The Big Issue

Question 1

Barthes- Semiotics

Answer 1

Low angle shot of Marvina Newton, high key lighting, bright clothes and jewellery, smiling, connoting success and happiness
Joel Hodgson dressed in smart suit connoting success, in running position which is action code for positive start
Front cover is cultural code alluding to movie poster with what looks like a billing block at the bottom

Question 2

Strauss- Structuralism

Answer 2

The tagline ‘A hand up not a handout’ sets up binary opposition between charity and social enterprise
Fundamental to magazine’s ideology and the work it does in changing the lives of vendors and public perception of homelessness

Question 3

David Gauntlett- Identity theory

Answer 3

Moving On article represents a diverse range of people of all gender, race, age etc, showing that anyone can experience homelessness and get out of it
Audience can pick and mix identities
Grayson Perry article presents unusual and complex representation of masculinity

Question 4

Van Zoonen- Feminist theory

Answer 4

Grayson Perry article indicates that his mother was financially dependent on her father and so couldn’t leave him, suggesting the negative effect of patriarchal dominance

Question 5

George Gerbner- Cultivation theory

Answer 5

By creating positive representation of its vendors the idea is cultivated that homeless people are not lazy or stupid but in fact they are willing to make a better life for themselves
Presented via Moving On article over and over in order to cuultivate it to reader

Question 6

Stuart Hall- Reception theory

Answer 6

Preferred reading- Would align with The Big Issue’s position of being a source of social help and discussion, likely a left wing political ideology
Negotiated reading- May fine philanthropic perspective admirable but may not be a fan of the magazine itself, seeing it as trying to create false empathy
Oppositional reading- Could be oppressed by right-wing audiences who still agree with stereotypes concerning the homeless

Question 7

Curran and Seaton- Power and media

Answer 7

Published weekly by Dennis Publishing and The Big Issue Ltd
Not part of a conglomerate so less driven by power
Profits go to vendor, not driven by logic of profit
Independent pattern of ownership leads to a more creative and varied product

Question 8

Target audience

Answer 8

18-35 year olds
Working or middle class
ABC1 demographic
Both men and women
Reformers

Question 9

Editor’s note

Answer 9

Intertextual reference to Bob Dylan creates nostalgia appealing to older audience
Encourages positive relationship with audience by thanking them for support, encouraging them to carry on purchasing
Colloquial language such as ‘kids’ encourages a personal relationship between editor and audience
References in looking forward to the future are hopeful and encourages audiences to keep supporting (typical left wing ideology)

Question 10

Grayson Perry article

Answer 10

Very left wing themes concerning Perry being a transvestite
Confessional narrative opens up realtionship between Perry and reader
Expletive language suggests more niche genre where strict guidelines do not have to be adhered to, also suggests more mature audience

Question 11

Moving On article

Answer 11

Diverse range of people shown which may act as an inspiration to audiences
Encourages audiences to continue purchasing because it shows the positive effects of doing so
Emotive stories gives audience personal connection to those that they have helped

Question 12

No More Soggy Bottoms Here article

Answer 12

May make audiences happy by showing them what homeless people have achieved due to their purchasing of the magazine
Photo of men is not staged, more authentic and so builds personal connection with reader
Personal connection further established by showing men’s names and ages
Twitter handle of journalist is given encouraging ‘prosumer’ stance to discuss article
Iconography of red Big Issue bibs adds to house style
Theme of article ties in with mantra because those in need have been given skills to get into employment

Question 13

Chain of Hope advert

Answer 13

Emotive language
Direct address
Font resembling child’s handwriting
Emotive statistics
Clear colour theme

Question 14

Southdown Duvets advert

Answer 14

Appeals to ethical audiences by being advertised as ‘cruelty free’
Pictures of animals
Offers give incentive to audiences to buy product
Contact details along with ‘Call Jessica’ to give personal connection
Pun of ‘Big treat to bleat about’

Question 15

redmolotov.com advert

Answer 15

Nostalgic t-shirt designs appeal to older audience
Science jokes appeal to intellectual audience
Silly/ironic jokes
Ethically sourced t-shirts appeal to target audience
Name of company in reference to socialism, appealing to left wing audience

