Statement of Intent

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-Magazine
I have decided I will do an urban/street fashion magazine, because my target audience are a culturally sophisticated, 16–25 class AB demographic, so will want something urban not mainstream. I will further reinforce this branding by using all male models whom look like everyday people to demonstrate the street style, as I think stereotypically more males are into street fashion and this is also shown in my audience research, where the audience think male models demonstrate the street style better and that 95% of my target audience prefer models who look like everyday people, however a female demographic will also be targeted through celebrity features and further unisex fashion trends within the magazine content. The urban style needs to be reinforced throughout my magazine, so it appeals to my target audience. To do this, throughout my magazine I will use exterior locations with steps in them, as steps will be the name of my magazine so the photos should reinforce the branding of the magazine and anchor the name. This use of exterior location will also reinforce the urban style of my magazine, as most street fashion magazines use exterior locations as part of their codes and conventions and from my audience research I have learnt my target audience think outside locations have a more urban feel. As my magazine will be outside I will use natural lighting, but this will not be too high key as I want my editions to be August and September issues where the weather is no longer as sunny. The majority of shot types will be wide shots to highlight the steps and exterior location (use of location), again anchoring the street style. I will also use medium long shots, as these are commonly used by fashion magazines, reinforcing the branding of my magazine, but also will highlight the models clothes adding to the street style being connoted. In my magazine there will not be a diverse range of shot types, because from my research of front covers and contents pages there is not a wide range of shot types in the magazines. Bauer release no products similar to the magazine I want to create so I am extending their range of magazines. Bauer release fashion magazines but more mainstream ones which are aimed at an older demographic.



Product 2- Website
My website will feature a home, fashion and subscribe button, as these are common labels used by fashion magazine websites. The home page will feature a variety of photos of models already used in my magazine to to show they are linked to one another. The photos will feature mostly on the home page along with previous issues front covers again to emphasise the digital convergence but also due to my audience research highlighting to me this will appeal to my target audience. The fashion page will feature a look book video featuring a model already used in my magazine and the steps masthead to create a sense of branding. The look book will add to the street appeal I am trying to create by using current street style and trends and using a younger everyday model to appeal to my 16-25 class AB demographic, as this was what I have learnt from my audience research. Furthermore my fashion tab will feature ways to stay in touch with the latest trends exclusive to online, heightening the appeal to my target audience who want online exclusive content as demonstrated from my focus group. Under the subscribe page, I will feature a way to subscribe to gain more exclusive content as this is what my focus group suggested they wanted from the website. They also suggested they wanted a way to subscribe to other social media accounts so this will also be featured on this page, along with a discount subscription voucher, as a way to appeal to my target audience to subscribe. Lastly I am to add another page to describe more about my magazine including a mission statement and a meet the models section to highlight to my target audience that the models I wish to use are everyday people, as a reflection of what I have learnt from my audience research.

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) 
My website will feature front covers of the magazines which have been released, to allow my target audience to see the issues through the website (online), as oppose to going to the shop and buying a paper copy. From my audience research I also found out that my target audience would like to see this feature. This is also linked to the fact the 16-25 demographic are more interested in online media productions so is more suitable to their needs by allowing this digital convergence. Furthermore my website will feature photos of models from the magazine front covers and contents pages, as my audience research showed this appeals to my target audience. Furthermore look book videos will be a prominent feature on my website to reinforce the street style and show convergence between the magazine and website. The website address is also featured on the magazine front cover to draw attention to the readers to visit the webpage. The webpage will also feature links to the social media pages, a feature more complient with a younger demographic, allowing them again to see more content and behind the scenes content, which hopefully heightens appeal.