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Media Comp 2 > Attitude Magazine > Flashcards

Attitude Magazine Flashcards

1
Q

Context

A
  • Launched in 1994 (10 years before the Civil Partnership Act) and so attitudes towards homosexuality were different today and homophobia is extremely common
  • Guidelines ensured Attitude was able to publish gay content in hostile publishing and cultural environment
  • Retailers were still able to exert some control as often Attitude was banished to the ‘top shelf’ or hidden from view
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2
Q

Audience

A
  • 20s to 50s, gay male
  • Affluent, professional, financially prosperous and with earnings considerably higher than the national average and high disposable income (ABC1)
  • Diverse interests but have the common trait of their sexuality
  • Brand loyal, fashion conscious
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3
Q

The first issue

A
  • Appeared in May 1994
  • A separate Thai edition has been published since March 2011
  • Editions in Belgium and the Netherlands launched in February 2017
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4
Q

Mission Statement

A
  • ‘Undisputed, heavyweight, best-selling’
  • ‘Most well-respected gay title in the UK’
  • Served up with Intelligence and wit’
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5
Q

Targeting an ABC1 audience through Partnerships and Sponsorships

A

Built with companies who advertise premium products on the website

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6
Q

Targeting an ABC1 audience through language

A
  • Very formal and complex
  • Mirrors middle class values and educational background of an ABC1 demographic
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7
Q

Targeting an ABC1 audience through its relatable activities

A
  • Incorporated into narratives and competitions to create connections
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8
Q

Ownership

A
  • Began publication in 1994 as part of the Northern and Shell Group
    -Acquired in September 2016 by contract publisher Stream Publishing
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9
Q

Cultural Industries theory (Hesmondhalgh)

A
  • Northern and Shell decided to start publishing Attitude to diversify its titles within the magazine marketplace thereby minimising risk and maximising audiences
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10
Q

Splash pages

A
  • Used to promote a company, service or product or are used
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11
Q

Popularity and distribution

A
  • Print Circulation: 50,000
  • Digital Circulation: 12,200
  • 1.8 million online users
  • 3.6 million pages viewed
  • 42,000 people subscribed to their newsletter
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12
Q

Attitude’s Website

A
  • Much of their website ‘teasers’ for the magazine content, so there are not many full articles
  • Stand alone content available online
  • Clickbait, not from ‘premium brands’
  • Many men still objectified despite representation
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13
Q

Hyper-sexualisation of Men

A
  • Topless, provocative clothing, tight underwear
  • Lack of representations of different body types
  • Celebrities who are straight are represented in a way that appeals to a gay male audience
  • Exotic lifestyles
  • Focuses on gay men being ‘out there’
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14
Q

Gay men in online articles

A
  • Mainly focusing on things such as grooming, holidays, fashion and celebrities
  • Heavy emphasis on external appearance
  • Marginalised gay men with singular stereotypical representations
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15
Q

How is the LGBTQ+ community represented as a whole?

A
  • Articles about violent attacks towards the community which may reinforce the idea that they are marginalised and threatened by society
  • LGBTQ+ community is normalised in adverts
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16
Q

How is a Gay audience offered escapism

A
  • May be seen as a utopia where ‘everyone is gay’
  • The LGBTQ+ community are accepted on the website
  • May give some the confidence to ‘come out’
17
Q

How are Gay Men stereotyped?

A
  • Stereotypically attractive males are seen in the articles
  • Gay men liking pop music, musical theatre, and interior design etc
  • Seen as vulnerable in regards to the ‘coming out’ narrative
  • Article on gay rugby team focuses on their bodies rather than their talents
18
Q

Cultivation theory (Gerbner)

A

The media participates in ‘Symbolic Annihilation’ of the LGBTQ+ community by negatively stereotyping them, rarely portraying them in realistic ways, or by not portraying them at all

19
Q

Pick and Mix theory (Gauntlett)

A

-The LGBTQ+ community are underrepresented in the mainstream media, but things are slowly changing for the better
-Tolerance of sexual diversity is growing in society and images of sexual diversity may assist in making the population generally more comfortable with alternative sexual lifestyles

20
Q

Attitude Website Homepage

A

-Main articles are similar to what is seen on the front of a tabloid newspaper
-Advertisements for brands that may be of interest to LGBTQ+ readers
-Links to social media, but audiences are unable to comment under articles on the website
-Considered niche as whole website reports news important to gay men

21
Q

Masthead of Attitude

A

-Sans-serif font
-No capital letters
-This is modern and informal

22
Q

Colour Palette of Attitude

A

-Bright colours
-Lots of white space
-Crisp, clean layout
-Topic colours with stories underneath
-Rainbow banner colours

23
Q

Layout and design of Attitude website

A

-Newest stories at the top
-Stories are categorised by topic
-All shaped the same creating a clean and consistent layout
-Easy to navigate
-Professional, but not too flashy

24
Q

Features on Attitude’s website

A

-Navigation bar
-Search box
-Picture slideshows at the top of the website
-Hyperlinks
-Videos
-Links to other social media pages

25
Q

Mediation and Ideology of Attitude

A

-Most stories are specifically linked to homosexuality
-Gay culture
-Things that affects gay people
-Left wing, liberal ideology

26
Q

Binary Opposition (Levi-Strauss)

A

-Articles that are positive about homosexuality have pictures in colour
-Articles that are negative about homosexuality have pictures in black and white

27
Q

Traditional representations of Homosexuality in the media

A

-They were previously represented as ‘violent’ and a threat to society, much being to do with religion
-From the 1990s onward, the representations of homosexuality have increased, and the community now protects its own culture in order to gain visibility in the media

28
Q

How does Attitude represent Race/Ethnicity?

A
  • Attitude have been accused of being ethnocentric, though over recent years they have tried to change this
  • They had an article about the change of the iconic Rainbow Flag at Manchester Pride to a flag that includes black and brown stripes (this is because LGBTQ+ Ethnic Minority groups find it harder to come out, and feel less represented in the community)
  • They aim to normalise Ethnic Minority representations of homosexuality, and they are doing this through repetition (Gerbner).
29
Q

How does Attitude represent age?

A

-Doesn’t have many representations of men
-May reflect the demographic of the magazine, though it could be argued that it reinforces the stereotype of homosexual men being obsessed with youth and appearance

Media Comp 2 (24 decks)

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