Attitude Online - Media Language Question

When answering a question, it is advised you follow the Point, Evidence, Analysis structure

Point

• the point is the point
• the point should be straightforward
• you will elaborate on the point through your evidence and analysis

Evidence

• evidence is media language
• evidence is explicit reference to actual examples
• evidence should never be implicit. Never assume anything, and never describe

Roland Barthes argued that media products are constructed through a complex set of codes that connote meaning. Evaluate this semiotic theory. Make reference to Attitude Online to support your answer (15 marks)

One way in which Attitude constructs a complex set of meanings is through the straightforward and highly conventional layout of the website…

Another way in which Attitude presents complex connotations is through the precise and highly leading selection of images, which in turn construct a highly appealing and often complex representation of queer identity

The complex set of codes presented in Attitude even extend to the fashion and lifestyle section, where the use of lexis is highly involving…

Finally, we see a highly leading and connotational procession of elements being presented in the supplementary material of the online magazine, most notably the advertising, which provide audiences with a range of digitally convergent interactive features that spread beyond the remit of the online magazine

• the homepage can be accessed by clicking on the masthead. This is the main page where audiences can view the entirety of available content
• the hyperlink is an element which redirects the user to another page
• hypermodality is the process of using the internet to move from one media mode to another

Homepages and other pages

• the homepage can be accessed through clicking on the masthead
• this hypermodal address provides audiences with a clear and conventional mode of address
• the connotations of the masthead 'Attitude' has an 'in your face' quality, which positions the audience in an exciting mode of address
• the lexis of 'Attitude' suggests the free sharing of opinions, along with an ability for the target audience to share their own lifestyle
• the term itself is also somewhat sassy and colloquial, which playfully makes reference to a stereotype of gay men that would be appealing to the target audience
• the masthead lacks capitals, which has connotations of a more gentle and breezy ideology
• it also reinforces that Attitude is a way of life and not a brand name
• the website takes a highly conventional and even generic approach
• this extremely white, clean approach to web design is typical of web 2.0 which allows the website to appeal to a mass and mainstream audience
• there is a binary opposition between the stark white background and the often overwhelmingly colourful images. The use of many different colours here constructs a hyperreal representation of gay identity, that encourages the audience to actively go out and explore their own identity
• furthermore, the article, featuring Norton in a bright yellow suit not only reinforces notions of pride, but encourages the audience to do so themselves
• font size, type of font and colour
• the font is round and simple, it has connotations and has been heavily anti-aliased in order to improve it which smoothes its clarity
• the website is created by PugPig, an outsourced web design company who are most known to create magazines and newspapers and their associated websites
• also creating content for Reach PLC, PugPig are a highly specialised company that allows media producers to heavily cut costs by outsourcing elements of webdesign to specialised companies
• the images of Graham Norton are particularly high quality and connote creativity and professionalism
• the photoshoot itself is lifted from Attitude (the magazine), and then republished on the associated website
• this reinforces the fact that the magazine is not only the primary business, but the fact that the website is an extended advertisement for the magazine
• this marketing technique is known as push/pull advertising
• while audiences are being pushed away from physical magazines, and moving on to digitally convergent online media, the website in effect pushed audiences directly back again, as it functions as an advert for the magazine, which is a clear and ever present subscription button
• hypermodality - there is a big range of hyperlinks throughout the page, encouraging the audience to 'read next'
• the lexis here functions as an hermeneutic code, encourages audiences to unveil the mystery of exactly what article may come up next