ATTITUDE

Question 1

INDUSTRY

Who was Attitude previously owned by and what else did they own?

Answer 1

From 1994 to 2004 Attitude was owned by Northern and Shell - who also published tabloid papers (eg The Daily Star), gossip magazines (eg OK! Magazine), TV channels (eg Channel 5) and adult TV chanels/magazines.

Question 2

INDUSTRY

Why did Northen and Shell begin to sell their assets (including Attitude)?

Answer 2

Due to the decline in popularity of print media and terrestrial TV, which impacted profits.

Question 3

INDUSTRY

Who did Northern and Shell sell Attitude to?

Answer 3

In 2016, Attitude was sold to Stream Publishing - an independent magazine publisher who was ran/owned by Darren Styles.

Question 4

INDUSTRY

Why did Styles (Stream) buy Attitude magazine?

Answer 4

Styles is a gay man, who bought Attitude as he felt thay offering niche LGBTQIA+ magazines was important for homosexual exposure and representation in the media.

Question 5

INDUSTRY

What was another motive for Stream Publishing purchasing Attitude?

Answer 5

Stream publishing had ownded the European gay magazine Winq since 2013.

Attitude magazine was one of Winq’s biggest competitors, so Stream also purchased Attitude in order to absorb competition.

This is an example of horizontal intergration.

Question 6

INDUSTRY

How is Stream publishing also vertically intergrated?

Answer 6

They publish other print products (Such as the UK Rolling Stone magazine). Therefore, they use their in-house editorial teams, design and art direction, print production, and distribution networks to produce their products.

Question 7

INDUSTRY

What is the benefit of Attitude being owned by an independent publisher?

Answer 7

It means that the magazine can still be creative and boundary pushing.

Question 8

INDUSTRY

How is being global an advantage for Stream publishing?

Answer 8

Attitude have a variety of other global print editions, each one with their own websites.

For example, Thai, Belgian, Dutch and Vietnamese.

This minimises risk (link to Hesmondhalgh) as Stream knew Attitude was already a successful format, so they copied it for other cultures.

Question 9

INDUSTRY

What audiences do Attitude’s website/digital editions target?

Answer 9

The Attitude website/digital editions for phones/tablets target a global, modern audience who are spending more time on converged technology.

Question 10

INDUSTRY

What are the stastistics for Attitudes website, social media and digital editions?

Answer 10

The website has 1.7 million users a month.

Their social media accounts have a combined following of 1.2 million followers.

Around 11,000 digital editions of the magazine are sold a month.

Question 11

INDUSTRY

In print editions, where does a large part of the revenue come from and how is this reinforced through the Attitude website?

Answer 11

Advertising, the magazine offers brands the opportunity to advertise in their print editions and on their website.

This can be through banner/sidebar adverts, sponsorships, competitions, or via social media.

Question 12

INDUSTRY

Give an example of a sidebar advert on the Attitude website

Answer 12

An advert for a new electric car.

Question 13

INDUSTRY

Give an example of a sponsored advertisement on the Attitude website

Answer 13

An article for “Step-by-step skincare routine”, which was sponsored by the beauty brand Clarins.

Question 14

INDUSTRY

Give an example of a “take over” advertisement on the Attitude magazine.

Answer 14

Reoccuring adverts for the Margate Pride Festival on the lifestyle page.

Question 15

INDUSTRY

Give an example of a competition advert on the Attitude website

Answer 15

“WIN £150 to spend with Modus Vivendi Underwear and Swimwear” on an article.

Question 16

INDUSTRY

Give an example of an advertisement which is disguised as an article on the Attitude website

Answer 16

“Bentley car review” is actually sponsored conent by Bentley.

Question 17

INDUSTRY

What is the advantage of online distribution, especially for an LGBTQIA+ magazine?

Answer 17

It means global distribution.

The magazine is physically sold in 31 countries, but is downloadable globally - including the 73 countries in which homosexuality is illegal.

