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Component 2 Attitude Magazine and Online MediaBookletUse of Media LanguageRepresentationAudienceIndustry0000942975952500Focus areas:Media ContextsMedia LanguageAudiences RepresentationMedia IndustriesTheorists to consider:Roland Barthes – SemioticsMeaning is constructed through signs which contain various connotationsClaude Levi-Strauss – Structuralism Media texts are structured through a series of ‘binary oppositions’Jean Baudrillard – PostmodernismSome media texts are produced with intentional direct references to other media texts, or exist in a sense of ‘hyper-reality’Henry Jenkins - Fandom Fans are active participants in production and circulation of media productsLivingston and Lunt – Media RegulationThe role of regulation on both product and audienceDavid Hesmondhalgh – Cultural Industries Mainstream products seek to minimise risk and maximise audiencesStuart Hall – RepresentationMedia producers often rely on familiar stereotypes to engage and appeal to an audienceDavid Gauntlett – Identity Audiences are provided with a wide variety of identities to respond and interact, particularly with the increase of digital technologyJudith Butler – Gender PerformativitySociety’s perception of gender is through a series of repeated actsPaul Gilroy – Ethnicity and Post-Colonialism The dominant ideologies of ‘white’ society shapes the representation and acceptance of ‘other’ culturesGeorge Gerbner – Cultivation TheoryAudience views, values and habits formed through regular or repeated consumption of mediaClay Shirky – ‘End of audience’ Audiences are now seen as ‘active’ in that they can fully interact and ‘talk back’ to media producers, along with having the capacity through digital technology produce their own media, so are no longer considered ‘passive’ PRODUCT CONTEXT? Regularly updated website (online)? Monthly magazine (print and digital download)? Publisher – Stream Publishing? Genre – LGBT, but mainly focusing British gay men’s lifestyle? Magazine first published – 1994? Current cover price of magazine - ?3.95? Current circulation of magazine – 60,000? Mobile circulation – 50,000? Online views – 1.8 million with 3.5 million pages viewed? Social Media – Facebook, Twitter, Instagram, YouTube? Facebook followers – 780,000? Twitter followers – 170,000? Instagram followers – 186,000? YouTube followers – 8.500 subscribers (as Attitudemag)? Distribution method - magazine available through retail and subscription, online through daily-updated website, downloaded through apps stores and social media platforms. It is sold worldwide as a physical magazine, and as a digital download? A separate Thai edition has been published since March 2011, editions in Belgium and the Netherlands launched in February 2017? Website at attitude.co.uk (All figures correct as of 28/04/19)Their Mission Statement“As a style magazine, Attitude is the undisputed, heavyweight, best-selling, most well-respected gay title in the UK. Renowned for its exclusive A-list celebrity content and political campaigning, it is the essential, award winning, one-stop resource for gay men looking for health and fitness advice, fashion, celebrity, music and film coverage, all served up with intelligence and wit.”TASK – identify how their mission statement might position its audienceThe mission statement might positon its audience through appeal, it has a broad range of different aims and objectives and therefore having a targeted audience of a group that wouldn’t otherwise be considered, it makes the magazine appeal more as it projects representations as well as a source of entertainment.How does the text fit into the exam?Attitude magazine’s website is a case study for Component 2 question 3: OnlineIt is studied alongside ZoellaYou may be asked to compare to Zoella, you may be asked to talk about Attitude alongside Zoella (but not directly compare), you may be asked separate questions about Attitude and Zoella (one question in Component 2 will be split).You need to study all areas of the media framework: media language, representation, audience, industry and contextsYou will need to be able to apply media theorists and the questions may ask for one specific named theorist (e.g. Hall, Gauntlett, Butler, Shirky)RECENT HISTORICAL CONTEXT1987: Implementation of Section 28, which made it illegal for LGBT issues to be taught in Britain’s schools, thought to be partly motivated by the mainstream media’s representation of LGBT communities and individuals during the early years of AIDS1990: The first gay pride event is held in Manchester. In July 1990, 4 gay men (Christopher Schliach, Henry Bright, William Dalziel and Michael Boothe) were murdered. Hundreds of lesbians and gay men marched from the park where Boothe had been killed to Ealing town hall and held a candlelight memorial. Justin Fashanu became the first professional footballer to come out in the press, but later subsequently committed suicide.1991: Queen singer Freddie Mercury announced that he had AIDS; he dies the following day. 1992: The first Pride Festival was held in Brighton. 