Big Issue - Deep Dive
- Mastering Media
- 21 hours ago
- 6 min read
Past Paper Questions for The Big Issue (2019–2024)
2024 (30 Marks): How useful are feminist theories for analysing the representations in the set editions of Vogue and The Big Issue? Refer to at least one of the following theories in your response: van Zoonen's feminist theory or bell hooks' feminist theory.
2023 (30 Marks): To what extent can audiences interpret the same magazine in different ways? Explore the set editions of Vogue and The Big Issue in your response.
2022 (30 Marks): Evaluate the strengths and weaknesses of semiotic approaches to magazine analysis. Refer to Roland Barthes’ theory of semiotics and the set editions of Vogue and The Big Issue in your response.
2021 (30 Marks): To what extent do social and cultural contexts influence audience interpretations of magazines? Refer to the set editions of Vogue and The Big Issue to support your answer.
2020 (30 Marks): Curran and Seaton argue that media industries are generally controlled by a small number of powerful companies whose main purpose is to create a profit. Evaluate this theory of power and media industries. Refer to Vogue and The Big Issue in your response.
2019 (15 Marks): Explore how the set edition of The Big Issue conveys viewpoints and ideologies
Point The Big Issue operates as an independent, not-for-profit media organization that challenges the traditional industry drive for "profit and power". Evidence Unlike large conglomerates, The Big Issue LTD is an independent company that partners with Dennis Publishing for printing and reinvests its excess revenue to support the homeless community. Theory This business model can be contrasted with David Hesmondhalgh’s cultural industries theory, as the magazine prioritizes social impact and community give-back over the standard corporate goals of vertical integration and financial maximization. Analysis By diversifying into areas like The Big Issue Foundation (providing training) and The Big Issue Invest (funding small businesses), the institution acts more as a social enterprise than a traditional commercial magazine. Cultural Context Established with a £50,000 grant from The Body Shop, the magazine was designed to be a self-sustained module that provides marginalized people with a legal way to earn an income.
Point The magazine utilizes a unique "alternative" distribution model that transforms the relationship between the product, the vendor, and the audience. Evidence Street vendors, who are often homeless or in poverty, purchase copies for £1.50 and sell them for £3, keeping the profit to support themselves. Theory This reflects a move away from the conventional distribution methods used by major magazine brands that rely on retail shops and global logistics chains. Analysis This strategy fosters a personal connection between the consumer and the "inspirational" vendor, making the act of purchasing the magazine a social and political statement. Cultural Context To combat declining print sales in 2011, the magazine was relaunched with a focus on political reform and celebrity content, successfully boosting its circulation in a struggling market.
Point The Big Issue represents homeless people in a realistic and sympathetic light, purposefully avoiding the "idealized" portrayals often seen in mainstream charity campaigns. Evidence The magazine uses personal stories and letters (e.g., "celebrating vendors") to represent vendors as brave and strong, while also including "gritty" details like struggles with drugs or violence. Theory This aligns with Stuart Hall’s representation theory, where the magazine creates a "realistic" version of homeless life that makes an underrepresented social group more relatable to the reader. Analysis By choosing not to "perfect" the vendors, the producers create a more authentic representation that encourages genuine understanding and sympathy from the ABC1 target audience. Cultural Context This positive representation serves the magazine's core goal of social reform, seeking to change public perception of the homeless from "victims" to "independent workers".
Point The publication communicates a clear left-wing ideology that critiques established power structures and conservative political legislation. Evidence The pages frequently feature negative representations of figures like Margaret Thatcher, Donald Trump, and the Conservative government, blaming their laws for unemployment and library closures. Theory This illustrates how a media product can be a vehicle for a specific dominant ideology (in this case, social liberalism), shaping the audience's view of current political affairs. Analysis By advocating for funds to be used for libraries instead of political memorials, the magazine reinforces a "shared conceptual roadmap" that values social welfare over institutional tradition. Cultural Context The magazine's alternative status allows it to take these strong political stances, which resonate with its "liberal, alternative" readership.
