The Big Issue

Question 1

Who launched The Big Issue

Answer 1

John Bird and Gordon Roddick

Question 2

FRONT COVER ANALYSIS

Answer 2

• “Its a hand up not a hand out” binary opposition between independence and dependence - vendors are their own micro entrepreneurs
• 25 focus no celeb, signifies vendors importance over star power
• arrow pointing forwards - visual code for always moving forward always fighting for more change

Question 3

CONTENTS PAGE ANALYSIS

Answer 3

Donato - smiling gesture codes, unconventional role model - counter hegemonic to mainstream stereotypes, positive representation of homeless individual
“The Big Issue Manifesto”, raised fist image - establishes brand values and political ideology

Question 4

Target Audience

Answer 4

ABC1, The reformer

Question 5

EDITORS LETTER ANALYSIS

Answer 5

“deal with the foundations of poverty rather than treating the symptoms”
“we must also seek to speak for those still ignored or cast aside”

Question 6

A LETTER TO MY YOUNGER SELF ARTICLE ANALYSIS

Answer 6

• Double page spread, visual hierarchy connotes importance
• challenges Judith Butler’s ideas on gender performativity as a “transvestite”
• Unconventional, oxymoronic portrayal of gender through dress codes (Shaved legs, wig, clown make up, eccentric dress)
• gesture codes (chin up - confident, direct mode of address)

“The Daily Mail would be happy to know they facilitated my sexual fetish”

Question 7

MOVING ON ARTICLE ANALYSIS

Answer 7

• binary op of success vs struggle
• addresses inequalities of power by providing marginalised people with a voice - not othered -> rejecting cultivation and stereotypes
• visual hierarchy of Marvina Newton (black woman) supports idea of media contributing to social change by rep in non trad roles (Van Zoonen)
  Vibrant Dress codes + jewellery
  Technical codes of a low angle shot indicating power - Overall hopeful and happy image of success

Question 8

RISE OF THE HOMELESS BAKERS ARTICLE ANALYSIS

Answer 8

• men baking- stereotypically feminine activity, progressive gender discourse (Van Zoonen)
• written codes “brilliantly” “delicious” “amazing” positive adjectives challenges stereotypes - Stuart hall
  “no soggy bottoms here” - they are capable (intelligent), intertextual reference GBBO
  Visual hierarchy - unconventional representation - subverts social class stereotypes (Stuart Hall)

Audience positioned to feel supportive of vendors and opportunities given

Question 9

MY PITCH ARTICLE ANALYSIS

Answer 9

• gesture codes - smiling - unconventional representation which subverts stereotypes
• stereotypes further subverted by dress codes (clean dress shirt) - Donato represented as appearing formal and somewhat affluent
• Dress code of vendor uniform - attainable prospect for homeless readers, vest provides a tool to construct their identity
• Donato Barieri is an undermined individual and one of the people that TBI’s aim is to help and they successfully have helped
• theme of survival portrays homeless as challenging through written codes “after all, I’m still alive”

begging vs hard working

Question 10

ADVERTISEMENTS ANALYSIS

Answer 10

• Small business or charities to support TBI’s brand ethos
• Smaller volume of adverts compared to Vogue (primarily focused on helping people rather than profit)

Question 11

CHAIN OF HOPE ANALYSIS

Answer 11

• audience is more socially aware and willing to help
• reflects the target audience through visual and written codes (older, affluent people living in urban areas)

Question 12

RED MOLOTOV ANALYSIS

Answer 12

“ethically sourced t-shirts” - reflects TBI’s brand values
Visual imagery reflects counter culture nature - “I’d rather be a rebel than a slave”

• revolution evoked through connotation of brand name “red Molotov” - communist revolution

Question 13

SOUTHDOWN DUVET ANALYSIS

Answer 13

“cruelty free” - TBI ethos - Reformers
visual hierarchy of people and animal over product (people > profit)
- advertising small businesses (people > profit)