Attitude

Question 1

Apply Baudrillard’s Post-Modernism theory?

Answer 1

Attitude subverts hegemony, men represented in magazine don’t conform to dominant ideologies in society.

Question 2

Apply Gauntlet’s Identity Theory?

Answer 2

Consumers of Attitude can use representations of individuals to build ow identities, consumers part of LGBT so able to identify with men shown.

Question 3

Apply Gerbner’s Cultivation Theory?

Answer 3

The more consumers see representation of LGBT community (e.g. different ‘types’ of homosexual men) the more they will believe them to be true.

Question 4

What are the Preferred and Oppositional readings of Attitude?

Answer 4

Preferred- magazine is voice for LGBT community and represents them positively.
Oppositional- representations uphold stereotype that all homosexual men are feminine.

Question 5

Describe Butler’s Gender Theory?

Answer 5

Sexual identity is an ideology which is reinforced through repeated behaviours.

Question 6

What are some of the key media language aspects included on the Jake Shears Attitude FC edition?

Answer 6

Binary opposition - black and pink, blurs lines of gender norms. Painted nails and makeup.
Revealing clothes vs body hair- usually for women vs traditionally male body hair.
Military clothing- male.

Question 7

Describe Butler’s Queer Theory in relation to Attitude?

Answer 7

Theory- divide between men & women, masculinity and felinity re social construct. Attitude subverts stereotypical masculine & feminine representations by portraying men liking feminine things e.g. fashion.

Question 8

Who is the target audience?

Answer 8

Professional and financially prosperous- with disposable income. LGBT men.

Question 9

What socio-economic grouping would consumers belong to?

Answer 9

A, B or C1

Question 10

What is the age of targeted audience?

Answer 10

25-35 bc of expensive products sold through magazine, meaning consumers need disposable income.

Question 11

Political affiliation of audience?

Answer 11

Right wing wealth but Left wing ideologies.

Question 12

Urban or Rural consumers?

Answer 12

Mostly Urban- availability of print edition and items advertised e.g. theatres.
Some rural- wealthy areas and mag available online.

Question 13

Name 3 articles from Attitude magazine?

Answer 13

“Gay club XXL will arrive in Brighton next month”
“Range Rover Velar”
“Looking For Premium Male Makeup?”

Question 14

What does the “Camp” LGBT representation do?

Answer 14

Persona reinforces views of gay sexuality being between masculine and feminine.

Question 15

What is the MACHO LGBT representation?

Answer 15

A look that exaggerates masculinity.

Question 16

What is the DEVIANT LGBT representation?

Answer 16

Evil or devious in tv drama, sexual predators or people who feel guilt about their sexuality.

Question 17

What is the Attitude Logo important for?

Answer 17

Visual branding.

Question 18

What is the main navigation for the homepage?

Answer 18

Menu Bar

Question 19

What presents images in a slideshow format on the homepage?

Answer 19

A carousel/slider.

Question 20

Name some conventions of an online magazine?

Answer 20

High image : Text. 
teaser Headlines
Emotive Language
Foreground Advertising
Sponsored Content.

Question 21

Apply Levi Strauss theory of Structuralism?

Answer 21

Focus on LGBTQ+ presents idea of conflict, community “good” those against it “bad”, forming opposition.

Question 22

Talk about the FC “The Masculinity Issue”?

Answer 22

Dark background, pink bold title, central image breaks conventions through using man and makeup, painted nails- Jake Shears- celebrity lead singer of Scissor Sisters.

Question 23

In The Zanzibar article what does it show?

Answer 23

Community around world and news.

Question 24

What does the Zanzibar article reflect?

Answer 24

That he magazine not only writes fun articles but also hard hitting news.

Question 25

What suggests being gay is still seen as bad?

Answer 25

In Zanzibar article “suspicion of being gay”- still seen as bad thing in other parts of world, can lead to imprisonment or death.

Question 26

What does Attitude do that mainstream usually avoids?

Answer 26

Represents a whole different group of people.

Question 27

How does Attitude present a stereotype?

Answer 27

The way the community is constructed presents stereotype of how you must look and act- reinforced by lack of presentation in mainstream media.

Question 28

How does Gauntlett’s theory of identity and Pick & Mix fit?

Answer 28

Attitude doesn’t show straight forward ideas about identity, agrees media more diverse now allowing readers to pick and choose identity.

Question 29

How do you apply Butler’s gender performativity theory?

Answer 29

Breaks conventions of gender norms reflecting how gender is social construct.

Question 30

How can you apply Gilroy’s post-colonial theory?

Answer 30

Presents people of colour and struggles, their sexuality presented as their minority rather than ethnicity, reduces colonial power through construction of different “other”.

Question 31

What doesn’t Attitude produce?

Answer 31

Mainstream content.

Question 32

Who is Attitude owned by?

Answer 32

Stream Publishing Limited.

Question 33

What does the website do for the magazine?

Answer 33

Sold worldwide as physical magazine, bullet pointed articles and teasers act as snippets for magazine- website marketing strategy for magazine.

Question 34

Name two stars included in Attitude magazine?

Answer 34

Boy George, Madonna, Lady Gaga, Tom Daley, Prince William.

Question 35

How is the male target audience targeted?

Answer 35

factual writing style, high image: text.

Question 36

How is the 26-55 age targeted?

Answer 36

Celebrity culture for this generation is appealing.

Question 37

How is the ABC1 audience targeted?

Answer 37

Sponsorships, language is formal.

Question 38

How is the reformer/aspirer audience targeted?

Answer 38

Comments on social issues, aspirational feel.

Question 39

How does interaction occur, compared to Zoella?

Answer 39

Through Facebook and Twitter, limited compared to Zoella, reflects how this is a company not individual.

Question 40

Apply Gerbner’s Cultivation Theory to Attitude?

Answer 40

repeated exposure of views normalises LGBTQ+ community in media, celebrities reinforces- pushes community into mainstream spotlight.