Attitude Online
- First physical issue May 1994
- Website created in 2014
- Sells 11k digital copies a month
Gregg Araki Article examination
Shot type - mid shot, anchorage of image with title 'filmmaker' and mise-en-scene film equipment in image (he is Greg Araki, middle aged, eastasian-american director). Vest costume is stereotypically gay of the 90's
Typography - Bold sans-serif font for title and pholio (tells you what part of the website you are looking at) which could target working class audience. Easily readable. Monochromatic colours, adult target audience, small colours like orange.
Title - conventionally formal mode of address for a title. Orders topics with "Sexual fluidity" and "LGBTQ representation" over "his new show"
Assumption of audience knowledge about gay culture by not explaining the acronym "LGBTQ"
"New Queer Cinema" - a re-appropriation of a derogatory term queer by the LGBTQ community.
"For anyone out of the loop" informal, cheeky, colloquialism
Social media icons - hypermodality
Related stories are related to gay issues
Website Screenshots
Stereotypical magazine website layout with thumbnails for articles, navigation menu bar.
- "Boys"
- "Theatre" Stereotype of gay men liking theatre
'Subscribe'
Gives link to physical magazine
Boys
Stereotypical, fit, men. Cultivation theory - gay men have to look a certain way.
However, many of the pictures are of heterosexual men.
Hyperreality. Hypersexualised representation of men (e.g. chests exposed, muscles flexed, provocative poses)
Use of 'boys' is weird
How are gay men represented in attitude online?
Hypersexualised representation of men (e.g. chests exposed, muscles flexed, provocative poses)
On Attitude a singular muscular body type appears to be shown.
Why do some groups deliberately live up to stereotypes?
Visibility - way of showing pride and lack of fear (e.g. being camp, wearing certain things) or to stand out in society
Social interaction - allows people to be part of a community
A set of rules to follow, providing structure and advice
What representations of masculinity are constructed in this front cover? Make explicit reference to the toolkit for textual analysis.
To what extent does this cover subvert hegemonic representations of masculinity?
How is anchorage provided by the cover lines of the magazine cover?
How does the print version of Attitude demonstrate digital convergence?
Pose is camp and stereotypically flamboyant and gay. However, direct mode of address and aggressive facial expression. Once again creating a complex and subversive presentation.
- First physical issue May 1994
- Website created in 2014
- Sells 11k digital copies a month
Gregg Araki Article examination
Shot type - mid shot, anchorage of image with title 'filmmaker' and mise-en-scene film equipment in image (he is Greg Araki, middle aged, eastasian-american director). Vest costume is stereotypically gay of the 90's
Typography - Bold sans-serif font for title and pholio (tells you what part of the website you are looking at) which could target working class audience. Easily readable. Monochromatic colours, adult target audience, small colours like orange.
Title - conventionally formal mode of address for a title. Orders topics with "Sexual fluidity" and "LGBTQ representation" over "his new show"
Assumption of audience knowledge about gay culture by not explaining the acronym "LGBTQ"
"New Queer Cinema" - a re-appropriation of a derogatory term queer by the LGBTQ community.
"For anyone out of the loop" informal, cheeky, colloquialism
Social media icons - hypermodality
Related stories are related to gay issues
Website Screenshots
Stereotypical magazine website layout with thumbnails for articles, navigation menu bar.
- "Boys"
- "Theatre" Stereotype of gay men liking theatre
'Subscribe'
Gives link to physical magazine
Boys
Stereotypical, fit, men. Cultivation theory - gay men have to look a certain way.
However, many of the pictures are of heterosexual men.
Hyperreality. Hypersexualised representation of men (e.g. chests exposed, muscles flexed, provocative poses)
Use of 'boys' is weird
How are gay men represented in attitude online?
Hypersexualised representation of men (e.g. chests exposed, muscles flexed, provocative poses)
On Attitude a singular muscular body type appears to be shown.
Why do some groups deliberately live up to stereotypes?
Visibility - way of showing pride and lack of fear (e.g. being camp, wearing certain things) or to stand out in society
Social interaction - allows people to be part of a community
A set of rules to follow, providing structure and advice
The representation of gay men and the subversion of hegemonic modes of masculinity in Attitude
What representations of masculinity are constructed in this front cover? Make explicit reference to the toolkit for textual analysis.
To what extent does this cover subvert hegemonic representations of masculinity?
How is anchorage provided by the cover lines of the magazine cover?
How does the print version of Attitude demonstrate digital convergence?
Mise-en-scene of nail varnish and makeup contrasts with stereotypical hegemonic views of masculinity. However, this contrasts with his masculine army bomber jacket thus providing a complex and subversive presentation of masculinity.
Pink cover line subverts hegemonic representations of masculinity and anchor the image by codifying gayness. Binary opposition of black for masculine aggression and pink for ay stereotypes.
Pose is camp and stereotypically flamboyant and gay. However, direct mode of address and aggressive facial expression. Once again creating a complex and subversive presentation.
Eyeshadow is red (also nail varnish) which connotes passion, love, anger,
Whole costume is grungy and dirty which subverts stereotypical gay presentation of being clean.
"Attitude" is an aggressive masthead but written in pink juxtaposition
Does this statement actually fit with Attitude?
