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Media Studies Comp 2 > Attitude Mag (C) > Flashcards

Attitude Mag (C) Flashcards

1
Q

When was attitude magazine set up? And by who?

A

1994
Northern and Shell group

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2
Q

Who do they quote is their target audience? theory?

A

“affluent fashion conscious, brand loyal men”
“gay male professionals, typically in their 20s to 30s”
Aspirers according to Young and Rubicam

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3
Q

What other magazine does Northern and Shell also own?

A

OK! magazine

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4
Q

When and why was Attitude mag sold? who bought it?

A

2015 - 2016 because it was not financially viable
Bought by Stream Publishing (Darren Styles)

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5
Q

Who owns Stream Publishing? and what else does he own?

A

Darren Styles
He also owns Winq magazine in the Netherlands.

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6
Q

In how many countries is the print edition available? online edition?

A

Available in 31 countries
Available online everywhere, even in the 73 countries where homosexuality is illegal.

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7
Q

How does Stream regulate/how is Attitude regulated?

A

On social media Stream self regulate.
Print and downloadable version of Attitude has to adhere to the ASA’s rules like disclosing any sponsors.

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8
Q

How does Shirky’s talking back apply in a positive way?

A

They have social media and a YouTube comment section where people can form a community.

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9
Q

How does Shirky’s talking back apply in a negative way?

A

On their websites, Attitude doesn’t have commenting sections so people wanting to actively spread hate would have to go to YouTube or social media.

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10
Q

How many users does the website have per month?

A

1.8 million unique users

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11
Q

How many digital copies do they sell per month?

A

11,000

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12
Q

How can synergy be mentioned for Attitude magazine?

A

They have synergetic relationships across cultural industries.
Working across multiple cultural industries eg social media, websites, YouTube to promote each part.

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13
Q

How does Attitude make its money? what is clever about the way they do this?

A

Advertisements
They make their adverts look like editorials/articles.

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14
Q

Name 3 places Attitude magazine has advertisements.

A

Banner on website
Social Media
Website blocks

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15
Q

How many magazines are printed per month?

A

50,000

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16
Q

How much do Attitude Mag charge for the specific adverts spaces? Name 3.

A
  1. Banner advert above the fold of the website £15 CPM (per 1000 visits)
  2. Front double page £9000
  3. Advertorial on website £12 CPM
  4. YouTube promo Price On Asking
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17
Q

What event does Attitude hold? How often? What did Sam Smith win for and when?

A

The Attitude Awards
Annually
Person of the year in 2019

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18
Q

Who sponsors The Attitude Awards? And why?

A

Virgin Atlantic - expensive trips to America
Jaguar - Luxury car
Targeted towards affluent people

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19
Q

What is important about their YouTube channel?

A

It is monetized so they will gain money off the videos posted.
They promote themselves in the metadata

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20
Q

What has gaining more readership and profit allowed them to do?

A

Improve their YouTube videos, to look more affluent. Higher production values.

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21
Q

What have Stream done with charity?

A

Set up a charity called Attitude Magazine Foundation.
It helps the LGBTQ+ community.
The awards event helps to promote this foundation.

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22
Q

How does attitude position its audiences?

A

By taking on politics and being a gay magazine meaning liberally minded people and left wing supports would have a preferred reading position, Steven Neale.

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23
Q

When was the first pride event held and where? what happened?

A

1990 in Manchester.
4 men were killed.

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24
Q

What hindered the acceptance of gay relationships? What helped to change the way gay people were seen?

A

The portrayal of AIDs.
Freddie Mercury in 1991 releasing he had AIDs paired with Princess Diana interacting and hugging men with the disease.

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25
Q

When did gay marriage become legal in the UK?

A

2014

26
Q

Who brought in the law stopping schools from being taught about LGBTQ+ topics? How long did this stay a law?

A

Margret Thatcher
for 15 years, ending in 2003.

27
Q

What was the section that prohibited the promotion of homosexuality called?

A

section 28

28
Q

How many twitter followers does Attitude Magazine have?

A

170,000

29
Q

How do the magazines differ in other countries?

A

A separate Thai edition has been released since 2011.

Editions in Belgium and the Netherlands were released in 2017.

30
Q

Name 2 ways the Attitude website allows for easy consumption in a world of shortening attention spans.

A
  1. The use of negative/white space, condense text and subheading
  2. lots of use of bullet point hyperlinked words to allow people to get straight to what they want rather than skim reading
  3. star power (Hesmondhalgh)
31
Q

How does Attitude stay away from mainstream ideas?

A

Use of candid photography or snapshots from videos allow for an authenticity for an audience who is skeptical of the glossy mainstream media imagery.

32
Q

What effect does using high image to text ratio have on the audience?

A

look visually exciting and to minimise reading time

33
Q

Who are the two feature articles about?

A
  1. The Vivienne. A drag star from Liverpool, on Dancing On Ice.
  2. Michael Gunning. A mixed race, gay Olympian swimmer.
34
Q

What is the title on article one?

A

“The Vivienne on replaying the emotional semi-final personal skate: “I cry every time”.”

35
Q

What is the title on the second feature article?

A

“Michael Gunning ‘suppressed sexuality’ after racist bullying”

36
Q

Who won the first season of Drag Race?

A

The Vivienne (James Williams)

37
Q

What is the difference between hyper modal and multimodal?

