The Big Issue Audience

Who is the primary audience for The Big Issue?

Socially aware people in the ABC1 socio-economic group (higher class) with a broad age-range. Likely 25+ due to the serious topics and political content.

What psychographic group is targeted by The Big Issue?

Reformers are targeted as they are socially-aware and intellectual. This is evidenced by stories of homeless vendors that raise awareness, offering opportunities for the affluent audience to help them and make a change.

How does The Big Issue target a diverse audience?

They represent both men and women, though arguably placing men as more important/significant.

They represent many races & LGBTQ+ identities as equal and celebrated e.g. Grayson Perry and Marvina Newton.

How does The Big Issue appeal to homeless people?

The magazine represents the homeless as powerful and sympathetic, giving a voice to the voiceless.

Men are represented as powerful throughout the magazine, and more men are likely to be homeless in the UK.

What is a preferred reading of The Big Issue?

The target audience will overall enjoy the magazine for representing under-represented groups (niche content) and raising social awareness. The audience may achieve a sense of saviourism by gaining awareness and supporting TBI.

What is an oppositional reading of The Big Issue?

Some people may dislike the 'vulnerable' representations of Vendors (Donato - old man) to achieve a sympathetic response, guilt tripping the audience.

Feminists may dislike the representations of male dominance e.g. referring to male celebrities as "Legend", "Star" and referring to women simply as "Actress"