1. Teaching the Music Press
Cath Davies
Contents
Introduction: Content and teaching approaches ........................................................1
Timeline: Important developments within the music press ........................................4
Section 1: Case studies for textual analysis (codes and conventions) ..........................7
1.1 Case study: Kerrang!......................................................................................................................7
1.2 Case study: Top of the Pops ............................................................................................................9
1.3 Case study: NME........................................................................................................................11
1.4 Case study: The Word..................................................................................................................16
Section 2: Key concepts and issues ............................................................................19
2.1 Genre and representation in the music press ..............................................................................19
2.2 Case study: Gender representation and the music press ..............................................................20
2.3 Studying institutions: The relationship between the music press and other media industries ......26
2.4 Studying audience: Teen readers to the older market ..................................................................31
2.5 Readers as journalists: The fanzine ..............................................................................................38
Section 3: Student activities and teaching resources ..................................................41
3.1 Textual analysis of codes and conventions ..................................................................................41
3.2 Genre and representation ............................................................................................................53
3.3 Institution and audience ............................................................................................................56
Appendix....................................................................................................................74
Bibliography ..............................................................................................................76
2. Introduction
Content and synoptic approach which assesses the overall
context, climate and debates. Section 2
teaching approaches teaching would then draw upon the familiar
case studies in Section 1 that the students have
analysed previously, and allow the group to
Teaching the Music Press offers a detailed profile reflect on key debates arising from their
of the music publication market in Britain and previous knowledge. I believe it is always
highlights pertinent issues that arise within this productive to begin a scheme of work with
area. It has been written with Media Studies areas that are familiar to students so they can
teachers of both GCSE and A level in mind, develop a sense of confidence from analysing
and designed to present an overview of context codes and conventions in a range of magazines
and key debates to assist in classroom delivery. that they are accustomed to seeing at the
The book can be used to teach a discrete unit newsagent. The more ‘ambiguous’ ‘academic’
on the music press (suitable for the AQA ‘media studies stuff ’ can then be introduced
controlled test at GCSE, for example) or can be encouraging wider skills of critical reflection
offered as a detailed case study that addresses a and independent research. Students then
range of concepts relating to popular music and progress from a good body of knowledge
the music industry (at A level, for example). achieved in Section 1 to an understanding of
issues in Section 2.
This study is by no means an exhaustive
account of all aspects of an area covered by the Each case study in Section 1 addresses the
term ‘the music press’. It is a selective account magazine’s historical background, style and
that includes case studies that have been chosen mode of address, content and approach to
because they illustrate the concepts that media music and its identity as a promotional tool
students are required to investigate within all selling commodities to readers. These sections
examination specifications. The content is allow students to consider the relationship
designed as a guide to generate analysis and between the magazine’s identity (constructed
discussion within the classroom, and to via its individual components) and the target
stimulate students to apply their own music audience profile. An analysis of language, style
publication knowledge and experiences. Whilst and layout or editorial content and profiled
the emphasis has been on popular music, for music artists, or adverts and competitions will
example, students may wish to use these case always reveal the potential reader of the
studies and compare and contrast with other publication. Comparing and contrasting each
music genre magazines. case study allows for a richer understanding of
target audience and visual/technical codes, in
Teaching the Music Press is divided into two addition to the relationship between these
main sections that have been devised as a factors and music genre.
possible scheme of work (if teaching within a
discrete unit). Section 1 contains individual Once students have grasped these codes and
case studies on Kerrang!, Top of the Pops, the conventions, Section 2 provides a context in
NME and The Word. Section 2 presents an which to place these case studies. While Section
account of main issues relating to the music 1 is text-based, Section 2 assesses the text
press, with an emphasis on the contemporary within wider debates relating to institutions
climate whilst taking into account historical (notably the music industry), audiences and
perspectives. It is suggested that students representation.
deconstruct a range of publications, and
address codes and conventions within the Areas profiled include the symbiotic
music press, before embarking on a more relationship between the music press and other
NOTES:
Teaching the Music Press | INTRODUCTION 1
3. Introduction
media industries, the implications arising from result of a niche that has been identified – a
the demise of Smash Hits, the effect of the music genre that is not being covered in the
internet on the music press and its main areas publishing market. Genre-specific magazines
of growth in recent years. A case study on genre are, therefore, a promotional tool used by the
and representation, with specific analysis of music industry to publicise products and hit a
gender debates, is also included. direct niche market. Subsequently, the niche
market defined by specific music taste is an
It is possible to trace the following key areas attractive prospect for advertisers. A genre-
throughout Teaching the Music Press: specific publication allows students to analyse
genre iconography as they would with a film
Studying historical perspectives poster or TV programme, taking into account a
This publication encourages the integration of magazine’s mise-en-scène of images, layout and
historical perspectives into the teaching of writing style. Lifestyle representations
contemporary examples, rather than as a constructed through the promotion of events,
discrete component. This is a preferable reviews of other media, such as film and
method of delivery because it allows students to television, and attention to new technologies all
assess the past in relation to the present. relate to the music genre presented. Students
Therefore, there is a strong sense of earlier can then develop their understanding of genre
incarnations of the magazine in the NME case iconography in different examples; for example,
study (more than other case studies due to its into a consideration of gender and race debates
remarkably long shelflife!), particularly that are imbedded within music genres such as
addressing the issues arising from the 70s and rock, pop and hip-hop.
