BIG ISSUE (CSP 1- MAN AND DOG) REPRESENTATION

Question 1

Big Issue- (Stuart Hall- transcoding)

Answer 1

Traditional cultural narrative surrounding the homeless (powerlessness, victimisation, idleness)

Big Issue transcodes dominate narratives of the homeless to graft new meaning by representing them as resillent, and empowered

Question 2

Guantlett and identity

Answer 2

The cover invites readers to see themselves as empathetic, responsible citizens who care about community (idenitity of allyship).

Aligns with consumer’s values of compassion, egalitarianism

Question 3

Hooks/ oppositional gaze

Answer 3

The vendor does not face the audience–subverts traditional advertising narratives which represent the homeless as victimised via the direct gaze.

By refusing this direct victimised gaze–he adopts the oppositional gaze–opposing sterotypes (withholds intimacy)– he is not victimised but embedded in his own narrative.

Question 4

Antonio Gramsci- hegemony and class representation

Answer 4

Dominate media often reinforces neoliberal hegemony (homelessness as personal failure, charity as the solution).

Big Issue challenges this by framing homelessness as a structural issue and emphasises diginity through work and not dependency.

Question 5

Tuchman & Symbolic annihiliation

Answer 5

Traditional media often erases homelessness voices reduces them to statistic or background figures in poverty p**.

The Big Issue reisists symbolic annihilation by giving vendors a platforms (literally and figuratively).