The Big Issue - Media Language Flashcards
How does the Big Issue stand out amongst other magazines?
Through its unconventional use of codes and conventions to create ironic yet serious commentary on particular situations
What magazine conventions does the Big Issue subvert/use unconventionally?
-Having a moving and changing masthead (though in recent issues this has become less extreme to establish brand identity)
-Central images are often illustrated or edited to an exaggerated extent to reinforce the theme of satire comedy
-Lack of a barcode in most covers (the magazine is sold by vendors so unnecessary)
-Composition changes often instead of having a standard recognisable layout (only in older covers)
What magazine conventions does the Big Issue use?
-Use of a tagline ‘a hand up, not a handout’
-Masthead, while changing across covers slightly, follows same structure to work as a logo
-Use of different fonts (see typography)
-A priceline is always shown at the top left which is the first area the reader will look (hence following the ‘z’ layout)
How does the Big Issue construct meaning?
Through intertextual references to other media (think political figures, vendors, and celebrities) and use of cultural references
What kind of reading does the Big Issue use Media Language to create?
A preferred/dominant reading, though on occasion a negotiated reading may be created to invoke discussion/different interpretations
Why does the Big Issue use this type of reading, and why would it avoid trying to create other kinds?
An oppositional reading would be avoided as the Big Issue needs revenue to fund its cause in aiding poverty, and its higher than average price would decrease audience interest (people do not buy magazines if they disagree with what the cover suggests)
What is the expectation of the reader to interpret the preferred meanings of the producers (and why might this be an issue/ineffective?)
The Big Issue targets a niche audience with cultural capital/knowledge of current ongoing affairs, but this relies on a lot of assumptions about the readers (meaning that someone not familiar with these may not interpret the correct meaning)
What symbolic codes are commonly used in the Big Issue?
-Representations of vendors amongst more well-known elite people
-Colour palettes used to invoke deeper meanings (such as red and blue for political parties, bright colours to subvert desaturated colours for the homeless)
-Coverlines often reference cultural expressions
What technical codes are commonly used in the Big Issue?
-Covers commonly illustrated so editing quite common for the layout
-Actors often shown covering parts of the masthead/tagline (creates a sense of power/authority)
What written codes are commonly used in the Big Issue?
-Typography: sans-serif font used for masthead helping to establish brand identity/making it direct and easy to read. Serif fonts may be used for traditional stories to reinforce the concept of cultural traditions/patriotism in the UK
-Use of intertextual references to create comedy/ironic commentary on certain circumstances
