the big issue - audience Flashcards
who is tbi’s audience demographic?
Socially/ethically/culturally/environmentally aware readers aged 30-50 (Generation X) – average reading age for The Big Issue is 46
what is the gender split?
Direct 50/50 split between males and females
what psychographics may be interested in TBI? what of Y&R 4 c’s?
Audiences whose opinion may parallel the benevolent humanitarian ideologies surrounding homelessness & poverty
Reformer’s (demonstrated by the opportunities for readers to contribute to helping others in the form of charitable donations and ‘human interest’ articles) Strugglers (represented in the publication by the vendors and the carious tales of hardship).
who is tbi primary target audience?
Those who have their own good jobs and have a range of disposable incomes available to them in order to actively donate in the causes described within the magazine
who is tbi secondary audience?
Those reader’s who purchase the magazine out of the social guilt rather than actively ‘seeking out’ the product to support its patron
They may or may not be an avid reader or enjoy most of the content of the magazine
who are the intermittent readers?
not regular consumers but they might find themselves ‘dipping into’ certain issues
Their lifestyles may not 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, politician is featured
who else may producers target?
- 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 - 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
gerbner cultivation theory
25 years of publication history behind it, The Big Issue has influenced a generation of highly intelligent, socially aware benefactors
Diversification can be said to highlight both the ideological discourse of the magazine and reflect the changing attitudes of society as a whole.
katz uses and grats
Surveillance: Informing the 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
Personal Identification: Articles about vendors and the homeless are positioned in ‘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 creation of comments as well
stuart hall reception theory - preferred reading
This would clearly align themselves with the desired Big Issue position of 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)
stuart hall reception theory - negotiated reading
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’
stuart hall reception theory - oppositional reading
This could be expressed by many far right wing audiences, who despite its best efforts, still see the homeless as lazy, parasites
