Music Revision

Oppositional Reading - Where the audience does not accept the messages portrayed in a media text.

Preferred Reading - Where the audience accept the messages portrayed in a media text.

Negotiated Reading - A compromise between preferred and oppositional reading, where the audience accept part of the views, but also have their own.

This is all part of the Reception Theory.

Convergence - Ensemble of media platforms 

GRACE - Gender, Race, Age, Class, Ethnicity

Q1 - 1 mark - industry based

Q2 - 4 marks - either videos or radio

Q3 - 10 marks - radio or videos

Q4 - 5 marks - magazine

Q5 - 15 marks - magazine

Black Magic's music video

Oppositional - Audiences may disagree/oppose the stereotypical 'high school' characters included as well as the cliche stereotypical social groups. The popular groups have a bad reputation which many audiences may disagree with.

Preferred - very inclusive music video would make audiences feel included - body shape, ethnicity and role models.

Negotiated - whereas teenagers would partially agree or disagree.

The Vamps music video

Preferred - stereotypically women can be sexualised in music videos through their clothing. This would likely be accepted by men.

Oppositional - women object the message due to social differences. Some people might reject the lac of inclusion within a music video - they would feel excluded.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                1 ` 

Structure of Exam

Exam Structure

Section A: Music

Q1:

Worth one mark. A knowledge based question, have to identify or define.

Q2:

This will be worth 4 marks (2 points). You will have to explain them. This question will be knowledge and understanding based.

Q3:

This will be worth 10 marks (2 well developed or 3 paragraphs) You will have a question in relation to any relevant area of the theoretical framework in relation to either your set texts. (Any area of LARI)

Q4:

Worth 5 marks (2 points). Will be required to analyse media language or media representations with reference to a provided extract.

Q5:

This will be worth 15 marks (4 points, or 3 well developed). This question will always be about media language, but the area will change every year. Will be required to make comparisons about two magazine extracts. One from MOJO and other from magazines.

Reception Theory

Theories involved: Reception Theory - Hall

Preferred Reading

- Audiences accept and agree with all of the messages within a media product.

- For example, audiences believe that Little Mix can perform magic and have the power to help people.

Oppositional Reading

- Audiences reject and disagree with all of the messages within a media product.

- Completely disagree with stereotypical characters.

Negotiated Reading 

- Audiences part agree / part disagree with the messages within a media product.

- May enjoy the music, but not really care about the video.

Magazine Regulation - IPSO

 Magazine Audiences

Regulation

- Magazines, like newspapers, are self-regulated. Magazines may join IPSO or Impress - only.

- Impress is Leveson-complaint.

- MOJO has chosen to join IPSO, as have the other Bauer publications

Who are they/What do they do?

IPSO is the regulator for the newspaper and magazine industry in the UK. They hold newspapers and magazines to account for their actions, protect individual rights, uphold high standards of journalism and help to maintain freedom of expression for the press. They make sure magazines follow Editors Code, investigate complaints that breach this. 

Magazine Audiences and Uses and Gratifications Theory

Magazine Audiences

Targeting Audiences

- Weekly magazines target more working class than middle class. Paid for magazines with highest C2DE readership are Take A Bread, What's On TV, OK! and TV Choice - all weekly magazines.

- Quality monthly magazines target more middle class audiences. Paid for magazines with the highest ABC1 readership are the monthlies Good Housekeeping, Cosmopolitan, Vogue, etc.

- Most popular weekly and monthly magazines have predominantly female readerships.

- Magazines aimed at men have lower circulations. Most successful are Men's Health and BBC Top Gear. 

Social Class Table

MOJO Readers

- Mojo has fairly small circulation of about 68000 and a readership of about 138000 (figures from NRS (PAMCo). Audience is more niche than magazines such as Cosmopolitan (over 1 million).

Class: Mojo gains similar share of middle and working class readers (Their pitch to advertisers claims a mostly middle class audience, possibly based on circulation, however NRS suggests otherwise)

Gender: Mojo is four times more likely to be read by men than women.

Age: Readership is adult. Nearly two thirds of the readers are over 35. However, higher proportion of 15-34 year olds read magazines, compared to proportion of over 35 year olds.

Uses and Gratifications Theory

Personal Identity - Reinforcing 'authentic' music fan, fandom, artists as role models, values of a genre. In MOJO, they could be promoting an artist eg. John Lennon taking up a page to promote his album - audiences can see him as a role model.

Social interaction and integration - 'Mind blowers' section, creating debates. In MOJO, if in an interview an artists answers with a controversial opinion, this could cause debates and arguments (something to talk about).

Entertainment - Girls, attractive stars, gossip. In MOJO, the CD's they provide are a source of entertainment for audiences.

Information - Main function of MOJO to give us information. In MOJO, they could give information on artists' music releases, information on ticket sales for concerts, etc.

Magazine Revenue

Magazine Revenue

Revenue

Magazines receive revenue from:

- Circulation (production and distribution of magazines) (cover price - £5.75 for MOJO in 2019)

- Advertising (other products/music) (in MOJO, mostly live or recorded music, with some fashion advertising

- Mass advertising (advertising that g, eg. billboards, on radio

- Cross-promotion for other Bauer brands, such as Empire.

- Sponsored content and product placement, for example, 'MOJO listens to all its   music on Roksan equipment.

How do they use different funding models to generate income?

- The print magazine industry is suffering from falling advertising revenues and falling circulations as many of their audience go online. 

- Their response has been to diversify as much as possible - events are a good example of this - and to move magazines online.

- Sponsored content and product placement, for example 'MOJO listens to all its music on Roksan equipment'.

- Events, e.g. Vogue runs fashion events, GQ runs comedy events.

Online: www.mojo4music.com

What's available to audiences? 

- Magazines

- Subscriptions

- Merch

- Newsletter

- Articles

How does it engage with different people?

Engages a younger target audience through ticket sales and competition, also through merch

Magazine Ownership and NRS

  Magazine Ownership & NRS

The magazine industry is mostly owned by publishing companies, rather than the very large conglomerates such as Disney, Amazon and Netflix that dominate film and television media worldwide.

Most magazines are struggling in a competitive market so this media form (print) may be best managed by owners who specialise in the  print medium.

However, magazine publishing is globalised, like other media, with the most popular magazine brands (as measured by the National Readership Survey) in the hands of a few international companies.

Some publishing companies include:

Inc - US

Hubert Burda Media - German

Bauer - German media conglomerate (magazine, radio and music television)

Hearst Communications - US media conglomerate (newspapers, magazines, local radio and cable television)

How are magazine audiences categorised? 

Cosmopolitan - Categorised through segments - Gender, Age, Social Class, Family Size

How is readership and consumption measured?

Cosmopolitan - Measured through Market, Magazines and News-brands. 

Also separated through print, desktop, phone, tablet, etc.

How are audiences identified? 

"A high-quality face to face survey of 35,000 participants per year interviewed in home to collect print readership and demographic data."

"Estimates of the audiences for digital platforms sourced directly from Comscore and integrated with the readership survey by means of a specially developed fusion process."

"Where appropriate adjustments are made to the proportion of readers reading a brand both in print and on screen, based on observations from survey participants who had a specially designed Tracker App installed on their devices i.e. desktop, laptop, phone, tablet."