This demonstrates how online technlogy can be used to bypass traditional forms of regulation/cencorship.

Question 18

INDUSTRY

How does Attitude take advantage of star power?

Answer 18

They know the power of star appeal, and how this can attract fanbases.

They use celebrity based content as much as possible. This can be seen in print editions (for example Madonna on the front page), on the website (Kit Connor, a bisexual actor who has interview articles) and on their YouTube channel (interviews with Nicole Kidman about her recent films).

They often offer exlusive content with extremely high profile celebrities (Such as Prince William, the first royal to feature on a gay magazine)

This is all good promotion for the magazine.

Question 19

INDUSTRY

What is the benefit of social media accounts?

Answer 19

All posts direct audiences back to the Attitude website, enabling Attitude to attract visitors to their website.

Question 20

INDUSTRY

How might Attitude be seen to be self-regulating on social media?

Answer 20

On platforms such as X, Attitude are able to hide adult content for users under the age of 18, to protect younger audiences. However, this can be easily bypassed - no proof of ID on social media.

The same conent isn’t hidden on the website either so seems ineffective.

Question 21

INDUSTRY

How does social media show a lack of regulation?

Answer 21

There is no way to regulate what users comment under posts, meaning that alot of Attitudes posts have transphobic or homophobic comments underneath them.

This might be the reason as to why the Attitude website has very little options to share or comment on ots conent - to protect their audience and create a safe online space for the LGBTQIA+ community/

Question 22

INDUSTRY

How might it be argued that Stream Publishing self-regulate?

Answer 22

It has its own ethical policy which includes sections under “Respect for others” and “Justice” which they abide by.

This is arguably self-regulation which avoids controversy and offence.

Question 23

INDUSTRY

How can Stream publishing be seen to establish brand identity?

Answer 23

They run events such as the “Attitude Awards” which build brand identity amongst audiences

The awards recognize outstanding achievements in the LGBTQ+ community, for industry professionals attending the event solidifies their standing within the LGBTQ+ community and the broader media landscape.

Question 24

INDUSTRY

How can stream publishing be seen to challenge Curran and Seatons idea that media companies are soley focused on profits?

Answer 24

They have set up the ‘Attitude Magazine Foundation’, a registered charity which raises money for LGBT causes.

For example, they raised over £300,000 for the Elton John AIDs Foundation.

This is beneficial for the magazine, as they can be seen to be active in the messages they represent - supporting the homosexual community.

Question 25

# AUDIENCE How does the website mode of address target males?

Answer 25

The content online is factual and avoids deep emotional response, particularly within its news content - which might be stereotypically appealing to men. For example: "Man victim of homophobic abuse while on bus after celebrating Manchester Pride" news story. This is arguably subverted by the culture/opinion based articles which include emotive langauge. This might be appealing to more effeminate men. For example: "Lesbian Visibility Week: 9 films about queer women that changed the world"

Question 26

# AUDIENCE How is are the headlines of articles appealing to audiences?

Answer 26

The stories are displayed with clickbait style headlines, to exaggurate risky or scandal related content. EG: "Tyler Posey says he's 'hooked up with guys' in candid video"

Question 27

# AUDIENCE How is the style of the wesbite attractive to male audiences?

Answer 27

The layout is simple and easy to read - with small chunks of text, large images and white space - this simple aesthetic would be steeotypically appealing to men.

