MAC 143 1st Edition Lecture 7Magazines and the Politics of the Community I. Key Terms i. Socialization - process through which we are trained and shaped to act think and believe certain things i. primary socializing agents 1. fundamental 2. ex- families, school, peer group ii. secondary socializing agents ii. "imagined communities" i. definition - "Community that you feel you are a part of and have face to face interaction with the smallest fraction of these individuals in the community" 1. example- Fraternity or Sorority on campus is face to face; imagine community - national fraternity or sorority 2. not made up - the larger part is imagined as a larger community than just campus ii. general interest magazines and national identity iii. Why look at the gay press i. creating imagined community and socialize people into it ii. useful example 1. of fragmentation in magazine industry 2. lifestyle commercialization 3. media, imagined communities and identity - how helped create imagined community 4. media as a powerful socializing agent These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.II. the evolution of the gay press i. pre- stonewall political/ social magazines (50's and 60's) i. social context (cold war homophobia) 1. same sex dance ii. the Mattachine Society One (1953-1967) as a cultural forum 1. first gay and lesbian association 2. not a professional magazine - all volunteers iii. One and the gay press's censorship battle 1. comstock lawss a. One, Incorporated vs Otto K. Olesen b. could not send pornographic information via mail c. hold up 1st amendment rights - not aloud to censor mail ii. The Advocate in the 1970's and 80's i. social context (Stonewall Riots, 1969) 1. the police raided stonewall inn a. gay and lesbian bar raided and citizens refused ii. Goals of The Advocate (1967- present) iii. early problems 1. distribution a. how do you distribute the magazine? i. magazine cant be distributed through book stores 2. revenue a. no national advertising iv. early solutions 1. distribution: community connections2. revenue: newsprint, sex, and specific advertisers a. the gloss paper isn't being used b. category i. smoking and drinking ii. large gay businesses v. by 1980's - Gay Porn included iii. industry transformation, 1990- present i. mutually dependent developments 1. growth of gay and lesbian lifestyle magazines a. the advocate - news b. the out - entertainment c. wave of reports of what gay and lesbians were doing and were like d. fake data saying gays were more likely to do things like drink sparkling water 2. the gay marketing moment a. people asked for the subscribers of Out to find out the gay demographic ii. impact on gay magazines ("Upscaling") 1. advertisers a. various print examples i. you’re a-list to us - avis magazine b. rise of "gay vague" i. add campaign that would be gay in gay magazines and straight in straight magazines 1. Suzi Orman - Got Milk? 2. content a. stories featured in gay and lesbian press b. topics are more relevant to upper income homosexuals3. mission: politics vs. commerce a. gay community vs gay market b. prioritize mission as serving wide community but need money for advertising from higher level iii. corporation and conglomeration - PlanetOut, Inc. III. Minority Media, Magazine Specialization, and National