One of the question types you may be asked when analysing The Big Issue is a viewpoints and ideologies question. The question would look something like this:
QUESTION 5: How does The Big Issue used Media Language to construct viewpoints and ideologies in Extract A?
Extract A: THE BIG ISSUE cover 07 June 2021.
The cover story features Margaret Thatcher (former British Prime Minister) who infamously removed free school milk from schools during her time as education minister, earning her the title 'Thatcher, Thatcher, Milk Snatcher.' Also pictured is Marcus Rashford, who successfully campaigned for the UK government to extend free school meals and food support for vulnerable children during school holidays and the Covid-19 pandemic; his campaigning meant that more disadvantaged children would continue to receive meals when schools were closed.
In the comments section below, answer these two questions:
- What viewpoints are being expressed?
- What ideological positions are being expressed by the magazine?
Next, choose an aspect of Media Language to analyse. It is not always easy to decide on the perfect order, and some magazines will need different approaches. But, if you are not sure, use a similar approach as you do with newspapers.
Write a paragraph about the use of image and post it to the comments section below. You should consider the following questions:
- What viewpoint/s is/are being constructed by the image/s?
- How have they used mise en scene, shot, type and colour?
- What ideological position are they taking?
MARK SCHEME
1. CLEAR AND COHERENT UNDERSTANDING OF VIEWPOINTS/IDEOLOGY [0,1,2]
2. ACURATELY ANSWERS THE QUESTION [0,1,2]
3. SELECTS AND DESCRIBES EXAMPLES [0,1,2]
4. CAREFUL ANALYSIS OF EACH EXAMPLE [0,1,2]
5. USES TERMINOLOGY CLEARLY AND PRECISELY [0,1,2]
0 - No
1 - Maybe
2 - Yes
EXAMPLE PARAGRAPH ON IMAGE
The image on the cover highlights the Big Issue’s viewpoint that Margaret Thatcher, despite being the former Prime Minister, is not worthy of our respect because she chose to disadvantage poor children while Marcus Rashford deserves out admiration because he has use his platform as a premiership footballer to campaign for disadvantaged children to receive free school meals during the Covid pandemic. The use of a low angel shot combines with facial expression (mise en scene) to construct the message that Dame Thatcher was austere and dismissive - the audience is positioned to feel like she is literally looking down on them and her facial expression is stern and cold - while Rashford is friendly and worthy of admiration - the audience is positioned to feel as if we are looking up to him and his facial expression is smiling happily. This contrast reinforces the left wing position of the magazine by rejecting her right wing values and respecting his left wing values. The proxemics also highlights the sense that the publication sees Dame Thatcher as behind, Rashford; she is far smaller in the shot, and position in the background, while he dominates the shot and is clearly in the foreground. This may connote the viewpoint that she is in the past, or perhaps that her policy is regressive, while his is progressive. Based on these expressed viewpoints we can infer that The Big Issue supports left wing collectivist ideology, which is likely to be shared by the readership, who are described by the publication as being ‘socially’ and ‘ethically’ conscious.’
BASED ON OUR MARKSCHEME THIS PARAGRAPH SHOULD NOW ACHIEVE 10/10
Final Task:
Write a paragraph about the text on the cover and post it to the comments section below. You should consider the following questions:
- What viewpoint/s are being constructed by the language and typography?
- How have they used typography (font, text size), language and colour?
- What ideological position are they taking?
the viewppoints bieng expressed are that magret thattcher is the bad guy as she got rif of free milk for children, then differently marcus rashford stands at the front of the frame as a hero prviding school meals for children in need. the ideological position bieng expresses in this newspaper is multicultural because there are two completeley different people with binary oppoisitions inbetween them, levi struass explains within binary oppoisitions there are easily identifiable charachters and we can easliy identify these two as different cultures.
ReplyDeletethe aspect of media language i am choosing to analyse is the image. within the image on this newspaper we are displayed with two individuals with different roles. in the image we can see that Marcus Rashford is at the front of the image with an eyeline matched shot type, or arguably we are slightly below him looking up to him as a role model. the mis en scene within his presentation is a pure smile which conveys a helping individual that is making change for the right reaspons, this representation will go against stuart halls idea that black males are seehn as dangerous and stereotypically dangerous.. however binary opposite to that we can see magret thatcher behind rashford with a snide facial expression and she is lookjing down to us which creates an easily identifiable character, this factor is included within levi struass ideology that there are different things that make up binary oppositions and this is one of them, that we are against and not siding with her, another thing within the image is her holding milk conveying a factor that she is taking away from others which marcus is doing quite the opposite.
DeleteViewpoints:
ReplyDeleteMrs. Thatcher does not deserve our respect - despite her position as Prime Minister - because her attitude to social care and young people is uncaring. (Anti-capitalist)
Rashford deserves our respect and admiration because he is using his platform to help the most vulnerable members of society (school children). (Socialist/collectivist).
Despite coming from a disadvantaged background himself, Rashford has risen through determination and is giving back to those who may have experienced difficulties like he did. He proves that an individual can do well with effort and determination. (Individualism)
Rashford is a young black man, breaking the stereotype of his race and offering leadership by example to other British people. (Individualism/Multiculturalism)
This comment has been removed by the author.
