Detailed class

analysis of
music
magazine
NME
By Evie Holmes

Masthead: The NME masthead

stands out on the magazine cover
due to its large size and bright
colouring (red), which relates to
the main image and therefore
creates a colour scheme. The
placing of the masthead is on the
top left corner, so that the
audience will be able to identify it
on shop shelves.

Direct address: Direct address is

the term used to describe the eye
contact a model in a main image
gives to the camera, and therefore
the audience. This element is often
used to draw the audience in, as
they connect with the model by
looking at the magazine. The NME
cover shows Dizzee Rascal giving
direct address, a factor which also
adds to the friendly, appealing
personality being portrayed.

Main image/model: The main

image shows Dizzee Rascal, the
subject of the main article within
the magazine. We see him
crouching down in a setting with
graffiti sprayed walls, sporting a
chain, baggy pants, a vest and
trainers. These clothing items
relate to the stereotypes of his
music genre and also racial
identity. A long shot has been
used to portray his full body image
and attire to the audience; which
may initially reflect the genre of
the music as rap to those who are
unaware of NMEs genre-fluid
content.
Barcode: NME have followed
codes and conventions by placing
the barcode in the bottom right
corner. In this position it does not
overlap the main elements of the
front cover, such as the main
image and cover lines. Therefore
the barcode does not distract the
audience from the focus points.

Cover lines: The cover lines used on

the front cover relate to the content of
the magazine and therefore the genre
(music). However, they do express to
the audience that the magazine
focuses not on a particular genre; as
the cover feature, Dizzee Rascal, is a
rap artist; where as the cover lines
mention bands such as Blur and
Kasabian, bands which follow the genre
of rock. The cover lines again follow the
colour scheme of red, black and white.
Main cover line: The main cover line is
a quote from the artist which models on
the main image, Dizzee Rascal. It has
been presented larger than the other
cover lines, in order to show its
significance, as it has been extracted
from the main article within the
magazine. The particular word joy
may have been chosen to portray NME
as a happy magazine and therefore gain
a greater audience; also linking to the
expressions revealed by the model.

Colour scheme: A colour scheme has

been used and presented on the front
cover, consisting of the colours red,
black and white. This colour scheme is
most likely based around the main
image; as the model is wearing jeans
and trainers which feature these
colours. The mise-en-scene consists of
this colour scheme, presented by the
red sofa, masthead and puff and the
black and white cover lines.

Rule of thirds: Rule of thirds has been

used within the main image as Dizzees
head has been placed within a hotspot,
making it the main point of focus which
the audience subconsciously are drawn
to. The elements which are not
necessarily of importance feature in
what is called dead space; an area
which the audience are unlikely to focus
on.

Strap line: NME doesnt use a strap

line, simply because they have already
collected their mass audience and do
not need to use a catchy phrase to
become relevant. Using a strap line
would only waste up space on their
front cover where other content could
be included.
Denotation: Denotations are the
literal meaning of a gesture or pose;
in this example we see Dizzee Rascal
crouching and posing with his arms in
the air, his facial expressions also
convey excitement and joy.

Mode of address: The main image

shows Dizzee Rascal crouching
down, posing, especially with his
arms, as if to reach out to the
audience. The quotation used in the
main cover line already portrays he
wants to do this in a metaphorical
sense, by spreading joy. The models
arm towers over the top cover line
strip, yet not covering it. Dizzees
arm not being cut or cropped
symbolises the significance of this
mode of address technique.
Mise-en-scene: The graffiti used in
the background of the main image is
an example of effective mise-en-scene.
It is argued that graffiti is a form of art,
one which is stereotyped with young
black males. Dizzee was a
troublemaker as a youngster, him now
being placed over the out of focus
graffiti may imply that he has
overcome these ways and is ready to
be taken seriously as an artist. Miseen-scene is everything that is featured
within the frame, props or background
are often used to signify meaning, one
which the audience may not
acknowledge without analysis.

