Explain how the representations in magazines reflect their contexts

Question 5 Explain how the representations in magazines reflect their contexts. Refer to The Big Issue covers you have studied to support your answer. [10]

The front covers of The Big Issue are like adverts for the magazine, so in the same way as with advertising they tend to reflect the influence of consumerism. The Big Issue magazine is designed to help homeless people and so tends to have a more political, more altruistic and less consumerist focus. 

The Big Issue always uses a tagline of ‘a hand up not a hand out’, which makes people feel as though they aren’t pitying vendors but giving them a helping hand towards the issues of homelessness and making a difference to other people’s lives. One of the magazines studied features Paddington Bear, who is a popular, fictional character in children's literature. He first appeared on 13 October 1958 in the children's book A Bear Called Paddington written by British author Michael Bond and illustrated by Peggy Fortnum and other artists. This is mostly for promoting the film in a positive light (underneath the masthead the date is shown - November 12th 2017, which is shortly before the film was released- intertextuality, cultural) and he is happily smiling with a friendly gesture of waving, almost welcoming the audience. However, it also states that Paddington is from Peru and is now living in England, therefore an immigrant. As an audience, we love Paddington and his story and accept him into this country - this magazine is clearly stating that we should treat others the same and that they are ‘one of us’. Furthermore, the anchorage text stresses the importance of immigration, British and social values: Paddington is labelled as an ‘icon’, therefore meaning he is influential and symbolic. It labels everyone as equals and that we are all one - British pride. ‘The new spirit of Christmas’ - he is going to change the festive season for the better, he is a fun, happy and influential character - he makes a good difference, all migrants do, in their own unique way. Additionally, the bold, daring font uses symbolism within the Bear’s poor stamp strongly states that he has an identity and further represents the idea of being ‘one of us’. The costume and props within this magazine also highlights the importance of homelessness: a worn out hat, a petite woolly coat and small briefcase. Despite the amusing and unusual side of a bear wearing clothes, this further reinforces the idea of ‘migrating’ and the stereotype of somewhat being homeless - has come from nothing, everything he owns, all his possessions, are fitted within a small holder. Furthermore, this also puts a positive light on homelessness and homeless people (what the big issue believes in.)  Within this magazine the colour scheme is mostly primary - red, blue and yellow. They show a deepening contrast but also complement each other. The blue jacket and background represents the crisp atmosphere (setting and time - Christmas) but also corresponds with the pride colours of Britain. The tonal red symbolizes love and passion, which needs to be shared towards all migrants. The golden yellow represents happiness and further emphasizes the festive season. The harsh lighting from the street light enables Paddington himself and the magazine as a whole to attract the viewer but also highlights his importance as he is an ‘icon’. The white snow also symbolizes purity and innocence, which further explores the idea of letting migrants becoming one of us. Moreover, Paddington bear is placed in the centre of the image, showing his importance and the eye level camera shot signifies the social structure; everyone is equal and we are one. Lastly, the imagery of Big Ben in the background, tying in a political element almost towers over Paddington, which gives a sense of empowerment but also shows that they are going to protect him.

Another example would be the front cover magazine promoting The greatest showman. It powerfully presents famous movie stars - Christopher Wylie, Kendrick, Gallagher, Spinal tap guy, Grace Jones, Beyoncé and Hugh Grant – who are strongly influential and dramatically significant in today’s society. Since the release of the film, it has had a huge impact on its meaningful message towards the change of society, especially the song ‘this is me’. This appears to have a future as an anthem for the marginalized, disenfranchised, the bullied and the outcast. And in a year when “diversity” is on everyone’s minds and lips, that means it could gain further attention and purpose. The characters find their sense of power and pride – ‘we are who we are, and we’re going to own our own identity’, which is what The Big issue supports strongly and further emphasizes their own personal message towards homeless people and the society. Moreover, the magazine front cover is aiming to attract everyone; to address the issues of class, race and inequality. They do this by presenting characters of all races and colours, as well as the characters that are in different classes. For example, Hugh Jackman’s character (centred in the middle) came from nothing and made a name for himself through performing in a circus. The women that does gymnastics on a hoop, in the film, was black and poor and people treated her badly due to the lower class that she was in. This sense of positivity enables an optimistic message, giving people hope a purpose. This is further emphasized by the costumes: the colour and style of the costumes vary to differentiate the characters and what they look like. The film’s overall message presents that everyone is different and that you shouldn’t change to please another person. Everyone is special in their own way and people should not judge or look down on those that are seen as ‘different’.

To conclude The Big Issue exists to offer homeless people, or individuals at risk of homelessness, the opportunity to earn a legitimate income, thereby helping them to reintegrate into mainstream society. They present these issues, as well as politcal, social and cultural elements, through their front covers, upon colour, costumes, typography, actors etc.