1994: An amendment was introduced to lower the age of consent for homosexual acts, from 21 to 16 in line with that for heterosexual acts. Instead it was lowered to 18.1997: Angela Eagle, Labour MP for Wallasey, becomes the first MP to come out voluntarily as a lesbian. Gay partners were given equal immigration rights. 1999: In May, a gay pub called The Admiral Duncan in Soho, was bombed by former British National Party member David Copeland, killing three people and wounding at least 70. 2003: Repeal of Section 28, meaning that LGBT issues could be taught in Britain’s schools2014: Legislation passed to allow same sex marriage WATCH:The following short videos will provide an overview of the impact of Section 28, the representation of gay rights in Britain, and where the LGBT community exists now within the social and political frameworkMargaret Thatcher’s speech regarding the removal of gay issues being taught in schools (Conservative Party Conference, 1987) Rights: Britain’s Changing Attitudes (Channel 4 News) 28: 30 Years On – overview produced by journalist, Owen Jones Rights: Life under Section 28 (BBC Newsnight) – presented by Matthew Todd, writer, journalist and one-time editor of Attitude magazine outline how different LGBT issues are represented now in the media in comparison to the previous thirty years.The different issues that are presented of LGBT in the media are typically more positive, through coverage of gay pride events such as in Brighton to the airing of Ru Paul’s ‘Drag race’, accessible on Netflix allows for men to be creative and dress feminine, challenging stereotypical representations within mainstream media.Historical representations of particularly gay men were seen as a stereotype, with the LGBT community being oppressed through these representations and considered de-masculinised by the media, they were negative representations. Lesbian women are rarely represented at all in media texts. CODES and CONVENTIONSTASKAnnotate where the following generic codes and conventions associated with websites can be found on Attitude’s landing page ()Site Title or MastheadMain Menu or NavbarMultimedia ElementsHouse StyleHeadlines/SubheadingsHyperlinks (internal/external)Banner AdWhite spaceAbove/below the foldAdvertising141135710264900 14776172340110015107484751600MEDIA LANGUAGEKey theorist – Roland BarthesTASKHow is the meaning of Attitude encoded/decoded by the visual codes and mode of address in the following front pages of the magazine? left82550003219763334899000 The meaning is encoded within the text through visual elements such as using celebrity figures, Taron Egerton for example, is an actor which played Elton John in ‘Rocketman’, therefore he played the role of Eltons sexuality in the film, which highlights the struggles which he faced in coming to terms with his sexuality. This generated Taron to receive speculation over his sexuality too. Taron is featured almost ‘showing off’ his muscles to the audience, portraying the sense of masculinity that he identifies with, other covers can be seen to challenge this, as it is perceived by the persons own approach to their identity.Olympic diver Tom Daley is also featured on a cover, he is wearing a blue outfit with shorts with might be a ‘throwback’ element to his previous career in diving. He is posed like a model for the audience. The article which features ‘why he’s tired on being seen as just a body’ highlights the use of clothing in the image, as he doesn’t show much of his body off to the audience.MEDIA LANGUAGEMasthead – sans serif, no capitals (modern, informal)Colour Palette – bright colours, but lots of white space (crisp, clean layout). Topic colours (underneath stories) are all rainbow banner coloursWebsite layout & design – newest stories at the top (immediacy), stories categorised by topic. All shaped the same = consistent, clean layout (similar to other sites such as YouTube). Easy to navigate. Professional, but not flashy.Website features – navigation bar, search box, picture slideshow, hyperlinks, videos, social media links (convergence)Mode of address – informal on the whole, however more serious topics have more formal language to connote serious nature of story. Mediation & Ideology – most stories specifically linked to homosexuality, gay culture, things that affect gay people (e.g. homophobia, specific diseases). Ideology = left wing (although apolitical) and liberal. Multimodality & Hypermodality – uses a variety of mediums (text, video, images) & hyperlinks = both. TASKLocate the Attitude website – attitiude.co.uk – and see how the Pride flag might be used.The Pride