1) How does Kerrang create a strong brand identity in these print and online

products? (8 marks)

Kerrang presents a strong brand identity through the strong main image of
the singer, Oli Sykes, from the heavy rock band Bring me The Horizon. The
visual code of Sykes, heavily covered in tattoos, presents him as rebellious
and defiant, as tattoos have the general connotation of being a way for
people to rebel and express themselves. This presentation of Sykes links
to the type of music Kerrang, as a rock music magazine, promotes. Rock
music has the stereotype of being anti-establishment and non-conformist,
and this transgresses into the magazines visual codes. The bold and
contrasting colours further anchor this rebellious and non-conformist
attitude and identity of the magazine, and therefore, appeals to its target
audience, as most people listening to rock music and reading Kerrang will
adopt a non-conformist attitude. Furthermore, Kerrang creates a strong
brand identity by appealing to its target audiences interests, such as gigs.
The written code 735 new gigs listed indicates how the magazine
responds to its audiences wants and interests. This contributes to the
magazines brand identity as being an institution that works in the
interests of its readers (liberal pluralism), further anchoring the anti-
establishment concept surrounding the institution. In addition, Kerrang
generates a strong brand identity as being the only magazine that is
relevant and important for rock music. It does this by listing renowned and
currently famous bands, such as Linkin Park and Asking Alexandra. This
produces star appeal (Dyer), and therefore, through synergy, creates a
sense of exclusivity to the magazine, as it indicates how the magazine is
high profile enough to be associated with these bands. Also, Rockstar
confessions creates narrative and enigma for the audience, further
presenting the magazine as exclusive and the only true magazine for rock
music.

2) How is the representation of masculinity constructed to appeal to the

audience? You may also refer to other media products to support your
answer. (12 marks)

The representation of masculinity is subverted from stereotypes in the

Kerrang front cover. The stereotypical masculine male is constructed as
muscular and chiselled, however this is not presented in Kerrang. Firstly,
the main image of Oli Sykes depicts a male being sexualised as he is
shirtless. This is contrasting to stereotypical gender roles, as the female is
usually highly sexualised in the media. This sexualisation of a male role
appeals to Kerrangs target audience as it breaks conventions (post-
modernism) and therefore, appeals to the rebellious and anti-
establishment concerned audience that Kerrang aims for. Additionally, the
direct address of the image depicts an extreme and upfront attitude,
further anchoring how the representation of the male is constructed for
the appeal of its audience. This is because this extreme attitude may
resonate (Katz- identifiable) with the target audience. This is further
anchored by the visual code of the tattoos, as many rebellious and rock
music fans have tattoos, and therefore can identify with the main image.
 However, this construction of the non-masculine image is also constructed
in Channel 4s documentary, Obsessed with my body. Although, in this
text, this non masculine image is represented negatively, almost in a
mocking tone. Channel 4 focus heavily on the young mans waxed
eyebrows and full face of makeup, showing various close ups of his wide
range of beauty products. They refer to him as the selfie King and
therefore, almost use his emasculating and feminine aspect as comedy.
This appeals to Channel 4s target audience as it appeals to a mainstream
audience, and is commercially funded. This is demonstrated as a
mainstream audience may not understand or have the dominant reading
of this celebration of diversity (Gauntlett). However, Channel 4s negative
and comedic representation of this man who contradicts the typical
masculine role, entirely opposes its remit, which is to offer a voice to the
minorities. Channel 4s synergy with The Daily Mail on this documentary
further anchors this comedic representation, using his selfie pictures, but
completely disregarding his story of being bullied. This presents this form
of masculinity negatively and therefore, appeals to its highly right wing
and mass audience.

3) How important is it for producers of print products to have a multi-platform

presence? You should refer to other media products to support your
answer. (12 marks)

It is highly important for producers for print products to have a multi-

platform presence as we are becoming a society that is increasingly
concerned with technology and online platforms. This is demonstrated in
Vebens technological determinism, the reductionist theory that a societys
technology drives the development of its social structure and cultural
values. The presence of e-media for print products is essential as it offers
wide range accessibility for the audience, and therefore appeals to the
fragmented lifestyles of audiences, as they are constantly able to access
the products. This enables narrowcasting, the concept that audiences are
able to build their own schedules on their individual lifestyle and are not
restricted by the media texts. This narrowcasting is an example of post-
modernism, as it breaks boundaries of the usual and traditional
consumption of media texts.

NME Magazine is a print product that has a strong e-media presence. The
NME website offers the information and appeal of the print product, but
contains past articles and also online exclusives, such as videos and blogs.
This added content online makes the NME website have a strong web
presence, as it enforces loyalty from the audience, as the institution and
audience work in partnership. This is because the amount of information
and entertainment the website has will keep audiences returning and
therefore, this helps NME maintain audiences and is an example of the
catch up culture that a print product cannot provide. However, NMEs
strong multi-platform presence is exemplified in its traditional print form,
due to its recent synergy with Topshop. NME is now given free in Topshop
stores across the country. This helps expose the audience to the media
product constantly and helps it maintain an equally strong multi-platform
presence.
Empire magazine has a strong multi-platform presence as its e-media
platform encourages active audiences. E-media is known for being
interactive and this is relevant to the target audience of Empire magazine,
as its reviews and questions it poses encourage debate. Empires online
platform has a feedback option, allowing audiences to become active and
displaying the advantages of a strong online presence. Additionally, the
Empire website has a subscribe function, indicating how the institution
encourages loyalty from the audience as this regularity in the exposure of
Empire will keep them continuously interested.