Horizontal integration - They buy up other companies in the same sector to reduce the competition for audiences and audience time.
Attitude Online targets a working class audience whereas the Attitude Magazine targets a middle class audience. Targets WC audience in order to diversify their market share.
Website is very stereotypical representations of men whereas the magazine often presents a subversive or complex representation.
How does Attitude maximise audience consumption?
- Thumbnails
- Web 2.0 design (clean)
- Menu bar (easy access)
- Social Media Accounts (Instagram, Twitter, Facebook)
- Attitude App
- Digital Subscriptions (distributed by pocketmags) Physical subscription (distributed by mymagazinesub)
- Attitude Newsletter
- Get in Touch
"Attitude" is an aggressive masthead but written in pink juxtaposition
Does this statement actually fit with Attitude?
“Stereotypes tell us men are strong and emotionless, women meek and emotional. And to place value on the physical difference between male and female is to say our place on this planet is dictated by our breeding potential. It’s why LGBT+ rights have always stood on the side of challenging gender stereotypes, and why I get angry when gay men show misogyny.
Gender division is the most violent thing to ever happen to humanity. It’s suppressed the voices of millions of queer and gay people for millennia. Anybody who challenged the binary was silenced, often violently: from the concentration camps of Nazi Germany, to the recent purge of LGBT+ people in Chechnya, and barbaric Islamic State executions.
Encouraging outdated ideas of masculine/feminine is buying into the ideals of murderers who believe that a man loving another man should be punishable by death. To them, gay love is unnatural and against God. Male dominance is born of violence and oppression, not anything remotely biological or "natural." What many understand as masculinity is too often a regressive by-product of this desire to dominate. Maybe we should aspire to be matriarchal by nature, like elephants, bees and ants.
All this is why I have, on occasion, donned a wig and thrown on a dress for a mad night out with my sistas. It’s why drag is so powerful; it’s not about men ridiculing women, it’s about men undermining the oppressiveness of masculinity.
I’d love to do away with all the labels and expectations of how a man should act and dress. Imagine having a conversation with another gay man and not worrying if they think you’re masc enough, or if that straight guy is judging the way you talk... This is the root of my frustration with the idea of gender differences. You see, I despise what men have done to this plan" - Cliff Joannou - Editor in Chief of Attitude magazine
No. The 'boys' section shows that they only value one body type which is fit and muscular. Form of othering by containing all of gay stuff in Attitude.
Stereotypes and inequality in attitude
Stuart Hall - "Stereotypes happen because there is inequality in our society"
Up until 2003 age of consent for gay men was 21.
e.g. Skyfall James Bond - Silva the villain is presented as gay and is used to make the heteronormative male audience uncomfortable by his approaches as it signifies an attack on the masculinity of Bond.
Paul Gilroy - Postcolonial theory and ethnicity.
We have "equal rights in society" but also massive inequality e.g. 'black cities' or 'jewish areas'. Idea of ghettoisation
In terms of gay people, British cultural imperialism (spreading ideologies around the world) spread the Christian ideology that gay is wrong.
Industry
Who publishes Attitude?
- Stream Publishing Limited. Acquired in 2016.
What other products does the publisher publish?
What other products does the publisher publish?
- Vauxhall Magazine, SPAR Magazine, Hertz
- Primarily customer magazines or internal newslettersAre they a major or independent publisher?
Website:
Team photo
-quirky
-charismatic
-human
Horizontal integration - They buy up other companies in the same sector to reduce the competition for audiences and audience time.
Why did Attitude create an website?
To make more money through advertising revenue and to expand readership by allowing anyone online to access the website.
Synergy and digital convergence
"We are investing heavily in the new Attitude online" - Mike Buckley Managing Director via InPublishing.
Attitude Press Pack
Digital convergence
What attitude says their audience is
- 'professionals' university educated
- 20-30's have more disposable income
- 'financially prosperous'
- Gay people have the 'pink pound' which is the money they save by having no kids
- 'Attitude readers are highly loyal to brands that advertise and speak to them through gay press'
Comodifying audience
Attitude Online targets a working class audience whereas the Attitude Magazine targets a middle class audience. Targets WC audience in order to diversify their market share.
Website is very stereotypical representations of men whereas the magazine often presents a subversive or complex representation.
How does Attitude maximise audience consumption?
- Thumbnails
- Web 2.0 design (clean)
- Menu bar (easy access)
- Social Media Accounts (Instagram, Twitter, Facebook)
- Attitude App
- Digital Subscriptions (distributed by pocketmags) Physical subscription (distributed by mymagazinesub)
- Attitude Newsletter
- Get in Touch
- Online Press Pack
- Attitude Newsletter
- Competitions
Attitude and end of audience theory (Clay Shirky)
- world is more democratic and audience can have a say
- however, will audience actually affect big media companies
- No comment system (site would probably be raided by homophobic comments, comments are hard to moderate)
-
- Attitude Newsletter
- Competitions
Attitude and end of audience theory (Clay Shirky)
- world is more democratic and audience can have a say
- however, will audience actually affect big media companies
- No comment system (site would probably be raided by homophobic comments, comments are hard to moderate)
-
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