The Big Issue

Discuss the use of media language in the Big Issues representation of homelessness through the Front cover of issue no 1273

The big issues main objectives are to be vendor centric, inclusive and non-judgemental and this is reflected in the front cover of this magazine issue as this street cat bob is being portrayed as a high-class celebrity rather than the street cat he really is.

Homelessness is represented on this cover by this street cat Bob. Therefore the representation of homeless people by the big issue is very clearly not stereotypical, as it challenges the stereotypes of homeless people completely. Just the symbol of a cat symbolises resilience as well as persistence through the classic “always land on your feet” saying. This cat in particular is used as a poster boy for the magazine as it comes with the story of helping a homeless man called James recover from a very bad drug addiction. Homeless people are usually associated with dirt and lack of self-reliance. On the front cover you can see that this cat is well groomed as well as standing tall and strong as if to say that he is capable of surviving alone and doesn’t need to rely on others. Homeless people are usually also associated with insignificance as they are constantly ignored. They challenge this stereotype using a humorous mode of address and intertextuality with one of the largest films in Japanese history “Godzilla”. The picture of Godzilla is the corner is used to signify that the cat is significant and large, even compared to Godzilla.

This differs largely from the portrayal of homeless and underclass people by the mainstream media. The mainstream media seem to focus on stereotypes in order to push their own agenda on homeless people, which is the opposite of the big issues “inclusive and non-judgemental” objectives. An article by the daily mail reads “VILE PRODUCT OF WELFARE UK” which is blatantly a right-wing statement as the belief is that the underclass is a waste product of the benefits plans by the UK.

The magazine uses direct mode of address through the cats eye contact with the audience. The cat is also in a very formal stance, which anchors the formal language used in the surrounding coverlines. The use of direct as well as formal mode of address makes the cat look important and professional.

As well as Godzilla the magazine makes many references to Japanese pop culture. The background of the magazine is a typical Japanese city background that is easily recognisable worldwide. The lighting is very high key and almost makes the cat look mystical and angelic. There is an array of saturated pinks and blues to add to the Japanese connotations as japan is known for its vibrant cartoons and comics.

The typography is used in order to arouse interest in the magazine. The word “exclusive” is written in a serif font which adds a feeling of professionalism and tradition. It also suggests authenticity as this magazine claims to contain exclusive stories. The words “BOB BIG IN JAPAN” are written in a sans serif font which is associated with more contemporary magazines. This could also represent Japan as it is one of the most contemporary countries.