Attitude is a British gay lifestyle magazine owned by Stream Publishing Limited. It is sold worldwide as a physical magazine, and as a digital download for the iPad and iPhone via the App Store, and for Android devices via the Android Market. The first issue of attitude appeared in May 1994.
A hyper sexualised representation of men - Most images of men are topless, and often in provocative poses. Articles have a critical lack of representation of different body types as on Attitude, a singular, muscular build seems to be favoured. Articles are generally focused on grooming, holidays, fashion and celebrities: a heavy emphasis on appearance and extrinsic - reinforces a gay stereotype. Normalisation - majority of articles feature gay and LGBT related issues. Articles featuring prejudice and attacks on gay men reinforce the ideology that to be gay still means being in a marginalised and threatened group - close up of mans injured head. Even straight actors are represented and codified in a way that specifically appeals to a gay male audience, for example, the voyeuristic shots of Cristiano Ronaldo in tight fitting underwear presents an appealing fantasy to the gay target audience, an escapist fantasy for a gay audience. Stereotypically attractive gay men, hyper masculine and strong, even if an audience lacks this body type, they are able escape in to a homoerotic fantasy, it offers the audience an escapist fantasy where everybody is gay, a hyper real fantasy, a utopia. Advertising - targeted to gay male audience. Advertorial "your dream home awaits" helps to normalise homosexuality. "your dream home awaits" is perhaps stereotypically feminine, reinforcing a gay stereotype of enjoying interior design. Conformity to stereotype of vain men: article specifically on weight loss and improving muscle definition is a focus on aesthetics represented as vulnerability. References to the 'coming out' narrative, big focus on openness and 'out-there' sexualisation however, the magazine and website have a definite target audience, and may go 'hidden' in the general populace. Extravagant and with exotic lifestyles, its proud and self-confident. Gives audience the confidence to come out and to live with pride Singular and stereotypical representation of men.
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