Question 28

# AUDIENCES Generally, how are men targeted through the websites content?

Answer 28

Most of the stories are centered around men and male stories. For example: Products advertised on the website are mostly targeted towards men "Get the closest shave possible with Clinique for Men" As the magazine evolves, however, this is being subverted - with more female centered content. For example: "Girls Aloud to release 4 disc box set"

Question 29

# AUDIENCES How does the content in articles target the 25-55 age bracket?

Answer 29

They usually focus on people within the same age bracket, meaning they are likely to be familiar or relatable. For example: "Lorraine Kelly" or "Miley Cyrus"

Question 30

# AUDIENCES How do references to the past attract a particular age bracket?

Answer 30

Throughout the website there are multiple references to 90s celebrities and culture, which might be attractive to audiences aged over 30 due to nostalgia. For example: "Kylie Minogue curious to duet with Madonna"

Question 31

# AUDIENCES How do Attitudes social media channels attract the 25-55 age bracket?

Answer 31

They originally posted content on Instagram and Facebook - which are mainstream social media sites. More recently they have moved to TikTok which originally had a younger audience, so arguably they are perhaps attempting to target a younger audience (still not on apps exclusively used by young people eg Snapchat)

Question 32

# AUDIENCES How do the themes covered within stories suggest a targeted age range?

Answer 32

On the navigation bar, they have a "News" section which includes stories surrounding politics and current afairs. This targets the 25-55 age range who are likely to be interested in current affairs. For example: "Keir Starmer takes public HIV test in bid to destigmatise testing"

Question 33

# AUDIENCE How do opportunities to interact on the wesbite suggest the 25-55 age range?

Answer 33

There is very little interactive content on the website itself - apart from links to other sites/platforms - which suggests anolder audience who don't rely on interactivity for engagement/interest unlike a younger audience.

Question 34

# AUDIENCES How does references to convergence target an audience?

Answer 34

On the website there are multiple references to Attitudes print edition, which hints at an older audience who still consume print products. For example: "Olly Alexander’s Attitude cover" "Olly Alexander has been unveiled as Attitude’s new cover boy"

Question 35

# AUDIENCES How do advertisements and references to brands/services target a particular socio-economic group?

Answer 35

Adverts and references to brands or services are usually high brand, suggesting an affluent audience. For example: "Jaguar’s first all-electric car is genuinely shocking" "Take on the North American dream with Virgin Holidays" "The best theatre to see in the UK "

Question 36

# AUDIENCE How does the website target an aspirational audience?

Answer 36

Through content about grooming, excerise and bodies appeals to a metrosexual aspirer audience. For example: "This week’s must-have grooming products" "Want to improve your weight loss, muscle definition, and conditioning?" "Attitude’s latest style guide "

Question 37

# AUDIENCE How are a reformer audience targeted?

Answer 37

Through stories surrounding social justice and fighting for equality in the LGBT community. For example: "Trans rights protests to take place across the UK"

Question 38

# AUDIENCE How is an educated audience targeted?

Answer 38

Through stories surrounding politics and current affairs. For example: "Keir Starmer takes public HIV test in bid to destigmatise testing" Also through a formal mode of address which uses complex language.

Question 39

# AUDIENCE How does colour palette and symbolism attract the LGBT comunity?

Answer 39

A lot of stories on the wesbite have rainbow colours (representative of the LGBT flag) and include the LGBT flag. This symbolyses community and a safe-space for the group.

Question 40

# AUDIENCE How do issues raised in articles attract a gay male audience?

Answer 40

It reflects real life social issues, which are faced by many gay me. This makes the content relatable and identifiable, and could help gay men with their own issues surrounding their sexuality. For example: "Calum Scott on how he overcame being abandoned by friends during ‘traumatic’ coming out"

Question 41

# AUDIENCE How does star power attract a male gay audience?

Answer 41

Multiple gay celebrities, or celebrities associated with the gay community are features in the website (via interviews or articles written about them) which might be identifiable or entertaining to the audience. For example: "Boy George throws major shade at Lady Gaga"

Question 42

# AUDIENCE Which content is lacking on the website and how does this identify with the audience?

Answer 42

It lacks content about families or having children which suggests either a single audience, or people in relationships wothout children. For example: "Thailand’s best spots for a romantic escape"

Question 43

# AUDIENCE How does Attitude reach a global audience?

Answer 43

Due to covering stories from across the world. For example: Under the "News" section, there is a sub-section of "World"

Question 44

# AUDIENCE How is Attitude attractive to audiences as a niche magazine?

Answer 44

As the LGBT community is underrepresented in media products - including lifestyle magazines - Attitude fills as gap in the market and provides an opportunity for LGBT audiences to identify with media representation. This would be comforting for them.