Representation: Dizzee Rascal has

been represented as a excitable
character; suggested by his wide eyed
and mouthed expression and carefree
body language, supported by a quote
which states Im spreading joy
around the world, man! This implies
that Dizzee is sharing his happiness
with others, and will be portrayed
through his interview. This defies the
stereotypes set for a black male
rapper; a group which is typically
judged to be thuggish, angry and
generally portraying bad
personalities/attitudes.
Niche market/target audience:
From gaining an incredibly audience of
all ages/genders/classes etc, NME has
become a household magazine name
and therefore a brand. Focusing on all
music genres has made NME
recognisable in all communities,
therefore NME must continue to
appeal to the masses, they do not
have a niche market. The use of a
gender neutral colour scheme (i.e.
Black, red and white rather than pink,
stereotypically female, or blue,
stereotypically male) further implies
the diversity of which the magazine
represents, a factor which has gained
the brand such an audience.

Target audience profile: The

general categorised profile that would
be a reader of NME is assumedly a
white, working class, middle aged,
music lover, male. Despite not
appealing to specific
genders/ethnicities/classes, this profile
is the most likely to purchase NME.
NME is an informal magazine which
features music for the people;
underground artists from working
class backgrounds. The content of
NME is somewhat relatable for the
working class, as they understand the
struggle of having to work hard to get
somewhere. Male artists statistically
feature more in NME, not due to sexist
attitudes, but because the main
genres the magazine focuses on (i.e.
Indie/rock/rap) are predominantly
patriarchal. Adding to this, the genres
NME is known for representing (indie
and rock) are predominantly white.

Icon: Though able to cover NME,

Dizzee Rascal is not an icon, as he
has not performed with any iconic
significance. Only really known in
the UK, the use of the quote and
wording around the world may
suggest that Dizzee wants to
change this status by becoming
more globally relevant. NME is a
highly relevant magazine worldwide;
Dizzee Rascal featuring in it is a
step in the right promotional
direction.

Anchorage: The bold main cover

line DIZZEE RASCAL shows to the
audience who the cover feature is,
by placing the text over the model.
This indicates that the model is the
subject of the front cover, and also
the main article, as his quotation
possesses a part of the main cover
line. The layering of a text of an
image to show connection and/or
relation is called anchorage, this is
an example of it.

Pictures linked to articles featured

in the magazine: The main and only
image used in the contents page (other
than subscription advertisement)
features The Big Pink, the artist subject
of one of the features within the
magazine, as stated in the editors note.
It is relative to the feature as the image
shows The Big Pink vocalist standing
next to and presenting their tour bus;
the editors note states we join The Big
Pink on tour.

Masthead: The NME branded logo

has again been used on the contents
page, to further reinforce the
magazines name and status. Alike the
presentation of the masthead on the
front cover, it has similarly been
positioned in the top left corner;
remaining quite a significant size in
order to support the contents. The
bold text and bright colour stand out
against the dull background, possibly
linking to the fact that NME
metaphorically stands out from other
magazine competitors.

Mode of address: This again could link

to the idea of the tour bus being more
significant than the model, as the model
is pointing/spreading her arms towards
the bus in order to present the item and
welcome the audience to the tour bus.
The model is also giving direct address,
which further invites the audience in to
both the article and the tour bus itself.

Page numbers: Page numbers have

been used in the band index, to infer to
the reader the page(s) which a specific
band features on; in case they have an
interest regarding them and are looking
to see the content about them, rather
than reading the whole magazine to find
the section. Page numbers have also
been used in the brief contents listing,
again to indicate the page(s) which
significant articles or similar elements
feature on.

Borders around images: A simple,

white, square border has been placed
around the main image used in the
contents page. The image itself looks
almost faded/vintage-like, therefore this
border adds to the vintage concept,
making it appear like a cropped Polaroid.
Also the use of the white border on a
dull, grey background makes the image
stand out significantly.

