David Gauntlett talks about the idea that media provides use with the 'tools' or resources that we use to construct our identity. This is reinforced by the ‘Letter to My Younger Self’ article. This article is written by Grayson Perry who is someone who the general public may not know, but the magazine has chosen him because of his story. Throughout the article, there are representations of gender. Perry talked about how he is a transvestite and how the lodger in his dad’s home found out he was wearing his clothes and threw him out. Some of the audience may personally identify with this story as they have experienced it themselves or know someone who has. The fact The Big Issue have left this in the article shows how they want to represent minorities and want people to be able to connect with one another.
Also, the audience can construct their own identity through being able to relate to his family situation. They may feel a sense of relief that they are not the only person going through hard times.
Gauntlett also explored the idea that whilst in the past media tended to convey singular, straightforward messages about ideal types of male and female identities, but today's media offers us more of a diverse range of icons form whom we may pick and mix ideas from. This applies to The Big Issue set text because there are many different types of representation which the audience can pick and mix as it fits them. For example, the 'My Pitch' article tackles many different issues from mental health to homelessness from the perspective of a 70-year-old vendor. The audience may see this article and the different emotions he experienced and feel like they can relate or they may feel empathy for him. Also, there may be some people who can personally identify with the experiences e.g. being 'beaten up' by his stepfather. This is a deep topic which happens to people globally. The article has many emotive phrases which will engage with the reader and provoke feeling. The phrase, 'it gave an old man like me a sense of purpose again' will make the reader feel satisfied and happy. An audience may pick and mix ideas from this as they support The Big Issue’s values and will see the impact that The Big Issue has had on the man’s life and believe in it.
Moreover, someone may pick and mix ideas from The Big Issue because the hold the same ideologies that the magazine supports. Someone from the audience may be a big socialist and therefore will pick and mix ideas to reinforce their ideology. For example, the article 'Moving On' has many different stories which show the impact The Big Issue has had on their vendors. An audience member will feel that this article shows the impact people can have on society and choose to take these ideas to support their socialist ideologies.