attitude Flashcards
(40 cards)
What is the demographic target audience of Attitude?
26-55 reformer/aspirer, interested in gay culture, fashion, film, travel, fitness, bachelor/married
How does the website house style and mode of address stereotypically appeal to men?
- Lack of overtly emotional content and a focus on educational topics expressed in a factual mode of address
- Image led, use of white space, short chunks of text makes it easier to read
Example of clickbait, salacious titles to engage audience
e.g ‘Tyler Posey says he’s hooked up with guys’ in a candid video’
Sensational content increase engagement and therefore advertisement revenue
How does the website appeal to all age ranges in terms of celebrity content and culture?
- range of ages e.g from Philip Schofield to Olly Alexander, Sir Ian McLellan, Troye Sivan
- Focus on retro/ 90s culture e.g ‘Kylie Minogue curious to duet Madonna’ creates a sense of nostalgia for audiences over 30
How do Attitude’s social media pages reflect their target audience of age 26 to 55?
choice of having an online presence on Instagram, Facebook, Twitter rather than TikTok and Snapchat
Political content targeting older, more educated audience
‘Northern Ireland finally gets ‘full marriage equality’ with civil laws change’
Impact of little interactivity on website?
Appeals to older audience, interactivity usually used to engage a younger audience
How does Attitude’s website promote the print version?
mentioned several times on website, targeting older audience still interested in print version, e.g hypermodality through link to News stand website to buy the magazine
How does the advertising on the Attitude webpage target ABC1 demographic?
- suggested through reputable designer brands like Gucci, Lacoste
- promoting expensive, middle class pastimes e.g in travel section:
‘Escape the winter gloom in Thailand’, ‘Five of the world’s best prides to travel to in 2019’
content appealing to audience interested in appearance and fashion
’- 2020 ‘The Body Issue’
- Style section on website: ‘This week’s hottest clothing and accessories’ - consumerism, aspirers
political content targeting educated reformers, ABC1 audience
- ‘What’s life like for LGBT people in India after the decriminalisation of homosexuality?’
- ‘LGBT Brazilians share their hopes and fears for the future under Bolsonara’
- syndicated global content also targets global audience
use of LGBT iconography of pride flag
- ‘Tiktok removing content promoting gay conversion therapy’ - costume of rainbow shirt on on men
- ‘Gay friendly cities everyone should visit’ - pride flag held up in march in main image
Example of LGBTQ+ audiences being targeted through issues that may be relatable to them
- ‘Dan Howell: Being open about my mental health forced me to confront my sexuality’
Gay celebrities featured to target LGBTQ+ audience
Elton John, Andrew Scott, Adam Lambert, Boy George
Lack of content indicating Attitudes target audience
lack of family audience including children, ect. implies a bachelor, child free audience
Preferred reading of attitude’s website
- it is informative, entertaining and fun, and makes them want to buy the magazine. - -
- They would be interested in many of the topics and probably agree with the ideologies.
- They would probably share or like on social media.
- It would give them a sense of personal identity and make them feel less marginalised.
Negociated reading of Attitude
(possibly as an older gay man, or ethnic minority gay man) may agree with overall ideology and find some articles interesting, but find Attitude offers a narrow range of experiences and representations of homosexuality - frustrated as it doesn’t offer a sense of personal identity.
Oppositional reading of attitude
- (e.g. a homophobic straight man) would reject the ideas as they find the images of semi-naked men offensive and the idea of promoting a homosexual lifestyle as normal wrong.
- They may find political articles (such as those criticising people’s opinions on homosexuality) offensive as they may hold those views as well.
Men constructed as successful
- e.g ‘Brian May on Queen’s 50th anniversary plans: We want to celebrate being alive and live’ - powerful gesture code of Brian may pointing out to audience, connotes celebrity status
Aspirational branding through celebrity achievements
- ‘Joao Lucas Reis da SIlva becomes first out gay male professional tennis player’ - muscles in main image, connotes power
- ‘Lil Naz X tops DaBaby as Spotify’s most streamed male rapper’ - supported by Attitude, evident in supportive language: ‘Deserved!’
Andrew Scott article
‘Andrew Scott applauded for take on the term ‘openly gay’
‘He is so right’
‘I love Andrew Scott. He is right!’
Men constructed as strong and powerful in rugby article
- ‘Meet the stereotype-smashing men of Africa’s first gay rugby club’ - muscles in posters, serious facial expressions, crossed arms, subverting gay stereotypes of ‘pansy’ ‘fairy’ ‘queen’
- ‘I need to applaud each and every one of them for their bravery’
Men represented as strong and powerful
‘Alexander Abramov on the reality of gay life in Russia and Kazakhstan’
- main image depicts subject male in dominant gesture code of riding a horse, muscles and toned body connoting strength
Stereotype of men being emotionally detached reinforced
informative, educational register in articles, very concise and lacking emotional content