flag is used as a form of empowerment for the gay community and represents the diversity and inclusion which the LGBT community represents.Likewise, the gay pride flag is implemented in different articles- there are the use of the flag in pictures of gay pride marches as well as in shots of people kissing, reflecting the brands identity with the audience.TECHNIQUE DEFINITIONSThe following elements are regularly found in web/social media/online products. These definitions may help you to construct more engaged and accurate responses when referring to Attitude’s digital presence and the incorporation of media language. TechniqueDefinitionEffect on audience/reason for useHigh image ratio to text ratioUsing layouts that are dominated by imageryDeployed on landing pages to make webzines look visually exciting and to minimise reading timeWhite spaceSpace used to layout text in order to make it look inviting on screenMakes reading text on screen easier by ‘chunking’ it Teaser headlinesA headline that uses a question Acts as clickbait, driving audiences to view additional text to find answers to the questions posedEmotive languageUsing verbs and descriptors that have strong connotationsHelps stories create an emotional response through languageForegrounded advertising Placing adverts or sponsored content in prominent places so audiences will notice them quicklyHelps webzines sell advertising space by placing ad material in prominent positionsWraparound advertising Adverts that feature in the side columns of web pagesIncreases advert visibility and allows webzines to monetise dead spaces on web pagesSponsored content/advertorialsNews articles that promote a service or product and are paid for by advertisersGenerates more impact than conventional advertising – tries to make ads look like a news story with journalistic integrityLight editorial mixA range of stories in a magazine or webzine, appropriate for their target audienceA range of stories that usually feature entertainment, fashion and culture based content to create an escapist feelSalacious content Stories concerned with gossip and scandalGossip or scandalous content appeals to voyeuristic instincts of audiencesSyndicated contentStory content shared by media producers from around the worldHelps producers create global stories without having to place lots of reporters in different countriesStar PowerUse of celebrities to gain interestCreates an aspirational dynamic, which also creates escapismCODES and CONVENTIONSTASKAnnotate where particular codes and conventions can be found in the following examples Sponsored content (news articles that promote a service or product and paid for by advertisers)Global story content (stories that come from a range of sources around the globe)Syndicated content (content shared by media producers from around the world)Wraparound advertising (adverts that feature in the side columns of web pages)right13589000-714375219075Wraparound advertisingWraparound advertising39052523304531527751327159810751333536671258255Sponsored content 0Sponsored content 175260026987400left83820Syndicated content00Syndicated content18859506985Global story content00Global story contentContent constantly updated (content is constantly refreshed and is ordered in date)Fair use imagery (copyrighted imagery that can be used for free through fair use arrangements)Star power (stories that use celebrity content to gain interest)Teaser headlines (a headline that uses a question)574103512700Content constantly updated 00Content constantly updated 676275260350002914650107315-809625149860Star-PowerStar-Power70485069215552450163830-466725220345Teaser headlinesTeaser headlines4768850210820Fair-use imagery0Fair-use imagery396240025400Narrative authenticity (story which deals with real life – intention to construct media that is not mediated)Emotive language (using verbs and descriptors that have strong connotations)Confessional narrative (giving the audience access to inner thoughts)Content constantly updated (content is constantly refreshed and is ordered in date)5172075250825Emotive Language0Emotive Language609600250825002124075217169-790575169544Narrative authenticity0Narrative authenticity5334001549402181225355605000625273050Content constantly uploaded 0Content constantly uploaded -838200273050Confessional narrative0Confessional narrative47625153670Wraparound advertising (story which deals with real life – intention to construct media that is not mediated)Content constantly updated (content is constantly refreshed and is ordered by date)Foregrounded advertising (placing adverts or sponsored content in prominent places so audiences will noticed them quicker)White space (space used to layout text in order to make it look inviting on screen)9525196215003921760123825Content constantly updated00Content constantly updated2867025147320285751511305095875127000-571500283845Wraparound