The Big Issue Flashcards
Who launched The Big Issue
John Bird and Gordon Roddick
FRONT COVER ANALYSIS
- “Its a hand up not a hand out” binary opposition between independence and dependence - vendors are their own micro entrepreneurs
- 25 focus no celeb, signifies vendors importance over star power
- arrow pointing forwards - visual code for always moving forward always fighting for more change
CONTENTS PAGE ANALYSIS
Donato - smiling gesture codes, unconventional role model - counter hegemonic to mainstream stereotypes, positive representation of homeless individual
“The Big Issue Manifesto”, raised fist image - establishes brand values and political ideology
Target Audience
ABC1, The reformer
EDITORS LETTER ANALYSIS
“deal with the foundations of poverty rather than treating the symptoms”
“we must also seek to speak for those still ignored or cast aside”
A LETTER TO MY YOUNGER SELF ARTICLE ANALYSIS
- Double page spread, visual hierarchy connotes importance
- challenges Judith Butler’s ideas on gender performativity as a “transvestite”
- Unconventional, oxymoronic portrayal of gender through dress codes (Shaved legs, wig, clown make up, eccentric dress)
- gesture codes (chin up - confident, direct mode of address)
“The Daily Mail would be happy to know they facilitated my sexual fetish”
MOVING ON ARTICLE ANALYSIS
- binary op of success vs struggle
- addresses inequalities of power by providing marginalised people with a voice - not othered -> rejecting cultivation and stereotypes
- visual hierarchy of Marvina Newton (black woman) supports idea of media contributing to social change by rep in non trad roles (Van Zoonen)
Vibrant Dress codes + jewellery
Technical codes of a low angle shot indicating power - Overall hopeful and happy image of success
RISE OF THE HOMELESS BAKERS ARTICLE ANALYSIS
- men baking- stereotypically feminine activity, progressive gender discourse (Van Zoonen)
- written codes “brilliantly” “delicious” “amazing” positive adjectives challenges stereotypes - Stuart hall
“no soggy bottoms here” - they are capable (intelligent), intertextual reference GBBO
Visual hierarchy - unconventional representation - subverts social class stereotypes (Stuart Hall)
Audience positioned to feel supportive of vendors and opportunities given
MY PITCH ARTICLE ANALYSIS
- gesture codes - smiling - unconventional representation which subverts stereotypes
- stereotypes further subverted by dress codes (clean dress shirt) - Donato represented as appearing formal and somewhat affluent
- Dress code of vendor uniform - attainable prospect for homeless readers, vest provides a tool to construct their identity
- Donato Barieri is an undermined individual and one of the people that TBI’s aim is to help and they successfully have helped
- theme of survival portrays homeless as challenging through written codes “after all, I’m still alive”
begging vs hard working
ADVERTISEMENTS ANALYSIS
- Small business or charities to support TBI’s brand ethos
- Smaller volume of adverts compared to Vogue (primarily focused on helping people rather than profit)
CHAIN OF HOPE ANALYSIS
- audience is more socially aware and willing to help
- reflects the target audience through visual and written codes (older, affluent people living in urban areas)
RED MOLOTOV ANALYSIS
“ethically sourced t-shirts” - reflects TBI’s brand values
Visual imagery reflects counter culture nature - “I’d rather be a rebel than a slave”
- revolution evoked through connotation of brand name “red Molotov” - communist revolution
SOUTHDOWN DUVET ANALYSIS
“cruelty free” - TBI ethos - Reformers
visual hierarchy of people and animal over product (people > profit)
- advertising small businesses (people > profit)
