Media Studies

Advanced GCE in Media Studies H409/03/04 Makin g media

Statement of Intent

Centre number Centre name

Henley College

Candidate number Candidate name

Dario Sabatino

Brief chosen:

Brief 3 -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

For this project, the aim is to produce one front cover and the contents pages of the first two editions of a new
current affairs magazine which will be launched by Dennis Publishing. Alongside this task, we also need to
produce a website dedicated to our magazine, promoting the brand, as well as enabling fans to interact with
the content. The target audience is a socially conscious, 16-25, middle to upmarket demographic.

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
My magazine will be titled ‘JUICE’. In order to help communicate meaning and meet the requirements of my
chosen brief, I explored all four theoretical frameworks – representation, audiences, industries and language.
My first front cover will explore online relationships during the coronavirus lockdown, which will be centred
more negatively in terms of the content featured on the front cover. My second front cover will have a more
positive outlook, exploring festival culture during the pandemic and how this is changing in light of covid-19
(for example, how individuals are using online platforms to stream live music sets).

Starting with my first edition of JUICE, I explored representation, and how I can use this to communicate
meaning through the products. I looked at Stuart Hall’s theory, which states that representation is determined
through language, with language being defined as a system of signs which create meaning. He also believes
that meaning is formed by representation, however it is not just what is present which defines this, but for
what is absent and different too. Therefore, with my first edition, to represent the ideologies of online dating
culture, the image on my front cover represents a young individual sat in her room looking down at her phone.
The image was taken over a Zoom call, which reinforces the stereotype of online dating (as individuals are
believed to always interact online via text/calls). I will photoshop the image, making it fuzzy and pixelated, so
the model’s face will not be clearly defined. This also represents the ideologies of a dodgy computer camera,
and not being able to properly see who the subject is, making the audience feel uncomfortable. This
stereotype is also based off the idea of ‘catfishing’, which is a common occurrence online when an individual
does not appear to be as they are described/presented. To clarify the message that this is an online video
chat, I will add the ‘tool bar’ which is usually at the bottom of the screen on a Zoom call (e.g. “mute”, “invite
participants” etc), placing this along the bottom of the front cover. My feature article will be titled “TABLE FOR
ONE”, emphasising the isolation of social distancing and not being able to visit your significant other. For my
contents page, I want to organise the content and page numbers in text message speech bubbles. This will
reinforce the idea of online culture and will connote text messages and online contact. The target audience
will instantly recognise the layout of the contents page, as this generation have grown through the evolution
of technology. I will also include six extra images which relate to the theme of my first issue of JUICE. Two
images will be from the same shoot for the front cover, and these are again representing individuals who are
engulfed in online dating culture. For example, one image will be the model staring into her makeup mirror,
which is stereotyping the idea of insecurity and wanting to look good. I will also carry out a second shoot,
which will be using a projector, projecting visuals onto a bedroom wall. The room is set to be dark, which
represents the ideologies of the dangers of online culture. One of the graphic visuals also includes a repetition
of the Tinder dating app logo. This stereotypes online dating as Tinder has a reputation of individuals seeking a
relationship. With this in mind, I can apply Barthes theory of semiology (media language), where he states
that denotations can signify connotations, which are associated meanings of the same sign.

With my second edition of JUICE, I will represent the ideologies of a music festival by setting up a tent in an
empty field, and I will dress up in appropriate clothing which reflects the fashion of a music festival. By
stereotyping the festival outfit, I will also wear a bucket hat (which is very common and fashionable accessory
to be worn at a music festival), and to the target audience of 16-25-year olds, hopefully this will symbolise the
context of the image. As a way of mimicking the pandemic, I will wear a surgical mask as this is a
recommended health measure to protect yourself from the coronavirus. Therefore, this will be appropriate for
the issue I am covering as it links well with Hall’s representation theory, as well as stereotyping the measures
individuals are recommended to take because of Covid-19, covering the issue of cancelled music events
alongside the pandemic. This can be reinforced by Barthes theory of semiology as the empty field (denotation)
can signify isolation and emptiness (connotation), which is the message I am trying to convey to my target
audience. I will be including two puffs on my second edition, one being a rainbow flag. Over this will read “also
includes: PRIDE MONTH SPECIAL!” – this works well with the rainbow flag, as the rainbow colour palette has
now been recognised as an LGBTQ+ symbol within a contemporary society, signifying gay pride. This will help
the audience to instantly spot out this puff, due to the bright colours, instantly knowing what this sticker is