A

Hyper modal involves the use of hyperlinks.
Multimodal is the use of different medias.

38
Q

How is The Vivienne’s article hyper and multimodal?

A

Hyper - uses links to YouTube video of the performance.
Multi - shows a Twitter post from Colin Grafton, The Vivienne’s partner on Dancing on Ice.

39
Q

What is the twitter post an example of on an article?

A

Embedded content

Multimodality and cultural industries
Two-step flow

40
Q

What does hyper modality allow for?

A

Higher click revenue.

41
Q

How does the article look as though it is set out
for The Vivienne?

A

Information gained from a press release. Answers have been used to make the questions.

42
Q

How can a viewer tell they’ve made this article quickly?

A

Images from ITV.
Dancing On Ice video from BBC’s YouTube.
This all helps to support the idea of churnalism.

43
Q

How can the work of Gauntlett apply to The Vivienne’s artcile?

A

Conforms to the theory whereby we are seeing a more diverse depiction of identity on a mainstream tv program.

However, you could argue that The Vivienne is a separate identity to James Williams and therefore is conforming to traditional gender stereotypes of a woman with costume.

44
Q

How can the work of Stuart Hall be applied to The Vivienne’s article?

A

Conforms to our stereotype of what a drag artist is, costume, makeup, male to female.

Challenges the stereotypical male, hypermasculinity (Scheff and Jackson Katz).

45
Q

How can the work of Butler be applied to The Vivienne’s article?

A

A drag performance is a gender performance of its own.

The Vivienne is performing into the ritual on a female stereotype. How? wearing a dress, doing a performative job (ice skating), full makeup.

46
Q

How does The Vivienne’s article capture and appeal to an LGBTQ+ audience?

A

The song is an intertextual reference to The Wizard of Oz (Barthes). Judy Garland, a gay icon, known for the phrase of ‘ a friend of Dorothy’s’.

‘Over the rainbow’ plays on people’s cultural capital and could be reference to the pride flag.

Drag is also a part of queer culture and history, brings it to a mainstream tv show in a positive way.

47
Q

When was the Michael Gunning issue from?

A

July 2016

48
Q

How does the Michael Gunning’s article work across cultural industries? theorist?

A

Hesmondhalgh. A video was made as a behind the scenes look/interview for the article. This was taken from ‘The Body Issue’ magazine.
The article quotes the video and shows us the results of the shoot.

49
Q

Name 2 quotes from the Michael Gunning video or article.

A
  1. “I got bullied at school for the colour of my skin”
  2. “hopefully I’ll be the representation I never had”
  3. “I’m an openly gay athlete”
  4. “like comment and share with all your friends”
50
Q

How can you apply Barthes theory of semiology to the Michael Gunning article?

A
  1. The spotlight/chiaroscuro lighting used on him emphasises his body structure making him more sexually attractive for audiences. (Blumler and Katz U+G)
  2. Gold glitter could signify his value and worth. Also could be an intertextual reference to the Olympics.
  3. The dark background could signify a dark past, of bullying and homophobia, the glow could represent his new life. bINARY oPPOSITE
51
Q

How can the work of Gilroy be applied to the Michael Gunning article?

A

The racial hierarchy is address when he says “I got bullied at school because of the colour of my skin”

His peers telling him “should stick to black sports” also supports this, and contrasts his current profession.

52
Q

How can the work of Butler be applied to the Michael Gunning article?

A

He challenges the ritual of his own binary gender in the shoot, the use of glitter is traditionally feminine.

He conforms to traditional masculinity with his costume and body figure.

He says “hopefully people can follow in my footsteps”

53
Q

How can the work of Hall be applied to the Michael Gunning article?

A

The whole article is about challenging stereotypes. “black people can’t swim”.

Gesture codes, clothing etc signifying a gay stereotype.

54
Q

How can the work of Alverado be applied to the Michael Gunning article?

A

The exotic trope.
According to this black people are overtly sexualised.
This is done by his costume, stance, dissection with slow motion panning shots up and down his body.

55
Q

How is the Michael Gunning article post modern?

A

Dyer’s star theory. Michael is being idolised. This is supported through the lighting choices. Intertextual reference to Baroque style paintings, the main subject was always positioned with the most light.
Baudrillard. They have created a hyper real version of him through editing and makeup –> also by using selection and omission.

56
Q

How does the Michael Gunning article capture and appeal to an LGBTQ+ audience?

A

Allows for personal identification for gay men, mixed race gay men or people and LGBTQ+ athletes.

It also allows for sexual gratification for gay men.

All using the Blumler and Katz’s theory of the uses and gratifications of media.

57
Q

What is an example of Clay Shirky’s talking back on the Michael Gunning video?

A

5 comments.
One saying ‘Another dude with victim mentality! The whole world owes him because of his skin color.’

58
Q

How many views does the Michael Gunning video have on Attitude’s website? How many comments are negative?

A

3.3k views
3/5 comments are negative

59
Q

How does Attitude prevent talking back? and why?

A

No comment section on their website, no sharing options of their content.
To prevent homophobic hate in a self-regulating way.

60
Q

Why is the inclusion of the song ‘somewhere over the rainbow’ important in regards to semiology?

A

Polysemic
1. representative of the pride flag
2. reference to the film/ song and contexts

61
Q

What is The Vivienne article and the Michael Gunning article with their videos attached?

A

Multimodal.

Media Studies Comp 2 (6 decks)

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