In terms of media language, this is to be taken with a grain of salt, the image links to the narrative of the article which is commenting on celebrity dj's and weather it is their ability or status that is getting them the gigs. We can see by the costume of the subject and the paparazzi cameras that it is latching on to a stereotype in order to mock the celebrity culture for example the short dress, fake tan, blonde hair and prop of the small dog reflects the tabloid culture and this leads to the fact the article isn't a positive one. The low camera angle takes the idea of celebrity even further, by using the camera underneath the subjects eye line makes the them look more powerful. The heading 'Welcome to Lame Acadamy' extends the mockery further and the colour used, as yellow has connotations of cowardice and could show the subject as being talentless. Even though a lot of meaning is meant through the layout, it still sticks to the Mixmag house style of bright colours also the font in the article is the same all the others in the mag.
In terms of institution Mixmag was founded in 1983 and is the biggest selling dance music magazine in the world. After a few other publishers, today it is published by Development Hell. 'Among the Development Hell team are some of the most experienced and respected operators in British magazines' this is from the Development Hell website, the idea of being 'respected' and 'esperienced' is reflected in Mixmag, as it is monthly so, Development Hell are striving for quality over quantity. Mixmag's ideology is apparent after researching their publisher. I can see that their aim is to present readers with a range of dance music, although current it reaches out to all areas of dance music and presents it as a prestigious genre that is not just for a young minority.
Mixmag appears to have a varied audience, on their website it says:
Mixmag readers are the opinion formers and leaders in clubbing. They are the ones who make the happening music happen and the cool products cool within their peer group.
"They are the first to recommend a new tune and the first on a new fashion trend. They’re at that new cool club very early and they move on before it starts to go cold . They’re the best informed about top DJs and upcoming tunes, and they just have to have the latest mobile (even if their current one is less than six months old). They’re the biggest downloaders of music in the UK.
The median age of a Mixmag reader is 26 – 72% male, 28% female – and they tend to be urban and single.
They have a high disposable income and a high propensity to spend it on:
(from the mixmag website)
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