advertising0Wraparound advertising40005007620Foregrounded advertising 00Foregrounded advertising 2114550552452628900264795White space0White spaceBINARY OPPOSITION (STRUCTRUALISM) Key theorist - Claude Levi-StraussA fundamental binary difference within Attitude’s ideology is the freedom to choose one’s sexuality up against social ignorance and intolerance. Attitude’s longstanding ideological position is clear and obvious within its stories - it seeks to champion LGBT rights globallyThe images of gay men it selects to feature in both print and online media could also be seen as being in opposition to the stereotype which society has formed over time (more on this in the REPRESENTATION section of this booklet).Another aspect of binary opposition might be found in the way that gay and straight cultures are featured – is there more prominence to LGBT issues or is there equal balance? By closely analysing the Attitiude website and magazine you might also consider the following Binary Oppositions:Bigotry vs toleranceBelonging vs alienationDeveloped vs Underdeveloped WorldPublic vs PersonalMainstream vs Alternative culturesMajority vs MinorityPOSTMODERNISMKey theorist – Jean BaudrillardIt could be argued that the landing page of Attitude (and other unrelated websites) use the familiar ‘tabloid’ style of newspapers to gain audience interest and appeal: Simplistic and minimalist layout – boxes, vertical columns no more than 60 characters wide and sub-headings High ratio of photography to text, use of WOB Restricted language code Inclusive familiar mode of address Evidence of synergy and convergence395483628575000 Designed for scan reading and all about individual relevance67533612683400In this sense, the Attitude website could be considered ‘postmodern’ for incorporating this particular stylePostmodernism is also related to hyper-reality – where the ‘real’ is replaced by a simulated or constructed ‘real’ which then becomes accepted as ‘reality’.In this sense the imagery of masculinity often presented in the magazine and online media is one of ‘muscular’ and ‘good-looking’, somewhat appropriating from the heterosexual imagery of masculinity, frequently found in mainstream lifestyle texts, including health and fitness.45116751409210027033611409700074874814168800REPRESENTATIONKey theorists: Stuart Hall, David Gauntlett, George Gerbner, Judith Butler, Paul GilroyNaturally this part of the theoretical framework will feature heavily for the study of Attitude. We shall be considering the theories of Stuart Hall, David Gauntlett, George Gerbner, Judith Butler, and to some extent, Paul Gilroy.Although the theories of bell hooks may not necessary apply to our study of Attitude, it is worth considering this quote:“Representation is the ‘hot’ issue right now because it’s a major realm of power for any system of domination. We keep coming back to the question of representation because identity is always about representation.” (bell hooks)STEREOTYPES“a widely held but fixed and oversimplified image or idea of a particular type of person or thing”TASKConsider how gay men are represented in the mainstream media. Is there a familiar characterisation? Gay men are stereotyped as particularly less-masculine than heterosexual men, however through the cover of Attitude, it is clear that these representations are constructed by Attitude to challenge these stereotypical representations through the use of masculine-looking men showing off their muscles and posing etc. There is a familiar charactisation in terms of stereotyping gay men to act/look in a particular way. Ru Pauls’ drag race both conforms to and subverts from these representations.The chances are that the stereotype identified in the above task may match the narrow representation in the mainstream media – camp, effeminate, theatrical or flamboyant.While this may represent some gay men, it does not account for the diversity of male identities, as seen in the image below.73135324176800 Although it could also be argued that these identities might also be seen as ‘stereotypical’ as they enter mainstream media discourses.These representations may also been seen as stereotypical as they are presented in media texts and although they give more personality to the character/person they are portraying, they are also giving a very one dimensional perspective into their character.Hall would certainly argue that the construction of dominant ideologies, in the case of the LGBT community generally, and gay men specifically, are constructed to keep them as ‘other’ This would also fit to Gerbner’s theory of ‘cultivation’, where the hegemonic ideology of the gay man as fitting a particular stereotype has been constructed through consistent selection of ‘types’ in mainstream media.However, we can certainly consider David Gauntlett’s theory of ‘identity’ in that