This document provides guidance on analyzing magazine covers for a media studies course. It discusses analyzing elements like the masthead, people featured, plugs, banners, and anchorage text. It emphasizes considering how these elements construct representations and appeal to audiences through their social, cultural and political contexts. Students are asked to analyze two front covers of the magazine "The Big Issue" focusing on these elements and how they demonstrate alternative representations of national significance.

1. Spec says…
• Magazines: The Big Issue
• Magazines must be studied in relation to media language and media representations, including a
consideration of the social, cultural and political contexts that influence how media language is used
to construct representations.
• The Big Issue is a niche magazine outside the commercial mainstream that learners may not normally
engage with. It provides a contrasting example of how the elements of the theoretical framework for
media language can be used to construct alternative representations that appeal to particular
audiences, including a consideration of the influence of the social, cultural and political contexts.
• Learners must study two front covers of The Big Issue, from the September of the first year of
teaching a two-year course, (e.g. from September 2017 onwards for a candidate entering for
assessment in June 2019), chosen by the centre. The front covers selected should demonstrate
representations that are alternative to the mainstream and of national significance, in terms of the
events or issues they portray. Learners need to study the magazine products in relation to all the
subject content bullet points listed under the ‘media language’ and ‘media representations’ topics in
the subject content table at the end of component 02.
• Consideration should be made of media language elements specific to magazines such as locations,
costumes, props, makeup, lighting, choice of camera shot, angle, typography, layout and address of
written content to the audience. The study of The Big Issue does not extend to online.

2. Look at the following and rank them
with what you agree with most to
least.1. Magazines are a dying media platform.
The total circulations in the marketplace
tumbled by more than 15 million copies in
2014.
2. Print advertising is still effective. It is
interruptive and in-your-face. Ads online lead
to Banner Blindness, but readers can’t ignore
the ads in a publication. The very physical
act of having to turn a page ensures that.
3. Print magazines are unique. They
exist in the same physical space as
us human beings, digital magazines
don’t. Digital magazines are behind
an “on” button on your tablet, or
behind an app or a browser… they
are not just ‘there’.
4. If magazines are to survive, they
need to provide the kind of content
people can’t get online.
5. I’ve never paid for a magazine.
6 Magazines are boring, they are just
things to look at in the Doctor’s
waiting room.
7. It would be sad if magazines did
not exist anymore.

3. KEY TERMS
circulation number of copies a magazine
sells
readership not just who buys a magazine
but the total number of people likely to read it
niche audience narrow group of readers with a
particular interest
subscription where a reader pays for a set
number of copies of a magazine in advance at a lower
price and receives them by post
mass audience readership on a very large scale

4. KEY TERMS
Masthead - the title of the
magazine
Plug - text that ‘plugs’ a feature that
will appear inside the magazine
Cover Star – the ‘star’ featured on
the cover
Banner – text that runs across
the lower section of the cover
Puff – a story that is given
prominence on the cover
Anchorage Text - text that
anchors the main image and gives it
context/meaning
Skyline – text that runs across
the top of the cover

5. ADVERTISING IN MAGAZINES
The INCOME for a magazine comes from both sales and advertising. On
average, advertising accounts for 70% of magazine income.
A magazine with a small CIRCULATION is more dependent on advertising than
one with a large circulation.
Without advertising, no magazine could survive. If a magazine did not contain
ads, then its COVER PRICE would be three or four times greater.

6. Who is the…..
• https://www.youtube.com/wat
ch?v=kYO-
TeBzYWY#action=share
• Make notes on the magazines
aims
• Circulation figures
• http://metro.co.uk/2014/06/10
/big-issue-4754765/

7. Intro to Big Issue
https://www.bigissue.org.uk/about-us/our-objectivesFirst published in
1991
• Most widely circulated street newspaper
• Hybrid genre (entertainment and social business)
• Entertainment aspect attracts advertising revenue
• Editorial content if often critical of big business, banking and
champions the political cause and role of the individual within society
• Costs £2-50 / £1-25 goes to the trader

8. • 2000 vendors
• Sold over 200 million copies
• Inspired a network of 120 similar street magazines
• Primary objective
• Independent publication to offer a public service and to try and
improve a social problem
• https://www.bigissue.org.uk/get-involved/video-resources

9. “ETHICAL CAPITALISM”
- John Bird
What does it mean?

