In Paper 1, Media Messages, there will be a question about a magazine. This document includes all the information needed to understand and write the Big Issue question. Remember that this question is unseen so this is factual knowledge you need to know. This information will help you understand any...
Magazine- The Big Issue
The big issue is a niche independent company that creates hybrid street magazines. The founder of
the Big Issue is John Bird, a W/C Tory and Gordon Roddick, in September 1991.
As the Big issue is a niche newspaper outside the commercial mainstream, it provides a contrasting
example of how elements of media language can be used to construct alternative representations
that appeal to particular audiences.
Publication- It is published by independent publishers Dennis Publishing Ltd and The Big Issue
Publishing Ltd. Dennis Publishing Ltd is trying to make The Government aware that the current
Welfare System is not helping to reduce poverty.
Distribution- These types of magazines are sold by the homeless or poor, they are known as
vendors. Street vendors purchase copies of The Big Issue for £1.50 each and then sell them for £3.
This allows them to make a profit to support their daily living. It also provides content around
homelessness and poverty-related issues. The magazine’s content also includes success stories of
people who were previously homeless- representing a sense of hope.
The circulation of print magazines/(street) newspapers has decreased, dropping around 4% every
year. It is the world’s most widely circulated street newspaper.
They are mainly produced to support these populations and seek to strengthen social networks
within homeless communities. It strengthens networks within the communities as it gives them a
voice within the community and also provides job opportunities.
The goal is to give homeless people, or those at risk of homelessness, a legitimate way of making
money, helping them support themselves- food, clothes, shelter etc. Thereby helping them to
reintegrate into mainstream society.
Slogan- It is important to note that this magazine operates on a Not-for-Profit basis, using any
excess revenue to support homeless people. This is shown in their slogan ‘A hand up not a handout’
campaign.
Mission statement- ‘Our mission is to dismantle poverty by creating opportunity through self-help,
social trading, and business solutions'
The Big Issue is an example of a product and company that is NOT all about profit and power- as
described by Curran and Seaton. The Bigs Issue always reserves some advertising space for charities
and other projects despite the fact that bigger companies, with similar target audiences, choose to
place adverts in the print magazine.
Target audience:
ABC1 demographic
Working or Middle Class
18–35-year-olds
It is for people who feel the need for social change within society.
The Big Issue is targeted toward socially aware educated men and women that are at the
higher end of the social class system, they have a broad age range.
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