Attitude Flashcards
Industry- who originally published Attitude magazine? What was their focus?
Northern and Shell- tabloid and gossip-based
What did N&S do?
They started to suffer financially and sold assets- a decline in readership
What else did N&S own
TV Channels including Channel 5 and some adult TV channels and magazines
Who bought Attitude from N&S?
Stream publishing
Stream publishing information
Independent, but do have other magazines to their names, they are small and have less than 30 employees as of 2021
Who owns stream publishing and what’s his sexuality
Darren Styles, he is gay and said he bought Attitude as he felt offering a niche LGBTQ magazine was important as there was so few at the time.
What is the name of the Netherlands based gay magazine Darren owned previously?
Winq
What did stream do with Winq
Horizontally integrated to absorb the competition
Curran and Seatons ideology
They still have the power to be creative because they are small and independent
Some examples of global Attitude editions
Thai, Belgian, Netherlands, Vietnam
Hesmondhalgh theory
The global editions minimise risk and maximise profits
How many users does Attitude website attract monthly?
Roughly 1.7 million
How do they advertise?
Articles, advertorials, social media
What does the website offer?
Articles on global LGBTQ issues
Star appeal?
They use exclusive interviews to target familiar audiences, example is Prince William
LGBTQ being illegal in some countries
Having an online website, as the print is not allowed means technology can bypass traditional forms of regulation and censorship
Adult content censored?
People have to sign in to the website to prove they are 18 but there are no real checks meaning regulation is difficult (Livingstone and Lunt).
Hate?
Some hateful and discriminatory comments
What do stream try to do
Try to create a safe space and protect readers
Attitude magazine foundation
A charity that raises money and funds to distribute to LGBTQ communities around the company- youth support groups
What does the charity donation suggest?
Goes against Curran and Seatons theory that companies are all about profit and power
What did Attitude to during the pandemic?
Ran an Attitude Pride at home festival, using technology to reflect currant social and cultural contexts of what’s going on in the country to try and keep readers engaged.
Audience- Which age demographic is targeted
25-55
Which gender is focused?
Gay men are the main focus
Click bait?
Highlights risky adult content, makes audience click further into the website.
Stereotypes?
Men are not emotional, men don’t read as much as women
Older audience?
Facebook and twitter suggest older, younger audiences may not understand political content.
Target group social rank?
ABC1- Middle class, high end adverts
What is focused on in the pictures
Muscles, looking good, metrosexual audience if aspirers
What is the content like
Educational, informative,
Fillling a sense of identity?
It may be comforting to feel that others are going through the same thing.
What do some audiences think about the focus on gay men
That it neglects the focus on other members of the LGBTQ community.
Men’s strength and muscles
Hyperbolic shape of men that we often see in the media
Does attitude present men in a broader way
Men wear makeup
How else are gay men presented
Sexualised
Range of ethnicities
Modern Britain, discrimination stories and homophobic African countries- encouraged to see these countries as backwards- reflects target audience is British and political contexts of gay rights in some other countries
Staff at attitude?
All mostly part of LGBTQ community, diverse representation and sympathetic and are mostly men
Media language- binary oppositions
Mainstream vs alternative cultures
Belonging vs alienation
Majority vs minority
Heterosexual vs homosexual
Gok Wan story
Verbally victimised by a group of non gay people- repeated stories of gay people being victimised
Semiotics
Direct mode of address, emotive language, images used as visual codes
Social content
Attitude know their content has changed due to the rights of LGBTQ communities shifting
Conventions
Minimalistic layout
Primary colours
Menu bar
High image to text ratio
Convergence
Inclusive mode of address
