1. Starter activity…
 How is this image…
i)
ii)
iii)
Framed?
Polysemic?
an example of colour connotation?

2. AS Media Studies
Textual Analysis of Similar
Products

3. Aim of session
 To understood what is meant by textual analysis.
 To produce an analysis of a magazine front cover.

4. What is a media “text”?
A media text refers to any media product, received in
any form, which we can analyse. It does not have to
include any „text‟ at all.
Therefore – textual analysis refers to looking closely at
that „text‟ and deconstructing it for meaning…i.e.
breaking it down into chunks to understand how each
bit sends us a message…

5. Remember these terms?
Connotations
Polysemy
10 minute task…
Deconstruct this
cover.
Comment on:
Mast head /
typography
(Brand Identity)
Colour Scheme
and dominant
colours.
Images and their
meanings.

6. Applying this to music magazines
 When we deconstruct music magazines, we must go one step
further, and we must also analyse the ‘conventions’ of this genre.
 This means looking closely at all the elements such as banner,
strapline, pull quote, etc.
What do we mean by the term
conventions?

7. Conventions
 The recurring elements that we associate with a particular
magazine.
 This will differ depending on the genre of the magazine

9. Firstly  You must identify your sub genre…(give me 3 conventions you
would associate with each sub-genre)
 Dance (Mix mag / DJ)
 Hip Hop (Vibe / The Source)
 Retro / Classic rock (Mojo / rolling stone)
 Rock (Kerrang / NME)
 Indie (Q / NME)

10. Next…
 You now have to annotate your magazine cover, using proper
media terminology… (identify any feature you think fits with „retro /
classic rock sub genre‟)

11. Next…
 You now have to annotate your magazine cover, using proper
media terminology…
Typography - Two
examples, one hand
written and one courier
font. Both these have
associations with
tradition and class –
stressing the more
classic aspect
designed to appeal to
an older demographic.
Cover / main image – black
and white – connotations of
the past and retro style .
Rule of thirds draws
attention to shades – giving
Colour scheme –
Grey, white and
red. Grey has
connotations of
seriousness and
age but the red
retains the more
dangerous, rebelli
ous connotations
associated with
rock music.

12. Writing a detailed Textual Analysis
 These are then written in essay form. Need to be at least 500
words. You turn your notes into clear paragraphs.
 You must use proper technical vocabulary to analyse each element
of a magazine, seeing which codes and conventions it uses, and
how these create a particular meaning. Here is an example…
“The colour scheme in this particular magazine is vitally important
and can be linked directly to its sub genre, Rock. Rock is a musical
sub genre associated with darker subject matter – such as rebellion
or subversive behaviour. The Use of red text on a black background
in the mast head fits with these associations. The black could be
linked to ideas of night-time, or even death, whilst the red could
connote violence, passion or even satanic connections.”
Pick out any language which is media specific or you feel elevates
the quality of this paragraph.

13. Writing a detailed Textual Analysis
“The colour scheme in this particular magazine is vitally important
and can be linked directly to its sub genre, Rock. Rock is a musical
sub genre associated with darker subject matter – such as rebellion
or subversive behaviour. The use of red text on a black background
in the mast head fits with these associations. The black could be
linked to ideas of night-time, or even death, whilst the red could
connote violence, passion or even satanic connections.”

14. How to structure…
 Work in a logical way. Firstly…
Introduction) – Explain which sub-genre your magazine belongs to and which genre
conventions you‟d expect to see from a magazine in this sub-genre.
 Then: You can either deconstruct your images from top to bottom or…
Section 1) Cover image, colour scheme (back ground colour and dominant colours).
Section 2) Mast head, anchorage and typography.
Section 3) Promos, pugs, secondary images and additional information.
Conclusion – say overall which features are most important to the message / impact of
the piece.
Sometimes you will need to link these ideas – but if you try to work logically in sections
this way, it gives your analysis structure.

15. Time to start…
Choose your magazine cover and annotate it from top to
bottom.
Once you have done – begin writing up your textual
analysis – the quality of your written English is not vital,
but it does give a strong impression if it is done well.
HW –Finish this for Monday.