Rule of thirds: It could be argued that rule of thirds has been used, however, the
face of the model in the image has not been placed within a hotspot; defying
convention norms. Having said this, the text on the tour bus has been placed in a
hotspot; this could signify that the tour (bus) is the significant subject of the
article, rather than the artist themselves.
Main image: The main image itself, as mentioned, appears in a vintage disposable
like fashion. It is slanted to the left and presented on a storage box which artists use
when on tour. The slanted effect makes the image appear similarly to the ways of a
scrapbook content, suggesting there will be a brief description of the image; which
is given below in the editors note. The vintage aesthetic may relate to the style (of
music) which the artist featured in the image creates. The model (artist shown)
appears to be sporting dark eye makeup and a cropped t-shirt; this style may
suggest the artist creates music within the genre of punk/grunge.

House Style: A house style has been

effectively developed and used by
NME, within both the presentation of
the front cover and the contents page.
The contents page of NME always
presents the masthead and date/issue
number at the top, next to the
contents/this week header, also
consistently featuring a band index. A
subscription advert appears each
issue, along with a main image +
description and subheadings featuring
content. A consistent house style
reflects the professionalism of a
magazine and also makes it
memorable to the audience.

Brand identity: The NME logo has been branded by consistently appearing the
same, with large, bold, capitalised letters, coloured red with a white outline. NME is
an abbreviation for new musical express, however few people , unless being an
avid reader, know what the popular name stands for. The catchy abbreviation
suggests simplicity as it is short, sharp and memorable, suggesting why the
magazine has gathered such an audience. Having M (music) in the masthead can
instantly infer the genre of the magazine to those who are unaware.
Date/issue number: The date/issue number is further listed in the contents page,
as well as the front cover, in order for reference; for example if the cover of the
magazine has been lost the reader can use this feature to indicate the release/time
period of which the magazine was published. The date also helps for future
reference, if someone is reading the magazine years later, they can look back to
see the artists/content featured and understand the culture which was present at
that time.
Target audience: Despite being extracted from the same magazine, the target
audience for the contents page differs greatly to that of the front cover. The
musical interest remains, however the main image shows a young girl in a cropped
t shirt with dark eye makeup, again linking to the idea of a grunge-like persona. The
black, male, hip-hop fan target audience relates to the front cover as the artist
which is portrayed identifies in each of these categories. The opposing TA for the
contents would be a young, white, female, grunge/punk/rock fan, relating to the
traits of the model. This shows how a model is portrayed/presented can affect the
audience of a magazine, despite a general target audience profile.
Article titles/content: Under the subheadings presented on the far right column
are the significant titles of the articles/content featured within the magazine; e.g.
Jay-Z & Empire of the Sun. A brief description follows the titles listed, in order to
give the reader a straightforward insight.
Subheadings: Subheadings are used as part of the contents page in order to
label and categorise a specific piece of content within the magazine. Band index
is a subheading which lists the bands features within the magazine, relative to the
page(s) which they appear; therefore the subheading is simple and relative to the
information which it lists. Similarly on the right, reviews lists new music reviews
and under live features a story which will most likely be from a gig/festival.
Editors note: An note from the NME editor has been included within the contents
page; however with the status and audience NME has, it does not need a welcoming
introduction. Instead, this editors note focuses on the content of the magazine,
described in an informal manner, in order to reason with the audience more rather
than just listing content in the standard structure.

Layout: The layout of this NME contents

page is neat and simple, listing and
featuring all essential elements which the
reader may be interested in within the
magazine, e.g. main article, news,
reviews. The different sections shown are
separated into columns, adding to neat
structural presentation, making the
readers job of finding a page(s) easier.
Also, above each section in the contents
page is a subheading, which are again
efficient for reference and presentation.
The main image has been strategically
placed in the centre of the page, as it is
the key element of the contents page and
also what the editor may want the
audience to initially focus on.

