HW - 10 marker

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 uses various elements of media language to construct an alternative representation of poverty in its January 2018 issue. The image on the front cover shows close up, eye level angle shots of roughly twenty people, portraying the cover as unusual due to its crowded composition. The mise en scene includes the signature red jacket worn by the big issue vendors, connoting their contribution to the organisation. All models are featured in their natural state, as they have not been styled, for example, the man on the left hand side is seen carrying his dog, many vendors  are wearing hats, caps, headbands and two women are seen wearing a headscarf, indicating their belonging from various ethnic communities, addressing cultural diversity in the UK. The Big Issue claims to be a social merchant bank, seeking to dismantle poverty through helping people out of financial crisis, perhaps the vendors featured on the cover are those who have been aided by the organisation. The image breaks the stereotype that we have of destitute people, we often picture them as beggars on the street, appearing homeless and dirty. However, the vendors look very neat, hence rebuilding the idea that not everyone who faces financial struggles is homelessness , neither are all homeless people beggars. Hall’s theory of oppositional ideology can be applied here, as the image challenges the dominant representation of indigence in the media, e.g. in films, news, TV. Overall, the cover features the individuals in a positive manner, seen in their pleased facial expression, connoting how the issue of poverty and financial instability can be tackled in the UK, an important aim of the Big Issue.


The main cover line ‘We are here’ portrays the vendors as a collective group. It works with the image to compel us to see destitute individuals as an equal part of society. ‘Here’ implies how poverty and financial instability is a mass problem in the UK. ‘We are here’ is an overall positive phrase because it establishes the existence of a group working together to dismantle poverty, assuring society. The mast head of the big issue is seen clearly on the cover, connecting the audiences to the foundation through recognition. The words are written in a professional font, they’re bold red and outlined in yellow, traditional colours of the Big Issue, showing consistency. #Celebrateyourvendor uses direct address to encourage readers to become a part of the foundation and positively contribute to society. The traditional strapline ‘A hand up not a hand out’ is written to establish how the organisation helps people to get out of financial and social exclusion through self-sufficiency.


Overall, the image, mise en scene and text is used to construct a positive message regarding poverty. The crowd of close up’s showing ethnically diverse people presents a sense of community in the UK. The image and text work together to acknowledge and celebrate the contribution of vendors towards erasing destitution. Choosing to feature people belonging from various backgrounds is perhaps a celebration of the will that The Big Issue vendors possess to become a better person and bring a positive change within their lives and wider society. This portrays the organisations ultimate goal, of working with people to defeat any issue, whether it’s social or personal.