First a question
Paul Gilroy argues that power is maintained through strict hierarchies and that certain groups are marginalised through a system of othering. Evaluate this postcolonial representation theory. Make reference to Attitude Online to support your answer
And second, an answer
Gilroy’s theory is of exceptional usefulness, as it helps us to understand not only the history behind systemic othering, but also how it is used in media in order to manipulate audiences. However, I shall argue that in spite of using heavy stereotypes and often leading language, the representation of gay men in attitude online is highly complicated, and reflects the importance of stereotypes in gay subculture and the complexity of gay identity in the UK today.
And now, some evidence
Evidence 1
LEXIS - “I’m immediately struck by his whimsical sense of style — fabulous 3D flower knitwear? Check '' - The term whimsical has connotations of being mysterious and magical, and reinforces certain gay stereotypes, and constructs Norton as an other. However, the gay stereotyping here is not utilised to sow difference, but instead construct a safe space for gay audiences, and provides them with the gratification of personal identity. Norton is a successfully and openly gay man, and constructs a representation of a fantasy of gay empowerment for the target audience.
MES - Norton’s flamboyant costume connotes homosexuality. Norton is a hyperreal simulacrum, a representation of a gay man who is famous throughout the country and throughout Europe. For many straight people, Graham Norton is a clearly identifiable representation of what a gay man is. His costume has a significant number of representational functions, including his very clearly cultivated brand identity. While Norton is represented as different and indeed othered, by living up to this queer stereotype, Norton is positive, extroverted, brave and proud.
MAIN IMAGE- The connotations of the main image are of joy and friendliness, again essential to Norton’s brand. This is further reinforced through the anchorage of the headline, in particular the lexis ‘Person of the Year’, which constructs Norton as a powerful and likeable person. While reinforcing certain flamboyant gay stereotypes, the overwhelming positivity challenges negative representations of gay people
CINEMATOGRAPHY - Camera angle low angle - Shot from below, the not especially tall Norton is constructed as powerful , commanding and exciting. Reinforcing certain stereotypes of gay men, including confidence and pride, this simple design choice connotes that gay people are different, special and therefore valuable
LEXIS - many interviews are referred to in the article show Norton interviewing famous and powerful women. The idea of identifying with powerful, tragic and outspoken women is yet another gay stereotype. Stereotypes can be useful to queer audiences when forming their own identities, and having important role models in a world where we still do not speak freely about queer identity can be very important
Evidence 2
The article takes the form of an editorial or opinion piece, and sees James Barr, a broadcaster, discussing his take on gay subculture
LEXIS - a number of words and phrases in this article position the audience as a gay man. There is an assumed knowledge that the reader will be familiar with Feel It, a gay club in London Bridge. The phrase ‘here’s the tea’ is a gossipy and colloquial slang that makes explicit reference to drag culture, and the phrase ‘the chems’ refers to chemsex, a specific element of some gay people’s sex life. All three of these cultural references construct a relatable mode of address that positions the target audience as a gay man. However, this address is highly stereotypical, and even othering, Yet ultimately this article constructs a new hierarchy, where knowledgeable gay men are made to feel included and are able to explore these subcultures.
MAIN IMAGE - An image of the journalist himself. His light makeup and distinctive hairstyle subtly connote queer coding, a fact which is reinforced through the stereotypically feminine yet confident pose of his hand on his hip. Directly addressing the camera, his facial expression is clearly practiced, and performatively encodes a sense of gay identity to the target queer audience. The MES of his costume, a tight fitting tie dye shirt also has connotations of queerness. By taking a stereotypically queer persona, the journalist is clearly othering himself. However, we can argue that he is reclaiming the negative connotations of being gay, and reclaiming a previously negative stereotype. Once more, this constructs a new hierarchy where James Barr is clearly in a dominant position
LAYOUT - the landing page takes the audience directly to Barr’s face, assuming his importance and position the audience as one who would be interested in him. Barr, a minor celebrity, will be of particular interest to gay audiences, as they have built a personal relationship with him through his career, and by reading the article and learning more about his private life, will further reinforce this relationship. This reinforces the importance of queer identity in a n otherwise heteronormative world, therefore subverting expectations.
LAYOUT - the simple and straightforward layout allows the producers to target the largest possible audience while still remaining in the niche of targeting queer audiences. The straightforward mode of address here reinforces that being gay is normal, relatable and even desirable. The clean, clear and symbolically pure layout constructs a sense that to be queer is to be normal. While the many stereotypes that this article presents doubles down and even reinforces the notion of queer people being othered, the symbolic connotations of queer identity are however inverted, and once more, a new hierarchy is constructed where to be gay is to be accepted