COMOPNENT 2: The Big Issue 25 Flashcards

1
Q

Production context TBI 25

Production context TBI 25

A
  • The Big Issue is a street magazine founded by John Bird and Gordon Roddick.=an independent magazine known for its focus on current affairs and entertainment
  • Celebrates** 25 years of a publishing revolution.**
  • Created in 1991 for the many homeless people living. = wanted to bring change
  • the Big Issue is an example of a product and company that is NOT all about profit and power, but instead giving back to the community, making it very different to most magazines in the market.
  • The magazine offers a diverse range of content, including profiles of music artists, actors and other entertainment figures, as well as celebrity interviews/previews of films and festivals etc.
  • With its tagline “A hand up, not a handout,” The Big Issue emphasises its mission of providing meaningful opportunities, rather than mere charity, and has expanded globally.
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2
Q

The Big Issue purpose

A

To give a platform and a voice to underrpresented groups through promoting liberal, left wing ideolgy:
- Gender
- Race/ethnicity
- Sexuality
- the homeless

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3
Q

How did TBI have an impact on the ppl?

A
  • approximately 300,000 people classified as homeless, with UK Councils spending £1.15 billion annually on homelessness services =The Big Issue’s mission is to be proactive and giving people the means to help themselves
  • helped the vulnerable/homeless people get back on their feet and manage money.
  • the goal was to give homeless people a legal way of making money, helping them to support themesleves
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4
Q

tbi

economic context

A
  • A ‘Social Return on Investment’ study on The Big Issue revealed a significant saving to society
  • The distribution method of The Big Issue involves vendors [the homeless people] purchasing the magazine for £1.25 and selling it for £2.50, making them micro-entrepreneurs. Collectively, vendors earn £100 million every week, totaling £5.5 million annually.
  • The partnership with vendors not only empowers them economically but also emphasises their active participation in work rather than relying on charity or begging.
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5
Q

industry

Why is TBI sucessful?

A
  • worked well for being a Not-For-Profit magazine in the UK that many international versions were created e.g Japan and Australia
  • So despite remaining an independent niche magazine, it has become a globally recognised brand.
  • moved into digital distribution, working with Zinio (allows customers to purchase one digital copy of a magazine or subscribe to 12 months upfront) = The option to “try” one edition of the magazine gives audiences a taste of the magazine without a long-term commitment.
  • The Big Issue in an attempt to boost sales. The magazine started to feature a lot more content about political and social reform
  • to ensure popularity: collaborate with celebrities for cover photos and interviews
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6
Q

Digital distribution

A
  • Digital distribution also helps to target audiences who are online regularly, those who don’t have a vendor locally, and those who are avoiding paper copies for environmental reasons.
  • In general the magazine industry has suffered due to the decline in people buying print magazines, choosing instead to get information and entertainment online instead.
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7
Q

more facts on TBI

A
  • The Body Shop granted them £50,000 to start the magazine until it became a self-sustained module.
  • In 1995, they diversified into more direct support with The Big Issue Foundation- providing homeless people with training AND how to get support with various issues such as mental health, domestic abuse, housing
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8
Q

representation

A
  • The set page of The Big Issue clearly represent with perosnal values and ideologies of magazine and publishers.
  • Their pages represent the people in a positive/sympathetic light because supporting the homeless is their main goal as a magazine. = it purpose was to offer the homless to make money legally
  • gives the voice to the underrepresented groups
  • however arent all positive - they included some gritty details of homeless culture e.g. drugs, alcohol and even violence
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9
Q

The representation of the homelessness

A
  • The representation is balanced, altough balanced - they do not leave out the shocking/controversial details of the realitiies of what it is like to be homeless = This creates a seemingly realistic representation of homeless life for vendors and doesn’t attempt to make the vendors seem perfect.
  • The use of personal stories and first-person perspectives helps readers to understand and sympathetic with homeless vendors. This page represents a typically underrepresented social group.
  • Their representations is not idealised
  • The reference to the weather creates a representation of homeless people as being brave and strong.
  • Left-wing ideologies are clearly represented on the pages, as they talk negatively about Margaret Thatcher. (the history of terrible unemployment due to their laws and legislation) - it’s clear that the magazine paints a reasonably negative picture of the Conservative government.
  • They also speak about Trump and negatively represent, which makes sense as Trump is the US version of Thatcher = suggest theyre anti-right wing
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10
Q

