Attitude

Historical Context

 1987: Implementation of Section 28, which made it illegal for LGBT issues to be taught in Britain’s schools, thought to be partly motivated by the mainstream media’s representation of LGBT communities and individuals during the early years of AIDS

1990: The first gay pride event is held in Manchester. In July 1990, 4 gay men (Christopher Schliach, Henry Bright, William Dalziel and Michael Boothe) were murdered. Hundreds of lesbians and gay men marched from the park where Boothe had been killed to Ealing town hall and held a candlelight memorial. Justin Fashanu became the first professional footballer to come out in the press, but later subsequently died by suicide.

1991: Queen singer Freddie Mercury announced that he had AIDS; he dies the following day.

1992: The first Pride Festival was held in Brighton.

1994: An amendment was introduced to lower the age of consent for homosexual acts, from 21 to 16 in line with that for heterosexual acts. Instead it was lowered to 18.

1994:  Attitude Magazine first published 

1999: In May, a gay pub called The Admiral Duncan in Soho, was bombed by former British National Party member David Copeland, killing three people and wounding at least 70.

2003: Repeal of Section 28, meaning that LGBT issues could be taught in Britain’s schools 2014: Legislation passed to allow same sex marriage

2008: Attitude Online launched

2014: gay marriage was made legal in the UK

Target Audience

Male 

• Factual writing style 

• High image to text ratio 

• Short pieces of text

•  Facts and figures used in articles 

• A lack of emotional content

26-55

• Heavy use of Facebook and X - the primary social sites used by this age group. 

• Celebrity culture referenced to engage an audience who grew up with the mass media of the late 20th century

• Use of celebrity led stories featuring stars who the target audience grew up with e.g. Elton John and Kylie Minogue

• Lots of retro culture stories looking back at the 1990s

• Inclusion of political stories 

•  The ‘real bodies’ regular feature is particularly interesting in terms of the use of mature men and the various real life health issues they face 

• Lack of audience feedback is interesting - a younger audience would be more likely to be active (comment, like and share)

• Format of the web product shares the branding of its print parent to create audience recognition 

ABC1

• Partnerships and sponsorships have been built with companies who advertise premium products on the website (Jaguar, Calvin Klein). 

•  Language is very formal and complex  

•  Relatable activities for this demographic are incorporated into narratives (theatre visits, arts and cultural events, premium restaurants, five star holidaying). 

• Stories often aimed at a graduate/professional readership through direct reference to ABC1 professions (teachers, managers, designers and so forth)