The Big Issue- essay

  How does the Big Issue cover you have studied use media language to construct an alternative
representation of an event/group/issue?   (10 marks)                                  

‘The Big Issue’ is a hybrid magazine sold by homeless people in exchange for money,as
The Big Issue magazines are bought by the vendors for £1.25 each and sell them to their customers at
£2.50. The audience for ‘The Big Issue’ are predominantly women, the Big Issue reader is more likely
to be a high income earner (48%), a professional or manager (34%), have a university degree or
diploma (66%) and (61%) of their readers are aged between 18 and 39. The Big Issues circulation
figures are of 27,000 per issues and readership of 241,000. The Big Issue could be seen as a
campaigning tool against social exclusion which the Big Issue states ‘ the generosity and support
of our donors over the last 12 months (April and March) has enabled our network of service brokers
to support over 1,050 Big Issue vendors to become friendly independent and successfully start
reintegrating back into mainstream society. Hence the magazine strapline which states
‘A hand up not a handout’, vendors selling the Big issue magazine are doing it with hopes
and ambitions of being in a much greater position within society.

The overall layout and composition helps to construct an alternative representation of homeless people.
This can be seen by the images of the vendors that is seen to make the image of a tie, this has
connotations of professionalism. The text is vibrant and colourful giving the message that
homeless people cannot be ignored. The colour scheme-red, links to vendors waistcoat,
this might create branding.

The big issue uses media language to construct an alternative representation for the vendors
(homeless people). A way in which it does this is by the use of images in which on the front
cover there are many images of the vendors, within the mise en scene we can see that all the vendors
are wearing the Big Issue vests within this the images of the vendors also make a tie illusion which
gives them a look of professionalism, they are all smiling and looking cheerful, this is a complete
contrast to how mainstream society presents homeless people in which they are shown as depressed,
unclean and in a all around negative light, however this particular Big Issue cover is showing homeless
people in a more positive and hopeful light.

Another way in which the Big Issue uses media language to construct an alternative representation for
the vendors (homeless people) is by the cover lines which reads ‘We are here’, the collective noun ‘we’
has connotations of community and togetherness which is a complete contrast to how mainstream
media presents the lives of homeless people in which they present homeless people to be isolated
and withdrawn however this coverline opposes that representation. Another way in which the cover
lines represents togetherness is the neon colour that resembles a present and open shop that is
willing to entertain people- this is showing the audience that the vendors are willing to take in
customers and also have a conversation as they are open. The hashtag #CELEBRATEYOURVENDOR
which links to social media and reinforces sense of community.  

Another way in which the Big Issue uses media language to construct alternative representation for
the vendors is by the use of images/photographs (Shot type, angle , composition.
There are many images of the vendors of different ethnicities, ages and sexes, which is presented on
the front cover as a collage, this creates the sense of togetherness- showing homeless people in a
positive way which completely goes against societies representation/views on homelessness and
homeless people. There are also mid-shots in which all the vendors have smiling faces which
foreshadows positivity. Through the images we can see that all the vendors are wearing the Big Issue
waistcoats which not only creates branding but reinforces that sense of pride and belonging. All the
vendors are giving direct eye contact - making the magazine seem more personal to each individual
customer/reader.

A way in which the Big Issue uses media language to construct an alternative representation of the
vendors is by the use of mise en scene. Within the mise en scene we can see the vendors wearing the
Big Issue waistcoats-representing togetherness and purpose,there is also a vendor holding a dog which
connotes family as many homeless people have dogs to accompany them as they struggle living on
the streets. Some of the vendors have hats on connoting to us that its cold and the vendors are out
working- which spotlights there ambition and work ethic which completely goes against the way in
which society represents homeless people in which they are sometimes portrayed as being lazy
and passive about the unfortunate situation that they are in, but these vendors are proof that not all
homeless people except the situation that they are in and they want to make their lives better.

Another way in which the Big Issue uses media language to construct an alternative representation
for the vendors is by the use of language/anchorage. This is shown by the anchorage which reads
#celebrateyourvendor, the second person plural pronoun of ‘your’ gives direct address to the
customers/reader which creates a personal relationship between the vendor and the reader ,
this also helps change the views of people in society in which they feel as if they can be friendly
with the vendors/homeless people without awkwardness. The pronoun ‘we’ has connotations to
togetherness and community, which gives a different look on homeless people in which they are not
all isolated and upset but they are a community.

The narrative established through all the media language used to construct an alternative representation
of the vendor/homeless people, is all together very positive as it gives the message that they are#
moving forward and not backwards, and are striving for a better more fulfilling life.