10. What do you need to look for and
analyse?
• Media Language – Intertextuality, Camera, Layout, Mise En Scene
CLAMPS
• Magazine language – images, graphics, layout, content, use of colour,
title, logo, words and phrases, font, institutional information, price,
bar code, power of words
• Media Representation – DRCAGES people, places, ideas
• Social, Cultural and Political

16. Institutional Factors and Marketing
First published in 1991 The Big Issue has gone from strength to strength to
become the world’s most widely circulated street newspaper. It officially belongs to
the hybrid genre of entertainment and social business and as such, runs regular
reviews on films, book releases, theatre, music and art but no television listings – the
entertainment aspect attracts advertising revenue while the editorial content is
often critical of big business, banking and commerce and champions the political
cause and role of the individual within society. David v Goliath narratives are
common as downtrodden groups and disparate individuals fight corporate giants but
the magazine has come under some criticism for its ‘flashy style’ as a street
newspaper and as being overly commercial.
When John Bird and Gordon Roddick founded the magazine their aim was to offer
homeless people, or people at risk of homelessness the opportunity to earn a
legitimate income by selling the magazine – the cost of the magazine is £2-50 with
£1-25 going to the trader. This was the primary objective of the magazine as
an independent publication to offer a public service and to try and improve a social
problem which they saw as endemic – John Bird MBE remains the Editor-in-Chief
and still writes a regular column at the back of the magazine. Recently (January
2013) he appeared on BBC1’s discussion panel show Question Time surprising
some viewers with his admission that he is a ‘working class Tory’. Other writers in
the magazine Bird works with include professional journalists and new and
established writers.

17. Bird’s own background was pivotal to launching The Big Issue – he was homeless
at the age of 5, residing in an orphanage between 7 and 10 and had a spell in
prison as a teenager. After leaving prison he slept rough on the streets of London
before returning to prison in his late 20s. Four years after founding the magazine
in 1995 he launched The Big Issue Foundation, a registered charity to further
help the homeless. The Foundation provides magazine vendors with information,
advice, guidance and support on a range of issues.
As an independent publication (published by The Big Issue Company Ltd.) it
needed, and received £25,000 start up capital, donated by The Body Shop (the
founder of the Body Shop, Anita Roddick was the wife of co Big Issue founder
Gordon Roddick). At its peak The Big Issue sold 300,000 copies in 2001 but as
sales declined over the decade (along with the circulation of all print media) it re-
launched with a new look and new columnists including controversial Premier
League footballer Joey Barton. Weekly circulation (every Monday) has improved
to around 58,000 and presently there are 6000 registered sellers all over the UK
with acknowledgement that there are also rogue traders (without large red jackets
and clear id badges) who have ‘acquired’ copies of the magazine illegally. Most of
the vendors conform to the male (85%) homeless stereotype, are 18-46 with
broken relationships and subsequent problems given and the major reason for
their homelessness

18. Compared to any genre of magazine The Big Issue has low production values but
compared to most other so called Street Magazines has higher production values.
Again, as with most magazines The Big Issue is sustained by advertising
revenue and by The Big Issue Foundation and supported by www.bigissue.com.
The cover is often flamboyant, revealing a high level of cultural and political
awareness (see above covers which use intertextual links to an Alfred
Hitchcock film to link to budget cuts and debate on the power of television) but also
understanding the cover is the main point of sale. The Big Issue is sold (points
of distribution) in city centres, built up urban areas, train stations and shopping
centres with the bulk in London where there is a high percentage of Romanian
vendors. The magazine, although dealing with national issues is up to a
point globally published being available in Australia, Japan, South Africa, South
Korea, Namibia, Keyna, Taiwan and Malawi where content is bespoke to country and
culture.