Question 16

My Pitch from Donato Barbieri, 70

Answer 16

Audience gain personal connection to Donato
Repetition of ‘I’m still alive’ gives positive tone and insight into personality
Emotive language when explaining his life story
Colour red repeated reinforcing house style but also Labour/left wing
Audiences may sympathise due to his age, hence encouraging purchase of future issues
Pull quote entices audiences

Question 17

When was this edition published

Answer 17

October 2016

Question 18

Who publishes The Big Issue

Answer 18

Dennis & The Big Issue Ltd, 1991

Question 19

What is the genre

Answer 19

Street magazine covering topics such as current affairs and entertainment

Question 20

Why is it niche

Answer 20

Differs from mainstream and showcases underrepresented ideologies and viewpoints

Question 21

Editorial philosophy

Answer 21

To give a voice to underrepresented groups by promoting a left wing, liberal ideology
Promoting ‘self help’

Question 22

How does the cover’s title communicate meaning

Answer 22

The use of round lights typography in the lettering connotes a sense of Hollywood glamour, iconography of fame and success
Signifying success of magazine’s 25 years

Question 23

How does the masthead communicate meaning

Answer 23

Shows typical conventions such as date, price, barcode
‘Issue’ is polysemic, denoting standard magazine connotation but also indicates social issues discussed within the magazine

Question 24

How does the strapline communicate meaning

Answer 24

Establishes brand identity and ethos as well as the magazine’s ideologies
Alludes to unique selling model
Binary opposition via parallelism, reinforces editorial philosophy of ‘self help’
Subverts audience’s expectations of chartitable pleas which audiences have become desensitised to

Question 25

How do the cover lines communicate meaning?

Answer 25

The use of proper nouns give the impression of sell lines through the use of well known, iconographic names such as Theresa May, Daniel Radcliffe

Question 26

What does the term ‘revolution’ connote on the cover?

Answer 26

Connotations of social change, challenging authority
Links to purpose of giving a voice to the underrepresented

Question 27

Use of colour and typography on the front cover

Answer 27

Use of gold, shining capitals connote wealth and fame
Sans serif font connotes luxury and seriousness, attracting an educated audience

Question 28

What is significant about the text THOUSANDS AND THOUSANDS OF VENDORS

Answer 28

Gold capitals stick out from names of celebrities connoting a status above those who are famous
Vendors are foregrounded and choice of gold creates contrasting representation of celebrities written in loopy ‘handwritten’ font

Question 29

How does Grayson Perry break down gender expectations through the main image in his article?

Answer 29

Wears a tie, typically masculine item of clothing, juxtaposed with a typically feminine dress
Dresses and ties have become naturalised myths associated with femininity and masculinity respectively
Breaks down symbolism by combining the two
‘Blurring’ of gender stereotypes
Wearing the colours of pride, signifying breaking down of gender binaries, encouraging acceptance of varied identities

Question 30

Yellow background in Grayson Perry article

Answer 30

Connotations of sunrise and new beginnings
Symbolises rejection of gender conformity, liberal attitudes

Question 31

In Moving On article how is race represented?

Answer 31

Joel Hodgson wears a suit, connotations of status, power and wealth, achieved myth-like status through naturalisation
Starting position is action code for journey or new beginnings

Question 32

Paul Gilroy- Postcolonialism

Answer 32

Some might argue the representation in the Moving On article is regressive because it is centred in colonial ideas because the suit is representative of wealth and status in the Western world
Therefore he is being used to fit a Western vision

Question 33

What media langauge is used in Marvina Newton’s image?

Answer 33

High key lighting, low angle shot places her in a position of power and respect, progressive representation of a black homeless women
Graffiti style background connotes rebellion
Tribal colour jewellery signifies acknowledgement of heritage, however Gilroy could argue this conforms to eurocentric visions

Question 34

What does the article My Pitch connote?

Answer 34

Promotes identities and personalities of its vendors via personalisation of Donato
Insight into challenging life of migrants that appeal to liberal audience
Audience feels sympathy
Possessive pronoun ‘my’ shows he is able to take ownership of representation