Attitude Flashcards
1
Q
Context:
A
- Attitude the UK’s best-selling and award-winning gay magazine
- The magazine focuses on the interests and lifestyle of gay men more than lesbians, bisexual transgender and queer identities – attempt to be more exclusive
- Similar demographic to GQ magazine (in terms of class)
- It features opinions, style, competitions, active, travel – not just about gay identity
2
Q
Social and Cultural context:
A
- LGBT legalisation developments, The Equality Act
- Improvement in public attitude and positive mainstream representation have been demonstrated by the rise of events such as PRIDE festival.
- Many nations still outlaw homosexuality (death penalty punishment in Iran, Somali, Nigeria etc)
3
Q
ECONMIC CONTEXT:
A
- ATTITUDE has a print circulation of 60,000.
- And many newsletter subscribers
- Attitude Awards – tweets sent to over 5 million followers and seen by 1.6 million readers.
- Most readers/consumers are active (25-55, 75% male, ABC1)
· Attitude denies Hesmondhalgh ideas that “the radical potential of the internet has been incorporated into large, profit orientated companies” – Attitude is truly independent and offers diversity and inclusivity for its readers linked to diverse sexuality
· Website and print magazine as main products reflecting brand identity - Funded by The Attitude Foundation (registered charity) and advertising revenue, plus subscriptions:
4
Q
new technology + interactivity
convergence
A
· Website as central marketing hub
· Instagram as a stand alone platform links more with Attitude glossy photo shoots and awards ceremonies – limited number of followers relating to an older demographic
· Social media convergent links target a 25+ demographic (notable absence is links to TikTok and Snapchat)
· Twitter - significant amount of content updated regularly
· Shirky – opportunities to interact and speak back to the media via Twitter since the event of web 2.0
5
Q
product context
A
- Described as ‘the gay Bible’ by the Sun newspaper.
- Marketing: celebrities, exclusive content, social and topical issues, gay agenda etc.
- International sales: print magazine, digital download for smartphones
- Narrowcasting to niche audience – targets audience through sexuality first and foremost
- Sponsorship/charity – black tie Attitude Awards dinner every October benefits
6
Q
Historical context
A
How have things changed?
● Homosexuality is more socially acceptable = in a western society
● In 2014, gay marriage was made legal in the UK
● Less of a negative stigma (especially in the UK)
● Less of a stereotype that all gay men are ‘flamboyant’ and all lesbians are ‘butch’ or ‘manly’.
● More representations of homosexuality in the media = normalised.
7
Q
Media language
A
- High image to text ratio – teaser headlines - Audience scan the images and can quickly identify articles that may be of interest =stereotypically men dont like to read
- Short paragraphing = look visually exciting and to minimise reading time
- Global story content
- Professional look and aesthetic
Conventions: - Features real people
- Fact-based news with LGBTQ= twist
- Subversion of heteronormative imagery.
- Exclusive interviews (star power)
- 25= year heritage
- This also makes it easier for the audience to quickly navigate their way around the articles by chunking text.
8
Q
Website – brand identity:
Conventional:
A
- MASTHEAD: San serif – no capitals informal – challenging dominant ideologies of sexuality
- COLOUR PALETTE: Black and white colour palette – reliable source of information – quite ironic in a way. White space (crisp, clean layout). Topic colours (underneath stories) re all rainbow banner colours = many bright colours – represents the pride flag – freedom, liberation – pride in their sexuality
- WEBSITE FEATURES: navigation bar, search box, picture slideshow, hyperlinks, videos, social media links (convergence)
- MODE OF ADDRESS- serious/political. Informal on the whole, however more serious topics have formal language to connote serious nature of story
- MEDIATION + IDEOLOGY – most stories specifically linked to homosexuality, gay culture, things that affect gay people. (Homophobia, specific disease e.g. HIV). Ideology – left wing (although apolitical) and liberal
- MULTIMODALITY + hypermodality - uses a variety of mediam (text, images, videos + hyperlinks (both))
9
Q
Postmodernism in Atitude
A
Postmodernism (Baudrillard):
Attitude Magazine creates an idealized version of a society that fully accepts LGBTQ identities, presenting a hyper-real world with progressive attitudes and promises of equality - however this is not always the case in reality
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Simulacra (Baudrillard):
- Attitude’s vibrant, visually striking content blurs reality and imagination, presenting an idealized world dominated by beauty, fashion, and celebrity culture.
