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.
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
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
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 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.
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
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.
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
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
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
10
Q
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.
- Multiple images of men in positions of power (e.g. the feature of film heroes and villains - Captain America
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 was of course 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.
12
Q
women: representation of gender
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
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
14
Q
Identity – applying David Gauntlett’s theory to TBI
A
- TBI often features articles and content that address social issues and marginalised perspectives, giving voice to underrepresented communities, and embracing diversity.
- Gauntlett’s theory encourages the amplification of voices that are often marginalized or underrepresented. By featuring an artist like Perry and Bowie, who tackles unconventional subjects through his art and sexuality and clothing. = the magazine can empower readers to think critically about societal norms and question established standards.
- it also can promote creativity and self-expression which may inspire readers to embrace their own sexuality and creativity as we know live in a society, where individuals canbe free - things dont define them
15
Q
TBI = Representation of Stereotypes (Hall)
A
- Applying Hall’s theory to The Big Issue magazine involves analyzing how the magazine confronts and challenges media notions of constructing stereotypes, particularly those related to race and gender.
- His theory emphasises the importance of humanising representations to counter stereotypes. The Big Issue often shares personal stories and experiences, allowing readers to connect with individuals on a human level rather than through preconceived stereotypes.
- Humanising stories can be particularly effective in challenging racial and gender stereotypes, as they offer a more nuanced and individualised understanding of people’s lives.- encouraging repeat purchase of The Big Issue.= ‘Moving On’ article
