the big issue -media lang and rep

how are the homeless represented

represents them in a positive and sympathetic light that need support

there are some negative representations - gritty details of homeless culture eg drugs, alcohol=, violence creates realistic representations of homeless life

what is done to present the homeless positively

'letters page' refers to homeless vendors as 'inspirational'

contents page has man called Donato - his own story helps readers sympathise

letters page talks about vendors 'going out in all weathers

what is done to present the homeless negatively

-drugs , alcohol , violence

"it was like mad-max" - reference to dystopian movie full of violence

why is it important for the big issue to represent homeless negatively as well

they are anti-conservative = they support, but dont idealise homelessness (bc this takes away the point of them struggling)

emphasis on under dog stories, they came out from such bad places

how are the big issues left wing ideologies presented

presents a negative picture of conservatives

'15 million margaret thatcher memorial' letters suggest to take this funding and put it towards public libraries

called donald trump 'garish' (showy)

what are the representations of men

powerful, successful, dominating

what is done to present the men powerfully

'west working' advert represents men as powerful, successful etc dominant shot of man

article 'why didnt the homeless just go home?" - interviews heads of organisations which are all male with senior positions

'moment in time articles' both feature men

what does the representation of males reflect

predominately male audience

predominately male writers

the fact that men are more likely to be homeless than women

the big issue founded by male 'John bird'

what is done to subvert typical male representations

article on 'greyson perry' - he wears makeup refers to people calling him a 'transvestite' , wig

'rise bakery' article 2 homeless men baking (domestic environment)

how are women presented

both nurturing but also powerful and successful

how are women presented as nurturing

charity ad - women caring for sick children

duvet ad - women feeding sheep

how are women presented as succesful

marvina newton charity boss on 'moving on' page, men surround her but she has biggest feature on the spread

ownership of the big issue

an independent magazine company owned by its own company

who does the big issue partner with to print

dennis publishing

who sells big issue

vendors - they purchase them £1.50 and sell for £3 - legal way of getting money

how is big issue funded at start

when setting up they managed to get a grant from The body shop for £50,000

when did the big issue diversify and how

in 1995 , into more direct support with "The big issue foundation"

what does its revenue go towards

extra revenue goes into helping the homeless eg community projects

what is the big issue investment fund

started in 2005

available for start up projects that they believe in

what ads r included generally

uses both ads for abc1 audience , but also charity ads / ads for community support groups

how and why do they collab w celebrities

with cover photos, interviews and invite some to be guest editors

this draws in pre-sold fans of those celebs

eg david bowie , robert downey jr

how has it become globally recognised

international versions have been created with the same idea of dismantling poverty. so despite remaining a niche independent magazine , it has become a globally recognised brand

what company do they work with for digital distribution

zinio

how does the online mag work

zinio allows customers to purchase 1 copy or suscribe to 12 months upfront.

+ of online distribution

most ppl prefer online

those who dont have vendors locally

ppl who care ab the environment

helps reach global audience

revenue from digitial sales is used to support vendors

explain height and decline of success for the big issue

early 2000's vendors were selling 300,000 copies a week

due to print sales falling, by 2011 their sales were 125,000 a week

how did they respond to the fall in sales

they rebranded with more content about politics, social awareness and celebrity columnists

higher prices

how is the big issue sales doing currently

rise in recent years - could reflect british context eg brexit

Front Cover - Issue, dateline & Priceline

- The fact that the magazine is on its 1227th issue after 25 years shows that it is an incredibly success publication.

- Sold for £2.50 and directly helping formerly homeless people earn a living as a street vendor.

Front cover - aesthetic and composition

- Flashing lights consumerist LED panel - emphasis on glamour and entertainment - synthetic, man-made emphasis.

- Centrally framed - dark night, bright lights contrast.

- Yellow and greys as a secondary colour aesthetic.

Historical and industry context

- Weekly by Dennis & The Big Issue Ltd (1991)

- 82,000 circulation and readership.

- The Big Issue was launched in 1991 by Gordan Roddrick and A. John Bird in response to the growing number of rough sleepers on the streets of London.

- This self-help ethos includes support from The Big Issue Foundation (established in 1995) to link vendors with the vital support and services with help them address the issues that led to and have arisen as a result of experiencing homelessness.

Demographics and psychographics

- Readership = ABC1 demographic in order to help C2DE demographic.

- Magazine to support strugglers but purchased by reformers who support social justice initiatives.

Representation

- Brand identity - For over 25 years The Big Issue Group had strived to dismantle poverty through celebrating opportunity, in the process becoming one o the most recognised and trusted brands in the UK.