Shot types: The main image shown

is a mid shot, which shows the models
appearance from the waist up. The
shot almost appears to be below the
eye line of the model, suggesting the
camera is looking somewhat up to
her; this could imply significance and
status. In addition, the tour bus has
been used as a relative prop.

Main heading/title: The main

heading/title of this contents page is
(NME) Contents; relative to the fact it
is the contents page in NME magazine.
The use of the masthead logo before the
word contents implies the page
belongs to NME magazine, alike the rest
of the content featured throughout. This
possessive factor may be a discreet form
of copyright, the magazine could
therefore use it against any plagiarism
attempted.

Mise-en-scene: The mise-en-scene

within this contents page resembles
that of a flight case, in the centre of
the page. A flat image of a flight case
has been discreetly presented, which
is over layed by touring special and
other information which relates to
touring content within the magazine.
A flight case is a storage box which
artists keep their equipment in when
on the road, so these are an essential
for touring; therefore use of this image
is effective, cleverly presented by the
magazine. From this image the colour
scheme is further adapted, relating to
the greys of the case in some aspects
shown.
Fonts: The fonts used within the
contents page are all similarly
simplistic and stick to the same
white/black/red colour scheme.
Consistency is proven through these
elements, making the presentation
appear more attractive and setting a
good, clear impression to the reader
about the professionalism the
magazine possesses and portrays.

Font and type size: Type sizes differ as the article goes
on, starting off the largest significantly with the headline,
the byline following, and then the general text as the
smallest, despite the drop caps. The headline must be of
a large size to catch the readers attention, by the time
the reader reaches the text they will have decided
whether or not they possess an interest in the article. A
standard simplistic font has been used for both the text
and the byline, however the headline has been boldly
presented in a bubble font, almost blending in with the
graffiti which has been used in the background of the
image. This therefore relates to the mise-en-scene and
general nature of the article.

Page numbers: The number of the page which the article begins
on, 6, has been placed in the bottom left hand corner of the page.
Presented in small text, it is out of the way of the main components
of the article (text, image), therefore not distracting the reader. The
page number is presented for indication, however only shown on
every other page to save room and increase neatness. This article is
towards the start of the magazine as it, the main article, is most
likely the initial reason why the audience purchased the issue.
Branding: The NME logo has again appeared within the
magazine; inbetween the page number and date in this
example. The consistent use of the reoccurring logo infers that
the company is brand rather than just a masthead,
subconsciously sticking in the readers mind.

Byline: The byline gives a brief description and

summary of the article, helping the audience to
understand the content and decide whether or not they
possess an interest and subsequently read on. The
byline mentions the feature (Dizzee Rascal), along with
some of his achievements in order for the reader to
understand the artist.
Column width and positioning: The width and
length of the text columns presented are all pretty
much of the same size, conveying consistency and
professionalism. The clear, neat presentation is more
appealing to the reader which will develop their interest
in the article. The positioning of the columns is centred
around the radio prop used in the image, inferring that
the radio still possesses much power today and that the
success of an artist is based around it.
Drop caps: The letter Y at the start of the article has
been presented in a larger font to the rest of the text, to
grab the readers attention and draw them in to the
article. The Y has been enlarged 6 lines down in
comparison to the following text, overpowering it.

Layout: The elements used within the double page

spread are presented neatly and efficiently. They have
the right amount of space between them (e.g. image
and text), therefore not overlapping and making it easy
for the reader to understand and engage. Also a
professional presentational structure increases appeal to
the audience.
Connotation: Looking deeper into the meaning of the
headline, the word tags infers to the audience that
following his delinquent representation, Dizzee Rascal
once had a tag due to anti-social behaviour. This story
most likely looks into the past of Dizzee and how hes
overcame it, therefore the mention of tags ties in to
the subject. The metaphorical sense of tags may
suggest that Dizzee was tied down in his younger days,
however now he has broke free into the world of
mainstream success.

