Online Media: Attitude Media Language Flashcards
Introduction to Attitude
British gay lifestyle magazine
Owned by stream publishing
Sold worldwide as a physical magazine, and is available for digital download
Who is the target audience for Attitide?
Attracting a traditionally alternative audience
LGBTQ+ community, however arguably more gay men
How does the website cater for the target audience?
The website covers many different subjects such as sexuality, race, and human rights in general
‘Man left with broken nose after homophobic attack’ - example article
How are audiences encouraged to engage with the website?
The language incorporated into the articles promote a positive LGBTQ+ philosophy and encourages audiences to feel proud of being part of this community
The community spirit of the institution is promoted through the hyperlink ‘subscribe’, to allow the audience to be continuously updated with current affairs in the LGBTQ+ community
Digital convergence
The ability of audiences to view multi media content across different platforms and devices
Digital convergence within the webpage
Each article is encouraged to be shared online via the various social media web links
Eg Facebook, Twitter and Reddit
Who is Gok Wan?
Gay male fashion stylist, award winning TV presenter, and author
Renowned for helping women to feel more confident in their looks and championing high street fashion
Gay icon
Gok Wan article points to analyse
-Image
-Headline
-Language
-Mode of Address
Image in Gok Wan article
The close up selfie of Gok constructs him with a happy facial expression, which juxtaposes the headline ‘homophobic abuse’
This is an act of defiance, he isn’t letting the prejudicial treatment get him down
Headline in Gok Wan article
‘Gok Wan hits back after suffering homophobic abuse from a group of lads’
‘Suffering’ links to the emotional and physical feeling that Gok has experienced, along with many other who have faced the same abuse
‘Lads’ carries connotations of ignorant, anti-social yobs who are stereotyped as unwilling to accept the LGBTQ+ community
Mode of Address in Gok Wan article
The article takes direct quotes from Gok Wans instagram post, which takes a direct mode of address
Gok is directly speaking to his abusers but it could be argues that this is a direct message to others who have suffered homophobic abuse - and creates a strong sense of community
Structuralism by Claude Levi-Strauss
Meaning is dependent upon pairs of oppositions and the way in which these binary oppositions are resolved can have particular ideological significance
‘Celebrities make a stand against anti LGBT violence in Brazil’ - Binary opposition
Brazilian pop singer Yang collaborated with many other artists such as Britney Spears, Lorde, and Boy George in a charity single and music video
The binary opposition presented is homosexuality vs homophobia therefore conveying the ideological significance that homophobia will not be tolerated