- The magazine’s glossy pages create a hyper-real environment -
escapism - By challenging and embracing anti-conformist themes, Attitude’s subversive nature aligns with hyper-reality.
10
Q
Article on Sex education
Converging Media
A
- Actor Asa Butterfeild discusses about how he ‘thinks its insance that people are still opposing LGBTQ lessons in schools
- Convergence - BBC Sounds Twitter link in the article to a feature from the cast of ‘Sex Education’ on LGBTQ+ rights
11
Q
IDEOLOGICAL AGENDA
Representation
A
- Socially progressive gender representation -rights for all with LGBTQ+ identity,including non-binary, pansexual, transgender and queer.
- Heteronormative gender ideals subverted by celebrations of gay marriage, gender transitioning surgery and gay adoption.
- Peripheral reading demographic - ‘straight but supportive’ advocates.
- subversions of camp gay stereotype, (not the only version of gay men - there are hypermasculine gay men celeberated in the magazine)
- which challenges to the ‘victim’ representation of LGBTQ+ people, appeal to ‘gay gaze’ in photoshoots (hypersexualised), celebration of promiscuity but cautions of the dangers of online hook-ups on apps such as Grindr = represented as socially liberal.
- Criticising stigmatization of LGBTQ+ people with association to HIV/ AIDS.
12
Q
Theoretical application
Intersectionality (bell hooks) on representation
Celebration of Black Pride
A
- Celebration of Black Pride which aims to bring queer BAME communities together - African-American trans women such as Laverne Cox (star of ‘Orange is the New Black’) are celebrity trailblazers who campaign for Black Trans rights.
- Attitude writes an article of a new ‘BAME LGBT Voice’s Documentary.
- Detailed representation of multiple sexual identities - egalitarian approach.
- Gilroy’s Postcolonial theory - some negative portrayals of ethnicities with associations to oppressive homophobic governments.
13
Q
Representation (Hall)
A
- Traditionally underrepresented groups given a platform and voice to celebrate their sexuality - cultural stigmatization and marginalization frequently challenged - LGBTQ+ identity normalized through positive representation.
- ‘those with power represent those without power’ - keeps the status quo - keeps the dominat group in power
14
Q
TRADITIONAL REPRESENTATIONS OF HOMOSEXUALITY IN THE MEDIA
A
- Drag queen – experimental with makeup
- Feminine
- In the past, homosexuals have been represented as ‘other’ (similarly to ethnic minorities) and ‘dangerous’. This is partially linked to traditional ideologies created/reinforced by religion
- According to Wikipedia: “Historically, the portrayal of the LGBT community in media has been negative, reflecting the intolerance for the LGBT community seen in cultures’’
- There has been positive portrayal or increased presence of the LGBT community in media has served to increase acceptance and support for the LGBT community
15
Q
Heteronormative Culture vs. Homosexual Culture
A
- mainstream media - stereotypically, camp, effeminate, theatrical or flamboyant
- it only offers signifiers to reinforce hegemony.
- Masculinity is often equated with heterosexuality in mainstream media, perpetuating the myth that in order to be masculine you have to be heterosexual.- reinforce and uphold hegemony
To what extent are traditional stereotypes around homosexuality and gender reinforced or challenged?
- more homosexuals og colour
- masculine gay men as opposed to femine gay men with heavy makeup
16
Q
Jake shears - representations
text analysis - rep of masculinity
A
- In the Jake Shears magazine cover representation of masculinity is represented in a non-traditional manner, challenging conventional norms.
- His body language with his hand on his hips and serious facial expressions signifies confidence and self-assurance – challenging the notion that the traditional ideas about masculinity – confident in playing with gender identities
- In an army jumpsuit – connotations – dominant, strong, fearless – he’s wearing it with half bottom up – sexual, alluring – nudity.