A-Team advert Blu-ray DVD + Sky Westworld advert

men: representation of Gender

A
  • specifically at the Sky Westworld advert: the advert represents men as powerful, successful and important = which is a traditional sterotype in representing men in the media
  • representations of men in positions of respect, with a halo past his head, suggesting something to be worshipped.
  • Andy Murray as “Champion”. The article creates the idea of these men being ultimate role models and the top in their field.
  • similarly, The A-Team advert for Blu-ray DVD is also male-dominated, and constructs a macho representation of men. All of the artwork is by male artists = which suggests that male are the ones who get jobs.
  • This could be because the writers of the big issue are primarily male, but may also reflect the fact that men are more likely to be made homeless than women, so their focus might be on creating more positive role models for men.
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11
Q

other representation of men

Davie Bowie + Grayson Perry

A

challenging sterotypes:
- the advert displays a modern and diverse representation of masculinity that is often not seen in mainstream media products.
- Whilst David Bowie = rich, successful and powerful, he also challenged traditional ideas about masculinity
- He was known for his androgynous looks and for wearing makeup and not being afraid to experiment with clothes = he’s didn’t care about gender norms
- This is further reinforced by featuring Grayson Perry, wasn’t afraid of defying gender norms.
- the representation of Grayson Perry is counter typical as it shows a man comfortable with expressing his more feminine and creative side by wearing dresses and makeup.
- This makes the representation of masculinity quite complex and not one-dimensional.

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12
Q

women: representation of gender
+ Turn2Us charity

A
  • the lack of inclusion of female bosses in the interview might reflect the context that women are less likely to be hired for managerial jobs. It continues to represent men in positions of power and status.
  • Joanna Lumley and Vicky McClure are just referred to as an “Actress”, not “Legend” or “Champion” or “Star” like the men represented. It seems that women in this article are not described in such an represented/idealised and revered way. = this can link to Gilroys othered concept.
  • The woman on the Turn2Us charity advert stating money was tight when my husband became terminally ill” suggesting women can’t cope financially once their husband has passed away, a very stereotypical representation of women relying on men financially
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13
Q

challenging gender sterotypes: women

A
  • There are some representations of women that challenge gender stereo­types, such as women in positions of leadership, especially in the political sphere, like Theresa May.
  • Some articles represent women as educated and respected in their fields, providing a countertype to many mainstream representations of women. = seen as objects/sexualised
  • Representations of women being quite strong and empowered, counter typical of what you’d see normally.
  • As an “alternative” magazine it makes sense that they do include some articles that challenge traditional stereotypes of gender, sexuality, etc. = audience are likely o be left wing = which reflects the companies ideologies, and political views at the time
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14
Q

Identity – applying David Gauntlett’s theory to TBI

A
  • TBI frequently publishes content addressing social issues and marginalized giving voice to underrepresented communities and embracing diversity.
  • Featuring artists like Perry and Bowie, who challenge societal norms through their art, sexuality, and clothing, can empower readers to think critically about societal standards.
  • By showcasing diverse and unconventional subjects, the magazine promotes creativity and self-expression, inspiring readers to embrace their own sexuality and creativity in a society that values individual freedom beyond material definitions.
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15
Q

TBI = Representation of Stereotypes (Hall)

A
  • Applying Hall’s theory to The Big Issue involves examining how the magazine challenges media-constructed stereotypes, especially those related to race and gender.
  • Hall’s theory highlights the importance of humanising representations to counter stereotypes. The Big Issue shares personal stories and experiences, helping readers connect with individuals on a human level rather than through stereotypes.
  • Humanising stories are particularly effective in challenging racial and gender stereotypes
  • By offering deeper, more personal stories, The Big Issue encourages repeat purchases through articles like ‘Moving On,’ fostering a loyal readership that values diverse and authentic narratives.
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16
Q

Binary Opposition (Structuralism – Claude Levi Strauss = TBI

A

The magazine’s tagline,‘a hand up not a handout’ sets up a series of binary oppositions:
- charity vs social enterprise,
- begging and working,
- dependency and independence.
This is fundamental to the magazine’s ideology in transforming the lives of the street vendors and changing public perceptions of homelessness

17
Q

tbi = Cultivation Theory (George Gerbner)

A
  • The idea that repeated patterns of representation cultivates particular attitudes and beliefs in the audience
  • Gerbner’s theory emphasizes the impact of repeated exposure to certain themes and messages.
  • If The Big Issue consistently portrays homelessness in a particular way, either focusing on the challenges faced by homeless individuals or showcasing success stories
  • = readers may develop certain attitudes and beliefs based on this repeated exposure
18
Q

