The magazine's institution is NME and it's target audience is music lovers. This is made clear by the title, 'New Musical Express'.
The magazine uses simple language to make the magazine easy to read. The magazine cover has connotations of rebellion because of the centre image which is of Beth Ditto posing naked despite the fact she isn't a 'size zero'.
The colour themes that the cover uses are black, red and yellow because those colours contrast well together and the yellow captures the reader's eye. Also red is a powerful and intense colour.
The ideology of the magazine is that music lovers and people who don’t like the regular ‘size zero’, will enjoy the magazine. The cover has several sub titles, most of them about music artists which reinforces the ideology of the magazine and the representation. The magazine represents music.