Lesson 4

Lesson 4 - The Big Issue ideologies

Task 1: Quick-fire analysis of The Big Issue taken from April 2016.

How does this front cover reject everything we believe about the Queen?
How does the media language reinforce this viewpoint?
Why does this front cover attracts it’s target audience?

Possible points you could consider:

the cover is representing the Queen's 90th birthday
the Queen is represented in a negative light and perhaps suggests that her actions may be seen as hypocritical or immoral
the coverline 'Drama Queen' along with the metal throne is an intertextual reference to the popular television series Game of Thrones
the use of the term 'queen' in the headline reinforces the idea of the Queen as a powerful figure, but the addition of 'drama' implies that this power is being misused or exaggerated
the term 'drama queen' is often used to describe someone who is overly dramatic or attention-seeking - in this context, The Big Issue could be suggesting that the money spent on her birthday could be better used to support the homeless
cthe tounge-in-cheek sell line 'how she won the Game of Thrones' could be a comment on the political gamesmanship of the Royal family - her power is not based on her own abilities or achievements, but rather on her position to manipulate the political system to her advantage.

Task 2: Understanding ideology

Look at the following ideologies and concepts:

Immigrants / Immigration
Feminism
Homelessness
Monarchy
The Arts
War Veterans
Government

For each ideology/concept, consider a mainstream-hegemonic viewpoint that mainstream media might construct around that ideology or concept as well as one alternative-pluralistic viewpoint that The Big Issue might construct around that ideology or concept.

For example:

Homelessness

mainstream-hegemonic viewpoint: those who are homeless are in their situation due to their own personal failures or shortcomings.

alternative-pluralistic viewpoint: homelessness is a complex issue that has multiple causes, including economic inequality, lack of affordable housing, mental health and addiction issues, and systemic barriers to employment and education.

Possible answers

Immigrants / Immigration

mainstream-hegemonic viewpoint: immigration is a problem that needs to be controlled and restricted to protect national security and resources. Immigrants are often portrayed as a burden on the economy, taking away jobs and social services from citizens.

alternative-pluralistic viewpoint: immigration is a complex issue with a range of economic, social, and political factors. Immigrants contribute to society in various ways, and their rights and dignity should be protected.

Feminism

mainstream-hegemonic viewpoint: feminism is often portrayed as a divisive movement that threatens traditional gender roles and societal norms. Feminists are sometimes depicted as angry or unattractive women who seek to dominate men and undermine the family.

alternative-pluralistic viewpoint: feminism is a movement that seeks to challenge and change the social, political, and economic structures that perpetuate gender inequality. Feminists work to promote equal rights, opportunities, and representation for all genders, and to create a more inclusive and just society for everyone.

Homelessness

mainstream-hegemonic viewpoint: those who are homeless are in their situation due to their own personal failures or shortcomings.

Monarchy

mainstream-hegemonic viewpoint: the monarchy is often portrayed as a symbol of tradition, stability, and national identity.

alternative-pluralistic viewpoint: the monarchy is a symbolic institution that perpetuates class and privilege and has little relevance to modern democracy.

The Arts

mainstream-hegemonic viewpoint: the arts are often seen as a luxury or an elitist pursuit that is disconnected from the needs and interests of the wider public. Art is often viewed as a form of entertainment or decoration.

alternative-pluralistic viewpoint: the arts are a vital part of human expression and can be used to challenge and transform social and political structures.

War Veterans

mainstream-hegemonic viewpoint: war veterans are often seen as heroes who have sacrificed for their country, but who may also be damaged by their experiences. Veterans are often seen as in need of charity or support, rather than as valuable members of society who have unique skills and experiences to offer.

alternative-pluralistic viewpoint: they should be treated with dignity and respect and given access to support services that address their unique needs. Veterans should also be recognised for their skills and experiences, which can be valuable assets to society as a whole.

The Government

mainstream-hegemonic viewpoint: government policies are often presented as necessary and legitimate, even if they are sometimes controversial or unpopular.

alternative-pluralistic viewpoint: the government is a complex and often flawed institution that is subject to competing interests and power dynamics. Government policies and practices can perpetuate inequality and injustice, and many communities are excluded or marginalised.

New Learning: The Big Issue ideologies

The Big Issue has a range of alternative ideological viewpoints, different from the mainstream. Although many of these viewpoints are Liberal, the Big Issue as an institution are politically neutral.

Equality
Supporting those that are marginalised in media/society
Homeless- dismantle poverty
Multiculturalism
Supportive of Feminism
Celebrate the arts

Task 3: Apply your learning

Analyse The Big Issue's November 2018 front cover to explore how alternative representations are constructed. Questions to consider:

How are alternative representations constructed in this front cover?
What ideological viewpoints can you deduce from this?
How might a typical TBI reader interpret this front cover?
What brand values of The Big Issue does this front cover fulfil?

Possible answers

The Big Issue has a clear ideological stance which is considred to be alternative from the mainstream - their viewpoints contrast the hegemonic representations in the media.
The audience is positioned to support the armed forces while recognising the challenges that veterans face upon leaving the army, through the use of elements such as redacted eyes, an uncertain expression, and a color palette combining black and white with a focus on camouflage green.
The close-up of the soldier is designed to draw the audience into the magazine's ideological message.
The magazine uses verbal and non-verbal codes to compose its messages and position the audience.
The use of the poppy incorporates the magazine ideologically alongside the mainstream viewpoint regarding remembrance and commemoration.
The magazine cover presents a series of debates that the audience may or may not accept, and different audiences may interpret it in various ways.

New Learning: Understanding the exam

You can either get a 10 mark ‘explain’ or a 15 mark ‘analyse’ essay question assessing media language or representation, testing one or more of the following concepts:

codes and conventions
how the magazine fits within the niche/alternative genre
how meanings and connotations are constructed
how representations are constructed
how representations reflect TBI’s ideological positioning and brand values
how audiences may interpret and understand the mediated representations.

You will be asked to EITHER refer to an unseen cover printed in the exam paper OR refer to one of our centre chosen front covers.

For example:

10 mark ‘Explain’:

Explain why magazines outside of commercial mainstream use media language differently to mainstream magazines.

Refer to a cover of The Big Issue magazine that you have studied in your answer. (10 marks)

15 mark ‘Analyse’:

Analyse how Source C (Big Issue) has constructed representations that reflect social and cultural contexts.

Refer to Source C (Big Issue) in your answer. (15 marks)

Suggested structure:

Point (use magazine terminology) /3
Connotations/Representations /3
Effect /4
- - How does this representation reflect its ideological positioning?
  - Which brand values are reflected and HOW?
  - How does this front cover attract its target audience?

For a 10 marker, you need to write TWO paragraphs using the suggested structure.

For a 15 marker, you need to write between THREE to FOUR paragraphs using the suggested structure.

Task 4: Reading an exemplar response

Read the following student response to the below exam question. Annotate how well they use the suggested structure. Give a mark out of 10 for the response.

Point (use magazine terminology) /3
Connotations/Representations /3
Effect /4
- How does this representation reflect its ideological positioning?
- Which brand values are reflected and HOW?
- How does this front cover attract its target audience?

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