Set Edition - Editor’s Note

paul McNamee

A
  • The use of nostalgia appeals to an older audience such as the reference to ‘Bob Dylan’.
  • It encourages a positive relationship by thanking audiences for how they have helped The Big Issue which therefore may encourage audiences to carry on supporting the magazine.
  • The use of colloquial language such as ‘kids’ instead of children may encourage a more personal relationship between the editor Paul McNamee and the audience.
  • The references in looking forward to the future of The Big Issue encourages audiences to carry on supporting the magazine in order to help as many people as possible (typical left wing ideology).
19
Q

Set Edition - ‘Moving On’ article

A
  • Gauntlett: A diverse range of people are seen in the article that have been helped by The Big Issue which may act as an inspiration to audiences.
  • A Hand Up Not a Handout’ ethos reinforced by these “success stories” - former vendors who used this opportunity as a “stepping stone” - red highlighted headings.
  • The dominant image of Marvina Newton - medium close-up of her curled hair, red dress, formal make-up, smiling face sitting on a ‘big business’ chair highlighting her professionalism: Youth Charity Boss’ and has an intersectional subtext
  • The Big Issue platform her as the main success story after facing societal obstacle relating to race (Black), gender (Female) and class (East London rough sleeper) - important quate: “I could have chosen to become a victim, but I chose to sell as many Big Issue magazines as I could” (to encourage an aspirational work ethic where grafting is rewarded).
  • It may give audiences in a similar situation hopethat they too will be able to turn their lives around for the better.
  • This also encourages audiences to carry on buying The Big Issue by thanking audiences for what they have done helping people to get out of bad situations, so this may encourage them repeat purchasers of The Big Issue.
    Gilroy: This challenges the colonial narrative of racial inferiority and reinforces the idea of equality and meritocracy.
  • ‘rags-to-riches’ tales:
  • This aligns with bell hooks’ advocacy for intersectional analysis, which emphasises the need to recognize and address the complexity of individuals’ experiences within systems of power and privilege.
20
Q

More on Grayson Perry’s ‘Letter To My Younger Self’

A
  • Very left wing themes such as Grayson opening up about being a transvestite.
  • Confessional narrative encourages a personal relationship between Grayson and the reader - we learn more about his life story, so therefore audiences feel that they know him better than they did before.
  • The use of strong language such as ‘f*cked’ suggests that The Big Issue is a more niche magazine that does not have to adhere to strict guidelines on what can and cannot be included. This also suggests that the target audience for this article are more mature.
  • Audiences who are more intellectual are more likely to know who Grayson Perry is.
  • left wing audiences are more likely to be open and accepting of people who do not conform to strict gender binaries.= more useful to them
  • Full page dominant image - direct mode of address, Grayson Perry in an abstract dress dark blue and pink tie design printed on the dress, and high heeled shoes, wearing make-up.
  • bright yellow background
  • is Grayson playing with gender binaries?
  • (Butler - gender is a social construct and performance).
21
Q

Slogan & Mission Statement of The Big Issue

A

Slogan - ‘Give a hand, not a handout’

Mission Statement - ‘Our mission is to dismantle poverty by creating opportunity through self help, social trading, and business solutions’

22
Q

audience

A

Demographic:
- Socially / ethically / culturally environmentally aware readers aged 30-50
- ABC1

PSYCHOGRAPHICS
- left wing = Audiences whose opinion may parallel the benevolent humanitarian ideologies surrounding homelessness & poverty
- UK Tribes (Channel 4):

PRIMARY/TARGET AUDIENCE
- 30-50 year olds - who sympathise with the individual stories of deprivation
- w/c
- Both men and women (including The LGBTQ+ Community)

23
Q

Theresa May

A
    1. Dominant Image of Theresa May:
      features a direct mode of address, a pearl necklace, make-up - feminine suit, conveying boldness.
    1. Editorial and Title:
      - The title, “The Big Issue Has Been An Incredible Force For Good In Britain,” alongside May’s editorial, challenges the magazine’s left-wing reputation by highlighting its plurality of representation.
    1. Political Context:
      - The Big Issue, often associated with Socialism, which emphasises social mobility - “A Hand Up Not A Handout” within a meritocratic framework.
    1. Secondary Image of Nicola Sturgeon:
      - The accompanying image highlights her as an alternative left-wing female leader, emphasizing her focus on systemic legislative change to address the root causes of poverty.
  • Media Power:
    • Curran & Seaton’s theory that media concentration limits variety, creativity, and quality is challenged by The Big Issue’s independent status under Dennis Publishing, which operates outside of exclusive conglomerate ownership.
  • Semiotics:
    • Barthes’ semiotics theory can be applied to analyze the visual representation of Theresa May, where her attire and presentation carry deeper symbolic meanings about power and femininity in political leadership.