to those over 16 only as it is harsh and aggressive. The style/connotations of the genre help the audience to distinguish what the magazine is. A heavy metal may use specific colours, such black and grey.

Iconography is another topic that I looked at within my research. Making a mind map of the iconography of different genres shows me the associations/connotations/symbols given to specific genres. An example of this is the tongue icon given to the rolling stones. If in my magazine I wanted to evoke a rock theme, I might use specific images which are striking/edgy.

 During my research, I have found lots of information about the pop genre. Firstly, I looked at the differences between pop magazines in the pop and niche market. The differences were with regards to look/style, content, and audience/purpose. All of these things resulted in different circulations. Magazines of the pop genre are always mass magazines- this is because pop is widespread and enjoyed by many- it isn't niche (smaller, but specific). This shows me that my pop magazine must appeal to the mass market. A good way of me doing this is to make my magazines content as broad as possible- I could include sub genres, such as pop-rock, country pop and indie pop. This appeals therefore not just to the pop market, but also to the indie and country fans. Making the magazine less specific helps to widen my target audience, allowing for more people to engage with my magazine. A good way of doing this, especially with the front cover is to have the main image of a very relevant pop star, for example Taylor Swift, but have smaller images of The Fray, The script, etc who are pop-rock.

From my earlier research, I am aware that there are many different pop magazines. These include Q, Blender, Billboard and Classic Pop. Many of these appeal to young people/adults. There are less magazines for young people. In the UK there is only a few including Top Of The Pops and we <3 pop. I think that this is a gap in the market, and maybe an angle which I would like to take.  I would like to give an innovative approach to a magazine for young people. If I chose this as a target audience, I would also ensure to change the layout. Most children's magazine covers are very busy, which is quite visually confusing. I would give it a sophisticated approach while tailoring the content to meet the needs of young people.

Another idea which I could consider (if I chose a young target audience) is that while Top Of The Pops (which is aimed at kids) gives relevant information about the lives of celebrities, it does not inform or educate young people about the music industry itself. For people who only want to indulge in the extravagant lives of celebrities, this is satisfying. For other kids, who actually want to learn about how music is produced, it is not. I  think this is a big gap in the magazine industry which I might be able to fill. While focusing on pop stars, I could have a small feature on the production of music videos, or even behind the scenes. A feature article could be something such as 'Vevo producer talks about the video behind Taylor's new hit 'Wildest Dreams''. I could maybe even do an insight into how new talent has been scouted, to appeal to young aspiring musicians. This way, the magazine may even appeal to music departments in schools.