Attitude Online uses simple, straightforward and ubiquitously hypersexualised representations of men. But why is this gay lifestyle website so stereotypical?
It sets an expectation and hegemonic norms and values as to what gay men should look like
In doing so, Attitude rates audience appeal for its comparatively niche target audience. The appeal of sexual gratification
These stereotypes can be easily identifiable to a gay audience, and allow them to identify with them. However this only serves to reinforce stereotypes
However, despite the consistent use of stereotypes, Attitude constructs an almost universally positive mode of address to the target audience
Attitude: the magazine (study 1)
We are not studying magazines. However, Attitude Online exists as a digitally convergent advertisement for the Magazine Attitude
Gay themes are encoded through the queer coded seating position of the model. This is encoded through the symbolically suggestive use of red lighting, and is further anchored through his uncovered legs, which the model is touching in a politically seductive manner. Finally his shorts are not just sexualised, but even fetishistic and present a fairly suggestive mode of address for a mainstream magazine. This combination of elements reinforces sexual stereotypes that exist about gay men. It presents a sex positive mode of address.
By using explicit reference to sexualisation, the producers of Attitude are able to target their niche target audience. Additionally, gay culture has been maligned and even criminalised. By presenting a clear, open and proud representation of male sexuality, the producer creates a celebratory mode of address to the target audience that celebrates gay culture
Ben Marcus is included on the front cover for three reasons. One he is hegemonically sexually attractive. Two, he is reasonably famous and may even appeal to secondary audiences. However, the subheading ‘by claiming his identity’ anchors him as queer, and therefore appealing to a gay audience who may identify with. Attitude will often feature non-gay celebrities and public figures, including Harry Styles and Prince William, David Beckham and so on, and in doing so will not only queer code them for a gay audience, but also presenting them as a positive ally.
Through the use of high production values, the subtle use of lexis and the comparatively high cover price men as the Attitude magazine clearly targets a middle class audience. However the website clearly targets a working class audience. In doing so the producers are able to cement their power by minimising financial risk and maximising profit.
Attitude: the magazine (study 2)
Attitude online is a gay men's lifestyle website that broadly targets a working class, ‘mass market’ audience. However, AO exists purely for one purpose: to increase the audience reach and to reinforce the brand identity of Attitude the Magazine. Attitude magazine targets a middle class, more upmarket gay audience than the website. Clearly the producer has realised that the audiences who respectively read magazines and visit websites are different. This allows them to effectively target audiences and therefore minimise risk and maximise.
The Waylon Smithers cover uses explicit intertextual reference to Lady and The Tramp, a classic Disney Film. By including two men romantically gazing at one another, the producers of the magazine have effectively queer coded an established Disney Narrative. This mode of address is somewhat controversial, and may appeal to a broader audience because of this. Essentially, the producers of Attitude have allowed Smithers to finally come out, a narrative which may appeal to a gay audience.
This magazine has clearly high production values, and therefore can appeal to a more sophisticated and wealthy target audience. The use of established Simpsons characters is clearly something highly desirable to audiences, and therefore this front cover and interview possibly cost a vast amount of money.
Although Attitude clearly targets a gay audience, it is targeting a mainstream gay audience. Both The Simpsons and LATT are highly desirable and well known franchises.
The MES of a happy, smiling range of characters anchors the ideological perspective of the producer, and reinforces worldview that to be gay should be celebrated
Lexis of terms such as ‘dating apps’ makes reference to certain aspects of gay lifestyle, and also reinforces a stereotypical representation of gay men as sexualised