- However, there is some elements of feminity with his hand gestures on his lips, makeup and painted nails embracing elements typically associated with feminity. – binary opposition of gender being fixed - playing around
- Anchorage – Breaking stereotypes, encouraging readers to reconsider preconceived notions about masculinity – subjective – ‘busting the myth around masculinity and race’ = coverline – links to intersectionality
-
Sell lines: ‘playing it straight - what is to be a man’ – gender performative – Butler – meanings can be different – socially constructed
– criticises how societal norms and expectations that dictate how gender should be performed - Also links to Guantlett: identity theory pick and mix theory:
- offers audiences a diversity of identities - resist the fixed identities that society constructed for us in the past
17
Q
Semiotic analysis of the rainbow flag
A
- Prideful and happy
- The different rainbows in the flag could perhaps represent the different section within that community
- Diversity and inclusivity – feature blue and green – masculine colours
- It also connotes the struggle against oppression homosexuals have had to overcome to get to this point.
- links to BAUDRILLARD
18
Q
deleye
Identity (Gauntlett)
A
- Diverse and complex intersecting representations/identities in the magazine
- range of ethnicities and intersections of class within those platformed within the magazine - dominant representation of gay men with tokenistic reportage on Lesbian, Bisexual, Transgender and Queer identities.
- in the past the media tended to convey singular, straightforward messages about ideal types of male and female identities, the media today offer us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas.
19
Q
Articles that highlight the LGBT representation within the Online Magazine - links to Judith Butler Gender oerfomativuty and bell hooks intersectionality
A
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Gay Representation:
- Articles featuring Sam Smith’s desire to open a gay bar in his hometown and Thomas Beattie’s experience as a gay football star reflect Judith Butler’s theory of gender performativity, challenging traditional norms of masculinity and contributing to the construction of their gay identities.
- These narratives also intersect with bell hooks’ theory of intersectionality, acknowledging the interconnected nature of social identities and the unique challenges faced by individuals like Beattie, whose experience as a gay football star intersects with his identity as a professional athlete.
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Transgender Representation:
- The article showcasing Chiyu Gomes, Mr. Gay England’s first trans finalist, illustrates Judith Butler’s concept of gender performativity within the transgender community, challenging traditional notions of gender and beauty.
- Gomes’ experience also aligns with bell hooks’ intersectionality theory, highlighting the significance of recognizing and addressing intersecting forms of oppression and discrimination faced by transgender individuals, particularly those of color.
20
Q
CONTER POOINTS ON Gender critical
INTERTEXTUAL REFERENCE
A
- Gender Metaphysics - Argument: trans women are biologically men.
- stereoypw:Argument: claiming womanhood for yourself without living any of the struggle that entails.
- Reproductive Oppression-Argument: you don’t know what it’s like to be shamed for your periods, fear unwanted pregnancy, fight for right to abortion, bear the pain of childbirth
21
Q
Articles
Applying Hall’s Reception Theory
The Trans identity debate according to reading by public media figures
A
Preferred audience:
- Mr Gay England’s First Trans Finalist Chiyo Gomes: ‘TERFs genuinely want to destroy the Trans existence’
- Asa Butterfield says it’s insane that people are still opposing LGBTQ inclusive lessons in schools
Negotaited audience:
- Young Teenagers sceptical about same-sex marriage and Trans rights
Oppisitional audience:
- JK Rowling doubles down on anti-Trans views in fear-mongering essay
22
Q
Industries
Advertising
A
- Mediating between catering for niche audience means publication walks between compelling content creation and marketing effectively.
- Attitude Advertising Policy - use behavioural advertising for digital platforms (uses cookies/IP) - targeted marketing. = resonates with its readership while also meeting the needs of advertisers seeking exposure to a targeted demographic
- Prices vary for advertising rates (insider front cover double page spread = £9,000, full page).
- Promoting Diversity and Inclusivity in Advertising: Adverts sometimes adapted to remove heteronormative paradigms (such as Virgin Holidays males holding hands). = aligning with its ethos as an LGBTQ+ publication.
23
Q
industries
Regulation (Livingstone/Lunt)
A
- Internet Watch Foundation - blocks illegal content (abuse images) - online content can attract vast users and
- comments where algorims and online moderators find virtually impossible to regulate and censor successfully.
- Algorithms and online moderators - limited opportunities for commenting and audience interaction - controlling offensive content from homophobic
- Element of ‘self-regulation’ - avoid becoming a tarnished brand.
