How does the Big Issue cover you have studied use media language to construct an alternative representation of an event / group / issue? (10 marks)

'The Big Issue' is not an ordinary magazine, it is sold by homeless people, who are referred to as vendors, and are not given money as charity but are involved in selling the magazines, making them feel like they have a sense of achievement. This is highlighted by the magazine's strapline 'a hand up, not a hand out'. This magazine is very consistent across all its issues as it has a specific brand identity and follows this when publishing each and every issue. This could be by the way that a Sans-serif font is used consistently across every issue. Also is uses user-generated content, which emphasises the 'togetherness' of the vendors and makes them feel like they can contribute in a greater way than just selling.

The cover that I am analysing is from the November 15-19th 2017 edition of 'The Big Issue'. This features Paddington Bear as the main model and has a blue and yellow colour scheme which has become synonymous with Paddington bear, as he is always seen wearing clothing of that colour. Paddington is looking directly into the shot, creating direct address and by the looks of it, he is the anchorage in this cover, as it all links to him, as a migrant who moves around London, which is also highlighted by Big Ben in the background of the shot. The masthead also contrasts with the background, which makes it look more appealing for the audience. In addition, the main cover line on the front cover says "One of us" which gives connotations of the vendors selling the magazine, and may reflect the migrant workers who are selling 'The Big Issue' and this cover line makes the vendors have a sense of belonging, especially by the pronoun"us". The target audience for this magazine is individuals who are aged between 18-39, and this appeals to them, as they may have grown up with the Paddington Bear cartoons and this will bring a sense of nostalgia when seeing Paddington Bear again. This will catch individuals eyes and will entice them into buying the magazine by this effect alone.

This magazine cover also relates to the social issues that are growing with the UK. This is highlighted as Paddington Bear being a metaphor for the homeless and the UK migrants. Furthermore, the mise en scene used also depicts this, as Paddington Bear is seen carrying a briefcase, which gives connotations of the homeless having to travel day-to-day, with only a briefcase for their belongings. Also, the snow in the background shows the harsh conditions that the homeless have to go through. Furthermore, there is a little travel label on the top right corner of the front cover which represents Paddingtons journey. This is an intertextual reference to the film, where Paddington arrives with a label. In terms of the political and social context, the main connotations that the reader is supposed to take from this is the growing concerns of immigration and how the idea of Brexit raises issues for vendors and individuals who come from war-torn countries who are homeless.

https://docs.google.com/document/d/1iBLRIWK38oIWB6DWbMEDIRWlTV7P38UkPqX8Bq3Peog/edit?usp=sharing