(( attitude ))


-digital version of attitude targets a more working class audience 


who makes, publishes and distributes attitude online?
- stream media, specialised in making magazines so horizontally integrated company - also publishes rolling stone, along with a few other gay magazines (specialised industry)
- lgbt and non lgbt 
- attitude online is updated infrequently, suggesting it is not nearly are important as the magazine to their brand and to their success
- online articles tend to be short, screenshots or images provided by other people - fairly low production values 

-attitude appeals to middle class target audience, while the online attitude appeals to a working class audience - diversification 
- website - extremely basic, not very colourful 
- sans serif, capitals 'shouty' headlines
- endless scrolling on articles, wall of ads generating over and over 

pink washing -using gay-related issues in positive ways in order to distract attention from negative actions by an organization, country or government.

attitude gets paid everytime someone clicks on an ad - 'clickthrough' 
-images may be intentionally poorly made and even laughable in order to provoke the audience in to clicking them - this is an intentionally manipulative technique that also functions as a hermeneutic code, inferring mystery to the audience. often the images take an creepy and unpleasant aspect, which may cause people scrolling the page to suddenly stop
voyeristic - grainy grimy pictures presenting a voyeuristic mode of address and entice the audience into seeing something potentially nasty and out of the ordinary
often deliberately confusing to work out what is a clickbait article and what is just another article on attitude. 
the captions typically take a challenging and direct mode of address, which is again manipulative and potentially harmful to vulnerable audiences


what opportunities for audience engagement does attitude online offer?
comments - are no opportunities to comment on articles on attitude online - only comments on other sites eg facebook instagram - to avoid harmful comments (if they did, they would need a moderator - shows the minimal production 
facebook - updated way more then their website - every 2 hours
twitter - every hour
instagram - about every day

comments from corporations involved e.g. the simpsons on a simpsons related facebook post 

hypermodality - where a media product uses digital technology to link to other media products that offer different modes of communication - a text based article links to other websites 

presents a singular, straightforward and stereotypical representation of gay men

audiences can take attitude to define their own identity 

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