The Big issue

What is The Big Issue?

A magazine sold by homeless people - offering them an opportunity to earn an income.

It’s written by professional journalists.

It’s a ‘street newspaper’ founded by Bird and Roddick in 1991.

Why are people homeless?

Lack of affordable housing

Cost of living crisis

Drugs, alcohol

What genre of magazine is The Big Issue?

A hybrid - current affairs and entertainment

Partisan definition

Supporting a particular cause.

The Big Issue is partisan, as it supports people facing poverty and homelessness.

Other magazines are politically neutral.

Big Issue front cover

FRONT COVER ANALYSIS: What is the main focus of the front cover?

The “25 years of a publishing revolution” billboard.

This is unconventional, as current affairs magazines normally have celebrities as the main focus.

What are the other unconventional features on the front cover?

The lack of cover lines - this is because they don’t need to draw attention to customers in shops. The vendors do this for them.

There are no people on the front cover.l

What are the more conventional features on the front cover?

The bright colours - red and yellow - form positive associations with the magazine.

The lights on the billboard give a feeling of luxury.

The dark, starry background contrasts the bright billboard - drawing more attention to it.

What font is constantly used?

A sans-serif font.

This attracts a lower-class audience.

What are the masthead and logo examples of?

Iconography.

What’s significant about this edition of The Big Issue?

It’s a special edition - 25 year anniversary

Contents page of Big Issue

How are vendors represented on the contents page?

Positively.

Vendor “Donato” is shown smiling and holding copies of The Big Issue.

He says The Big Issue “made a big difference” in his life, and that it’s given him “a roof over my head”.

This emphasises the good cause of the magazine - encouraging readers to purchase another issue.

What incentives are featured?

“WIN! a Ben Eine limited issue Big Issue exclusive print”

Explain the typography on the contents page.

Red text - used for key info, titles

Black text - used for the body

What’s the purpose of the manifesto?

To be a public declaration of the magazine’s policy and aims, used to persuade readers to support the cause.

The red fist symbol emphasises their political cause.

“a hand up, not a handout” reinforces the good cause of vendors selling the magazine.

What’s David Gauntlett’s identity theory?

The theory that gender representations that circulate in contemporary media products are more diverse and complex than those of previous generations - ‘open realm of possibilities’.

Gauntlett suggests that there is a ‘pick and mix’ approach to modern identity, as we borrow and combine different ideas from media products.

Grayson Perry “letter to my younger self” article (text)

Image of Grayson Perry article

How can Gauntlett’s identity theory be applied to this article?

It directly links to Gauntlett’s identity theory.

Grayson Perry being a transvestite is a far more complex gender representation than those of previous generations.

Perry has used a ‘pick and mix’ approach to create his identity.

Does the image of Perry support this?

Yes.

He makes direct address with the camera whilst wearing a very unique feminine, colourful outfit.

This shows that Perry is comfortable and dominant, even with his unique and colourful appearance.

What is the effect of the green background?

It emphasises Perry’s uniqueness.

“Moving on” article (1/3)

“Moving on” article (2/3)

“Moving on” article (3/3)

What is this article about?

Success stories of previous Big Issue vendors.

How are homeless people presented in the article?

As capable and hardworking individuals - not passive victims.

This links to Hall’s representation theory - homeless people are unfairly stereotyped in the media as being less capable.

Describe the visual codes in the article.

The images show all previous vendors in confident, empowering poses or smiling.

The colourful backgrounds signify creativity.

Describe the dress codes in the article.

They contrast the stereotype of homeless people wearing dirty clothes - suits and chef uniforms are seen.

This also shows that they are professionals.

What can be said about the subjects in the article?

They are diverse - different ages, genders, ethnic backgrounds.

The fact that Marlina Newton (black woman) is the biggest image contrasts the beliefs of Bell Hooks

Need to analyse other page of article

Turn2us “10p a week saved our home” advert

What’s being advertised?

It’s an advert for a charity/benefits-awareness campaign helping people in poverty access benefits.

Advert analysis

An older woman who appears to be an ordinary working-class citizen is featured. Her plain dress code signals authenticity.

She has a big smile on her face.

The language is emotional and narrative-driven: “money was tight”, “we thought we were going to be made homeless”

“10 p a week” saving their home highlights how small amounts of money can affect vulnerable people.

I, Daniel Blake film advert

What’s being advertised?

Ken Loach’s social realist film “I, Daniel Blake”

Advert analysis

An older, working-class man is seen raising his fist. This is a symbol of protest and struggle.

The review quotes repeatedly emphasise emotion - “powerful”, “heartbreaking”.

This aligns the film with activism and political consciousness - key values of The Big Issue as a magazine supporting marginalised people.

Club de Fromage advert

What is being advertised?

A fun, nostalgic nightclub and themed party events.

Advert analysis

The tone is very informal and playful

The bright colours and chaotic layout signal youth culture and The polaroid-style photos are lighthearted and relatable

The advert targets the magazine’s youthful readers

What do these adverts suggest about The Big Issue’s target audience?

They are socially-conscious, politically-aware readers. This is reflected in the adverts with themes of poverty and activism

They’re compassionate - Turn2us advert speaks directly to readers who care about inequality

Urban, younger adults - Club de Fromage advert indicates pop culture and nightlife

How do these adverts appeal to the target audience?

Emotional storytelling - Turn2Us and I, Daniel Blake adverts use real-life experiences and strong emotional triggers

Authenticity - high beauty standards are avoided, appealing to an audience valuing honesty and realism

Benefits and protest themes reflect the lives and concerns of The Big Issue’s readers

AUDIENCE: Who is The Big Issue targeted at?

Urbanites - people who live in towns/cities who lead busy lifestyles

Socially-aware people

Stats of Big Issue audience

60% under 44

60% female

72% ABC1 (professionals)

59% married