MAGAZINE
History
The Big Issue Magazine was founded in 1991 by John Bird and Gordon Riddick who have been friends since university. They launched the magazine to dismantle poverty to create opportunity for homeless people, as the number of homeless people was growing in London.
Since 1991, the magazine has helped more than 92,000 vendors earn £115 million. A vendor is this case would be the homeless person who is selling the magazine.The magazine were sold to Vendors for £1.25 who then sell the magazine for £2.50, making them micro-entrepreneur who are working and not begging.
In 1995 the Big issue foundation was founded for additional support for vendors and service to help them address their issues of homelessness. Since being established, the Big Issue Foundation has helped provide services like housing, education, finances and health for homeless people, helping them to regain their independence.
The Big Issues slogan/motto is ‘A hand up, not a hand out’
“Ethical capitalism” - John Bird
For John Bird, ethical capitalism is a concept where businesses prioritize social responsibility and ethical practices alongside profit-making. He emphasizes that consumers have the power to shape the economy through their purchasing choices, and by supporting ethical businesses, they can actively contribute to a more just and sustainable world.
Financial Background
The body shop provided capital to the equivalent of £50,000, which helped them publish the magazine. The magazine was initially published every month but became weekly as the magazine had gained success.
In 2001, the magazine sold 300,000 copies every week but this reduced to 125,000 in 2011. In january 2012 the magazine re-launched with an increase focus on campaigning and political journalism which helped to increase the cover price.
In 2016, the Big Issue Magazine celebrated surpassing 200 million magazine sales.
WHO IS THE AUDIENCE FOR THE BIG ISSUE?
Audience appeals
Genre
Representation
Non-Commercial and Niche
MCSPA
How does it establish the brand identity of the magazine? | CLIFT
| CLAMPS
| CONTEXTS
|
REPRESENTATION
| |||
CLIFT MAGAZINE FRONT COVER
The abstract image on the front is supporting the paralympics and its contestants, displaying that they are powerful and able to compete in many sports even if they are disabled.
COLOUR: Vibrant colours to attract customers and feel more friendly and appealing. The masthead and name of the magazine is in a bold yellow colour.
LAYOUT: Skyline writing at the top to display other contents inside magazine. There is then an image in middle of cover with the masthead above and below it.
IMAGE: The image is showing 2 paralympic contestants playing sports in Paris as the Eiffel tower is behind them. This along with the text shows how strong the contestants are and that the Big Issue is supporting and advertising disabled people and the paralympics. The image has been designed in a very abstract way and looks quite ‘cool’.
FONT: The masthead is in a very large font to advertise the magazine and make sure people can see that it is The Big Issue. The font at the top of the cover (skyline) is small because it doesn’t link to the front cover and is just displaying what other articles and contents are in the magazine. Whereas, the text in the middle,’Faster, higher, stronger’,is spread out and has a bold font to make the words gain attention and really sink in.
TEXT: The 3 words in the middle stand out the most other than the masthead. They have used these words to describe the paralympians and show that they are powerful. The anchorage text below the image helps explain the image.
The Big Issue said this about their paralympics front cover:
Analyse how effective the front cover of The Big Issue is in creating representations of issues, individuals and social, which alternative to the commercial mainstream. (15)
In your answer you must:
The cover of The Big Issue magazine, featuring a yellow and red drum with the phrase "A hand up not a hand out," makes a strong statement against mainstream commercial media. It highlights social issues, emphasizes community support, uses empowering language, and includes diverse individuals, creating a vision of society based on inclusivity and collective well-being.
One way the image challenges the mainstream is by focusing on social issues, particularly homelessness and poverty. By showcasing The Big Issue, a magazine sold by homeless people, the cover highlights marginalized communities often overlooked or misrepresented in mainstream media. The phrase "We get by with a little help from our friends" reinforces the importance of community support and mutual aid, offering a contrast to the individualism often celebrated in popular culture.
The phrase "We get by with a little help from our friends" is also a famous song title from The Beatles' Sgt. Pepper's Lonely Hearts Club Band album. That album’s cover is known for its vibrant, whimsical imagery and diverse group of figures, much like The Big Issue cover, which features a collage of people holding the magazine in front of their faces. This suggests a broad range of individuals who make up the magazine's community, offering a more inclusive image than the often narrow representations in mainstream media.
In conclusion, The Big Issue cover challenges mainstream narratives by focusing on social issues, advocating for community support, using empowering language, and representing diverse people. It encourages viewers to rethink their perspectives and participate in creating a more inclusive, equitable society. The cover is not just a visual statement, but a call to action for a more compassionate world.
In what ways does The Big Issue provide alternative representations that appeal to particular audiences? (10)
The Big Issue magazine offers an alternative presentation by focusing on issues like homelessness, poverty, and inequality, which are often overlooked or misrepresented in mainstream media. Unlike magazines that emphasize consumerism or celebrity culture, it appeals to an audience interested in social justice, equality, and activism, providing a platform for awareness and engagement. The magazine uses empowering language, such as its slogan "A hand up not a hand out," to challenge the idea that homelessness and poverty require charity. Instead, it promotes dignity, self-sufficiency, and mutual support. This resonates with readers who value community solidarity and empowerment, appealing to those who want to challenge traditional views on poverty and social welfare.
The Big Issue features diverse and marginalized individuals, including homeless people, in a way that humanizes them and highlights their experiences. Its visual presentation, with people holding the magazine in front of their faces, challenges stereotypical portrayals of marginalized groups in mainstream media, appealing to readers who seek more accurate and respectful representations of underrepresented communities. The Big Issue is sold by homeless individuals, providing them with an opportunity to earn an income and participate in the media conversation. This ethical business model appeals to socially conscious readers who value community support and social entrepreneurship, offering an alternative to the profit-driven motives of mainstream media. The Big Issue steers clear of the traditional advertising model used by mainstream media, choosing instead to partner with advertisers and sponsors that align with its values, such as social enterprises and charities. This approach appeals to readers who are disillusioned with the over-commercialization of conventional media and prefer alternatives driven by purpose rather than profit.
In conclusion, The Big Issue magazine provides alternative presentations that speak to audiences concerned with social issues, empowerment, and accurate representation of marginalized groups. Its editorial choices, language, and business model offer a distinct contrast to mainstream media, appealing to those who value social change and community engagement.
Analyse how effectively this front cover uses the combination of elements of media language to communicate multiple meanings (15)
Mark scheme:
Marked and given score by other student
Another example of front cover analysis