The magazine cover denotes a coloured photograph of a central figure (male rapper T.I.) looking directly into the camera. It is a close up shot revealing his shoulders, hands together and head leaned slightly sideways with the rest of his body not visible in the shot. The background of the photograph is a dark blue, with the photograph covering the whole of the magazine cover. Behind the male is the iconic Vibe masthead, and in front of the male are 5 separate coverlines in white and red. The male photographed on the cover’s name is in a bright white and there are some sentences in each cover line that are coloured in red. A bar code is also evident in the bottom left corner of the magazine. The Vibe masthead is very distinctive – it is a simple, bold red that is very large and dominates the page which enables the reader to acknowledge the significance of the title and allows the reader to view the font clearly. The font used appears to be SF Automation, in which the letters are denotated as being block capitals. The usage of block capitals and the blood like red carries connotations of violence and bloodshed which provides me with the impression that the magazine – predominantly displaying rap culture – can be linked to the brutal side of rap wars between different artists, most notably The Notorious B.IG. and Tupac, which led to the artists being shot dead by one another after conflict. As well as this, the sharp red juxtaposes the dark blue background which furthermore builds on establishing the magazine name on the page and enabling it to be read precisely by the reader. Obviously, the word “Vibe” is used in musical terminology, suggesting that this magazine has all of the connotations associated with music, rhythm and beat, again indicating to the reader that it is a music magazine. The word “Vibe” itself, relating to rhythm and beat, is a phrase in which rappers and hip-hop artists can relate to as their music contains rhythm and vibe making the magazine seem vastly musical and flowing. The name “Vibe” itself tells the audience that this magazine is all about music and musicians.
Mise en scene can be deconstructed to interpret the magazine covers true meaning and come to a negotiated reading. The rapper in the image is seen wearing a particular “Costume” in which a watch, hat, chain and jacket are denoted. The shiny watch displayed at the bottom of the page carries connotations of clear prestige, wealth and power which enables the reader to acknowledge the rappers wealth and status as a large watch is an item which is quintessentially associated with the upper-class market. As well as this, the chain around the rappers neck has cleverly been pictured by the editor, as it again carries clear connotations of prosperity, power and affluence which build on the rappers image of being successful and possibly showing off his wealth due to his “Rags to riches” background which is common amongst many rappers. Finally, the hat worn by the rapper is very common amongst the urban street culture which connotes the rappers status of being a street rapper who perhaps prides himself on his urban background stereotype and his rapper image. The lighting on his hands may also indicate that he bears a “Godly” image, perhaps amongst the rap institution.
The use of lighting has been successfully effective by the editor. The use of low-key lighting is quite homogeneous, in which the image denotes a shadowy, directional lack of lighting shining from underneath the rapper. This carries connotations of mystery, suspense and ambiguousness which depicts to the reader that the artist contains a dark and mysterious side which may be revealed in the latter of the magazine. The low-key lighting also carries connotations of heaven and evangelism which displays the rapper in a good light and juxtaposes the typical stereotype of a rapper – one of being appalling and uninfluencial.
As well as lighting, the use of Non verbal communication (NVC) acts as a means of communicating with the viewer, without any words said. The cover photograph is of T.I., in which his body language is posed in a suggestive threatening manner; he is leaning forward into the reader’s sight. The fact that he is leaning forward indicates to the audience that he is a dominating character and contains an attitude which again can be related to the rap culture. T.I.’s hand signals show that his hands are together in a contemplative, reflective manner to display that he is in clear thought. This enables the viewer to interpret this in a variety of dimensions, for example thinking about his life or events which occupy his life, providing an insight into the magazine and the interview exposing the rappers emotions in the latter of the magazine. The fact that his body language is reflective may also indicate he is aspiring to be more established and known in the rap world, which is evident in the coverline which indicates people “Comparing me to Tupac” who was one of the most established rappers in history. Furthermore, his facial expressions denote his eyebrows screwed downwards and his eyes squinted to indicate to the audience a sense of antagonism, resentment and attitude. This again further builds on the rappers notoriously bitter stereotypical attitude, possibly towards the world or current state. His facial expressions, which are clearly indicative towards the reader, may also act as a means of highlighting T.I.’s repulsed attitude towards the people.
The main coverline that relates to the photograph says: “T.I. Exclusive…people have been comparing me to Tupac.” Again, Tupac was an extremely popular artist amongst many rap followers, which is effective as it is a bold statement that engages the demographic as Tupac is renowned as one of the greatest ever rappers of his era. The different coverlines used, such as “Keri Hilson”, “Jay-Z” and “2010 in review” implies that the magazine doesn’t concentrate on just one genre of music, and doesn’t only focus on music either, but is diverse on what it chooses to write about which targets a variety of different demographic readers. The use of other media platforms, such as the Blackberry scanner code, enables the reader to assess the magazine on other platforms such as mobile phones which enables it to be viewed no matter the situation, e.g. on the train or bus, increasing further circulation.
All of the coverlines use a basic font, connoting class and simplicity. It suggests that Vibe magazine, even though lists itself under the rap culture, is one of class and provides stories and news that is not what many stereotype rap as “trashy”. This is something its readers can rely on for accurate and challenging journalism.
The use of technical codes creates meaning in the particular image. The shot size is a close up, which enables the reader to view the figures facial expressions significantly to understand the figures emotions being portrayed. The close up shot also enables the shot to dominate the page, making it central therefore most important. The lens type appears to be standard which again enables the image to be established on the page, and the camera angle appears to be straight-on which engages the reader, making them feel part of the page as the image is situated in the viewers point of view.
When I consider all of these points, I would suggest that the most likely target demographic audience would be predominantly young, urban followers of hip-hop culture, roughly between the age group of late teens to early thirties and primarily a male audience. They are likely to not be enormously knowledgeable, possibly well read, wealthy (Most probably middle/lower class) and would have an interest in American Hip-Hop/Rap popular culture with a defined interest in a wide range of rap platforms in a range of musical styles and in the music industry generally.
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