- Interview with PM Theresa May in 25th anniversary issue - salutes The Big Issue and unveils a new homelessness funding package and a change of policy approach - bringing Conservative policy towards centre-ground ideological agenda.

Strapline

TC of 'SPECIAL ANNIVERSARY EDITION' streamline of a USP in the same grey aesthetic as the masthead (stylistic motif)

VC of Masthead and VC of tagline

- House style of magazine is in an uppercase block - colour changed from red to grey for this special edition - red has connotations of labour/socialist support whilst this issue includes a feature interview with Conservative PM Theresa May.

- Tagline 'A HAND UP NOT A HANDOUT' has alliterative emphasis on self-responsibility reflecting the ethos of the magazine, rather than encouraging benefits reliant culture.

VC of anchoring image and TC of 'revolution'

- The anchoring image features a bright typography of '25 years of a publishing revolution' in giant LED panel graphic

- Image dominates frame - bold, celebratory

- Emotive use of term 'revolution' but removed from socialist/communist associations

Online Media

- Brand identity: 'hand up not a handout' - wide range of context - social enterprise organisation - unique ideological agenda with the same house style.

- Digital version - scrollbar featuring articles, use of videos, social media connectivity, advertisements, interactivity based on navigation bar.

Secondary leads

Series of interviews of cultural architects with a social conscience and varying political ideologies:

Conservative - TM

Labour - Sadig Khan

Green - Caroline Lucas

SNP - Nicola Sturgeon

Socialists - Benjamin Zephaniah, Yanis Varoufakis, Paul Weller

Celebrity - Andy Murray, Micheal Palin, Sir Alex Ferguson, Mel C, Arctic Monkeys, Colin Farrell, John Snow, Joanna Lumley, Grayson Perry, Sheridan Smith, Dalai

VC of 'plus THOUSANDS & THOUSANDS OF VENDORS!'

- suggests homelessness is more important than celebrities, also connotes sharing 'celebrating with'.

Big Issue being seen as a positive initiative across the political spectrum from Left, Centre and Right

Left - The Big Issue help the marginalised and poor in society out of destitution.

Centre - opportunities for connections to corporate industries.

Right - Gives the poor a purpose and a job to make a living for themselves.

Target audience

18-50 (workers), ABC1s/AB, left-wing, people interested in current issues

What does the magazine promote as important?

Controversial ideas, Politics left wing conservatives are in power, helping and humanising the homeless, all ethnicities

Adverts

Financial advertisements, less materialistic, other charities

What does the magazine suggest is important? what tells you that?

Important - rights, people getting help

What is a 'typical' feature in The Big Issue about?

People's successes, helping homeless people

Three examples from the feature article 'Moving On'

- VC of lighting - bright, metaphorically looking up into a brighter future

- Vast range of ages, genders, nationalities and ethnicities imply that Big Issue Vendors come from a diverse range of backgrounds meaning anyone can move upwards to better things

- TC of masthead 'Others use the magazine as a stepping stone' confirms to the reader that the magazine has changed people's lives - humanised the homeless

Three examples from the feature article 'No Soggy Bottoms Here!'

- VC of main image - focus on the homeless people and not the cake, demonstrating how homeless people are now provided with opportunities of jobs

- TC of copy 'a charity tackling the root causes of homelessness' implies that homeless people are given an opportunity for success - road to recovery

- TC of copy '20 homeless and vulnerably housed people have taken advantage of the unique cooking course' this supports their streamline 'A hand up not a handout'

Three examples from 'Chain of Hope' feature article

- VC of heart, Barthes semiotics - connotes love for helping others, equality, world shows love

- TC of Masthead 'Chain of Hope' playing on post-colonial attitudes - Gilroy

- VC of image of women holding black baby - women nurturing - Van Zoonen, Black people in need of help from white people - Gilroy.

Three examples from feature article 'Offering Big Issue Readers a Big Treat to Bleat About!'

- VC of main image of women feeding animal - nurturing Van Zoonen

- TC of text 'Offering' - supports their strapline of helping those in need

- TC of text 'Call Jessica' - shows personal connections, people able to offer help on a personal level

Three examples from the feature article 'My Pitch' by Donato Barber i

- TC of masthead 'My Pitch' juxtaposition between capitalism and socialist approach

- TC of location map pin - sidebar encourages people to buy the Big Issue 'I'm in Victoria Station'

- TC of copy - 'I had been homeless in London' including their backstory and gives them a voice to express past and present feelings - humanising the homeless