The Big Issue: Audience Flashcards
1
Q
Political stance
Demographics
A
- Socially, ethically, culturally and environmentally aware readers.
2
Q
Age Range
Demographics
A
- 30-50 years-old. (Gen X)
- Average reading age is 45.
- The Big Issue creates personal connections with its vendors within its content to better exploit this resonance with the under-privileged.
3
Q
Socioeconomic Group
Demographics
A
- ABC1
- Audiences require a disposable income at hand to help the C2DE demographic.
4
Q
Gender
Demographics
A
- Equal split between males & females as addressed by the variety of topics and articles catering for both readerships equally.
5
Q
Lifestyle
Demographics
A
- Main shoppers in their household with a strong emphasis on luxury products tempered with the responsibilities related to an ecologically friendly approach.
6
Q
Young & Rubicam’s Consumer
Psychograpics
A
- Predominant amount of The Big Issue’s readership are Reformers (Demonstrated by the multitude of opportunities presented to the reader to contribute to helping other in the form of charitable donations and human interest articles. E.g. No Soggy Bottoms here.) who support the social justice initiatives perpetuated by the explicit discourse of the magazine to support Strugglers (represented by the publication by the Vendors and the various tales of hardship).
7
Q
UK Tribes (Channel 4)
Psychograpics
A
- The Big Issue’s readership tends to focus on a Leading Edge (Activistswith a creative and non-materialistic outlook) readership.
8
Q
Opposing audiences; beliefs
Psychographics
A
- Audiences whose opinion may parallel the benevolent humanitarian ideologies surrounding homelessness & poverty, e.g. typically left wing liberal ideologies, and develop a shared understanding/ appreciation of more challenging gender, multicultural, class based diversities within society.
9
Q
Primary/Target Audience
A
- Middle Aged men and women who are considerate of their own integrity and social conscience.
- People who own good jobs and have a range of disposable incomes avalibale to them in order to actively donate in the caues described within.
- Audiences in this category are generally engaged and are able to connect/ sympathise with the individual stories of deprivation or distress and equally revel in the redemption themes also promoted.
10
Q
Secondary Audience
A
- Reader’s who purchase the magazine out of social gulilt 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.
11
Q
Intermittent Readers
A
- These are not regular consumers but they might find the magazine too expensive for regular subscriptions.
- They may only read it if a particular film star/ muscian or politican is featured.
- Can include customers who read in doctor’s/ dentist waiting rooms.
- Most likely to read to enjoy the luxury of the ‘lean back experience.’
12
Q
Charity Volunteers / Employees
A
- 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
13
Q
Left Wing Campaigners / Supporters:
A
- Strong supporter’s of social change. Those wronged by previous (predominantly right wing) governmental policies.
- Labour supporters and Anti-Conservative campaigners.
14
Q
The Big Issue as a Symbol of ‘Generous Philanthropy’
A
- 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 policies, the state of the UK, government policies.
15
Q
Relevant Theory: George Gerbner’s Cultivation Theory
A
- With over 25 years of publication history behind it, The Big Issue has influenced a generation of highly intelligent, social aware benefactors regarding the righteous achievements of the prodcution organisation. But it has also reflected the zeigeist of its time and the changing attiudes towards the homeless / impoverished in a 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 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 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 cleary emerging across orthodox culture as The Big Issue transitioned from alternative to the more mainstream in recent years.