texts such as Attitude now presents a more varied representation of not just gay men, but issues which affects the LGBT community. The contemporary media landscape, for Gauntlett, offers audiences a diversity of identities that they can consume. The sheer volume of digital media channels, Gauntlett argues, gives us the means to resist the fixed identities that society constructed for us in the past.TASKOn the Attitude website identify articles and images which you feel might represent the LGBT and gay men, specifically, in a stereotypical way.The website could potentially be seen to stereotype gay men in the featured articles as it represents flamboyant images of gay men and less like the covers of the printed magazine. TASK Identify examples of how Attitude constructs strong and positive representations of gay ‘icons’There are positive representations of gay icons through the use of celebrities such as Sam Smith. There are also articles ‘calling out’ homophobic/transphobic behaviour represented by certain icons such as Johnathan Ross backtracking on endorsement to a transphobic writer. The newspaper also reported on Marvels representation of a ‘snowflake’ as the first non-binary character.TASKHow might the Attitude website and other digital online platforms contribute to Gautlett’s notion of ‘plurality’ by offering a diversity of representations?The Attitudes website uses a diverse range of representations of the LGBT community, connoting that in fact it is accepting of any type of self-expression. Examples of this include extremely muscly men in contrast to drag queens as well as lesbian women having these representations too. This representations also contradict feminine and masculine ideologies and almost use Gauntlett’s theory of identity to ‘pick and mix’ to create our own personalities.POSTCOLONIALISMPaul Gilroy’s theory could also be applied to Attitude in how certain parts of the world still represent homosexuality, and definitely in relation to gay men, as a criminal offence. READRead the article – ‘Which countries criminalise homosexuality?’ parts of the world does this represent? How might this compare with how Britain once thought of homosexuality (prior to the passing of the Sexual Offences Act in 1967) and the situation now.It represents typically third-world countries and countries which have had/currently have wars. This compares with Britain which legalised gay marriage in 2014, in the 19th century in Britain there was capital punishment for homosexuality. 1835 was the last recorded ‘death by hanging’ for homosexualityETHNICITYThere have been accusations in the past that Attitude has been ethnocentric and tended to focus on Caucasian men and issues relating to them. In response the brand has sought to reflect a more diverse range of ethnic representations (perhaps ironical given the under-representation of diversity within the LGBT community by mainstream media?)GENDER PERFORMATIVITY Judith Butler’s theory engages with the notion that:the idea that identity is performatively constructed by the very ‘expressions’ that are said to be its results (it is manufactured through a set of acts)the idea that there is no gender identity behind the expressions of genderthe idea that performativity is not a singular act, but a repetition and a ritualthe idea that gender identities are fluidWATCHWatch the link in which Butler outlines her theory the link for an infographic which illustrates the basics of Butler’s theory the link for Becky Fisher’s revision guide to Butler’s theory OF AGEAn area of potential interest might be to consider how the Attitude brand - including the traditional print format, alongside the digital platforms – frequently focus on the 18-34 audience in terms of the articles and imagery.The occasional references to older men might suggest that the target demographic is much younger, and might conform to the stereotype of gay men being obsessed with youth and appearance? TASKAnnotate the magazine front cover for Attitude (December 2017) and identify what sorts of representations of masculinity are constructed? Identify how traditional representations might be challenged? Consider:The body language of the front cover model, Jake ShearsCostume decisions and the subversive connotations of those choices (Barthes)Make-up decisionsAnchorage provided by sell lines and colour choicesHow Shears might be ‘performing’ gender roles (Butler) How Shears might be subverting or conforming to stereotypes to construct an identity (Hall and Gauntlett)11404601486300The magazine aims to subvert from stereotypical gender roles- both feminine and masculine. The purpose of using a men who would typically be displayed on the cover of Attitude- in terms of clothing, posture etc whilst displacing that stereotypical element of masculinity shows that self-expression is open to interpretation. One of