The people visiting the Attitude magazine website are likely pro-LGBT already, so this already coincides with the Cultivation Theory as they aren't having a direct impact on audiences, they are simply just reinforcing the hegemonic ideologies of equality and fairness through Echo Chambers, seen in the above articles surrounding high-street HIV test or the 'Shady Gays' article. The mode of address adheres to an active narrative, through the quote 'That said, I wouldn’t be putting up the bunting just yet', giving the impression that this isn't a collective group of writers. The information is much more individualised, this causing audiences to identify with other LGBT community members, thus encouraging them to align with these pre-existing ideologies.
The HIV article also expressed the relevance of the topic, and how it's already a prevalent issue in the LGBT community but it is something that perhaps their audience may need to be more educated on, again, reinforcing the Cultivation Theory as it's been pre-established in their lifestyle. As it becomes more progressive in society, there are still more things that need to be learnt.
Furthermore, the alternative is provided through the representation of the ideologies that are not the hegemonic norm, as cited via the article 'Why E.M Foster's 'Maurice' remains one of the most important gay novels in history', as based on the other content, the mention of literature seems to be a contrived attempt to almost 'better' their audience; it has an irrelevancy that is nondescript and swallowed whole amongst the other salacious articles. People are likely not coming here for an intellectual read-up on literature, so the attention is drawn-in by something else; this notifies us that Attitude fulfils the 'Entertainment' category of the Uses and Gratification Theory.
Dominant ideologies within society are explored by Attitude through the BBC article as it is widely known that BBC are trying to address the problem of under-representation. Some popular celebrities are openly drawing attention to the fact we're becoming disconnected from representations in the media as it doesn't reflect our diverse reality, and instead harps on about the abiding and familiar representations of white people, as noted by Riz Ahmed's speech to Parliament.
The 'Austrailian PM' article reinforces the dominant binary opposition between religion and gay rights, almost as if it an archetypal trope that establishes a level of understanding for the audience to easily access and henceforth align with. This also prompts the binary opposition of old and young that is accessible for audiences to engage with; this may appear on social media platforms dominated by younger audiences so it provides a tangible 'enemy' prototye, perhaps promoting this younger audience to ditch hegemonised politics in favour of a more diverse, culturally-accepting range of leaders.
The first article perpetuates the common perception of gay men as promiscuous, and the stigmatic views surrounding the apps that they use such as Grindr. Binary Oppositions can also be introduced here as Attitude contrast the good and the bad side of the LGBT community. The negative ideology of hiding who you are in this article has evidently dire consequences and effects, which helps cultivate Attitude's views on being 'closeted'.
Comments