Applied theories

Question 1

Structuralism
Claude Levi Strauss

Answer 1

The magazines tagline a hand up not a handout sets a series of binary oppositions, most notably between charity and social enterprise, begging and working, dependency and independence.

This is fundamental to the magazines ideology and the work I does in transforming the lives of the street vendors who sell the magazine and changing public perceptions of homelessness​

Question 2

Identity Theory
David Gauntlett

Answer 2

-‘Mass media becoming more liberal regarding sex and gender, and more challenging to traditional standards’

-Transvestism, Grayson Perry

-Females of all colours and ages: Marvina Newton takes up most of space in moving on article
-Representation of vulnerable males
-The overall magazine challenges traditional standards towards homeless by reminding the public that homeless people are still people.

Question 3

Stuart Hall’s representation theory

Answer 3

The magazine contains article that challenge both racial and gender stereotypes.

Though they don’t outwardly call for social change regarding these they do challenge traditional stereotypes. E.g Grayson Perry article, Moving On article

Question 4

Claude Levi Strauss Structuralism

Answer 4

“A hand up not a handout” sets up a series of binary oppositions between charity and social enterprise, begging and working, dependency and independence.

They want to transform the lives of vendors and challenge public perceptions of homelessness.

Question 5

George Gerbner’s cultivation theory

Answer 5

The Big issue challenges repeated stereotypes towards homelessness often presented by mass media. creating it’s own version of cultivation.

Question 6

Semiotics (Roland Barthes) Front Cover

Answer 6

-Technical Codes: large graphic celebrates the 25th issue, employs a rough Z line leading the spectators eye around the front cover
-Colour: Warm yellows, oranges and reds signifying a positive nature of the sell line and image, star lit sky could be symbolic of issues homeless people face, but bright lights could represent hope, BI brings warmth and opportunity

-Written Codes: top third of frame stripling informs it is a special edition acts as a selling point, masthead is central, connoting its importance and brand identity, easily identifiable

-Mode of Address: Formal mode of address, ‘25 years of a publishing revolution’-ethos of magazine and its triumph in helping

-Iconography: Lightbulbs and stars glamorises the publication, reference to Broadway?-celebration and excitement, juxtaposition with the philosophy of helping people

Question 7

Structuralism (Claude Levi Strauss)

Answer 7

-Caters for an alternative demographic to Vogue

-Big Issue use media language to promote working class values and ideologies, creating binary opposition between Vogue

Question 8

‘We Made History’ Image

Answer 8

-Left hand side of the story contains a medium two shot of the founders who engage with a direct mode of address

-Visual codes reflect philosophy as a lack of colour and halftone pattern signifies the low production values embraced
-Clothing worn is casual with no visible brands (opposing the brand identity of Vogue)

-Image is full of clutter reflects the hard work the institution has dedicated

-The headline serves as a direct mode of address and provides recognition for their support and contribution to the social movement