attitude Flashcards
online media codes and conventions
focuses on interests and lifestyles of gay men more than lesbian, bi, trans, queer identities but has brown over years to be more inclusive
online website media codes
high image to text ratio, short paragraphing, salacious content, global story content, teaser headlines, syndictated content, professional look and aesthetic
conventions
serious reportage style, features about real people, fact based news with lgbtq, condemnation of homophobia, multiple avenues for specialism, exclusive interviews, 25+ year heritage, subversion of heteronormative imagery
attitude website conventions
- high image to text ratio (layers dominated by imagery - more text on articles than contents pages)
- wraparound advertising (adverts above, below and on sides of web page columns)
- content constantly updated (refreshed and ordered by date)
- white space (blank space surrounding articles - inviting screen)
- below the fold scrollable content (detailed viewing)
- fair use imagery (copywrighted used for free)
- sponsored content (advertorials)
semiotics barthes
multi model online media with multiple connotations based on an eclectic range of articles
iconography of rain row flag as representative of lgbtq rights and identities features as a motif in articles
structuralism levi strauss
- oppositions to normalise homosexuality and challenge heteronormative hegemony (old/young gay/straight conservative/liberal safe/fearful rejected/accepted)
- freedom to chose sexuality battles social ignorance - seeks to champion lgbt rights globally
postmodernism
created simulacra of an accepting society towards lgbt identities - proliferation of imagery and progressive attitudes towards sexuality create hyper reality of how world should be - messages of equality
ideological agenda rep
socially progressive gender representation - endorsed rights for all with lgbt identity including non binary and transgender and queer - heteronormative gender ideals subverted by celebrations of gay marriage gender transitioning and gay adoption
mediation of bigotry rep
rebukes homophobia and transphobia- includes intersectional dialectics that explore relations between gender race and class
spectrum of gay lifestyles explored in depth rep
subversions of camp gay style stereotype, hyper masculine gay men celebrated, challenge to victim rep of lgbt people, appeal to ‘gay gaze’ in photoshoots (hypersexualised), celebration of promiscuity bht cautions of dangers of online hook ups on grindr
critising stigmatisation of lgbt people with association to hiv/aids
intersectionality bell hooks
- celebration of black pride bringing community together - african american trans women such as laverne cox and afro jamaican british munroe bergdorf (model) campaign for black trans rights
- article about stonewalls launch of a new BAME LGBT voices documentary
representation hall
- traditionally underrepresented groups given a platform and voice to celebrate their sexuality - cultural stigmatisation and marginalisation frequently challenged - lgbt identity normalised through postive rep
identity gauntlet
- diverse and complex intersecting rep/identities in magazine - range of ethnicities and intersections of class within those platforms within magazine - dominant rep of gay men with tokenistic reportage on lesbian, bi, trans, queer identities
convergence/ synergy
bbc sounds twitter link in the article to a feature from cast of sex education on lgbt rights
digit al media - decline in print media
fall of 42% between 2010-2017 from 23.8m to 13.9m
technological convergence used by less mainstream/non commercial products (attitude has website, digital edition, yt channel) - social media used for marketing and global distribution
cultivating an online digital presence
- increased magazine distribution (global)
- delivering content across multiple platforms and devices (pc, tablet, phone) - gives opportunity for minority voices to find expression - lower prod and on going publishing costs
- sustainable rev channels through advertising and e commerce - profitable
- direct potential customers and traffic to content (hyper modality indigenous to web 2.0 and beyond)
advertising
- commercial magazine funded by advertisers and audiences who buy print version - guarantee large audiences to please advertisers
- mediating between catering for niche audience and enticing advertisers means publication walks fine line between compelling content creation and marketing effectively
attitude advertising policy
use behavioural advertising for digital platforms (cookies/IP adress to triangulate advertisers for consumer - placed in ‘’market segment” - targeted marketing
- prices vary for advertising rates (inside front cover double page spread £9,000, full page £35000)