Point While The Big Issue often reinforces traditional masculine stereotypes through its adverts and features, it also provides a platform for counter-typical representations of gender. Evidence Many pages are dominated by "macho" imagery—such as the founders shown from a low-angle perspective or adverts for The A-Team—yet it also features "androgynous" icons like David Bowie and Grayson Perry. Theory The inclusion of Grayson Perry, who openly discusses being a "transvestite" and wears dresses, reflects Judith Butler’s theory of gender performativity by showing identity as fluid and non-binary. Analysis This creates a complex representation of masculinity that balances traditional "mental toughness" with a modern, diverse understanding of creative and feminine expression. Cultural Context This blend of "macho" and "modern" representations reflects a magazine that aims to provide positive role models for its primarily male vendor base while appealing to progressive reader values.
Point The Big Issue has successfully adapted to the digital age by diversifying its reach through global distribution platforms and online retail. Evidence The magazine works with Zinio to distribute digital copies to over 174 countries, reaching audiences who lack a local vendor or prefer environmentally friendly options. Theory This demonstrates digital convergence, where an independent print product uses global technology to maintain its relevance and revenue in a declining print market. Analysis This digital expansion allows the brand to support vendors through digital sales revenue while maintaining its status as a "globally recognized brand" despite its niche roots. Cultural Context This evolution into retail (via its own online shop) and direct support (via The Big Issue Foundation) shows how a single product can expand into a multifaceted global social brand.
Industrial Model: How much does a vendor pay for a single copy of The Big Issue, and for how much do they sell it to the public?
Founding Support: Which famous commercial brand provided the initial £50,000 grant to help launch the magazine?
Digital Strategy: Name the massive digital distribution company that The Big Issue uses to reach over 174 countries.
Ideology: Does the magazine typically represent Conservative or Left-wing ideologies, and which female political leader is frequently mentioned negatively?
Representation (Homelessness): Why does the magazine include "gritty" details (like drug use or violence) rather than making vendors look "perfect"?
Gender (Masculinity): Which two "androgynous" celebrities are cited as examples of the magazine challenging traditional gender norms?
Socio-Economic Audience: What specific socioeconomic demographic (e.g., ABC1) is the magazine targeting with its high-end adverts?
Institutional Diversity: What is the purpose of "The Big Issue Invest"?
Glossary of Key Terms for The Big Issue
ABC1 Audience: The high-income, professional demographic that The Big Issue targets to secure high-value advertising revenue.
Alternative Media: Media products that differ from the mainstream in terms of their ownership (independent), goals (not-for-profit), and content (left-wing).
Counter-typical: A representation that goes against a common stereotype, such as a man wearing a dress or a homeless person described as "inspirational".
Dennis Publishing: The company that The Big Issue partners with for printing services.
Digital Convergence: Using online platforms (like Zinio) and online shops to reach a wider audience and adapt to the decline of print.
Independent: A media company, like The Big Issue LTD, that is not owned by a larger conglomerate.
Left-wing Ideology: A political stance that supports social reform, community welfare, and critiques conservative policies.
Low-angle Shot: A camera angle used to make subjects (like the magazine’s founders) appear powerful and dominant.
Macho Imagery: Visual codes that reinforce traditional, tough, and aggressive masculine traits.
Not-For-Profit: An organization that reinvests its revenue into its social mission (helping the homeless) rather than paying out to shareholders.
Pre-sold Fanbase: An audience that is already interested in a celebrity (like David Bowie) and will buy the magazine because they are featured on the cover.
Social Enterprise: A business created for a social purpose, such as giving homeless people a legal way to earn money.
Synergetic Merchandise: Products sold in the online shop that link back to the magazine's brand and help raise funds.
The Big Issue Foundation: The branch of the organization that provides direct support, such as housing and mental health workshops, to vendors.
Zinio: A global digital newsstand that allows The Big Issue to reach a worldwide audience
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