The Big Issue Flashcards
1
Q
FRONT PAGE REPRESENTATION:
A
- Despite not containing any actual images of people, the inclusion of special thanks to the
“Thousands and Thousands of Vendors!’ acknowledges the part they have played in the success of The Big Issue. The front cover recognises their importance and positions them more boldly (they are highlighted in all capitals and in bright yellow) than the list of celebrities and politicians above them.
2
Q
GRAYSON PERRY REP:
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- Image of the artist dressed in women’s clothing is clearly of a male, as positioned by the interview title opposite (Letter to my Younger Self’) and the name of the individual underneath this. However, this image is never played for laughs, even though the image is accompanied by a quote poking fun at the expense of the right wing attitudes of Daily Mail readers.
- The interview itself does NOT focus on Grayson Perry’s transvestitism but instead discusses his 16 year old self and his own experiences with homelessness at a young age
(16), His cross dressing is almost used incidentally - this is not his defining factor (despite the inclusion of the massive photograph of him in women’s clothing). He is painted as a plain, working class family man, and the interview almost nonchalantly normalises his behaviour whereas other publications may have positioned them as othering or bizarre. - The image in particular clearly plays with aspects of both male (hs masculine forthright nature) and female (his feminine clothing, stance and - from the article - sassy attitude) gender identities as the reader is exposed to ‘gender trouble’ (Gender Performativity Judit Butler), although aspects of these qualities are not really exaggerated as much as other publications may have within the interview itself.
3
Q
DONATO (VENDOR) REP:
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- Donato is featured on 2 pages of the featured set text - once on the Contents page ard a second time in the My Pitch’ section, introducing readers to a selection of vendors around the country, near the back of the magazine.
- Donato is of Italian descent, of pensionable age (70), and a vendor in London for The Big Issue. He contributes to the subversion of stereotypes of the homeless, as the expectations are of young males inexperienced in life, and unwilling to work. Donato’s life story’ through the ‘My Pitch’ article undermines this perception, describing his cultured yet troubled origins (grew up in Turn, yet beaten by father) and varied positions of employment.
Donato is but one representation which when combined with the others within the Bl, deliberately subverts stereotypes in order to connect with the sympathies of the audience. - Donato is happy and thankful of the opportunities afforded to him by The Big Issue, his
“triumph over adversity’ tale truly personalised / humanises the larger plight of the magazine.
4
Q
‘MOVING ON’ & REP.:
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- A multitude of representations of ex vendors who have carved out careers for themselves since their period of selling The Big Issue adorn this 3 page feature - al subverting the associations usually attached to the stereotype of the homeless or the impoverished, including
- Marvina Newton (now a CEO of a Youth Chanty) dressed to impress in a red sleeveless dress (connoting assertiveness, raw energy and passion), wearing a range of brightly coloured jewellery (necklace & earrings), perhaps reflecting her somewhat exotic (nan-white ethnicity) otherness, whilst reinforcing her confident demeanour supported by a colourful mise-en-scene - reflecting the youthful emphasis of the charity she promotes.
- Joel Hodgson (now a Lege Secretary) dressed in a light fitting smart suit (connoting professionalism) in a posture resembling a runner on the starting blocks (ike he is at the
‘s the starting point of a new shiny career). His positioning on a plinth like whet medalists are often positioned on when victorios) and the background mise-en-scene firmly place him within a London landscape (the London Eye in the distance) - the capital of the country, of business, of success. He is a young black man with braided hair (cultural symbol of his ethnicity), but reinforces an image of triumph and strength, and NOT disenfranchisement. - Mark Dempster (now a Harty Street Therapet) a middle aged man dressed in casual clothing and sat atop an expensive locking motorbike with a purposeful, almost strict expression (signifying determination). The symbol of the motorbike as a less common mode of transport (and one which represents a significant risk when compared to a car) connotes rebellion and independence. The high class buildings of the background mise en-scene place the man within a professional and somewhat cultured environment. His shaven head, usually a sign of aggression within British subcultures, subverts the nature of his therapeutic profession.