How image and text are integrated: The font and colour
of the headline relate to the image, as it has been presented
almost as if Dizzee Rascal has spray painted the text onto the
considerably plain background, telling his story and linking to
the graffiti theme.
Mode of address: The model connects to the audience
through the use of the graffiti can; an item which young
people are seen to increasingly likely to possess, therefore
it creates a relatable sense and also resembles art,
something which many connect with as they believe it
portrays a message.

Denotation: The headline From Tags to Riches

initially suggests to the audience that Dizzee Rascal has
become significantly wealthy as a result of his success
in the music industry. A pun relating to the phrase from
rags to riches is used, therefore may be overlooked
due the common known saying.

Overall impression: The overall impression gathered

by the audience from the double page spread is that
Dizzee Rascal may have been trouble in the past, but
with maturity came success and rewards, he now wants
to share his message and happiness to others, supported
by the grab quote on the front cover.

Use of images: The images used within the double page spread link highly to the representation of Dizzee Rascal, with
props including a graffiti can, beer bottles and a radio. From left to right the images progress to a more respectable
interpretation; likely showing the journey and progression of Dizzee Rascal. Starting off delinquently by spray painting,
followed by alcohol possession and consumption, yet then reaching the heights of radio. This shows that Dizzee Rascal
has reached success and is able to leave his troubled past behind.

Representation: Following racial stereotypes of black

men being prejudiced as criminals, Dizzee Rascal has
been represented almost as a delinquent, due to the
arguable vandalism which he is partaking in within the
main image, further supported by the trashed alcohol
bottles seen to his right. Although the clothes Dizzee is
wearing appear to be a designer brand, inferring his
wealth due to his success; typically, the higher the
class, the less likely you are to commit a crime/antisocial behaviour. NME may have strategically presented
Dizzee in these clothes, an opposite comparison to the
setting and his behaviour portrayed; something which
lower class people may typically do. The integrated
opposing representations and meanings convey that
although Dizzee has reached the big time now, being
civilised and able to afford high-end items, his past is a
part of him which will always remain.

Use of space: The space has been effectively used within the
double page spread, as the blank space which wouldve appeared
under the text columns has been filled with props relative to the
subject of the article and the feature artists representation.
Target audience/profile: The target audience which Dizzee could
be reaching out to is (young) people who are in the same or similar
situations to what he was in before his fame. Portrayed as a
delinquent, which also links to stereotypes surrounding his racial
identity; the article could be relatable for those with a troubled
background and/or wanting to achieve a career in the music
industry.

Main image: The main image used on the double

page spread is relative to the article itself, as it
presents Dizzee Rascal, the feature of the article, in a
setting with a graffiti background and can in his hand;
committing what would be argued as vandalism. The
image shows Dizzee looking over his shoulder, in
almost a cautious manner, looking out for the police or
other that could report him, as his conscience in telling
him what he is doing is wrong.
Colours: The colours presented in the double page
spread are bright and uplifting on the left side, yet dark
and dull on the right. This could show that despite fame
and success, Dizzee Rascal still encounters dark
moments, potentially as a result of his troubled past.
However it could also signify the dark past of the artist,
as opposed to the bright present/future.

Identify the elements that connect

the three different parts of the
magazine

Dizzee Rascal himself, the main feature of the issue, connects the 3 different parts of the magazine together. He is
subject of both the front cover and double page spread; these items are connected through the reference to his
feature article within the contents page, stating the page number, Dizzee Rascal as the subheading under
feature and giving a brief overlook of the article.
The branded NME logo appears on each of the magazine parts, reducing in size as the magazine progresses. This
connects the parts together as they each consist of a similar element; the consistent branding shows that the
content is the possession of NMEs.
The use of images and text connects the three parts together, as they each consist of these elements, in order to
inform the audience of the content within the issue.
The consistent colour scheme of red, black and white connect the magazine parts together, as they each follow this
scheme (which is relative to the NME logo itself). This is portrayed through elements such as the sofa in the
background of the front cover, Dizzee Rascals clothing in both the front cover and double page spread, as well as
general text colours throughout.