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
 suggesting/what this edition’s content will include. Moving onto my contents page for the second edition, I
wish to keep this very simple in comparison to my first contents page. I choose to have this contents page
displayed simpler than the first one, yet keeping it in the style of a collage, which reflects the artistry of festival
culture. For the representation of the LGBTQ+ community, the model will be standing in a field with a pride
flag wrapped around her. The field, similarly, to the festival inspired photoshoot, will be empty to represent
the restrictions of lockdown and social isolation. This will also link to my planned feature article titled
“ISOLATE, SANITSIE, RAVE, REPEAT”. Moving onto Barthes theory, the pride flag clearly denotes a rainbow,
however the audience will signify this to the idea of gay pride. I also want the flag to be wrapped around her
as this can signify a sense of comfort within the community.

Product 2

For my website, I wish to present it in a way which is quite monochrome and organised. I do not wish to make it
too funky or quirky looking because I want to keep it authentic and professional. My website and magazine
branding is heavily influenced by Vice Media Group, and this is a challenge as the brief requires us to produce a
magazine which will be published by Dennis Publishing (therefore keeping the work inspired by Dennis’
products will be beneficial, for example looking at Dennis’ current affairs magazine The Week).

For my website, I will be keeping a lot of my content similar to what is published in the magazine (in this case
the front cover and contents page). Therefore, I can apply Hesmondhalgh’s cultural industries theory to my
website. This theory states that cultural industries usually follow a capitalist pattern of increasing concentration
and integration, so production is owned and controlled by a few conglomerates. When producers will risk a
piece of content, this can be seen as a loss of money – and as production costs are high, risk is high too! This
project will be marking two pages of our websites, so I will be producing a home page and a linked page, which
will most likely be an article which is related to one of my editions.

My website will include my brand’s logo at the very top of the page, allowing the audience to instantly
recognise the magazine. Below this will be my navigation bar, titled “HOME, ABOUT, PRIDE MONTH, CULTURE,
NEWS, ART, FASHION, ISSUES, SHOP, ABOUT”. The navigation bar will display the topic categories which are
displayed under the masthead of the print magazines, repeating the content. This reinforces Hesmondhalgh’s
theory as I will be repeating the print’s topics.

My website will also include a feature tab titled “PRIDE MONTH”, which links to my second edition of the
magazine. This will also be mentioned in the contents page of this magazine’s edition, which states that
website will include online exclusive edition (refer below for digital convergence).

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
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)

To link my media products together, I will be applying Shirky’s end of audience theory. This theory states
audience behaviour is now variable; they are prosumers who can create and shape their own content. As well
as this, user-generated content creates emotional connections.

For my print magazines, I will advertise my JUICE website and social media accounts in the content’s pages. My
website link will be placed on the left page at the very bottom, and my social median links will be on the right
page placed on the left-hand side.

For my first edition, I will be producing a podcast which will be uploaded onto Soundcloud. This podcast will
explore the topic of online relationships, and I produced this with another classmate who fits in the brief’s
demographic. Having a guest to speak to on the podcast who fits within the target audience demographic
means the podcast episode will come across as more authentic and real to the listeners. To show convergence
and link my products within the podcast, I will mention the social media platforms JUICE is available on
(Instagram, Twitter, Facebook, Soundcloud and Spotify). Another element of my convergence is the
#juicelockdownlove, which allows the audience to take this conversation to Twitter, enabling JUICE to interact
with them! This is supported by Shirky’s theory, as the audience will become prosumers, producing their own
content (for example tweeting their thoughts and ideas) which can influence production of the magazine itself,
building the connection between audience and producers.

My social medias will also be linked at the bottom of each page on my official website, allowing online
audiences to explore the range of content on each platform.

As the brief states the magazine will be published by Dennis Publishing, I will also include a Dennis logo at the
bottom of each web page on my website, allowing audiences to click this and be directed straight to the official
Dennis website.

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations