Magazines audience

Question 1

Who is the Big Issues audience made up of?

Answer 1

• ABC1 audience
• belong in a higher spending bracket
• 30+
• want to challenge the status quo
• want to spend more money on good quality items

Question 2

How does the content of the Big Issue appeal to these specialised audiences?

Answer 2

• The Big Issue shop offers ethically sourced items
• Provocative articles challenge the status quo - “why don’t the homeless just go home”
• niche celebrities such as artist Grayson Perry who represent marginalised communities

Question 3

What social contexts are reflected through the Big Issue

Answer 3

• Brexit and discrimination against immigrants
• Immigrants are given a voice
• They are represented in a positive light eg. Donato who can tell his own story
• This appeals to an audience interested in social change rather than celebrities

Question 4

What cultural contexts are reflected through the Big Issue?

Answer 4

• The Big Issue plays a large role in pop culture
• The 25th anniversary edition saw many positive messages from celebrities, cultural icons and characters
• This reflects it’s important role as an advocate for homeless people and marginalised groups
• This appeals to an audience who wish to reject the status quo

Question 5

What historical contexts are reflected through the Big Issue?

Answer 5

• In the 90s there was a rise in homelessness due to high interests rates, as a result of Margaret Thatcher’s government
• This left people with less disposable income
• In the poll tax riots, protestors demanded a change in the law that everyone pays equal tax, which was unfair on those earning lower income
• The Big Issue continues to criticise the government. The magazine’s role is to stand up for marginalised groups

Question 6

How does the Big Issue continue to target different demographics?

Answer 6

• Adapted to technological convergence eg. the vendor app which allows card payments
• The Big Issue website and digital versions
• Online links allow users to quickly access content
• hashtags such as #AHandUp #BigIssue25 encourage user participation and appeals to a younger digital audience

Question 7

How does the Big Issue marketing target new demographics

Answer 7

• The Big Issue Co-founder John Bird appeared on the BBC One show during peak time to talk about the anniversary edition
• The BBC audience enjoy independent productions and unique, educational content that reflects the diversity of the UK

Question 8

Uses and gratifications theory

Answer 8

• Different audiences have different uses for the Big Issue
• Some may read it for entertainment and celebrities
• Some may read it in order to participate in social change
• Wealthy audiences read articles about these social issues which don’t affect them

Question 9

Stuart Hall reception theory

Answer 9

• Hegemonic reading: Left wing, agree fully with the Big Issue’s message, support social change
• Negotiated: Left wing but may not agree with more contemporary liberal views