regulation living stone lunt
- internet watch foundation: blocks illegal content - impossible to regulate and censor successfully
- algorithms and online moderators: limited opportunities for commenting and audience interaction - control offensive content from homophobic readers
- element of self regulation: avoid becoming tarnished brand
cultural industries hesmondhalph
niche audience: risky publication in relation to max profit min risk
copied for separate editions: house style maintained in vietnam belgium and thailand
stream publishing purchased winq magazine: upper class gay lifestyle magazine, horizontally integrating buisness ed specialising in niche gay men’s publishing market, potentially monopolising this narrow part of media market
audience - gay makes 26-55
social media savvy - emphasis on social media distribution makes more sense than print media - ABC1 audiences dominate readership - consumers with affluent lifestyle with disposable incomes in line with promoted activities
audience - generation X and millennial audiences
mature enough to remeber a time without smart tech - active left wing liberal audience - activists for social change, dispelling myths generated by under represented minority groups
audience - activities
gay culture, fashion, film, travel, fitness - emphasis on entertainment as core leisure activity - mix of soft news celeb led with harder issues
audience - young consumers
reformers/aspiriers - narratives are political - lgbt orientated with material that deals with homelessness voting rights woman rights - campaign based journalism that tries to effect social change- aspirational feel - premium fashion brands brain awareness and boutique hotel options
audience - uk tribes
aspirant tribe - geared towards fashion trends and must see entertainment
leading edge tribe - living for day through narrative guided by global trends and through access to smart tech
primary target audience
young to middle aged gay men searching for equality and recognition - some still coming to terms with sexuality others more established - seek diverse lifestyles and entertainment or news relating to lifestyle choice identity
secondary audience
lesbian, bi, trans, non binary have peripheral reference
casual followers audience
straight but support interested in gay culture for its members regressive takes on politics celeb and cultural issues
equal rights champions audience
left wing liberal leanings may bring in reformers who with to champion equality for all demographics including lgbtq
cultivation - gerbner
- influence: attitudes, lifestyles, advertised product purchases, friendship groups, experiences
- unilateral message of normativity: settle readers own identity and make them proud of their sexuality instead of promoting shame
reception hall
preferred: align themselves with progressive/diverse rep of gay community
negotiated: enjoys some elements and may be gay but are uninspired by rep and unaffected by its effort at cultural influence
oppositional: denial that there exists a need for gay magazine - undermined lgbtq rights as identity politics ‘gone mad’
uses and gratifications
surveillance: informs readers of range of lgbtq issues internationally
escapism: celeb gossip political debate interesting personal stories
personal identity: promotion of gay lifestyles that alligns readers
personal relationships: online comment threads to connect with other readers
end of audience
feedback mechanisms: essential compenoment of social media experience - prompts users to react to stories and reviews via comments - readers act as prosumers facilitate the magazine as 360 degree user experience model
social and cultural context
- stonewall (lgbt rights charity) estimate 5-7% people are lgbtq
- legislation developments: public order act 1986, service in armed forces 2000, equality act 2010
- improvements in public attitude and postive mainstream rep demonstrated in pride festivals
- many nations still outlaw homosexuality (death penalty in iran , prison sentence in india)
economic context
print circulation 60,000,
mobile circulation 8,000
90,000 original online users
45,000 twitter followrrs
1.2m yt views
attitude awards - tweets sent to iver 5m followers and seen by 1.6m readers in morning and evening after ceremony
product context
- first sold may 1994 - described as gay bible
- marketing: celebs, exclusive content, social and topical issues, gay agenda, british society, international sales = print magazine, digital download for tablets and phones
- aquired by stream publishing from northern shell group - works with multiple advertisers - annual summer swimwear party with selfridges and in store events for brands such as corran shop
- sponsorship/charity - black tie attitude awards dinner every oct benefits elton johns aid foundation