- Viv Askelund (now a Tour Guide) a more mature (58) and vivacious woman dressed in a floral skirt situated amongst a rustic overgrown environment (connoting a naturalistic persona). The old wooden pillar she is leaning against coupled with the old fashioned road sign (for Chester Road) reinforces her status as the imparter of historic knowledge.
‘NO SOGGY BOTTOMS’ & REP: - Dispelling any myths generated by the misrepresentation or under-representation of the homeless this image firmly positions the two vendors (identified by their red vests) front and centre within its main photograph. Vendors are seen in the workplace (as trainees) holding the food they baked, dispelling the myth of the work-shy homeless man.
- The inset photograph sees both trainee vendors surrounded by actual employees of the Rise
Bakery, further emphasising their complete integration into the workplace = success!
5
Q
Identity Theory - David Gauntlett -
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- The majority of the editorial content (and adverts) of The Big Issue seem to fall in line with Gauntett’s claims of the modern “mass media becoming more liberal regarding sex & gender issues, and more challenging to traditional standards. Just examine the vaned and diverse issues of transvestism, females of all colours and ages, the representation of vulnerable males, etc.
6
Q
Feminist Theory - Liesbet van Zoonen -
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- The Big Issue was made by professional publishers to question the way in which representations are cast in society and to largely banish them. The representations of women within the magazine are mostly self conscious and constructed in a nay which is mindful of the antiquated notion of women as objectified, domesticated or mothering - they are instead strong, independent and promoting gender equality.
7
Q
Feminist Theory - bell hooks
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- Evidence of the challenging of sexist norms throughout the magazine « In relation to homelessness not discriminating gender. Evidence of the diversity in intersections between class (politicians / impoverished), race and age in articles and adverts.
8
Q
BIG ISSUE’S BRAND IDENTITY:
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- For over 25 years The Big Issue has strived to dismantle poverty through creating opportunity, in the process becoming one of the most recognised and trusted UK brands .
- The name chosen correlates with the often controversial brand values and personality it means to further foster within its contents. It focuses on the social crisis and is highly
Engaging. direct and to the point, while often leaving space for interpretation. Adding Magazine* to the brand name / masthead would give the title dear expectations to the customer BUT this is what it wants to avoid in many respects. The logo itself is simple and direct, whilst also being aggressive and highly recognisable. It is easily noticed and wants to be provocative. - The Slogan of ‘Helping People to Help Themselves” encourages and differentiates them from other social / charity organisations, adding value and significance whilst employing a feeling of contribution and significance.
- The Big Issue lists Its manifesto on its content page using 5 bold headings and brief / simple descriptions underneath each one. These are unchanging and appear in EVERY issue, reflecting the ethos of The Big Issue Brand through and through.
- They market themselves as “Vendor-centric’ - their charity work is led by ‘the hopes and aspirations of Big Issue Vendors”. They see themselves as ‘fully inclusive’ in so much as social and financial indusion is at the heart of their philosophy. They stress their ‘non-judgemental’ approach claiming to work with anyone who is prepared to engage with self help, regardless of their circumstances or background.
- The magazine also firmly believes that poverty is completely indiscriminate and features many homeless people from all walks of life and backgrounds to testify to this.
- The magazine believes in the right to citizenship for all - everyone matters regardless of colour of sio or country of origin.
- Prevention is seen as all important with an emphasis that we (the UK) need to understand the causes of poverty to better stop its continuance,
@ The Interview with Prime Minister Theresa May in the 25th Anniversary issue - salutes The Big Issue and unveils a new homelessness funding package and a change of policy approach - bringing Conservative policy towards centre-ground ideological agenda and therefore doser to the left (the Big Issue’s preferred / usual political position. - Some criticisms of The Big Issue (by other charity magazines) brand image include that it is almost “too flashy’ in Its presentation of articles and Information, thus detracting somewhat from its more serious, edgier guerrilla publishing roots.
9
Q
ADVERTISING IN BIG ISSUE:
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- Magazines generate revenue primarily through sales of copies (print and digital) and through advertising, which accounts for approximately one third of total revenues across the industry - and The Big Issue does need this income in order to offset the costs of production and the fairly cheap sale price (for a “quality’ magazine such as this) of E2.50.
