Attitude Media Language Flashcards
What are men on the website represented as?
Quite powerful and successful to appeal to a male audience
What are the men they choose to feature like?
Wealthy, successful, middle class etc. This fits with the aspirational branding.
What helps represent the men in a conventional “heroic” way?
Lots of semi-naked images of men designed to highlight their muscles and strength representing them in a conventional “heroic” type way.
What do the articles lack?
Lack emotional content which reflects stereotype that men are supposed to be emotionally detached. Some content does represent men as more emotionally vulnerable in terms of issues like homophobic abuse and discrimination.
What representations challenge the dominant ideologies?
Representations of men as victimised clearly challenges dominant ideologies of gender but would be identifiable for gay men who may have been through similar abuse.
What representations help reflect the alternative genre?
Quite a few representations of men who don’t adhere to “gender norms” wearing makeup and drag etc. Reflecting the alternative genre on their online site.
What is regular of representations of men on Attitude?
Reasonably unusual for men to be sexualised but it is regular on attitude website reflecting the gay audience.
What is the focus on the website?
The focus is gay men and whilst other members of the LGBTQ community are featured they are given less space than gay men.
What representations help fill a gap in the market?
Representations of gay men in a regular positive and normalised light fills a niche gap in the market where gay men are often misrepresented in the media.
What are many of the stories about other cultures like?
Many of the stories about other cultures are negative representing them as homophobic, discriminatory and places to be avoided. - Some may say Attitude creates a post colonialist view of the world with non-white cultures shown as aggressive, violent, intolerable etc
What countries are shown as more tolerant?
Western countries shown as more tolerant and positive creating an ethnocentric window on the world. Appeals to British argent audience also reflects cultural and political contexts of gay rights in some countries.
What is significant about the staff at Attitude?
-The staff that work at Attitude are almost all part of the LGBTQ community which may explain why the representations of sexuality are sympathetic and diverse.
-Main staff are almost all male which might explain why men are represented in a positive and dominating way.
What is the style of the online magazine?
Factual, with short paragraphing, yet informal, colloquial - less formal than the print magazine
What is the lighting like in many pictures on the website?
High exposure, high key lighting for posed shots; natural or ambient lighting for candid shots.
Wheat type of layout does Attitude online have?
Conventional layout for online newspaper/magazine. Grid layout with dominance of images over text. Use of click bait. Sensationalised (more like a tabloid newspaper). Maintains connections, through branding and formatting, to the print edition to support audience recognition.
