Paul Gilroy’s theory / SuperBowl advert analysis



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Negotiated audience responces to attitude online

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  Applying reception theory - negotiated responses to Attitude Online For this activity, we shall be exploring how audiences can receive and interpret the ideological perspective encoded through the representations included in attitude Online. However, we shall be omitting the responses of heterosexual audiences. Why? Simply because they make up such a small proportion of the audience, and that straight people are unlikely to interact with a website like attitude by design. This form of othering through the very marketing of the website allows this product to expressly target gay people in the most effective way possible. However, it can be noted that certain other groups may interact with attitude online. Straight women may enjoy the hegemonically attractive 'beefcake' representations of hypersexualised men. Straight men may simply enjoy the fashion advice, or may gain valuable insights in to their gay friend's lifestyles. And given the complexity of sexuality, some audien...
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Zoe Sugg and Representations of gender

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  How does Zoe Sugg use media language to construct re-presentations of gender?   ' My Newborn Favourites & Things I'll Use Again With Baby Number Two | Vlogust Day 20 ' Feminist media theory in a nutshell - gender is constructed through media language, with the primary function of any media product being to represent female bodies as sexual objects.  We should actively resist the sexist representation of woman as a political act Therefore, when discussing representations of gender in media products, absolutely everything should be related to media language and specific examples! Zoe Sugg presents a complicated and frequently contradictory representation of femininity, and therefore presents a resolutely postmodern mode of address Sugg’s frank discussion of her nipples subverts Van Zoonen’s notion of the male gaze, and in fact completely subverts the idea that women’s bodies are sites of sexual objectification. Her frank discussion borders on abjection with the l...
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Attitude article analysis / Semiotics

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  A semiotic analysis of the article “Gossip’s Beth Ditto: ‘I puked on a boy’s back once for being a homophobe”   Homepage and other pages The homepage can be accessed at any point by clicking the masthead. This highly conventional mode of address allows the target audience to easily navigate. Furthermore, an advert for the Los Angeles tourist board hovers temptingly over the masthead, functioning as a hermeneutic. Logos are important as they construct brand identity. The attitude logo is no different. The logo is in lowercase, which constructs an informal mode of address. Attitude is supposed to be a characteristic trait and not a brand name, however this ends up being an overwhelming brand identity. The logo is extremely conventional, and targets a general, queer audience. This indicates an enormous confidence on behalf of the producer  Codes and conventions, Layout and design and composition Featuring black fonts, basic thumbnail images and a stark white background , t...
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