The Big Issue Flashcards
(20 cards)
What is the big issue? how does it work?
Not-for-profit independent magazine sold through vendors who are homeless
The vendors buy it for £1.50 and then they sell it on for £3
The vendors are then free to use the money they make however they want
whats the point of the magazine?
to give homeless people a legal way to make money
what edition is studied?
25th anniversary edition (october 2016)
who is the target audience/demographic? What does this mean for advertising
ABC1 (disposable income)
People who get socially embarrassed
Brands with similar ABC1 audiences are willing to place adverts in the magazine, website - increases revenue for TBI
HOWEVER the magazine does reserve some advertising space for charities and community projects
how many copies were they selling a week at the height of their success? How did this change and what did they decide to do?
Height of success - 300,000 copies
But as of 2011 they were only selling 125000 copies
So they decided to rebrand and focus more on politics and celebrities
How is the Big Issue connected with the Body Shop
the body shop gave the big issue the funding they needed to start up (secured a £50000 grant from TBS)
The founder of TBI (Gordon Roddick) married founder of TBS (Anita Roddick)
who publishes the magazine?
Dennis Publishing
How have they combated the decrease in sales of print media?
They have digital distribution (worked with Zinio) which allows people to purchase one digital copy or subscribe for 12 months - letting them try just one copy teases the audience with the content which gets them to like the magazine and encourages them to subscribe to a longer term
Zinio is a huge distribution company with millions of customers worldwide so this allows the big issue to reach a larger audience
All the revenue from digital sales is still used to support the vendors
how does curran and seatons theory relate to the product?
Not primarily focused on making profit, but instead on helping the homeless
Being independent inspires creativity and diversity (allows more discussion of controversial topics)
how does gerbners cultivation theory relate to the product?
challenges the repeated negative stereotypes of homelessness often presented by the mass media
how does gauntletts identity theory relate to the product?
Challenges traditional stereotypes towards the homeless
Grayson Perry article allows expression of sexuality and gender which breaks traditional taboos and stigmas - adds a more diverse representation of masculinity that is not often seen in modern mainstream media
‘Moving On’ articles present a range of homeless people who have turned around their lives - motivates other homeless people to do the same
how does van zoonens feminist theory relate to the product?
The women are not sexualised, and their bodies are not seen as objects, and mens bodies are not shown as spectacles
Stereotypical representation of women - in an article ‘why don’t the homeless just go home?’ where they interview heads of organisations there is a lack of female bosses which suggests that women are less likely to be hired for managerial jobs
how does livingstone and lunts regulation theory relate to the product?
Not a member of IPSO but still must adhere to strict regulation guidelines
Editorial independence - can feature ‘risky content’
How has the big issue diversified since starting up
The Big Issue Foundation
Started in 1995
Charity which provides homeless people with training, workshops and info on how to get support on mental health, domestic abuse, housing etc
The Big Issue Invest
Started in 2005
Funds people, small businesses and charities who have business plans and perhaps are struggling to find funds elsewhere
The Big Issue Shop
Started in 2016
Online shop, where customers can go and buy Big Issue merch
All the money made goes towards helping those in need
How does the magazine use the cover to draw in audiences
Producers collab with celebrities for cover photos, interviews and sometimes even guest edit - draws in pre sold fans of those Celebs
Collectors editions where celebs will design special covers - makes it feel special and exclusive and encourages readers to buy copies to try collect them all
How does hesmondhalghs theory relate?
Popular formats - the big issue worked so well in the uk that international versions were created with the same goal eg Japan, Australia, South Korea etc
How does the magazine show people in a positive/ sympathetic light?
Interview a vendor called Donato who talks about his own personal story through first person - helps readers understand and sympathise with him
Also include a picture that makes him look very friendly and likeable, not stereotypically ‘homeless’
‘Moving On’ articles show stories of how homeless people changed their lives for the better - shows them in a positive light and represents them as successful
HOWEVER it does include some more gritty, negative details about homelessness eg people being involved in drugs
Representations of homeless people is reasonable balanced- the magazine is obviously sympathetic towards the homeless but they don’t leave out the more shocking/controversial details and realities of being homeless
What ideology is the magazine? How is this shown?
Left wing
Criticisms of Margaret Thatcher, mention of unemployment created by conservative government laws, conservatives closing down libraries, Trump as ‘garish’ (trump is republican which is like American equivalent of conservative)
How are men presented? Give examples
Men as powerful, strong, important, idealised etc :
Article about founders (both men)
Mention of Terminator and Captain America
Pictures of ‘Prince’ Charles
Why can’t the homeless just go home? article is all men being interviewed
Article about artists which features all male artists
Article about Dalai Lama
Daniel Radcliffe as a ‘star’
Magazine is dominated by men - could be reflective of the fact that most of the journalists are men, or that men are most likely to be made homeless
Challenging typical stereotypes of men : picture of David Bowie who was known for going against ideas of typical masculinity with makeup and fashion etc
Grayson Perry article has a picture of Grayson Perry in a dress, heels and makeup - challenges gender boundaries - shows countertypical representations by showing a man comfortable with expressing a more feminine side
How does the magazine challenge female stereotypes?
Interview with Theresa may who was prime minister at the time shows women in a position of political power
Representation of women as educated - mention of a woman as a post graduate who is being interviewed about her success in her field