- Adverts marketing a whole range of products, Films, TV Shows, charities, concerts, etc. - a much more varied palette of adverts than featured in a more precisely defined magazine such as vogue (whether historical or contemporary).
- Because of the magazines VERY broad audience / readership, the focus of these adverts are very diverse. From expensive Blu Ray Box Sets and TV Shows requiring a Sky Subscription jan. fairly expensive and
“selfish’ use of funds which goes against the magazines anti-materialism ethic) to reserve a place for a Christmas meal at a local hostel for an unknown homeless person (very altruistic and generous), to the educational (training in child psychotherapy courses) - there’s literally something for everyone.. - The Big Issue also reserves advertising space to self-promote events, competitions and its own charity arm of the organisation, to further promote and reaffirm the vitally important nature of its plight.
- There & more advertising within The Big Issue than ever before: 21 poges out of the di in the set text (that’s over a third of the total page count) are reserved for advertising or self promotion, caving only 39 for editorial content alone.
10
Q
MOVE INTO DIGITAL MEDIA:
A
- The Big Issue created an easily navigable website in the 20005) that includes five different content categories for viewers to explore., which then expand top smaller subsections (e.g.:
Culture can be selected to take the user to Music, Books, Art, etc.), Option to visit The Orline Big Issue shop to purchase branded items and other products created by the disadvantaged, and to subscribe to the magazine. All branded using The Big Issue house style to create consistency across all platforms. - The Big Issue introduced various social media pages (accessible via the website icons) in order to help the cross promotion of the magazine (promoting stories and breaking news across platforms), induding the standard Twitter, Facebook, Instagram, YouTube.
- Zinio (which advertises itself as the world’s largest digital newsstand) is the exclusive digital distributor of the online digital print version of the magazine.
11
Q
Power & The Media - Curran & Seaton —
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- Dennis 8. The Big Issue represents a singular business partnership, financed and printed independent of any larger print publisher or news conglomerate due to its unique nature and non profit making distribution model. This independence from the larger dominating industries in the UK make it an ideal antidote to Curran & Seaton’s notion of power influencing control in the media when governed by conglomerates.
Being independent does indeed somewhat inspire creativity, diversity, adventure and complete political autonomy within the editorial content of the magazine - BUT it still needs to adhere to the conventions of other similar current affairs & entertainment magazines to be noticed / a success.
Regulation - Sonia Livingstone & Peter Lunt - The Big Issue is NOT a member of IPSO (Independent Press Standards
Organisation). However, The Big Issue must adhere to the strict regulations of all
publications created by them, including the editors code of conduct) although there has been very little evidence of any editorial grievances in the past largely due to its philanthropic nature and the professional integrity / ethics of its experienced staff.
12
Q
AUDIENCE DEMOGRAPHIC:
A
- Socially / ethically / culturally / environmentally aware readers aged 30-50 (Generation X) - average reading age is 46. The Big Issue creates personal connections with its vendors within its content to better exploit this resonance with the under-privileged.
- ABC1 audiences as deduced by requirement to have disposable income at hand to help the C2DE demographic (those susceptible to financial hardships).
- Direct 50/50 split between males & females as addressed by the variety of topics and articles catering for both readerships equally.
- Main Shoppers in their household with a strong emphasis on luxury products tempered with the responsibilities related to ecologically friendly principles.
13
Q
AUDIENCE PSYCHOGRAPHICS:
A
- Audiences whose opinion may parallel the benevolent humanitarian ideologies surrounding homelessness & poverty (in relation to typically left wing liberal ideologies for example) and develop a shared understanding / appreciation of more challenging gender oriented, multicultural, class based diversities within society.
- Young & Rubicam’s 4 Consumers: The Big Issue’s readership predominantly consists of Reformer’s (demonstrated by the multitude of opportunities presented to the reader to contribute to helping others in the form of charitable donations and ‘human interest articles) who support the social justice initiatives perpetuated by the explicit discourse of the magazine to support Strugglers (represented in the publication by the vendors and the various tales of hardship within).
