Magazines- representation issues

When considering representation in magazines we will be analysing hem in relation to:

• The genre (and ideologies of consumerism driven by the need to ‘deliver’ readers to advertisers)
• The social, cultural and historical context

The women of Vogue are: Modern, Social, Empowered, unique, domestic, consumerist, glamorous, stereotypical, sexual, freedom, fashionable, marital, luxury, classy, stylish, upper class, commodities, beautiful

 

The Big Issue: a very different magazine from Vogue

• Set edition: October 17-23 2016
• Published weekly by Dennis and the Big Issue Ltd, 1991 to present
• Price: £2.50
• Circulation: 82,000 readership
• Sell solely on the streets from homeless people
• Genre: independent/current affairs/entertainment/street magazine
• Tagline: “A hand up not a handout”
• Support from all sides of the political spectrum/ show all parties in magazine too
• ‘From an award winning magazine offering employment opportunities to people in poverty to a multi-million pound social investment business supporting enterprise to drive social change. For over 25 years The Big Issue Group has strived to dismantle poverty through creating opportunity, in the process becoming one of the most recognised and trusted brands in the UK.’

 

How might this impact of the contents of the magazine?

How might this influence the representations of different social/cultural groups presented in The Big Issue?

 

Richard Dyer’s Typography of representation (1983)

Richard Dyer suggests that when considering representation. It is important to ask several questions about the text being analysed.

• What sense of the world is it making? (re-presentation)
• What does it imply? Is it typical of the world or deviant?
• Who is it speaking to? To whom? For whom?
• What does it represent to us and why?
• How do we respond to the representation?

 

Who do you think the adverts are aimed at and what does this reveal about the audience of the Big Issue?

I think the advert is aimed at a middle class audience who are ages 40-60, they are likely to be attracted to the darker themes of the show and also may be fans of the actors. They need Sky Atlantic to watch the show so the advert will likely appeal to those who already have the hardware.

Generally, how are people being represented across the advert? How does it fit with the genre of The Big Issue?

The man is seen as emotionless and sinister, this does not link with the message of The Big Issue, but it allows a wider audience to be attracted. The Big Issue does tackle some more serious topics though and this could link to Westworld.

How do the adverts differ from those studies in Vogue? Why do you think this is?

The advert is for a TV programme, and is centred around a male protagonist. This is different from Vogue as they focus more on female models and fashionable products that can be used rather than watched.

 

Who do you think the adverts are aimed at and what does this reveal about the audience of the Big Issue?

I think the advert is aimed at people who are struggling for money or maybe those who fear being homeless/have just stopped being homeless. This advert shows that the can be eligible for a pension for only 10p a week. This advert will therefor appeal to an older audience who are Rated D.

Generally, how are people being represented across the advert? How does it fit with the genre of The Big Issue?

The woman in the advert is seen as happy, since she has saved her home and no longer needs to worry about finance. This fits with the genre of The Big Issue as they are a current affairs magazine who help homeless people find their way again, with jobs, the advert shows how other share the same mindset.

How do the adverts differ from those studies in Vogue? Why do you think this is?

The advert uses social media to promote itself, this is different from the set text of Vogue due to time differences. The advert is also more colourful and pictures an older lady, whereas Vogue uses young models. I think they have used an image of a women who has actually uses their services to show that their company is real and that real people use the company. This also allows the audience to see themselves in her.

 

 

 

How are representation of social groups constructed?

The people in the articles all tell stories of how their lives were changed from selling The Big Issue, their success stories show the progress they have made, and how they were able to turn their lives around after working for The Big Issue. Homeless people are therefore seen as socially responsible and hopeful, hardworking. Typical connotations of homeless people are subverted and the readers can see them as major parts of society and success stories. The article supports The Big Issues ethos and is achieving its aims.

How do these representations reflect the industry context/ ideology of The Big Issue?

The Big Issue is a socially conscious magazine that helps homeless people find jobs and gives them a voice in society. By selling the papers they are integrated in society and can build on their confidence making them a more well rounded person in society. The article links to this as we see the success stories of all the people who used to sell the magazine. Therefore the magazine shows all stages of how they help their employees, not only do they give them a job to help them get started, but they also follow their stories and value them individually. Different races, nationalities and ages are shown to us so we can see that anyone can be homeless, not just from poor life choices, but also those who have made wrong business ventures.

How is the audience positioned in relation to these representations?

The audience are positioned to empathises and idolise the selflessness and courage of the people in the article. Linking to the tagline of the magazine, the audience are not positioned to pity them and instead see them as role models who showed that with perseverance they can change their lives. The audience may be in the same positions as the people in the article and therefore can identify with them, additionally they can also be more of a social standing than them and can change their own perception and prejudiced of homeless people. The audience respond positively to the idea that the people are mainly working for charities themselves, this shows how by giving to The Big Issue it creates a snowball effect and they can further give back to society that once helped them.

How can David Gauntlett’s ideas be applied to this article?

The audience can take the many different representations of people and build on their own personalities, learning the selflessness they have. Shot of Joel Hodgson dressed in a smart suit, kneeling as though an athlete in starting blocks connoting that he is moving on in a positive sense.

 

Article: Letter to my younger self by Grayson Perry

• This article features representation of a social group that have traditionally been underrepresented and misrepresented. The article can be viewed in a contemporary social/cultural context where there is increased understanding of gender fluidity and non-binary notions of gender.
• According to The Guardian, ‘there were advances in 2015 for trans visibility ad rights’- visibility in the media through, for example, reality TV star Caitlyn Jenner and the sitcom ‘Boy meets Girl’ on BBC2
• Dr Jay Stewart of the group Gendered intelligence was quotes in the Huffington Post as saying that Britain is ‘moving towards an era where it is a fundamental human right for each of us to self-determine our gender identity’.

 

How does Grayson Perry’s representation in the article demonstrate intersection between gender and sexuality.

There are common misconceptions that gender and sexuality are also linked to each other; a masculine man is straight and a feminine man is gay. Perry subverts this idea with his feminine clothing preferences, but is married to a women and has a daughter. The article doesn’t reference any uncertainly in his sexuality, he had a girlfriend at 16 and has a wife now, during the same time period he started cross dressing.

Linked to David Gauntlett:

In modern times we are given a larger array of role models to choose from, with growing media and the idea that we can all share our lives online. Grayson Perry does not follow the typical masculine stereotypes of society and subverts them completely.