Jake Shears Cover - Representation

Question 1

JAKE SHEARS FRONT COVER

1. What sorts of representations of masculinity are constructed by the front cover?

What traditional representations are challenged? Think carefully about:

• The body language of the front cover model
• Costume decisions and the subversive connotations of those choices
• Make-up decisions
• Anchorage provided by sell lines and colour choices

Answer 1

The cover constructs a subversive version of masculinity that challenges heteronormative stereotypes.

The performative presentation of the model wearing a US army costume, mascara and nail varnish presents a deliberately confused image juxtaposing stereotypically masculine and feminine signifiers to suggest that gender identification can move beyond simple gender binaries.

The feminized ‘hand on hip’ pose further contributes to the sense of ‘gender trouble’ constructed by the imagery, supplemented by an aggressive fourth wall break that is both provocative and confident.

The sell lines surrounding the main image reinforce a sense of acceptance of the character’s androgyny.

Question 2

JAKE SHEARS ARTICLE

2. Using the article, write three or four sentences that describe the editor’s stance regarding contemporary gender politics. Think about the following:

• The tone of language used to articulate the editor’s viewpoint
• The impact, as described by the editor, of traditional masculinity on society
• The tactics used by the editor to undermine traditional masculinity

Answer 2

• The editor takes direct aim at traditional masculine identities, suggesting that traditionally gender has been constructed through stereotypes.
• The tone offered by the magazine’s editor-in-chief is important in that he frames the ethos and value system in which the magazine and website operate.

Question 3

JAKE SHEARS

In what ways do the front cover and extract make links to the theoretical thinking of Judith Butler?

You might want to think about the following:

• The idea that gender is constructed through performance
• The idea that gender identities are fluid

Answer 3

The image in extract A ultimately connotes that contemporary masculine identities are complex and open to negotiation, reinforcing Butler’s notion that gender is performative rather than being innately fixed.

The playful nature of the army uniform further suggests that the cover model forges his identity through costume and performance.

The sell line’s identification of Jake Shears as ‘playing it straight’ is also suggestive of the non-fixed nature of gender identification.

Question 4

Analyse how Hall’s ideas are valid for Attitude. Give specific examples to support your points.

(5)

Answer 4

• Attitude magazine, founded in 1994, constructs a media product that purposefully deconstructs traditional stereotypes.
• Funded via premium advertising, the magazine is commercially viable as a result of the growing economic power of the gay community and the power of the ‘pink pound’ as an advertising draw.
• The magazine, too, mirrors the social enfranchisement of gay groups. As such, Attitude offers its audiences a steady diet of gay celebrity icons who defy negative stereotypes - often exhibiting physical strength or emotional resilience in the face of adversity.
• The narratives of its online stories explore family challenges and adoption issues as well as exposing homophobic viewpoints.
• Harder news stories construct realistc representations - often highlighting mental health issues faced by the LGBT community.

Question 5

Write two or three sentences that provide examples of how Butler’s ideas link to Attitude. Give specific examples to support your points.

Answer 5

• Conversely, Attitude offers what Butler famously called ‘gender trouble’, and, as Butler herself argues, assuming a ‘subversive’ gender role often requires the repetition of ‘painful and oppressive’ gender norms.
• Attitude creates a space in which the ramifications of assuming what may historically have been considered a subversive identity can be freely examined with articles that explore the link between mental health issues and being gay.
• Such writing openly acknowledges the continued tensions that exist for individuals who assume subversive gender roles in terms of heteronormativity.
• The transition of the magazine to a more mainstream status in more recent years reflects too the transition towards what might loosely be called a ‘post traditional’ society - a society which openly acknowledges our sexualities as socially constructed.