the article reads “what it means to be a man” shows this challenge in representation through the use of makeup which is considered a feminine hobby yet it is juxtaposed by the overall image.AUDIENCETASKRead and highlight important aspects of how Attitude might attract and keep its audienceVisitors to web-based products have to be engaged quickly, in less than five seconds some argue, before they hit the back button. Creating a successful web product funded by advertising requires webzines to capture and maintain the audience’s attention whilst also providing enough new content to ensure their readers keep revisiting their sites.Sites like Attitude condense text, chunking it into small blocks, whilst using emboldening, sub headers and white space to layout text for easy consumption. In terms of content and writing style, stories tend to be written in an active narrative voice to create energy. Journalistic pieces also use lede intros to quickly engage readers, providing who, what, where summaries of story content to generate narrative energy. List articles and bullet points also feature heavily to facilitate online readers who want to scan and select information rather than read it sequentiallyLanding pages use elliptical headers, omitting words to facilitate fast read speeds, whilst layouts are crafted using high image to text ratios, with lots of white space and short paragraphing deployed to create reader friendly spaces. Teaser headlines operate as clickbait links, whilst story content tends to be dominated by salacious headlines, celebrity gossip and suggestions of exclusivity to drive readers into the guts of their sites. Sponsored content and advertorials are used to land lucrative advertising contracts too.Lighter stories dominate editorial mixes on home pages, with some longer reads available, but rarely featuring as lead articles. Importantly, stories are also ordered by release date, ensuring audiences know content is constantly updated, thus helping to generate repeat visits to their site. Attitude appeals to a global audience, using syndicated stories from around the world to create this content cheaply. Site imagery is largely dominated by material captured from public domain sources. The limited budgets of webzines restrict expenditure on photography, meaning editors have to use screen caps of published content. It has been suggested editors deliberately choose candid shots to create a sense of authenticity– enabling webzines to engage with audiences who are sceptical of glossy mainstream media imagery. Nevertheless, celebrity imagery still dominates In terms of layout, the need to foreground advertising content means header spaces are dominated by ads, with sites also placing advertising in wraparounds so they are permanently visible to readers. Institutional information, contact details, site policies and so forth, are backgrounded at the bottom of pages, whilst social media links are given prominence in page headers to drive users to follow satellite social media services.ATTITUDE’S AUDIENCEA good place to understand who Attitude are targeting their products at would be to analyse their media kitFrom the extracts below, put together a potential Audience Profile, based on age, interests, values, lifestyle and economic status - this will construct a Demographic and Psychographic audience profile163033-605002714847-6050026368751687040018335329096600 226828140527AUDIENCE PROFILEAge range – 20s to 30sInterests – music, arts, entertainment, travel and socialising Values – Premium fashion, grooming and luxury goods and products Lifestyle –style-conscious and take pride in their appearance Socio-Economic status –earnings considerably higher than average 00AUDIENCE PROFILEAge range – 20s to 30sInterests – music, arts, entertainment, travel and socialising Values – Premium fashion, grooming and luxury goods and products Lifestyle –style-conscious and take pride in their appearance Socio-Economic status –earnings considerably higher than average USES and GRATIFICATIONS Key theorists – Blumler and KatzTASKHow might the Uses and Gratifications theory be applied to Attitude (both print and online versions)? Consider all aspects of online platforms, including the website, Twitter, Facebook, Instagram and YouTubeSurveillance (the need to know what is going on in the world)Audiences would want to be kept updated on events and situations that might involve them- particularly people of the LGBT community which Attitude might promote gay pride events to.Personal IdentityAttitude provides the audience will a sense of identity, they relate to articles and celebrities talking about their experiences. They might also take elements of someone’s identity to implement themselves.RelationshipThe representations of relationships and perhaps relationship advice in terms of the magazine providing the experience