Question 45

# AUDIENCE Why might some audiences have an oppositional reading (Hall) towards Attitude?

Answer 45

Some may feel that there is an extreme focus on gay men, and that Attitude needs to focus on other members of the LGBT community. Although, the website begins to subvert this as it includes stories on other members of the community "Lesbian visibility week" / "Trans guys make their voices heard"

Question 46

# REPRESENTATION How are men represented as successful?

Answer 46

Men on the website are represented as successful - which would appeal to aspirational male audiences. Images: Clothing codes such as suits which connote professionalism. Language: "The UK’s LGBT Business Champion" Star power: Celebrities such as Tom Daley or Elton John are often featured. However, this successful representation is also connoted through advertisements and products promoted on the wesbite - which are ofen high-end and suggest affluence. For example: "Jaguar’s first all-electric car is genuinely shocking" "Take on the North American dream with Virgin Holidays" "The best theatre to see in the UK "

Question 47

# REPRESENTATION How are men represented as powerful?

Answer 47

Through their physique - images include men shirtless, flexing their muscles or athletic builds. For example: "MASCULINITY SPECIAL: Our Deputy Editor goes from scrawny to brawny." However, arguably men are also represented as powerful reformers in scoiety with their fight against anti-homosexual ideas. For example: "Trans rights protests to take place across the UK" Which specifically shows images of men.

Question 48

# REPRESENTATION How are men represented as conventionally masculine?

Answer 48

Mostly through semi-nakes images which are sometimes hyper-masculine, focused on muscular bodies or strength. This representation is almost 'heroic'. For example: "gloriously gay photos of beautiful male bodies from Boys! Boys! Boys! However, this is somewhay subverted by body positive and inclusive representations too. For example: "Real Bodies: ‘I used to weigh 18 stone – but I had no problem taking my clothes off'"

Question 49

# REPRESENTATION How are men represented as emotionally detached?

Answer 49

The content online is factual and avoids deep emotional response, particularly within its news content - which might stereotypically represent men as emotionally detached. For example: "Man victim of homophobic abuse while on bus after celebrating Manchester Pride" news story. This is arguably subverted by content which represents men as emotionally vulnerable - particularly surrounding homophobia or discrimination. For example: "Gay purge victim goes public with horrifying details of alleged abuse"

Question 50

# REPRESENTATION How are men represented as victimised?

Answer 50

This representation challenges dominant ideologies of gender, but would be identifiable for gat men who may have been through similar homophobia, abuse or discrimination. For example: "Gay purge victim goes public with horrifying details of alleged abuse" Stories often have websites or organisations linked at the bottom of these sensitive stories to help victims. For example: "Victims of homophobic hate crime can report to police or online through True Vision"

Question 51

# REPRESENTATION How are men who don't adhere to gender norms represented?

Answer 51

There are often articles of men wearing makeup, or stereotypically female clothes and talking more feminine. This fits the genre of an alternative magazine. For example: "drag lip-sync of Judy Garland’s ‘Come Rain or Come Shine’"

Question 52

# REPRESENTATION How are men sexually represented?

Answer 52

It is reasonably unusual for men to be sexualised in the media, but it is a regular occurence on attitude, reflecting the gay male audience. For example: "guys have stripped off for the most body-positive naked calendar"

Question 53

# REPRESENTATION How are other sexualities represented?

Answer 53

The websites focus is mainly on gay men, with less coverage of other sexualities from the LGBTQIA community. Eg articles for "Lesbian visibility week" and "Trans awareness week" However, there is symbolism that is meaningful for the entire community. For example: Pride flag or rainbow colours.