ReplyDeletethe magazine cover expresses, socialist, liberal and inclusivity ideologies while holding a predominantly left wind view and narrative
ReplyDelete1) When interpreting the print media, through the use of direct mode of address we are inclined to feel more positively towards Marcus rather than Maggie. This is also inflicted by the mise en scene. Marcus and Margert have been designed very consciously in opposing clothing.
ReplyDeleteKiera-
ReplyDeleteMarcus Rashford in this magazine cover can be said as holding very liberal viewpoints as he is promoting the need for basic human rights such as eating. The magazine itself denotes some ideological positions through the use of binary oppositions...
Geovana Soares da Silva
ReplyDeleteQuestions and answers:
1) What viewpoints are being expressed?
The Big Issue expresses a critical viewpoint of Margaret Thatcher’s policies, particularly the removal of free school milk, while presenting Marcus Rashford positively as a figure who supports vulnerable children. Using binary opposition (Levi-Strauss Theory), Thatcher is positioned as uncaring and associated with austerity whereas Marcus is shown as compassionate and socially responsible.
Through semiology (Barthes), Thatcher signifies political neglect, while Rashford signifies hope and justice. Todorov’s narrative structure shows disruption caused by Thatcher’s actions and repair through Rashford’s campaigning, restoring balance.
2) What ideological positions are being hold by the magazine? Ideologically, The Big Issue promotes a left-wing, The magazine and its readers are strongly associated with socialist and liberal values. It frequently criticizes conservative policies, such as historical cuts to public services or environmental decisions, social democratic stance, supporting welfare, equality, and the belief that children’s access to food is a basic right. The magazine uses its platform to challenge austerity and encourage social responsibility, aligning with its activist and socially conscious values.
The viewpoints expressed by this cover include presenting Margaret Thatcher as a negative figure, contrasted to Marcus Rashford being shown as a positive role model. By the sell lines below we also see that it thinks that children should eat healthier at school, instead of being offered junk food. They present themselves as mostly left-wing, as they also mention Ed Miliband, who is part of the Labour party. The ideological positions shown could be Consumerism and Capitalism, as they show how Margaret Thatcher took free milk from children because it cost too much money.
ReplyDelete1. Presents Margaret Thatcher as uncaring, ignorant, greedy and selfish - she doesn't deserve our respect. Meanwhile Marcus is presented as friendly and respectable.
ReplyDelete2. Marcus represents liberalism (could also be indicted by him wearing red), and Maggie represents materialism (could also be indicted by her wearing blue).
The Big Issue clearly hold viewpoints that are in opposition to Margaret Thatcher and her actions, most likely due to her infamous reputation for taking milk from children in schools across the country. As well as this they are in support of Marcus Rashford and his work in schools and free school meals. They express predominantly left wing values and hold liberal, socialist and inclusivity ideologies.
ReplyDeleteThe Viewpoints constructed by the images could be interpreted as left wing, due to the fact left-wing Marcus Rashford is smiling, and closer to the camera, while conservative Margaret Thatcher is at the back, scowling at the audience. Rashford’s red clothes could represent a left-wing view, while Thatcher’s clothes are blue, which is the colour associated with right-wing views. A low angle is used on Rashford, as we are supposed to look up to him, while an eyeline matched angle is used for Thatcher, which could show the lack of respect we are supposed to have for her. Left-wing ideologies are more prominent in this cover, as they promote Marcus Rashford as an admirable figure, while they show Margaret Thatcher as a negative character.
ReplyDeleteThe big issue have utilized a slightly higher than eyeline matched image of Marcus Rashford in an attempt to employ idolizing imagery toward him and construct a positive, admiring viewpoint while simultaneously mirroring the same positioning with Margarete thatcher, opposingly being used this time to connote a sense of belittling coming from her as if she is looking down on us, furthermore constructing a more harsh and negative viewpoint. The big issue reinforce these connotations via the use of mise en scene relating to both Rashford and Margarete thatcher. Marcus Rashford is presented to be smiling and is positioned in front of Margarete while on the contrary Margerate thatcher is positioned to be holding a cold stern expression while being dressed very formally as opposed to Rashford very "normal" choice of outfit. - not finished
ReplyDelete- George
DeleteMillie
ReplyDeleteThe Big Issue clearly express predominantly left wing values and hold liberal, socialist and inclusive ideological positions. Which is established through the constructed images on the magazine cover. The audience are intentionally positioned to be slightly below Marcus Rashford, with the audience looking up to him as a role model. Because of this, it is clear that The Big Issue align themselves with Rashford as an aspirational role model and support his work in schools and free school meals. In contrast to this they are in clear opposition with Margaret Thatcher, who has been placed behind Rashford, who's confident demeanour contrasts with Thatcher's austere and commanding expression. Showing how The Big Issue supports the actions of Rashford and opposes the actions of Thatcher, who gained an infamous reputation for taking free milk away from children across the country.
