Social media in the online age
General analysis
Identify target audience
Attitude clearly targets its audience, gay older males, with a comfortable income level. As a British magazine, who seeks the mainstream, the ethnicity of the audience will be mostly white.
The magazine's representation links with its audience.
The 'Boys' section is composed of white males, nevertheless diversity is transmitted in terms of age, as the celebrities featured range from their 20s to 40s. Hence, Attitude attempts to appeal to a wide-ranging demographic (20s-50s). Elements of younger LGBT culture such as RuPaul's Drag Race and NikkieTutorials are featured. This, along with the social media presence will appeal to the younger part of the demographic. In contrast, the usual retro culture stories that abound in 90s references along with the celebrity-led stories that reflect the mass media focus of the late 20th century appeal to the older part of the demographic.
The high socioeconomic status of the target audience is conveyed through the sponsored content and partnerships, with products like Calvin Klein, Jaguar, etc. The relatable activities of this demographic is incorporated into the narratives (theatre, arts and cultural events, five-star holidays, premium restaurants) to create a connection. The educated aspect of this audience is appealed to with the formal language and political news stories.
Producers construct and position audiences:
Attitude constructs its audience through choice of stories, how stories are mediated (e.g. ideology), mode of address (a mixture of formal (e.g. news & politics stories) and informal (e.g. boys, entertainment, opinion; direct to create relationships between audience & producers). Whilst this constructed audience may not agree with all of the points of view shown, they can negotiate their readings (Hall) and pick’n’mix the representations they wish to (Gauntlett).
The preferred reading of Attitude’s website (probably by a gay man) would be 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 expressed within. They would probably share or like on social media. It would give them a sense of personal identity and make them feel
less marginalised.
A negotiated reading (possibly as an older gay man, or ethnic minority gay man) may include agreeing with the overall ideology and finding some articles interesting, but finding Attitude offers a narrow range of experiences and representations of homosexuality and therefore being frustrated as it doesn’t offer a sense of personal identity.
An oppositional reading (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 the article criticising a woman on TV who called homosexuality ‘a choice’ offensive as they may hold that view as well. Overall, due to their own personal ideologies they would not be able to accept the messages contained in Attitude’s website.
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The 'Boys' section is composed of white males, nevertheless diversity is transmitted in terms of age, as the celebrities featured range from their 20s to 40s. Hence, Attitude attempts to appeal to a wide-ranging demographic (20s-50s). Elements of younger LGBT culture such as RuPaul's Drag Race and NikkieTutorials are featured. This, along with the social media presence will appeal to the younger part of the demographic. In contrast, the usual retro culture stories that abound in 90s references along with the celebrity-led stories that reflect the mass media focus of the late 20th century appeal to the older part of the demographic.
The high socioeconomic status of the target audience is conveyed through the sponsored content and partnerships, with products like Calvin Klein, Jaguar, etc. The relatable activities of this demographic is incorporated into the narratives (theatre, arts and cultural events, five-star holidays, premium restaurants) to create a connection. The educated aspect of this audience is appealed to with the formal language and political news stories.
Producers construct and position audiences:
Attitude constructs its audience through choice of stories, how stories are mediated (e.g. ideology), mode of address (a mixture of formal (e.g. news & politics stories) and informal (e.g. boys, entertainment, opinion; direct to create relationships between audience & producers). Whilst this constructed audience may not agree with all of the points of view shown, they can negotiate their readings (Hall) and pick’n’mix the representations they wish to (Gauntlett).
The preferred reading of Attitude’s website (probably by a gay man) would be 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 expressed within. They would probably share or like on social media. It would give them a sense of personal identity and make them feel
less marginalised.
A negotiated reading (possibly as an older gay man, or ethnic minority gay man) may include agreeing with the overall ideology and finding some articles interesting, but finding Attitude offers a narrow range of experiences and representations of homosexuality and therefore being frustrated as it doesn’t offer a sense of personal identity.
An oppositional reading (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 the article criticising a woman on TV who called homosexuality ‘a choice’ offensive as they may hold that view as well. Overall, due to their own personal ideologies they would not be able to accept the messages contained in Attitude’s website.
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Representation
How is masculinity and sexuality represented in the website? Are certain stereotypes or elements foregrounded or given higher priority and focused upon more than others for the benefit of target audience? If so, why?
Representations of masculinity and sexuality are very present throughout the website given the target audience are gay males. Attitude plays with the 90s and arguably remaining stereotype of gay males being solely interested in sex, as there's a whole section dedicated to 'boys'. The connotations of the word 'boys' itself is somewhat demeaning, although Attitude seeks to empower its male audience. The celebrities featured, not always homosexual, are sexualised.
Stereotypes around gay males abound, as Attitude attempts to appeal its audience. The separate website for its 'theatre' section conveys the belief of gay men as 'flamboyant' and flashy, depicted through its 'style' section too. Hence, their interests are put in a box.
How closely linked is the website to the Attitude magazine in terms of ownership, content and style?
The website's format reflects the magazine's style. As Britain's leading gay magazine and the owner of many successful international versions, Attitude conveys sophistication through its masthead (no capitals: informal) and lettering, extended with the website's interface (professional, not flashy layout; categories, newest stories at the top, picture slideshow). So audience recognition is created.
In terms of content, the website reflects Attitude magazine's aim to feature stories that directly affect the LGBT community, with a constant up-to-date news section.
There's no possibility for audience feedback, without a comments section, leaving little possibility for the audience to interact with the producers, mirroring the magazine as it represents a more traditional form of media. Still, Attitude's social media presence (10.2k YT 171.1k Twitter 211.1k IG 750k FB) together with the 'get in touch' link facilitate some interaction and advancement with modern technology. [Shirky's end of audience]
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