to the audience.EscapismAlthough it provides entertainment, it might also provide of sense of escapism from reality and getting away from current day issues- whether that surrounds work or homelife.RECEPTION THEORYKey theorist – Stuart HallHow might Hall’s Reception Theory be applied to Attitude (both print and online versions)? Again, consider all aspects of the brand’s digital platforms.Think about how the texts have been constructed through what has been selected, its appeal and the mediation (the ideology behind what has been selected). You should also consider the mode of address, and exactly who the target audience might be.Remember, not everyone will respond or react in the same way, so consider how the messages which have been encoded by Attitude might be decoded by its audiencePreferred (or dominant) reading: Audiences agree with the representations represented in the magazine- they would typically be common readers and are part of the LGBT community.Negotiated reading:Audiences agree with the attitudes represented in the magazine, however they perhaps feel like there is a lack of representation for people of ethnic minority backgrounds for example.Oppositional reading:Audiences completely reject the messages in the magazine- perhaps due to their personal homophobic views that they feel the need to express in society. These would not typically be common readers of the magazine END OF AUDIENCE THEORYKey theorist – Clay ShirkyShirky argues audiences are no longer passive and since the advent of Web 2.0 audiences have the power to ‘talk back’ and be producers. This can also manifest itself in audiences becoming ‘prosumers’, in that they can produce their own media, while actively commenting on and influencing how media products are represented and consumed.WATCHWatch the short video of Clay Shirky explaining the main concepts of his theory Becky Fisher’s brief overview of Shirky’s theory how the audience might interact and shape the Attitude brand. Consider the availability to do this on their website, YouTube channel, Facebook page and Instagram site.Website - are able to read articles and items which the brand is promoting. This is where most of the journalism will take place. YouTube channel - that often read the magazine are able to get more info and BTS in the YouTube channel. Facebook - are able to stay up to date with news and events as well as react to news that has been reported onInstagram - are able to interact with one another through the comments section whilst staying up to date on news.CULTIVATION THEORYKey theorist – George GerbnerThe main aspect of Gerbner’s theory is that exposure to the media over time – and specifically the various ideologies contained within media texts – ‘cultivates’ or shapes the audience’s sense of reality TASKHow might Gerbner’s theory be applied to Attitude? Can there be an argument for and against his theory?FOR- That the text implements representations of white gay men -Typically the covers uses a muscly man posing with little clothingAGAINST-There is a lack of diversity in terms of ethnic minority backgrounds QUESTIONWhy might online platforms be an important tool for Attitude’s audience? Consider the concept of a niche audience and previous representations of the LGBT communityOnline platforms are a good tool for Attitude’s audience as it uses the sense of freedom whereby the audience can express themselves the way they want to without judgement. It also helps people who are perhaps conflicted/haven’t discovered their sexuality yet to be able to view and interact with content without feeling like they perhaps ‘don’t belong’ there.IDENTITY THEORYKey theorist – David GauntlettGauntlett’s main concepts are that through contemporary media, audiences have a more wide and varied range of identities they can either assume or be influenced by. The audience is able to ‘pick and mix’ their chosen identity, roles or influences due to the wider availabilityTASKHow might Gauntlett’s concepts be applied to the Attitude audience and the wider LGBT audience, generally. Consider all platforms for the brand.Gauntlett’s concepts can be applied to Attitude magazines as the audience are able to ‘pick and mix’ their identities and promoting freedom of self-expression is an important ethos which the brand reciprocates. It presents a sense of acceptance and individuality without generalising the LGBT population.INDUSTRYCULTURAL INDUSTRIESKey theorist – David HesmondhalghWe can split Hesmondhalgh’s theory into three parts:The idea that cultural industry companies try to minimise risk and maximise audiences through vertical and horizontal integration, and by formatting their cultural products (e.g. through the use of stars, genres, and serials)The idea that the largest companies or conglomerates now operate across a number of different cultural industriesThe idea