attitude

Question 1

online media codes and conventions

Answer 1

focuses on interests and lifestyles of gay men more than lesbian, bi, trans, queer identities but has brown over years to be more inclusive

Question 2

online website media codes

Answer 2

high image to text ratio, short paragraphing, salacious content, global story content, teaser headlines, syndictated content, professional look and aesthetic

Question 3

conventions

Answer 3

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

Question 4

attitude website conventions

Answer 4

• 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)

Question 5

semiotics barthes

Answer 5

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

Question 6

structuralism levi strauss

Answer 6

• 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

Question 7

postmodernism

Answer 7

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

Question 8

ideological agenda rep

Answer 8

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

Question 9

mediation of bigotry rep

Answer 9

rebukes homophobia and transphobia- includes intersectional dialectics that explore relations between gender race and class

Question 10

spectrum of gay lifestyles explored in depth rep

Answer 10

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

Question 11

intersectionality bell hooks

Answer 11

• 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

Question 12

representation hall

Answer 12

• traditionally underrepresented groups given a platform and voice to celebrate their sexuality - cultural stigmatisation and marginalisation frequently challenged - lgbt identity normalised through postive rep

Question 13

identity gauntlet

Answer 13

• 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

Question 14

convergence/ synergy

Answer 14

bbc sounds twitter link in the article to a feature from cast of sex education on lgbt rights

Question 15

digit al media - decline in print media

Answer 15

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

Question 16

cultivating an online digital presence

Answer 16

• 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)

Question 17

advertising

Answer 17

• 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

Question 18

attitude advertising policy

Answer 18

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)

Question 19

regulation living stone lunt

Answer 19

• 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

Question 20

cultural industries hesmondhalph

Answer 20

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

Question 21

audience - gay makes 26-55

Answer 21

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

Question 22

audience - generation X and millennial audiences

Answer 22

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

Question 23

audience - activities

Answer 23

gay culture, fashion, film, travel, fitness - emphasis on entertainment as core leisure activity - mix of soft news celeb led with harder issues

Question 24

audience - young consumers

Answer 24

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

Question 25

audience - uk tribes

Answer 25

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

Question 26

primary target audience

Answer 26

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

Question 27

secondary audience

Answer 27

lesbian, bi, trans, non binary have peripheral reference

Question 28

casual followers audience

Answer 28

straight but support interested in gay culture for its members regressive takes on politics celeb and cultural issues

Question 29

equal rights champions audience

Answer 29

left wing liberal leanings may bring in reformers who with to champion equality for all demographics including lgbtq

Question 30

cultivation - gerbner

Answer 30

• 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

Question 31

reception hall

Answer 31

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’

Question 32

uses and gratifications

Answer 32

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

Question 33

end of audience

Answer 33

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

Question 34

social and cultural context

Answer 34

• 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)

Question 35

economic context

Answer 35

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

Question 36

product context

Answer 36

• 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