Flashcards in Attitude Deck (29):
Baudrillard and Post Modernism
Attitude subverts hegemony because the men represented in the magazine do not conform to dominant ideologies in society
Gauntlett’s Identity Theory
Consumes of Attitude can use the representations of individuals to build their own identities, especially as consumers will be part of the LGBT community, so they would be able to identify with the men shown
Gerbner Cultivation Theory
The more consumers see certain representations of the LGBT community, such as the different ‘types’ of homosexual man, the more they will believe them to be true
Hall Reception Theory
The preferred reading = magazine is a voice for the LGBT community and represents these people in a positive way
Oppositional = representations uphold the stereotype that all homosexual men are feminine
What is Judith Butlers Gender Theory
Sexual identity is an ideology which is reinforced through repeated behaviours
On the cover of Attitude with Jake Shears on the front, what are some key aspects of media language included?
Binary opposites - black and pink, pink = traditionally female colour but was originally a male colour, connoting to the blurring of lines when it comes to gender
Painted nails, makeup
Revealing clothes vs body hair - revealing clothes usually on women vs traditionally make bodily hair
Military clothing - Male
Judith Butlers Queer Theory when linked to Attitude
Queer theory = divide between men and women and masuclainitu and femininity is a social construct
Attitude magazine subverts stereotypical masculine and feminine representations by portraying men who like feminine things such as fashion
Professional and financially prosperous - w/ disposable income
What socio-economic grouping would the consumers belong to?
A,B or C1
Age of targeted audience?
25-35 bc of expensive products sold through the magazine, meaning the consumers would need a disposable income
Audience would be between left and right wing
Left wing ideologies but right wing wealth
Urban or rural consumers?
Urban due to availability of print edition and items advertised such as theatres
However rural = bc these are wealthy areas and mag available online
Name 3 examples of the usual articles found in the Attitude website:
‘Looking For Premium Male Makeup?’
‘Underwear Brand Marco Parco Features All Trans Models At New York Fashion Week’
‘Range Rover Velar’
Representations of the LGBT: CAMPRESS
The camp persona reinforces views of gay sexuality by being somewhere in between masculine and feminine
Representations of the LGBT: MACHO
A look that exaggerates masculinity
Representations of the LGBT: DEVIANT
Evil or devious in tv drama, as sexual predators or people who feel tremendous guilt about their sexuality
What does Gerbner say about media representations?
Representations of sexuality in Britain are very heterosexual
LGBT are represented negatively/ under represented
What happened in 1500 concerning the LGBT community?
Henry VIII makes same gender sex a crime
When was the death penalty for homosexuality introduced?
In 1957, what was allowed?
Homosexual men could have a relationship but in private
When was Attitude first published?
Before same sex couples were recognised
Seen as porn and inappropriate
What happened in 1988?
Schools were told they could not teach homosexuality as a good thing
Same sex couples were recognised
The age of consent was made 16
Same sex couples can adopt a child together
Discrimination in the workplace against homosexual people was stopped
Civil partnership act, meaning that gay couples could register and be in a civil partnership, sort of like marriage but this wasn’t legal yet!
What is a civil partnership?
A legal recognition of same sex couples, with rights similar to those of marriage