80s identities of the music ‘newspaper’
Studying institution
compared to its present magazine format. This
case study generates integral debates relating to The key concept at the heart of a study on the
the music press as a whole and can therefore be music press and media institutions is its role as
studied within Section 1’s textual analysis or a marketing vehicle to sell audiences to
kept as a case study for Section 2. Similarly, a advertisers and vice versa. How ‘independent’
case study on the punk fanzine Sniffin’ Glue in music publications are from this function is an
Section 2 is integrated within a general study of area of continued debate, particularly in an era
amateur publications and fan writing that is of cross-media ownership from large companies
going from strength to strength on the internet. like Emap publishing. A case study on the
Naturally, a focus on the demise of Smash Hits NME in the 70s and 80s, offers a view of the
becomes a platform in which to assess the music press as completely autonomous from
contemporary climate and potential futures of the music industry compared to the
the press. It is impossible to keep history in the sponsorship deals that dominate its current
past in a study of the music press; Section 2 editions. Students should be encouraged to
also investigates the current trend for nostalgia deconstruct how music and other products
at work in a range of current publications. (other media relationships) are promoted
within the editorial and advertising pages of
Studying genre and different publications (with obvious attention
representation to reader profiles). A consideration of how
As the music industry is preoccupied with magazine editorial features and journalist’s
categorising music products within established opinions can indirectly contribute to the music
genres such as rock, pop, metal and punk it industry’s economy is particularly interesting,
makes sense that the music press replicates especially by profiling the many lists of ‘cool’
these areas. Genre is an important factor in albums, artists and tracks (from then and now)
magazine identities, often constructed as a that are being included in most magazines.
NOTES:
2 INTRODUCTION | Teaching the Music Press
4. Introduction
Overall, a key issue that will emerge from this The activities and stimulus materials can be
study is the tension between a publication’s used to suit most teaching approaches – they
symbiotic relationship with music and other can all be used in the linear order provided to
media industries, and that of independence and accompany the example of a scheme of work
autonomy. (provided in the Appendix) – but they have
also been chosen to suit those who perhaps
Studying audience prefer to ‘dip into’ when necessary. Most
Approaches to audiences are evident activities address more than one concept on the
throughout the study primarily in the attention whole. A mock controlled test activity suitable
to target reader profiles and constructions of for the AQA GCSE specification has been
audience demographics that students can use to included. I have provided an overview of
assist in the analysis of codes and conventions, possible uses of the stimulus materials included
and explore lifestyle representations. How in the guide, as some can be repeated to cover
audiences use the music press and consume an array of concepts.
information is evident in the sections on the
internet and fan writing whilst it’s possible to Overall, Teaching the Music Press should assist
assess audience interaction via letters and teachers in the investigation of the following
feedback pages of each publication. These are areas:
useful indicators of the relationship that readers
1 Textual analysis of a range of music
have with a certain publication. Genre-specific
publications.
magazines such as Kerrang!, Metal Hammer and
2 Magazine identities and target audience
Mixmag, for example, illustrate the relationship
profiles.
between music genre and audience that is fed
into fashion and lifestyle advertising in each
3 Music genre and audience constructions.
publication, and a subcultural identity is
4 Representation and genre considerations.
formed. It is useful for students to explore the
relationship between music, fashion, other
5 The relationship of the music press to the
media preferences and social events that the
music industry.
music press often nurture in their editorial and
6 Why music publications are attractive to
advertising.
advertisers.
How the music press offers a ‘gang’ or ‘club’
7 The relationship between the press and
mentality is identified within the case studies in
other media formats.
Section 1, whilst there is an emphasis
8 Whether the music press can offer critical
throughout on how music enthusiasts use the
writing independent of its role as a
music press to develop their knowledge of
promotional vehicle.
particular music ‘scenes’.
9 Audience interaction and pleasures of the
Student activities and music press.
stimulus materials 10 How different audiences access music
information.
The student activities included are a guide that
can be easily adapted to suit a particular group
11 The impact of the internet on the music
ability. Some activities have been written with
press.
stimulus materials in mind (these have been
12 Fan writing.
included), although the specific examples can
be substituted with your own examples.
14 Current trends in monthly publications.
NOTES:
Teaching the Music Press | INTRODUCTION 3
