By Jack Walsh

THEORETICAL RESEARCH

•The dominant reading of this magazine is that it is trying to go against mainstream conventions in a similar to those most other indie music

magazines. This is shown by the use of the strapline ‘18-year old enemy of The X Factor’, which could connote that ‘Jake Bugg’ is trying to go against mainstream shows such as the ‘X factor’, as shown by the use of the word ‘enemy’. This is because, using the word ‘enemy’ could connote that ‘Jake Bugg doesn’t like The x factor. This shows ‘NME’s’ target audience that

their magazine is trying to against mainstream conventions. Furthermore, the use of a bold mast head and main title also make it seem like they

are trying to against mainstream conventions. This is because, it this magazine could be trying to show a bold stance against mainstream

culture and ideas, which is typical indie convention.

DOMINANT READING

•The oppositional reading of this magazine is that it somewhat conforms to mainstream ideas. For instance, although the strapline “The 18-year old enemy of The X Factor hits America” could make it seem like he is going against mainstream ideas and therefore is trying to be

independent. However, it could also be seen as patronising to other musicians and people who do like ‘The X factor’, because its suggesting that the X factor is something that

people should be against.

OPPOSITIONAL READING

•This magazine clearly tries to detract away from the idea of heogamany, because although Jake Bugg seems quite stereotypically manly as he is sitting at a bar, he doesn't

seem to be rough or in control as he seem quite relaxed as his arms are not crossed. In this sense the idea of cultural

hemonagy is subverted as mainstream ideas normally depict men as quite masculine.

HEMOGANY