The Big Issue

Industry

The Big Issue is a unique publication in the media industry. It was founded in September 1991 by John Bird and Gordon Roddick with the aim of helping homeless people by providing them with the opportunity to sell the magazine and earn an income. The magazine is published in several countries and is considered a social business that advocates for social justice and ethical consumerism. The Big Issue adopts many conventions of mainstream consumer and lifestyle magazines but stands out due to its focus on social issues. This aligns with Steve Neale’s genre theory, which argues that media products repeat familiar conventions but often adapt them in innovative ways. In this case, while it follows typical magazine layouts, its message of homelessness and social justice makes it distinct. The publication is considered one of the world’s most widely circulated street newspapers. Its success not only reflects its appeal as a media product but also its wider ideological reach.

Audience

The Big Issue targets a specific demographic: highly literate, socially aware individuals who care about issues such as homelessness, social justice, and ethical consumerism. The magazine appeals to an ABC1 audience, typically middle class, educated, and reformist, with an interest in political and social issues. The audience is likely to be concerned with poverty, homelessness, and the role of social enterprise in combating these issues.

The Big Issue positions itself as a voice for the marginalized, offering a platform for vendors and homeless individuals to share their stories and experiences. It appeals to those who wish to challenge mainstream views and support social change.

Representation

In The Big Issue, representation plays a critical role in communicating messages and values. Political Ideologies: The magazine promotes left-wing socialist principles, which align with its focus on homelessness and social justice. It frequently critiques government policies, particularly those of the Conservative government. For example, the feature on Theresa May highlights the contradiction between government rhetoric about homelessness and the magazine’s critical stance on the issue.

Homeless Vendors: The vendors are represented in a positive light. In features like ‘Moving On’, vendors are depicted as resilient individuals, often overcoming adversity. The story of Donato Barbieri, a 70-year-old vendor, presents an underdog success story, showing how selling The Big Issue gave him “a sense of purpose again.” This aligns with the idea of a “Mad Max environment” where survival against the odds is celebrated.

Gender Representation: The Big Issue presents a patriarchal structure when highlighting older, white male figures such as John Bird, Gordon Roddick, and Paul Weller as heroes. In contrast, female figures like Julie Walters and Joanna Lumley are portrayed in more neutral terms, reflecting the gender imbalances that still exist in media representation. However, the magazine does feature individuals who challenge traditional gender norms, like Grayson Perry, a transvestite and artist who embodies complex gender identities.

Celebrities and Public Figures: Famous individuals such as Michael Palin, Daniel Radcliffe, and Alex Ferguson are depicted as institutional figures that represent social stability and respected public personas. These individuals are used to convey the legitimacy and importance of The Big Issue’s work. In contrast, the magazine also features vulnerable individuals, highlighting the human impact of homelessness.

Media Language

Media language in The Big Issue conveys its core messages and values through a variety of techniques.

Masthead and Tagline: The title "Big Issue" has dual meanings: ‘big’ suggests significance and importance, while ‘issue’ refers both to the magazine itself and the social issues it addresses. This reflects Jean Baudrillard’s theory of postmodern cultural practice, where the text is self-referential and layered with multiple meanings. The tagline “A hand up, not a handout” emphasizes that the magazine offers a job opportunity, not charity. It reinforces the ethos of empowerment for the homeless.

Visual Codes: The masthead uses a bold, stamp-like typeface, which signifies authenticity and authority. The absence of a barcode suggests that the magazine is non-corporate and independent, and its street vendors are the only source of distribution. The main image of the cover uses bright lights, reminiscent of Hollywood or West End theatres, evoking a sense of celebrity and notoriety. This creates a contrast between the glamour of fame and the reality of homelessness, which reflects Levi Strauss’s structuralist theory of binary oppositions.

Editorial Content: The magazine's editorial stance is direct and confrontational, positioning itself as a rebellious voice against established norms. Articles like "My Pitch" give a platform to the homeless, challenging mainstream media’s portrayal of the homeless as faceless or voiceless. The Moving On feature offers aspirational narratives that humanize the vendors, portraying them as resilient and determined individuals.

Intertextual References: There are references to celebrity culture and media icons, such as Michael Palin and Grayson Perry, which elevate the magazine’s cultural capital and legitimacy. The inclusion of such well-known figures serves to reinforce the credibility and ideological weight of The Big Issue.

How does The Big Issue use media language to convey messages and values?

The Big Issue uses media language to convey its values and messages in several ways. The use of a bold masthead and a tagline like “A hand up, not a handout” signals that the magazine is not about charity but about empowerment. The cover images, fonts, and overall design emphasize the magazine's authenticity and independence. The contrast between light and dark, representing celebrity versus homelessness, reflects binary oppositions and highlights the inequalities present in society. The editorial content, featuring vendors and personal stories, reinforces the magazine’s commitment to social justice and ethical consumerism.

Through its feature articles, The Big Issue represents diverse political ideologies, highlighting left-wing views on homelessness and social justice. It challenges hegemonic representations of masculinity, particularly through the representation of Grayson Perry as a transvestite who challenges gender boundaries. The use of celebrities in the magazine (e.g., Daniel Radcliffe, Michael Palin) helps elevate the importance of the magazine’s work and lends it cultural legitimacy. This media language gives the magazine a broader reach and greater influence.