Question 54

# REPRESENTATION How are other cultures/ethnicities represented?

Answer 54

A range of ethnicities are feaured on the website. However, stories surrounding other cultures can be quite negative - posing them as homophobic, discriminatory and places to be avoided. For example: "Indonesia: More than 50 detained after police raid on gay party" It might be argued that Attitude hold a post-colonial view of the world, with non-white cultures being shown as intolerant and agressive. Western countries are represented as tolerant and positive, with an ethnocentric view of the world. BUT...Perhaps this appeals to the predominantly British audience, amnd it only reflects the reality of cultural/political contexts of gay rights.

Question 55

# REPRESENTATION Why might Attitude have a sympathetic and diverse representation of sexuality and gender?

Answer 55

The staff that work at Attitude are almost all part of the LGBT community themselves. The managing director, Styles, is part of the community and bought the website for its unique representation of the gay community. Also, a lot of the team are men - hence the positive representation of men as successful and poweful.

Question 56

# INDUSTRY What are the key ideas of Curran and Seaton?

Answer 56

The idea that the media is controlled by a small number of companies primarily driven by profit and power. Media concentration generally limits or inhibits variety, creativity and quality. Socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions.

Question 57

# INDUSTRY How might Attitude might support Curran and Seatons idea of ownership?

Answer 57

It shows that socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions. It addresses the under-representation or mis-representation of the LGBTQIA community. It is published independently (Stream) It has the freedom to target niche audiences It has the freedom to be driven by societal change rather then profit/power.

Question 58

# REPRESENTATION What does Larry Gross theorise about gay people and the media?

Answer 58

They have been invisible in the media, mostly symbollically annihilated. When they do appear they are in a supportive role which is negatively stereotyped. (This was from the 1990s)

Question 59

# INDUSTRY How can a socially diverse pattern of ownership (C&S) be seen through varying representations?

Answer 59

Attitude mostly represents a variety of gay identities (going against Gross' theory). For example: "Lil Nas X gives Satan a lap dance in music video" VS "Tom Daleys greatest knits" This breaks down stereotypes of what it means to be gay, with different perspectives and a range of gay identites. (Gauntlett - audiences can legitimise their own identites from this)

Question 60

# INDUSTRY How can a socially diverse pattern of ownership (C&S) be seen through adventurous representations?

Answer 60

Attitude depicts representations which once would have been deemed as contreversial. For example: The weekly "Boys! Boys! Boys!" article which shows sexualised images of men. Attitude has dedicated a space to display these identites as acceptable and mainstream - legitimising this identity.

Question 61

# INDUSTRY What are the key ideas of Hesmondalgh?

Answer 61

Cultural industries try to minimse risk and maximise audiences through vertical and horizontal intergration, and by formatting their cultural products (eg use of stars and genres) The largest companies operate accross a variety of cultural industries. The potential of the internet has been contained by its incorporation into a set of cultural industries.

Question 62

# INDUSTRY How is Hesmondhalgh's idea that Cultural industries try to minimse risk and maximise audiences through vertical and horizontal intergration, and by formatting their cultural products (eg use of star) true?

Answer 62

It is vertically intergrated to some extent throught its 'Attitude Pride Awards' which diversifies the product and broadens its appeal. It minimises risk through star appeal - stories surrounding popular culture eg Drag Race UK and popular celebrities eg "Boy George throws major shade at Lady Gaga. This might make the product more mainstream

Question 63

# INDUSTRY How is Hesmondhalgh's idea that the potential of the internet has been contained by its incorporation into a set of cultural industries seen in Attitude?

Answer 63

By becoming more mainstream, Attitude loses its edge and radical potential and subversie quality and the potential to be controversial. Whilst the introduction of stars might be seen as less radical, it is still challenging prejudice and conservative views. For example: The weekly "Boys! Boys! Boys!" article which shows sexualised images of men. For example: "Indonesia: More than 50 detained after police raid on gay party"