- UK Tribes (Channel 4): The Big Issue’s readership tends to focus on a Leading Edge (Activists in particular with a creative and non materialistic outlook) readership.
14
Q
PRODUCERS TARGET AUDIENCES:
A
- Primary / Target Audience: Middle Aged men and women who are considerate of their own integrity and social conscience. Own good jobs and have a range of disposable incomes available to them in order to actively donate in the causes described within. Audiences in this category are generally engaged and are able to connect / sympathise with the individual stories of deprivation / distress and equally revel in the redemptive themes also promoted.
- Secondary Audience: Those reader’s who purchase the magazine out of social guilt rather than actively ‘seeking out’ the product to support its patrons. They may or may not be an avid reader or enjoy most of the content of the magazine.
- Intermittent Readers: These are not regular consumers but they may find themselves
*dipping into certain issues. Their lifestyles may be too busy or they may find the magazine too expensive for regular subscriptions. They may only read it if a particular films star / musician or politician is featured. Can include consumers who read in doctor’s / dentist waiting rooms, etc. Most likely to read to enjoy the luxury of the lean back experience - Charity Volunteers / Employees: Reading the magazine for the latest developments regarding austerity or policies which affect the manner in which their own charity functions
regarding potential social change in the UK. The Big Issue = Opinion Leader (Two Step Flow - Lazarsfeld).
- Left Wing Campaigners / Supporters: Strong supporter’s of social change. Those wronged by previous (predominantly right wing) governmental policies. Labour supporters and Anti-Conservative campaigners.
- The Big Issue as a Symbol of ‘Generous Philanthropy’: Many people buy The Big Issue just to adorn their coffee table and magazine racks (some may never read it) in order to show off their charitable nature and convince others of their socially aware stance on politics, the state of the UK, government policies, etc.
15
Q
Cultivation Theory - George Gerbner *
A
- With over 25 years of publication history behind it, The Big Issue has influenced a generation of highly intelligent, socially aware benefactors regarding the righteous achievements of the production organisation. But is has also reflected the zeitgeist of its time and the changing attitudes towards the homeless / impoverished in society (mostly Western) in general, over the period of its publication.
- As such it has broadened and challenged a series of various identities throughout its publication history. The Big Issue’s nature is to dispel many of the stereotypes which surround homelessness, not to reinforce but to dissect them, in order to reach the issues which lay beneath. By presenting a wealth of ages, genders, opinions, etc. the magazine maintains its position at the forefront of UK social change.
- This diversification can be said to highlight both the ideological discourse of the magazine and reflect the changing attitudes of society as a whole, as reflected by the growing readership of The Big Issue. The ideas that the magazine cultivates are clearly emerging across orthodox culture as The Big Issue transitioned from alternative to the more mainstream in recent years,
16
Q
Uses & Gratifications - Blumler & Katz —
A
- Surveillance: Informing readers as to the developments made to social reform in the
UK and the efforts of the charity. Escapism: Readers can read articles about celebrities, read film / music / TV reviews, and travel the world to discover the international appeal of The Big Issue (in infographics). Personal Identity: Articles about vendors and the homeless are positioned in a ‘everyman’ way to relate to them - to make the audience feel that this ‘could happen to me.
. Personal Relationships:
Creates a community effect within its overall narrative allowing readers to believe they are all collectively helping the cause. Social media presence (which is not massively popular) exists for digital feedback and the creation of comments as well.
17
Q
Reception Theory - Stuart Hall
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- A Preferred Reading would dearly align themselves with the desired Big Issue position as a complete source of social help and discussion. Their political alignment would support the magazines (left wing but not as left as it usually is - this issue is marketed as apolitical due to its feature on Theresa May, the Prime Minister).
- A Negotiated Reading may be to find the philanthropic perspective behind the publication admirable, but may not be fan of the magazine itself, cynically seeing through’ its ploys to create empathy and tug at the heartstrings
- An Oppositional Reading could be expressed by many far right wing audiences, who despite its best efforts, still see the homeless as lazy, parasites or pariahs.
