Attitude Online

-


How are gay men represented in Attitude Online:

- VERY sexualised
- vulnerable (talking about mental health issues and body confidence)
- Vanity (Talks about 'muscle definition' not strength) Focus on aesthetics rather than being strong
-References to the 'coming out narrative'
- Big focus on nearly naked men - will make anyone who is not a target audience uncomfortable
- Article on gay rugby team focuses on the teams body image as opposed to their sporting prowess, again reinforcing an emphasis on aesthetics
- Website targets cisgender gay men
- Quite exotic and extravagant lifestyles - through the 'travel' section
 - Very proud to be who they are
- Important to show this as it was initially frowned upon
- Codifying straight men as gay to the gay male gaze
- Singular and stereotypical representation
- Opposite to heteronormativity - very specific representation to masculinity
- Hyper-masculine stereotype, breaks the camp stereotype for gay men.
- Cultivates the theory that this is what gay men have to look like

 Attitude online only exists because of the magazine - also gives closeted gay people the opportunity to see the content without people seeing that they are gay.

 Attitude offers a single stereotypical representation of gay men.
Related image


Jake Shears - Lead singers of 'The Scissor Sisters' - The bands name itself is a reference of a lesbian sex act. He came out as gay at 15.
It demonstrates the attitude brand
Binary opposition of the masculine army jacket and the feminine red nails. Also the jacket is undone of which is to sexualised.
His moustache represents the 70s Freddie Mercury gay lifestyle.
Very femnine front cover - challenges the ideas of masculinity (This does not happen in the actual website, it only represents buff dudes)
He is wearing quite heavy makeup that is a binary opposition between the jacket, the heavy yet grubby eye makeup challenges this. - Does not fit into either gender stereotype.
Stereotypical camp posing

Comments

Post a Comment

Popular posts from this blog

Introduction To Representation

-
Introduction To Representation Stuart Hall  REPRESENTATION - To show something again, the ways in which a media product constructs the world and aspects in it.The Producer builds the product.) Lindt Lindor - "Do you dream in chocolate?" 2011 The music in the background is very soothing and relaxing (harp etc) and classical which has connotations of upper class and being expensive. The chocolate comes across as luxury due to the close ups of melted chocolate - which has connotations of smoothness and purity.  The advert is very sexualised, the close up of her face when biting into the chocolate. The lighting is soft,golden and smooth. She's in bed eating chocolate by herself which could have sexual connotations. Suggests the product will replace sex - or it is better than sex. The advert shows her being very sensual with her eyes closed whilst she is enjoying the chocolate. All the shots transition smoothly into each other which give the impression that
Read more

Tide's got What Women Want

-
Image
Advert Analysis 1 This advert was published when women played a stereotypical role in the household of a cleaning lady. It is aimed at middle class women who still do their own washing yet they have a solid income from their husbands and can afford for their clothes to look as good as new.  The way she is hugging the red box suggests it is her new love, that it is all she wants. The red box suggests that she relies on this product like she relies on a man. It is colourful and bright which suggests that the product will lead to a better, optimistic life. The advert is blunt with no hidden meanings, it suggest that she does the job - she is the washing machine. The advert has a lot of text, unlike modern adverts and the z line would miss out a lot of information. It has to be sat down and read, it couldn't be read quickly on the side of the street as you were walking to work. The style of the advert is not like that done today, no actual real life pictures are used, it i
Read more

Adbusters exam question

-
Exam practice question The representation of women in Adbusters is consistently subverted, the use of binary oppositions, as proposed by Claude Levi Strauss, is subversive as whilst the model is represented as stereotypical, she is juxtaposed with the economic migrants. The intertextuality of the migrants is subversive as we normally see them in charity adverts present a binary opposition against the wealth of the woman. This suggests she is more well off than the man which subverts patriarchal hegemony and is not common in a media product. In every case in Adbusters, the gender norms have been subverted, the hegemonic ideas of gender have been challenged. For example, the lack of anchorage in the image in Adbusters, of which forces the audience to come up with their own readings, the assumes the audience has a high level of education and may be middle class. A style called culture jamming is constantly used in the magazine to create confusion within the audience - a binary oppositio
Read more