The Big Issue strives to be an alternative magazine which breaks down the stereotypes of the less privileged people it wants to help. With this in mind, it would be expected that they wouldn't conform to traditional representations presented by Stuart Hall's theory. Hall argues that stereotyping springs from media language such as semiotics, as well as binary oppositions or 'inequalities of power', however the Big Issue is renowned for being a leader in giving minority groups and taboo subjects a spotlight and a voice to reflect who they really are. Ultimately, the Big Issue provides an alternative take on Hall's theory as it tries not to adhere to any stereotype whatsoever.
In terms of media language which constructs (or fails to construct) representation within the set text, Grayson Perry's op-ed ('letter to my younger self') on pages 14 and 15, is a prime example as it takes a celebrity (one of the most stereotyped groups within the media) and allows them to represent them self in their 'truest form'. The article includes two small images as one large image of Perry, all of which show him as a cheerful, empowered person who seems confident with the way that they present themselves to the world. The connotations the larger image suggest this especially, as the colour scheme of bold yellows, blues, pinks and white reflect his bold nature and how he doesn't try to hide his 'alternative' personality. I feel that the inclusion of this article and this image show how The Big Issue use celebrity as a means by which for the audience to 1) personally identify and 2) become more socially aware. The representation of Perry as being true to himself whilst maintaining a celebrity status allows the audience to personally identify as TBI is telling its consumers that it is ok to stand out from the crowd, which may encourage them to take more risks with appearance, opinions, social groups, etc. It also represents both Perry and the magazine itself as being an advocate for equality and social awareness, as the positive representation of this straight white male as somebody who doesn't conform to gender roles (ie the mise en scene of his dress/wig/heels) shows how- in todays society- people shouldn't have to adhere to gender roles or stereotypes in order to 'fit in', which may encourage the audience to become allies to those who are gender fluid / LGBT+ like Perry.
Hall also suggests that stereotypes as a form of representation reduce people to a few simple characteristics or traits; TBI visually presents its vendors as 'stereotypical' homeless people, yet they juxtapose this within the copy and the simple fact they have gave these people a voice, in order to represent their vendors as normal people above all else. This is seen on page 58 in Donato Barbieri's article. The visual imagery of the vendor adheres to the stereotypes of homeless people as he is older and seems less well-groomed- both of which are stereotypical connotations of homeless people. However, the copy gives us an insight into what lead the vendor to become homeless, as he tells us his relationship broke down, and he becomes more relatable for the audience. This shows how the magazine uses stereotypes to break our frame of expectation as audience members in order to push its message that homelessness could happen to any one of us, so encourages us not to make judgements and instead to help people who are in need.
Binary oppositions are another factor within Hall's theory, as he suggests an imbalance of power leads to misrepresentation of minority groups. I do feel that TBI acknowledges the idea of 'us and them' and the fact that some people don't consume the magazine as they have the mentality that homelessness doesn't affect them directly, so why should they help this cause? Binary oppositions are hinted at within the success stories of the magazine, as one story in particular catches the audiences attention; Joel Hodgson's story could reflect the binary oppositions which lead to misrepresentation as the visual imagery of Hodgson's photograph connotes his wealth and success. This is due to the mise en scene of his suit which connotes power and high class, which may lead the audience to question why he was ever homeless- surely this issue shouldn't affect the well educated? Whilst the magazine doesn't explicitly show us a binary opposition, the connotations of this image certainly remind us of them. It again reinforces the message that homelessness can affect anybody and that the ideology that a good education or wealth makes you disconnected from this issue shows how b/o's can lead to misrepresentation, as the encoders don't feel invested in the issue and feel that they are untouchable from poverty/homelessness.
Overall, the Big Issue certainly does take in Hall's theory, but maintains its alternative genre standpoint by presenting another viewpoint or way of reading Hall's conventions. It adheres to them to a certain point to build our expectations, and then breaks them in order to have a larger impact when it represents the 'true' version of the issues it tackles to break misconceptions we have been lead to believe.
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