24
Q
Audience
Demographics and Psychographics
delete
A
Gay males (26-55) - social media savvy - emphasis on social media distribution makes more sense that print media - ABC1 audiences dominate readership - consumers with affluent lifestyle associated with disposable incomes in line with promoted activities (such as gym membership).
Generation X and Millennial audiences - mature enough to remember time without ‘smart technology’ - active left-leaning/Liberal audience - activists for social change, dispelling myths generated by under-represented minority groups.
Bachelor/married - gay men are stereotypically less likely to have children, although numbers of those who are parents/guardians and married are growing.
Activities - gay culture, fashion, film, travel, fitness - emphasis placed on entertainment as core leisure activity - editorial mix consists of soft news stories dominated by celebrity led content with harder issues covered.
Young & Rubicam’s 4 Consumers -
Reformers/Aspirers - narratives are political - LGBTQ+ orientated with material that deals with homelessness, voting rights and women’s rights - campaign-based journalism that tries to effect social change - aspirational feel - reference to premium fashion brands, material acquisition,
25
Cultivation Gerbner
Influence - attitudes, lifestyle, advertised product purchases,
friendship groups, experiences.
Unilateral message of normativity - settle the reader's own identity and make them proud of their sexuality instead of promoting shame - resonance with most readers mirroring some aspect, a memory or emotion within their own personal narrative.
26
Uses and Gratifications (Blumer and Katz)
Surveillance - informs readers of range of LGBTQ+ issues on an international scale.
Escapism - celebrity gossip, political debate, interesting personal stories.
Personal identity - promotion of gay lifestyles that readers may align with.
Personal relationships - online comment threads to connect with other readers
27
barthes
2. **Connotation:**
- Beyond their literal meanings, Attitude's articles and imagery convey deeper connotations that resonate with its audience.
- For example, a fashion spread featuring LGBTQ+ models may connote themes of empowerment, diversity, and representation within the community.
3. **Myth:**
- Attitude constructs meanings presenting certain ideas or values as natural and unquestionable.
- For instance, the magazine may perpetuate myths surrounding beauty standards within the LGBTQ+ community or promote narratives of inclusivity and acceptance as inherent truths.
4. **Ideology:**
- The magazine reflects ideological perspectives through its content + advertising.
- Attitude may promote ideologies of LGBTQ+ rights, social justice, and cultural diversity, shaping readers' perceptions and beliefs about these issues.
**Semiotic (Barthes)**
- Multi-modal online media with multiple connotation based on an electic range of articles (polysemic meaning)
- Iconography of the rainbow flag as representative of LGBTQ= rights an identity – features as a motif in multiple articles.
28
Neale
1. **Repetition and Difference:** Attitude Magazine **maintains its brand identity** by **repeating themes like LGBTQ fashion and style** while **differentiating itself with unique perspectives and content format**s. - didverse range of celebritites featured
1. change and development: the magazine **adapts** and , e**mbraces digital trends** and **updating content to reflect changing societal norms regarding LGBTQ+ issues.**
29
Shirky
1. ***Interactive Engagement*:**: through **social media, comment sections, and online forums, encouraging active participation**. - similarly **controversial debates discussed** - incresses interactiveity and **people to talk more about it**
2. ***User-Generated Content*:** The magazine **invites readers to submit stories, artwork, and personal narratives**,*making them co-creators* and **enriching the content with diverse LGBTQ+ experiences.**
3. ***Community Building*** offers them a **sense of belonging and solidarity**
30
Fandom
1. ***Active Participation in Meaning Construction*:** **interpreting it through their own perspectives and experiences, and adding new layers of meaning through social media interactions and discussions**.
2. ***Textual Poaching and Appropriation:*** Fans **remix and reinterpret Attitude's content to align with their identities and viewpoints,** asserting their **autonomy** and contributing to the cultural meanings within the LGBTQ+ community.
3. **Participatory Culture and Identity Construction:** Attitude Magazine fosters a participatory culture where **readers construct their social and cultural identities by engaging with LGBTQ+ representation**s, aligning with broader cultural movements, and incorporating these into their sense of self.
.
