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Online Media - Last Lesson - 20th March 2019

The only reason that any media product exists is to make money.

Attitude Online - gay male British target audience in 20s and 30s. They are professionals with a high amount of disposable income. They have this disposable income due to the absence of children. The audience are described and being 'early adopters' in the press pack. The press packs sells a pen-portrait of the audience to advertisers. The 'pink pound' is what the advertisers will get.

Attitude is horizontally integrated.

Wink magazine was bought by Stream Publishing, the owners of Attitude, to minimise competition within that industry.

Attitude Online is an example of multimedia integration because of the synergistic advertising that is used to advertise the magazine in the online version.

Audiences can use attitude to reflect their identities because of the things they can relate to. This can be described through David Gauntlett's pick and mix theory. An audience could use the post on Attitude Online about fashion to target a gay audience. This audience may pick parts of the fashion that they like and because this particular article shows expensive clothing which may be an example of commodity fetishism.

There is an assumption that the audience knows what 'SS19' means which plays on the stereotype that gay people care a lot about fashion.

The articles play on the assumptions surrounding the target audience.

Zoella and Attitude have both constructed audiences that are very specific.

Metro-sexual - straight guys who look after themselves.

The website is targeting a working class audience in order to diversify their market share.

Both Zoella and Attitude manipulate their target audiences through using reductive and simplistic representations for the sole purpose of profit.

Attitude Online is distributed by a specialist magazine distributer.

They sell 11,000 copies of the PDF each month.

Attitude Online has a newsletter which targets an older audience.

They also have promotional offers and competitions.

The hyper-sexualisation of men reinforces gay stereotypes and cultivates the ideologies of the stereotype.

Attitude is a traditional online magazine.

Clay Shirky makes the argument that the audience has become more democratic through online media. The audience is expected to play the role of employee.

You cannot comment on posts on attitude online. This is partially due to a raid of homophobic comments.


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