Example 1
Salina EsTitties is a drag queen, and is gender non-conforming. Her representation is constructed through the use of a close up which emphasises her unconventional and hegemonically atypical use of makeup. Her use of makeup heavily emphasises her eyes and her lips which is again highly unconventional. Drag is an extremely complicated expression of identity that combines both hyperfeminine with masculine attributes. It is also fascinating that drag queens often shift gender identities, which presents an extremely atypical and complicated representation of gender. bell hooks would argue that such an expression of gender identity is a political expression, as her very existence and visibility both challenges and threatens the gender binary that has been constructed throughout history. Therefore Attitude deliberately breaks hegemonic views of gender binaries, both to right the wrongs of previous generations, but also generate profit by creating a sensationalist narrative that ensures revenue through clicks. The use of a homophobic slur against gay people is an excellent and potentially problematic example of re-appropriation, where oppressive language is reconceptualised to reclaim it's usage. However despite being 'gay media', the producers of Attitude have chosen to self-regulate and to 'star' the word out, presumably so as not to cause offense. Once more this in an excellent example of self-censorship to ensure maximum profitability.
Example 2
Attitude here constructs a non-conforming representation of gender through their inclusion of the drag queen Bimini. Drag queens typically occupy a highly complicated and challenging gender identity. This is constructed through their hegemonically challenging choice of costume. Bimini is dressed in an extremely grand and frankly excessive dress that commands attention and visibility. The MES of their makeup is extremely over the top, with a massive emphasis on eyebrows, lips and cheekbones, which makes explicit reference to stereotypically glamorous models. This hyperreal representation of hegemonic feminine gender performance is deliberately confusing and confrontational. By dressing, acting, behaving and performing in such a hegemonically conflicting manner, Biminini is challenging hegemonic social patriarchal values. By including a representation of such a gender non-confomritng person in their coverage, the producers of Attitude construct a highly politicised and challenging mode of address, to normalise gender roles and to challenge patriarchal values. Additionally, by including a potentially controversial personality, the producers ensure more clicks.