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How have ideologies, values or aims of the magazine changed? What is the messages of ‘new attitudes’
- Before people were either gay/ lesbian - targeted for men’s
- not many openly gay men - still a taboo back then
- went for **Hollywood stars (males)** that they thought **gay men look up to**. = easy option e.g *Brad Pit, David Beckham* - usually on female magazines, **aligns gay men to be in touch with their feminine side.**
32
# theorectical applications
Binary Opposition
**Feature article**
* Fear versus bravery
* Rejection versus acceptance
* In the closest versus out of the closest
* Shame versus pride
* Truth versus lie
**Attitude in general**
* Heterosexuality versus homosexuality
* Persecution versus freedom and liberty
* Oppressive versus progressive
* Intolerance versus acceptance
* Public versus private
33
The history of Black Pride
- **Historical Context**: The UK held its ***first official Pride event in London*** 50 years ago, attracting around 2,000 participants.
- **Need for Safe Spaces**: Queer people of ethnic heritage have created safe spaces for Black, Asian, and minority ethnic (BAME) LGBTQ+ communities to address issues at the intersection of racism and homophobia.
- **Exclusion and Racism**: Many BAME LGBTQ+ individuals have faced racism in the gay scene and feel excluded from mainstream Pride events, which are often perceived as "white-washed and very cis-gendered."
- **Stonewall Riots**: 1969, a series of violent confrontations between police and gay rights activists outside the Stonewall Inn, Greenwich Village, NY.
- **Stonewall Research Findings**: Over half of BAME LGBTQ+ people (51%) have faced discrimination within the LGBTQ+ community, highlighting the importance of dedicated spaces for BAME LGBTQ+ individuals to express themselves and raise awareness of their specific issues.
34
Race and Ethnicity Representation in Attitude
* bell hooks
* Paul Gilroy
* Stuart Hall
* African countries are **portrayed as backwards** and **oppressive due violence** suffered **and its persecution** of members **of the LGBTQ community**.
* The **west** is portrayed as a **safe haven** for LGBTQ community from the third world, as they are **able to express** this aspect of their identity.
* Racial hierarchies are established by the fact that **non white homosexual males are marginalised within the gay community.**
35
attitude article
1. **Othering of Homosexual Men:**
- Portrayals of **exaggerated feminine traits visually code homosexual characters as deviating from heterosexual norms.**
- Technical Codes: **Camera angles** and **mise-en-scène isolate homosexual characters and emphasize their divergence from heterosexual norms.**
2. **Reinforcement of Colonial Discourses and Racial Hierarchies:**
- Written Codes: **Lack of representation** and persistence of stereotypes **regarding Black gay men reinforce colonialist views.**
- Technical Codes: **Lighting and set designs *subtly*** position **Black gay characters as outsiders or secondary within predominantly white or heterosexual environments.**
3. **Intersectionality and hooks’ Theory in Ethnic Minority and Non-White Experience of Sexuality:**
- Intersectionality: Travis, a Black gay civil rights attorney in "Sanford Arms," navigates multiple identities, complicating societal norms.
- hooks’ Theory: Travis' character highlights systemic challenges faced by Black gay men within the imperialist white-supremacist capitalist patriarchy.
- Technical and Visual Codes: **Lighting, camera angles, and character interactions depict Travis' nuanced experiences, revealing both progress and ongoing challenges in representation and societal acceptance**.
36
Identity
-1. **Role Models and Identity Exploration:**
- Figures like **Tom Daley and Sam Smith challenge gender norms** and **inspire identity exploration**.
- Showcasing **diverse gender and sexuality expressions helps users construct their identities.**
- **Encourages embracing authentic selves, empowering the community.**
- ***Promotes fluid and diverse identities within the LGBTQ+ spectrum***.
3. **Representation on Attitude.co.uk:**
- Features a **wide array of LGBTQ+ voices and stories to address underrepresentation.**
- Provides **respectful, accurate portrayals to combat stereotypes** and foster understanding..
- **Embraces pluralism to ensure inclusive representation** and understanding of LGBTQ+ experiences.
37
Washington post **article** **ethnicity**
- In the 19**50s-60**s, **TV depicted gay men and lesbians as stereotypes**.
- By the 19**70**s, **more diverse portrayals** emerged, influenced by sophisticated ratings systems and independent producers.
- However, progress regressed in the 1980s due to conservatism and AIDS. The 1990s-2000s saw an increase in complex, diverse representations of Black gay characters on television.