19. Audience Appeals
Undoubtedly there is an element of emotional fulfilment in buying a copy of The Big Issue – this feel good
factor associated with charity giving has to be identified as one of the key appeals of the magazine. In
making a purchase you may feel better ideologically knowing you are helping rough sleepers and the
homeless. This is why ‘carers’ using psychographic research are targeted by the magazine. Using a different
model of audience, the Uses and Gratifications model Surveillance very much applies as one of audience
pleasures gained from reading the magazine. Information is available on socio political issues but also the
entertainment aspect in that you can read about a current issue but then indulge in reviews and analysis of
culture.
The target audience of The Big Issue also enjoy the fact that it speaks to them, in terms of modes of
address ‘in their own language’ using an elaborated language code assuming a level of intelligence
and cultural capital. This balanced approach cloaks up to a point any encoded ideology and massages
carefully the readers’ understanding of key issues. Articles and stories assume some prior knowledge e.g. in
the edition October 8th 2012 a piece on the American Presidential Debate required some knowledge of the
American constitution and political history. Shared ideological beliefs is also a key appeal for the audience as
notions of personal relationships apply – in the same edition an ironic advert for ‘Dick Sapphire’ lectures on
how to make money targets the audience’s left wing, liberal leanings as they are aware the lectures are
written and performed by comedian Rory Bremner, known for his strong political opinions on issues ranging
from Health Care to Education and Politics. These are all areas audiences would expect The Big Issue to
cover.
The reader is made to feel ‘independent’ by the reactionary, sometimes controversial approach the magazine
has, against dominant mainstream culture. Even the adverts do not follow mainstream conventions with
copy including National Book Tokens, ‘Let’s Trek for Children’ and Safer Medicines. There is an element
of the alternative here with the caring, liberal audience appreciating the lack of adverts for high street brands
who primary objective is commercial gain. Along with this, even the celebrities found within the magazine are
associated with more realist human interest stories while at the same time remaining aspirational as figures
the target audience can identify with and relate to.

20. Genre
As a hybrid magazine of entertainment and social business key entertainment conventions
include reviews on television, film, book releases, theatre, music, the arts (see some display
adverts). As identified before these entertainment aspects draw in advertising revenue as this is
one of the key appeals of the magazine (see above). Front covers are nearly always entertainment
based with frequent use of celebrity to anchor a narrative – see front page deconstruction
below. The Big Issue remains an unusual hybrid as entertainment magazines are rarely
hybridised with social business and as such this positions the magazine as having a USP.
In terms of social business, the magazine runs so called ‘serious stories’ – social issues e.g. AIDS
in Africa, Wikileaks, liberal politics, ‘David and Goliath’ stories which commonly focus on
individuals and their struggle against corporations in classic binary opposition. Definitions of
social business are businesses that are associated with working for the benefit of the people e.g.
Charities, Education, Heathcare, Housing….This is clearly identifiable as a key convention of The
Big Issue as it places this as an ideological imperative. Businesses foregrounded often
associated with a more caring approach include Virgin, Innocent Smoothie, Co-op
Bank, Organic Milk, National Book Tokens, Skillset and the University of the Arts. Critical of
big business, banking and commerce the articles are often anti government, state control and use
of power. Despite the unusual hybrid The Big Issue retains some of its generic features including
regular articles at the back of the magazine by John Bird and a guarantee of a ‘big splash’, colour
cover that is challenging and provoking.

