Homepage and other pages

The homepage can be accessed at any point by clicking the masthead. This highly conventional mode of address allows the target audience to easily navigate. Furthermore, an advert for the Los Angeles tourist board hovers temptingly over the masthead, functioning as a hermeneutic. Logos are important as they construct brand identity. The attitude logo is no different. The logo is in lowercase, which constructs an informal mode of address. Attitude is supposed to be a characteristic trait and not a brand name, however this ends up being an overwhelming brand identity. The logo is extremely conventional, and targets a general, queer audience. This indicates an enormous confidence on behalf of the producer

Codes and conventions, Layout and design and composition

Featuring black fonts, basic thumbnail images and a stark white background , the website is a clear example of Web 2.0. This provides an easy and standardised experience for users of websites. A hypermodal mode of address is constructed through the range of hyperlinks that allow users to purchase tickets to gay film festivals, to watch music videos, and book exclusive holidays to Los Angeles.

The main image of singer Beth Ditto has clearly high production values and is of a high quality. Part of a feature article in Attitude magazine (NOT the website!), this article therefore functions as an extended advert for the magazine itself.
Ditto directly addresses the camera in an almost aggressive mode of address, connoting her punk rock credentials
Ditto is a gay icon, and constructed through her attitude. Ditto is a larger woman, and wears revealing outfits which do not conform to society's standards of big women . Additionally the MES of her makeup is bold, alternative and striking, which subverts further stereotypical feminine standards. This article underlines the complex construction of queer identity.
Set in a stereotypical American style motel, the blue low key lighting constructs a threatening mode of address, and once more constructs an ideology of queer and female empowerment
The MES of the dartboard however symbolically connotes British identity, and reinforces and constructs a representation of The Gossip as a transnational band
Ditto’s large prominent arm tattoo anchors her representation as an alternative icon, yet also connotes her butch queer identity. Once more, this reference to lesbian subculture anchors the target queer audience and constructs a complex queer representation