The costume the model is wearing connotes masculinity
Makeup connotes femininity
binary opposition
The moustache is intertextuality to the 70s/80s style of homosexuality for example Freddie Mercury
Mise-en-scene of pink
Easily identified as male but his feminine style contradicts this
anchorage provided by sell lines and colour choices
San serif font for masculinity represents the plain and bold stereotype of the culture.
A shared relatable experience for the target audience of homosexuals.
Breaking the fourth wall by looking into the camera
This direct mode of address makes it highly confront-able
Androgynous: partly male and partly female in appearance.
"What many understand as masculinity is too often a regressive by-product of this desire to dominate".-Cliff Joannou Editor in chief of Attitude
There is an assumption of heteronormativity.
We can argue that attitude is sexist and hyper sexualised. The articles particularly in the boys section of the website objectifies men.
This stereotypes that gay audiences are only interested in the sex of men and their appearance.
6 - Theories of representation - Stuart Hall
(advertising, music videos, newspapers, television, online media)
• Representations are constructed through media language, and reflect the ideological perspective of the producer
• The relationship between concepts and signs is governed by codes
• Stereotyping, as a form of representation, reduces people to a few simple characteristics or traits. However, stereotyping is useful, as it allows producers to easily construct media products, and audiences to easily decode them.
• Stereotyping tends to occur where there are inequalities of power, as subordinate or excluded groups are constructed as different or ‘other’ (e.g. through ethnocentrism).
Key work - Representation: Cultural Representations and Signifying Practices (Editor)
Stereotypes and inequality in attitude
Stuart hall suggests that the media and the power of media representations play an important role in defining the ideological thinking of the audiences regarding specific social groups.
Stereotypes happen because there is inequality in our society.
11 - Theories around ethnicity and postcolonial theory - Paul Gilroy
(advertising, music videos, online media)
• Postcolonialism is the study of the impact that being under direct rule has had on former colonies. For example, despite being a tiny island, Britain colonised and declared ownership of many countries, including India and Australia.
• These ideas and attitudes continue to shape contemporary attitudes to race and ethnicity in the postcolonial era
• These postcolonial attitudes have constructed racial hierarchies in our society, where, for example, white people are by and large given more positive and important roles than BME people
• Media producers are also guilty of using binary oppositions to reinforce BME people and characters as 'others'
Key work – After Empire
Cultural Imperialism: The idea of spreading ideologies.
Attitude is a ghetto for gays.
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