38
Industry - historical
* Attitude was originally published in Richard Desmond's (former pornographer).
* **Northern & Shell** owned magazines, newspapers, and TV stations
- **quite tabloid and gossip based**
* In 2014 Attitude was **purchased by Stream **Publishing, **an independent publishing company:**
- ‘By bringing Attitude into the Stream family, it can enjoy the support of a larger publisher with greater resources, but - given our entrepreneurial nature - continue to enjoy the freedom and independence a title with maverick tendencies sometimes needs."
39
Stream publishing LTD
- **Stream Publishing Background**: Darren *Styles*, **Stream** is a *small independent publishing company,* *known for magazines like those found on airplanes.*
- **Expansion into Luxury Gay Lifestyle**: *Stream owns **Winq***, the ***English version of a Dutch luxury gay lifestyle magazine.***
- **Motivation Behind Attitude**
- **Impact of Ownership on Content**: *With a gay owner,* Attitude **may prioritize authentic representation**,*** aligning with Styles' personal values and Stream Publishing LTD's mission.***
40
Hesmondaluglh
LINKS TO ATITUDE:
* by using a website as a **marketing tool (and social media)**, Stream are attempting to maximise audiences and take less risk.
* ***Stream* are a *LTD*,** but **have one shareholder**, Darren Styles - **he is free to take as many risks** as he wants because **he answers only to himself**. = **Vertical and Horizontal Integration**
- **Operating Similar to Conglomerates**: *Stream Publishing, akin to conglomerates*, **diversifies and synergies** between publications, and **seeks expansion in related cultural industries.**
41
Digital Platforms + Ad Revenue
- Attitude targets a modern audience through its website and digital editions **for phones and tablets**, capitalising on the **trend** of **increased digital consumption.**
- Distribution across various digital platforms **contributes to a significant online presence**, with approximately **1.7 million website users** monthly
- Digital editions **sell over 11,000 copies monthly**, **prompting the need for online advertising revenue streams.**
- **Online advertising opportunities like banners, sponsored websites**, advertorials, and promotions **generate substantial revenue for Stream Publishing.**
- As they **transition from print**, where most revenue came from advertising, **Stream Publishing now offers brands diverse online advertising options, leading to revenue growth.**
42
Global Product + social media
- **Digital editions allow global distribution**, **reaching beyond the previously limited British audience.**
- The **content includes** **diverse cultures and LGBTQ issues**.
- **Exclusive interviews with high-profile figures like royalty and celebrities***boost audience engagement*
- **Social media expands the global audience,** **especially in countries where the print version is restricted**, highlighting the importance of online platforms.
43
Regulation + online regulation
- Content **features male models**, with efforts to **censor more adult material** on platforms like Twitter and Facebook.
- **Concerns** **arise over hateful and discriminatory comment**s on social media, with inadequate support from **platforms like Facebook, Twitter, and Instagra**m.
- **Limited options for audience engagement** online may **stem from fears of homophobic or transphobic backlash.**
- Challenges include **protecting young and vulnerable users** from inappropriate online content and i**mplementing age verification systems.**
- **Clickbait tactics** employ intentionally manipulative techniques, **including low-resolution images and misleading content, posing risks to vulnerable audiences.**
44
Curran & Seaton
* whilst Attitude **used to be owned by a media conglomerate**, it is **now owned by an *independent* publisher.**
* This ***allows more creative freedom*** and ***less commercial (economic) pressure to push for profit & power.***
* Whilst **Stream** still want to **make a profit, they are free to make decisions which more mainstream publishers may not do. Challenges C&S to some extent.**
* The **website** it **easy to navigate and use** - **multimodal/hypermoda**l = would **appeal to neophiles**
45
how they target men
* **stereotypically** men dont like to read/not - short chunkned paragraph
* alot of the **content** is **factual** and **avoids** deep **emotional responses**,which may **appeal to men e.g. interviews about the *history* of celebrities**
* many **clickbait** - more for advertising - audience **further clicks**
* a **big focus on retro 90's fashion**, music and pop culture -reflects a those **who were born** in the **90**'s - **choice of social media**: ***instagram, facebook*** = **25-55** age range - **little interactive content**
