Representation In Attitude
Fashion segment - Stereotypical because of how they dress, cultivates a metrosexual identity
Sexualisation - Normal headlines are over sexualised
Sponsored home articles - Content catered to a traditionally more feminine audience, hijacked the meaning to apply feminine ideals.
'Boys' category - hegemonic values of beauty is often seen as youth, perhaps this section is to purposefully sexualise men and make them seem more attractive.
Types of men represented within this category - Large, muscular men, generally not wearing many clothes, heavy emphasis on body types including upper body. Most of the men are hairless, and generating a boyish feeling.
Racism within the gay dating community?
Self stereotyping through language and body types
Gender Binary - Binary meaning a set state, gender binary usually means just male or female, or masculine or feminine ideals.
Pink Pound - Pink Pound is the amount that LGBT people spend per year, worth around 350bn annually, advertisers often try to appeal to the LGBT community to access this money. DINK - Double Income / No Kids. Meaning that they often have more money to spend as higher income with less to spend on children.
Androgyny - Androgyny is the unclear classification between 'male and female', could be seen as a fluidity or in between.
Heteronormative - The worldview that everything is seen as or split into straight as the only classification, male and female couples.
Anchorage - How an audience is 'anchored' and their view is limited purposefully, reinforcing the preferred reading.
Subversive - The challenging, or 'subverting' or expectations / pre-set conventions, usually used to surprise the audience.
Textual Analysis Jake Shears Attitude Cover
What representations of masculinity are constructed in this front cover?
To what extent does this cover subvert hegemonic representations of masculinity?
How is anchorage provided by the cover lines of the magazine cover?
How does the print version of Attitude demonstrate digital convergence?
Different conflicting representations of masculinity are seen throughout his cover. Firstly, Jake Shears is wearing a traditional army jacket, which could be seen as a typical show of masculinity, the army is mostly shown to be masculine. This costume and its related stereotypes are then subverted by Shears having his jacket mostly unzipped. This, paired alongside his seductive posing, as well as quite typically feminine body language, give oppositional views on what his gender is, producing quite an androgynous look.
Furthermore, this cover subverts typical hegemonic representations of masculinity through the use of mise-en-scene and makeup. For every hegemonic masculine ideal seen on the front cover, there is an equally subversive part. For example, Shears is wearing makeup, which is often seen as a signifier of femininity.
'Is butch better' Preferred reading of the magazine, makes the audience question whether masculinity is the same as traditional values. Also brings into question the values of men. Anchors the viewer by fitting a certain ideal, much like their 'boys' category. Pink is prevalent throughout the page, which is often a typically feminine colour. This has been hijacked in order to appeal the the gay male community.
It could be argued that this front cover constructs a subversive version of masculinity that challenges heteronormative stereotypes. The performative presentation of the model wearing a US army costume, mascara and nail varnish presents a deliberately confused image - juxtaposing stereotypically masculine and feminine signifiers to suggest gender identification can move beyond simple binaries. The feminised 'hand on hip' pose further contributes to the sense of 'gender trouble' constructed by the imagery. The sell lines surrounding the main image reinforce a sense of acceptance of the character's androgyny.
Stuart Hall - The media and the power of media representations play an important role in defining the ideological thinking of audiences regarding specific social groups.
Hall'a argument that stereotyping, as a form of representation, reduces people to a few simple characteristics or traits. Hall's argument is that stereotyping tends to occur where there are inequalities of power, and subordinate or excluded groups are constructed as 'different' or 'others'
Hall's work focuses on the use of stereotypes by the media - arguing that stereotypes work by reducing characters to simplistic physical characteristics and behaviour traits. Hall argues that stereotypes reflect the amount of power that social groups have within society, and that negative stereotypes reflect, in Hall's view, social inequalities or the wider views of society. IN other words, the construction of specific groups as 'outsiders' or 'others' by media products mirror theri social exclusion from wider society.
Sexualisation - Normal headlines are over sexualised
Sponsored home articles - Content catered to a traditionally more feminine audience, hijacked the meaning to apply feminine ideals.
'Boys' category - hegemonic values of beauty is often seen as youth, perhaps this section is to purposefully sexualise men and make them seem more attractive.
Types of men represented within this category - Large, muscular men, generally not wearing many clothes, heavy emphasis on body types including upper body. Most of the men are hairless, and generating a boyish feeling.
Racism within the gay dating community?
Self stereotyping through language and body types
Gender Binary - Binary meaning a set state, gender binary usually means just male or female, or masculine or feminine ideals.
Pink Pound - Pink Pound is the amount that LGBT people spend per year, worth around 350bn annually, advertisers often try to appeal to the LGBT community to access this money. DINK - Double Income / No Kids. Meaning that they often have more money to spend as higher income with less to spend on children.
Androgyny - Androgyny is the unclear classification between 'male and female', could be seen as a fluidity or in between.
Heteronormative - The worldview that everything is seen as or split into straight as the only classification, male and female couples.
Anchorage - How an audience is 'anchored' and their view is limited purposefully, reinforcing the preferred reading.
Subversive - The challenging, or 'subverting' or expectations / pre-set conventions, usually used to surprise the audience.
Textual Analysis Jake Shears Attitude Cover
What representations of masculinity are constructed in this front cover?
To what extent does this cover subvert hegemonic representations of masculinity?
How is anchorage provided by the cover lines of the magazine cover?
How does the print version of Attitude demonstrate digital convergence?
Different conflicting representations of masculinity are seen throughout his cover. Firstly, Jake Shears is wearing a traditional army jacket, which could be seen as a typical show of masculinity, the army is mostly shown to be masculine. This costume and its related stereotypes are then subverted by Shears having his jacket mostly unzipped. This, paired alongside his seductive posing, as well as quite typically feminine body language, give oppositional views on what his gender is, producing quite an androgynous look.
Furthermore, this cover subverts typical hegemonic representations of masculinity through the use of mise-en-scene and makeup. For every hegemonic masculine ideal seen on the front cover, there is an equally subversive part. For example, Shears is wearing makeup, which is often seen as a signifier of femininity.
'Is butch better' Preferred reading of the magazine, makes the audience question whether masculinity is the same as traditional values. Also brings into question the values of men. Anchors the viewer by fitting a certain ideal, much like their 'boys' category. Pink is prevalent throughout the page, which is often a typically feminine colour. This has been hijacked in order to appeal the the gay male community.
It could be argued that this front cover constructs a subversive version of masculinity that challenges heteronormative stereotypes. The performative presentation of the model wearing a US army costume, mascara and nail varnish presents a deliberately confused image - juxtaposing stereotypically masculine and feminine signifiers to suggest gender identification can move beyond simple binaries. The feminised 'hand on hip' pose further contributes to the sense of 'gender trouble' constructed by the imagery. The sell lines surrounding the main image reinforce a sense of acceptance of the character's androgyny.
Stuart Hall - The media and the power of media representations play an important role in defining the ideological thinking of audiences regarding specific social groups.
Hall'a argument that stereotyping, as a form of representation, reduces people to a few simple characteristics or traits. Hall's argument is that stereotyping tends to occur where there are inequalities of power, and subordinate or excluded groups are constructed as 'different' or 'others'
Hall's work focuses on the use of stereotypes by the media - arguing that stereotypes work by reducing characters to simplistic physical characteristics and behaviour traits. Hall argues that stereotypes reflect the amount of power that social groups have within society, and that negative stereotypes reflect, in Hall's view, social inequalities or the wider views of society. IN other words, the construction of specific groups as 'outsiders' or 'others' by media products mirror theri social exclusion from wider society.
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