that the radical potential of the internet has been contained to some extent by its partial incorporation into a large, profit-orientated set of cultural industriesWATCHBecky Fisher’s guide to David Hesmondhalgh through this article and highlight areas which you think can be related to Hesmondhalgh’s theory, focusing on vertical and horizontal integration, the use of ‘star power’, the role of conglomerates, and their possible use of the internet29/09/2016Stream Publishing acquires Attitude magazineStream Publishing is delighted to announce the acquisition of Attitude Media and, with it,?Attitude magazine and all rights to the Attitude brand.Attitude, the UK’s best-selling gay title, first published in 1994, has – over time – come to define an entire publishing sector with its wit, drive and intelligence.It has held those in power to account on matters of equality, supported all manner of campaigns and charities across the LGBT community and continuously scooped all-comers with exclusive cover interviews as varied as David Beckham, Madonna and Take That, as well as, most recently, Prince William, the Duke of Cambridge.Stream Publishing’s award-winning contract publishing portfolio includes magazine titles produced for blue-chip clients CityJet, Cunard, Flybe, Hertz, Liberty, McColl’s Retail Group, P&O Cruises, SPAR and Vauxhall?, as well as the wholly-owned?Winq, the luxury lifestyle magazine for gay men.Says Stream Publishing’s Managing Director, Darren Styles,?Attitude’s first gay owner:“This is exciting news on multiple levels.?Attitude?is a high-profile brand that - for 22 years now - has celebrated the best of the gay community while highlighting any number of issues that go to the heart of this nation’s need to embrace inclusivity and diversity with love and tolerance.“It’s an extraordinary magazine with a global reach and an A-list contacts book, boasts a market-leading digital product and a significant footprint online and across social media.“By bringing?Attitude?into the Stream family, it can enjoy the support of a larger publisher with greater resources, but - given our entrepreneurial nature - continue to enjoy the freedom and independence a title with maverick tendencies sometimes needs.“We’ll share our plans for?Attitude?over the coming weeks and months, but in the meantime look forward to meeting friends old and new at the fifth annual?Attitude?Awards, in association with Virgin Holidays and to benefit the Elton John AIDS Foundation, at 8 Northumberland Avenue, London, on Monday 10th?October.”TASKIdentify how Attitude might fit into vertical and/or horizontal integrationVertical Integration?is when a?Media?Company owns different businesses in the same chain of production and distribution. For example, a 20th Century Fox owns the studios in Hollywood, they also own the cinemas, the TV channels and the DVD rental shops.Vertical integration might apply to this by the use of Attitude owning their own award ceremony, as well as other Attitude publications across the world. It also uses many a-list stars to interact with and associate with.TASKHow does Attitude reduce potential risks to its sales and circulation?They reduce potential risk to its sales and circulation by having vertical integration by having a significant footprint online and across social media TASKAlthough Stream, as an independent publishing company, might not be considered as a conglomerate in the same way as Disney or Sony are, for example, how might they be operating along similar lines?They publish Attitude and therefore provide the magazine with the means and resources to produce circulation, they also provide Attitude with different advertising and marketing opportunities.REGULATIONKey theorists – Sonia Livingstone and Peter LuntLivingstone and Lunt’s main point is that regulating the media industries in a digital landscape, which is open to a variety of different methods of ownership, distribution and consumption, is highly problematic. This would affect online digital platforms such as social media, file sharing and the internet as a whole.WATCHBecky Fisher’s guide to Livingstone and Lunt aspects of Attitude’s online presence which might cause an issue with regulation. You can be as open and general regarding this. TIP: magazines, such as Attitude, are normally displayed on the upper shelves of retail outlets, such as WH Smith. Why might this be and how might the widescale availability of access through the internet and mobile technology prove a risk for regulation? Attitudes online presence may cause an issue in terms of regulation as it is viewed as more sexualised than perhaps most other mainstream magazines out there as they are displayed on the upper shelves of retail outlets, implying that they are not suitable for certain age ranges. ................
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