huck - media language

what are the conventions of a mainstream magazine?

• text-driven

• simple main central image

• mainstream topics

• very safe content

what are the conventions of an alternative magazine?

• more minimalistic → assumed level of cultural capital

• unique selling point

• unusual house style

• topics are controversial

what is the evolution of the magazine?

• early 20th century - significant cultural importance

• women readership - domestic

• audiences diversify - niche audiences are catered to first in 40s

• reflect context of time

what does the front cover of huck look like?

• minimal text

• unusual main image - controversial story

• unedited image - authentic

• niche audience reflected in story headlines - implies high level of specific cultural capital

what is the magazine readership for huck?

• gender-split - more women - content - higher rates of literacy

• online readership growing - increased/easier accessibility - 24/7 on demand society

what are key phrases from huck’s brand rationale?

• independent culture

• challenging the status quo

• potential of counterculture to forge communities

• social change

• attitude

• people who make things happen for themselves

what is huck’s brand rationale like?

• not mainstream - audience are independent thinkers

• protest culture - powerless challenging the powerful

• progress - rights & recognition

• community - diverse - celebrates thinkers

what does huck partner with?

• levis

• kodak

• patagonia

• microsoft

• nike

what does huck’s partnerships show?

• unique interests - special not different

• brands reflect audience demographic - youth culture

what is huck’s house style?

• white border accentuates picture

• masthead placement in same place each time - recognisable

• all lower case title - alternative

• dominated by one main image - natural pose - matte

• each issue focuses on something

what does the set text focus on?

defiance

what is the lazy Z of the set text?

draws eye to image and then teasers at the bottom

what does the pull quote do?

sparks interests with shock value by intimidating audience

what is the masthead like in the set text?

middle lower-case - may be centred as a way of defying the house style

what are the teasers at the bottom?

• Henry Rollins

• Iraq Metal

• Pussy Riot

who is Henry Rollins?

punk icon who represents underground culture

what is Iraq metal?

breaking stereotypes and challenges war narrative

who is Pussy Riot?

feminists who faced imprisonment in Russia

what is the main image like in the set text?

• face in middle - drect address via eye contact

• not aggressive pose

• unknown - defending land

• uniform and gun reflects confidence and comfortable

• landscape - Syria - green and barren - no buildings or evidence of war

• camo blends into landscape - she is part of the country

what is the typography like on the set text cover?

• sans-serif font of female fighters - implies it is a main story

• rest is serif - serious journalism

• ‘fighters’ implies resistance - celebrates them as freedom fighters

what is the narrative of the front cover?

heading to battle or front line, body turned - maybe patrol - weapon implies a fight - action code - ready for war

what does the statement of intent show?

• celebrates standing up and taking risks - not complacent to injustice

• Holden Caufield reference - anti-hero symbol - ignored minor heroes - celebration

• adds multiple perspectives - encourages own thought and contributes unique POVs - USP

• finding market of non-conformists - USP