10 mark question
How does the Big Issue cover you have studied use media language to construct an alternative representation of an event / group / issue?
The Big Issue cover can be seen utilising several aspects of media language, to produce an alternative representation of poverty/homelessness in its January 2018 issue. This can be perceived through the predominant depiction of homeless vendors on its front cover. The homeless vendors can be seen adopting a close up, eye level shot, which is composed in an unconventional, crowded layout. The fact that the images are assembled in this fashion, can show how ‘The Big Issue’ is addressing a ‘mass problem’ through a visual lens, prior to keeping it simplistic, which is common in a mainstream magazine style. The mise en scene of this cover, compromised of vendors wearing their signature, red uniform in their individualistic state e.g. headscarf, caps, and hats etc. The notion of diversity/unity can be seen enforced here as, a hybridity of ethnicities are apparent, which is uncommon to see highlighted through any editorial. The image of the magazine can also be seen eradicating the traditional stereotypes, which are fixated on destitute people in society. This is because people would stereotype these groups to be scruffy, dirty, and beggars on the street. The representation of destitute people can be unexpectedly twisted here as, the vendors are seen well-kept and clean, which necessarily doesn’t follow the ‘stereotypical, homeless’ traits. The vendors can be seen as an inter-textual reference for this cover as, if the vendors weren’t showcased in the cover, the meaning of the cover wouldn’t be clear. The vendors is almost holds a symbolic meaning for ‘The Big Issue’ company as, they can be seen dedicated to remove the label of being an outcast in society.
The central intention of ‘The Big Issue’ can be seen attained here as, the idea of dismantling poverty/helping the disadvantaged is apparent through the employment of homeless vendors. The facial expressions of the vendors through the front cover can be seen happy and jovial. This can connote how ‘The Big Issue’ is socially aware and cooperative on helping homeless people climb the social ladder and make a livelihood for themselves.
Stuart Hall’s theory can tie into the wider context of ‘The Big Issue’ as; his theory mentions 3 types of readings in which the audience falls under e.g. preferred, negotiated, and oppositional etc. Here the oppositional ideology can be applied here as, the images majorly challenge the representation of homeless people in society and how they are highlighted through the lens of the media. The fact that the company positively shapes this view, can be seen important to help the mass in the UK.
The aesthetics on this cover can be seen utilising UGC aesthetics, where the design is user generated prior to high production value. This can be seen in relation to the chaotic composition of the vendors around the magazine cover. The main coverline ‘We are here’ can be seen highlighting a collective, unified message of how poverty/homelessness is not a one-off struggle, instead it’s a mass problem. The pronoun ‘We’ almost binds society together, connecting different types of audiences together, which necessarily don’t have this problem. This is evident through their readership as 66% of readers are universities students, while 48% are high income people. The smaller coverline ‘#Celebrateyourvendor’ can be reinforcing the mass audience to be part of this organisation and pay a contribution to what the vendors do as their jobs. The coverline can almost be seen as a direct address to the audience as a linkage to the image. The masthead can be seen smaller than the coverline. The reason for this can be because of the easy recognition through their distinctive, playful aesthetics. The flamboyant colour scheme of red, yellow, and blue can be seen unconventional and almost childlike with the outline and bold exterior.
In addition, ‘The Big Issue’ can be seen broadly aligning with the left wing agenda as, the company focuses on profit/capitalism rather than state hand-out. This is seen through their strap-line ‘A hand up, not a hand-out’. The founder of the company ‘Lord Bird’ came from a financially-deprived background, and made his way up in the social ladder. By constructing ‘The Big Issue’, Lord Bird wants people like him, to do the same. ‘The Big Issue’ can be doing this by social funds, 150 million, and through their online stores, where money goes into charities.
The Big Issue cover can be seen utilising several aspects of media language, to produce an alternative representation of poverty/homelessness in its January 2018 issue. This can be perceived through the predominant depiction of homeless vendors on its front cover. The homeless vendors can be seen adopting a close up, eye level shot, which is composed in an unconventional, crowded layout. The fact that the images are assembled in this fashion, can show how ‘The Big Issue’ is addressing a ‘mass problem’ through a visual lens, prior to keeping it simplistic, which is common in a mainstream magazine style. The mise en scene of this cover, compromised of vendors wearing their signature, red uniform in their individualistic state e.g. headscarf, caps, and hats etc. The notion of diversity/unity can be seen enforced here as, a hybridity of ethnicities are apparent, which is uncommon to see highlighted through any editorial. The image of the magazine can also be seen eradicating the traditional stereotypes, which are fixated on destitute people in society. This is because people would stereotype these groups to be scruffy, dirty, and beggars on the street. The representation of destitute people can be unexpectedly twisted here as, the vendors are seen well-kept and clean, which necessarily doesn’t follow the ‘stereotypical, homeless’ traits. The vendors can be seen as an inter-textual reference for this cover as, if the vendors weren’t showcased in the cover, the meaning of the cover wouldn’t be clear. The vendors is almost holds a symbolic meaning for ‘The Big Issue’ company as, they can be seen dedicated to remove the label of being an outcast in society.
The central intention of ‘The Big Issue’ can be seen attained here as, the idea of dismantling poverty/helping the disadvantaged is apparent through the employment of homeless vendors. The facial expressions of the vendors through the front cover can be seen happy and jovial. This can connote how ‘The Big Issue’ is socially aware and cooperative on helping homeless people climb the social ladder and make a livelihood for themselves.
Stuart Hall’s theory can tie into the wider context of ‘The Big Issue’ as; his theory mentions 3 types of readings in which the audience falls under e.g. preferred, negotiated, and oppositional etc. Here the oppositional ideology can be applied here as, the images majorly challenge the representation of homeless people in society and how they are highlighted through the lens of the media. The fact that the company positively shapes this view, can be seen important to help the mass in the UK.
The aesthetics on this cover can be seen utilising UGC aesthetics, where the design is user generated prior to high production value. This can be seen in relation to the chaotic composition of the vendors around the magazine cover. The main coverline ‘We are here’ can be seen highlighting a collective, unified message of how poverty/homelessness is not a one-off struggle, instead it’s a mass problem. The pronoun ‘We’ almost binds society together, connecting different types of audiences together, which necessarily don’t have this problem. This is evident through their readership as 66% of readers are universities students, while 48% are high income people. The smaller coverline ‘#Celebrateyourvendor’ can be reinforcing the mass audience to be part of this organisation and pay a contribution to what the vendors do as their jobs. The coverline can almost be seen as a direct address to the audience as a linkage to the image. The masthead can be seen smaller than the coverline. The reason for this can be because of the easy recognition through their distinctive, playful aesthetics. The flamboyant colour scheme of red, yellow, and blue can be seen unconventional and almost childlike with the outline and bold exterior.
In addition, ‘The Big Issue’ can be seen broadly aligning with the left wing agenda as, the company focuses on profit/capitalism rather than state hand-out. This is seen through their strap-line ‘A hand up, not a hand-out’. The founder of the company ‘Lord Bird’ came from a financially-deprived background, and made his way up in the social ladder. By constructing ‘The Big Issue’, Lord Bird wants people like him, to do the same. ‘The Big Issue’ can be doing this by social funds, 150 million, and through their online stores, where money goes into charities.
A very well written analysis Sadia. You understand the ethos and values of the magazine, and give pertinent evidence of how these are represented on the cover. Your textual analysis is confident. You also bring in some theory points- Hall- which is appropriate and would give you extra credit in an exam. Your ending is rather abrupt. But on the whole, an excellent piece of writing. V
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