Conclusion

In conclusion, The Big Issue employs a range of media language techniques to communicate its values of social justice, empowerment, and ethical consumerism. It uses industry conventions, targeted audience appeals, and representations of identity to challenge mainstream narratives about homelessness and poverty. By analyzing its media language, we can see how The Big Issue crafts a message that is both engaging and provocative, making it a powerful tool for social change.

What is the main purpose of The Big Issue magazine, and how does it help homeless individuals?
How does Steve Neale's genre theory relate to The Big Issue?
Who is the primary target audience of The Big Issue, and what are some key characteristics of this demographic?
What role do political ideologies play in The Big Issue? Provide an example of a political viewpoint represented in the magazine.
How does The Big Issue represent homeless vendors, and what message does this convey to its audience?
How does the masthead and tagline “A hand up, not a handout” reflect the ethos of the magazine?
What visual codes are used on the cover of The Big Issue to convey authenticity and authority?
How does The Big Issue use celebrity figures and intertextual references to add cultural legitimacy to its message?
In what ways does gender representation in The Big Issue challenge traditional norms, particularly with figures like Grayson Perry?
How does The Big Issue use media language (e.g., visual elements, editorial content) to convey its values of social justice and ethical consumerism?

Gordon Roddick and John Bird: Founders of The Big Issue

Gordon Roddick and John Bird are the visionary founders of The Big Issue, a street newspaper that has become a globally recognized social enterprise aimed at alleviating homelessness. The magazine was founded in 1991, and it continues to be a vital platform for homeless individuals to earn a living through its innovative model.

John Bird, a former homeless man, founded The Big Issue with the goal of helping others who were in similar circumstances. His personal experiences with homelessness and his desire to empower rather than simply provide charity were key motivations. Before founding the magazine, Bird had spent time in and out of prison and faced many challenges. However, he was driven by a deep conviction that homelessness could be addressed through work rather than charity. His idea was to create an opportunity for people to sell the magazine on the streets, allowing vendors to earn an income and gain dignity while also raising awareness about homelessness.

Gordon Roddick, an entrepreneur and social activist, was a crucial collaborator in Bird’s mission. Roddick had experience in social business ventures and brought the business acumen necessary to make the project sustainable. His partnership with Bird was instrumental in securing the funding and support needed to launch the magazine. Roddick’s background in ethical business practices helped shape the social enterprise model of The Big Issue, ensuring that it was not a typical charity or donation-based initiative, but a business that offered people in need the opportunity to change their circumstances.

Together, Roddick and Bird's shared values and vision turned The Big Issue into a groundbreaking success, allowing it to expand internationally. Their commitment to empowering the homeless through work rather than charity remains at the core of the magazine’s mission.

What personal experiences motivated John Bird to create The Big Issue?
How did Gordon Roddick’s business expertise contribute to the founding of The Big Issue?
What was the main objective behind the creation of The Big Issue?
How does The Big Issue’s model differ from traditional charity work?
What role did Gordon Roddick and John Bird’s partnership play in the success of The Big Issue?
How did John Bird’s past experiences with homelessness influence the way he approached solving the issue?
Why did John Bird believe that homeless people should be given the opportunity to work rather than receive charity?
How has The Big Issue expanded internationally, and what impact has it had globally since its creation?

A Street Cat Named Bob is the heartwarming true story of James Bowen, a former homeless man and Big Issue vendor, and his unlikely companion, a stray cat named Bob. The book, published in 2012, chronicles James’ journey from homelessness and addiction to a life of stability, largely due to the bond he forms with Bob. The story became an instant bestseller and was later adapted into a film in 2016, further popularizing the tale.

James Bowen was a street vendor for The Big Issue, selling the magazine on the streets of London after struggling with addiction and homelessness. His life was transformed when he met Bob, a ginger cat who appeared outside his apartment one day. James initially took Bob in as a stray, but their friendship blossomed, and Bob became a constant companion during his shifts selling The Big Issue. The presence of Bob not only brought a sense of comfort and companionship to James, but it also captured the attention of passersby, drawing them to buy the magazine. Bob’s calming and friendly presence helped humanize the often overlooked figure of the homeless vendor, making James' story relatable and encouraging more people to support him by purchasing the magazine.

The success of A Street Cat Named Bob highlighted the positive impact The Big Issue can have on vendors, offering them an opportunity to earn a legitimate income and reintegrate into society. The relationship between James and Bob reflects the ethos of The Big Issue, which focuses on empowerment through work rather than charity. Through their story, the book and film showcase the transformative power of both community and personal resilience, offering a poignant reminder of the challenges faced by homeless people and the importance of providing opportunities for change.

Who is the main character in A Street Cat Named Bob, and what was his role in The Big Issue?
How did the relationship between James Bowen and Bob the cat impact James' life as a homeless vendor?
In what way did Bob help James Bowen attract attention and customers while selling The Big Issue?
How does A Street Cat Named Bob reflect the core values of The Big Issue in terms of empowerment through work?
What challenges did James Bowen face before meeting Bob, and how did their bond contribute to his personal transformation?
How did The Big Issue provide James Bowen with an opportunity to rebuild his life, and why is this significant?
What message does A Street Cat Named Bob convey about homelessness and the importance of community support?
How does the story of James Bowen and Bob humanize the experience of Big Issue vendors and help change public perceptions of homelessness?