21. Representation
Pluralistic representations reflect the fact that the magazine is independent – it offers a diverse
range of representations but a key focus on minority groups e.g. the homeless which positions it
as a media text that like The Guardian, foregrounds narratives about minority
groups. Connotations of being politically liberal and socially aware and against mainstream
representations are written into the magazine despite the prior admission as identified earlier of
John Bird’s Conservative political sympathies. The Big Issue wants however to be seem as
the antithesis of right wing political ideology and this is evident from front covers and content
analysis.
In relation to gender the magazine has a male dominated narrative despite the alleged 59%
readership (according to The Big Issue). I personally rarely see the magazine purchased by
female consumers and the content seems to stereotypically target ‘male issues’. This is a
problem for The Big Issue as it wants to appeal to both genders. The magazine is sold not
exclusively but commonly by male vendors and homelessness in terms of statistics is a ‘male
problem’. As difficult as these statistics are to interpret there are many, many more homeless
males in the UK than female and as a result ABC1, educated male consumers are more likely to
be aware of this.
Representations of Age is interesting - The Big Issue allegedly has a younger target audience
according to the magazine’s own demographic analysis but many articles suggest a need for
cultural capital associated with an older demographic e.g. one article on William Shatner as
James T Kirk would present ‘problems’ for a younger reader. In this regard however statistics
indicate that homeless people in the UK are more under 45 than over 45 with a significant
percentage under 35. Representation of art and culture are preferred to mainstream
entertainment which again would stereotypically attract an older audience with a positive focus on
representations of working class culture despite the middle class readership.

22. •The central story, “What’s your Revolution?” is a rhetorical question challenging the target audience making
clear linking to the Communist Russian Revolution – this is an attempt by the magazine to return to left wing
political values.
•The connotations of the Russian Revolution are evidenced by intertextual reference to Constructivist
art which references the cultural capital of an ABC1 demographic – the fist, stars and design are common to
this art movement.
•“Time to make a change” has a double meaning by referencing a need for political change but also by
referring directly to new writers – Alex Salmond as leader of the SNP has obvious credentials to write for a
politically motivated magazine, Bob Crow is the reactionary, left wing General Secretary of the RMT known for
bringing railway workers out on strike while the Archbishop of York is an outspoken block cleric on issues of
multiculturalism and homosexuality. The controversial Premier League footballer Joey Barton is included as a
controversial figure who has been subject to considerable criticism and media speculation.
•Dame Stephanie Shirley is the only female writer on the front cover which anchors the male dominated
narratives and viewpoints contained within the magazine – Dame ‘Steve’ Shirley (adopting the name Steve to
help her in the male dominated business world) is a businesswoman and philanthropist whose work has
focussed on creating work opportunities for women with dependents.

23. HOW TO ANALYSE A MAGAZINE FRONT COVER
1)Masthead – what does the title of the magazine suggest? Think about the actual words it uses. For example:
“Woman’s Weekly” suggests the magazine is aimed at women and is written weekly. “Total Film” suggests
that the magazine includes everything you want to know about film.
2)People – What kind of people are on the front cover? Famous people would attract fans, models might
make people want to read the magazine to find out how they can look that attractive. If they are famous film
actors they will attract film fans. If they are famous music stars they will attract music fans etc..
2)Other pictures - What are the pictures of and do they tell the reader what genre the magazine is? If the
pictures are all of clothes and make up then it suggests the magazine is a fashion magazine.
•Colour – What colours are used on the front cover and what do they suggest? Eg: Blue is a strong masculine
colour suggesting the magazine is aimed at men.
1)Font – What kind of font is used on the front cover and what does it suggest? Eg: A bubble font might be
used to attract children to a comic.
2)Words – What words have been used on the front cover and what effect do they have. Look for
•Persuasive words – eg: “Read inside now” or “A must have magazine” to make someone want to read more
•Hyperbolic words – eg: “Biggest”, “Best”, “Shocking”, “Exclusive” etc.. exaggerated words to grab reader’s
attention
•Words relating to genre of magazine – eg Do any of the words tell the reader what genre the magazine is
going to be?
•Names of people – Different celebrity names will attract different types of people.
•Rhetorical Questions – eg “Would you like to be rich and famous?” er OBVIOUSLY.. makes the reader want to
read the magazine to find out how..
•Addressing the reader directly – eg: “How you can get a better job”, makes the reader feel part of the
magazine and makes them want to read more.
2)Free Gifts – What has been offered free or as “special” on the front cover? Whatever it is will make readers
feel that they are getting something extra for their money to convince them to buy it.
REMEMBER: Do NOT just label these features but also say WHY they have been used.. or the effect they have