Millie- Improved
DeleteThe Big Issue clearly express predominantly left wing values and hold liberal, socialist and inclusive ideological positions. Which is established through the constructed images on the magazine cover. The audience are intentionally positioned to be slightly below Marcus Rashford, with the audience looking up to him as a role model. Because of this, it is clear that The Big Issue align themselves with Rashford as an aspirational person and support his work in schools and free school meals. Also, possibly as he holds a more progressive ideology than Thatcher's, which The Big Issue favour. In contrast to this they are in clear opposition with Margaret Thatcher, who has been placed behind Rashford (proxemics) , who's confident and happy demeanour contrasts with Thatcher's austere and commanding facial expression (mise en scene). Showing how The Big Issue supports the actions of Rashford and opposes the actions of Thatcher,
who gained an infamous reputation for taking free milk away from children across the country. Which The Big Issue expect ABC1 readers to identify with and to share the same viewpoint as them on this stance.
Millie - Typography para
DeleteThe Big Issue also make use of the typography to encode their viewpoints, using the phrase "From Maggie to Marcus", in a bold and serif font, as their main sell line. Margaret Thatcher's name being reduced to an informal 'Maggie' shows how The Big Issue have less respect for Thatcher and more respect for Rashford as they use his full first name. This constructs the viewpoint that The Big Issue oppose Thatcher and the audience will identify with this viewpoint too. The sub sell line, "Milk Snatching-50 years on", in a white, bold, serif font, (possibly used to symbolise the milk they are referring to) is an intertextual reference to 'Thatcher, Thatcher milk snatcher'. Which The Big Issue expect mostly AB readers, who are usually a little more educated and older, (NRS) to understand and recall, gratifying them and validating them. Showing that The Big Issue predominantly hold left wing ideological positions and so do their audiences.
The image used in the magazine cover construct a mildly patriarchal viewpoint by positioning Marcus Rashford in the foreground compared to Margaret Thatcher in the background as well as making Rashford's representation larger than Thatcher's. As a result, this tries to convince the audience to follow the male figure rather than the female, ergo supporting the ideologies of the Big Issue. By using an image of Thatcher in a blue outfit, the magazine are connoting her aloof and cold thoughts towards free school meals. On the contrary, by using an image of Rashford in a red outfit, the magazine are connoting his passion and drive for the cause.
ReplyDelete^^Kiera
DeleteThis edition of The Big Issue uses a sans serif font, creating a sense of informality, combined with the shortening of the name Margaret Thatcher to ‘Maggie’, creating a feeling of the language to feel disrespectful towards the ex-prime minister. Whilst simultaneously creating a friendly relationship with Marcus, and still being respectful, by using only his first name in full. The colour of the text – yellow- can connote ideas of joy and happiness, which increases the readership’s comfort level and relationship with Marcus. The strapline, “a hand up, not a hand out,” appeals to both left-wing and right-wing ideals due to the social, political and ethical notion of the company with socialist and collectivist ideologies. “Milk snatching” allows the ABC1 readership (National
ReplyDeleteReadership Survey) of The Big Issue to feel environmentally, socially and ethically conscious, due to the understanding of the intertextual reference – alluding to Margaret Thatcher’s historical infamy of being “thatcher thatcher milk snatcher”. This validates the audience for their knowledge of socio-political history.
^Evie-Mae
Deleteriley reynolds
ReplyDeletethe aspect of media language i am choosing to analyse is the image. within the image on this newspaper we are displayed with two individuals with different roles. in the image we can see that Marcus Rashford is at the front of the image with an eyeline matched shot type, or arguably we are slightly below him looking up to him as a role model. the mis en scene within his presentation is a pure smile which conveys a helping individual that is making change for the right reaspons, this representation will go against stuart halls idea that black males are seehn as dangerous and stereotypically dangerous.. however binary opposite to that we can see magret thatcher behind rashford with a snide facial expression and she is lookjing down to us which creates an easily identifiable character, this factor is included within levi struass ideology that there are different things that make up binary oppositions and this is one of them, that we are against and not siding with her, another thing within the image is her holding milk conveying a factor that she is taking away from others which marcus is doing quite the opposite.
8/10
DeleteThe big issue have utilized a slightly higher than eyeline matched image of Marcus Rashford in an attempt to employ idolizing imagery toward him and construct a positive, admiring viewpoint while simultaneously mirroring the same positioning with Margarete thatcher, opposingly being used this time to connote a sense of belittling coming from her as if she is looking down on us, furthermore constructing a more harsh and negative viewpoint. The big issue reinforce these connotations via the use of mise en scene relating to both Rashford and Margarete thatcher. Marcus Rashford is presented to be smiling and is positioned in front of Margarete while on the contrary Margarete thatcher is positioned to be holding a cold stern expression while being dressed very formally as opposed to Rashford very "normal" choice of outfit. overall the Big Issue attempt to construct a positive view point in favor of Marcus Rashford while simultaneously painting a bad image of Margarete thatcher, furthermore constructing a much more negative viewpoint. - George Eales
ReplyDeleteThe big issue have utilized a slightly higher than eyeline matched image of Marcus Rashford to both connote and employ feelings of idolisation and admiration while subconciously constructing a positive view point toward Marcus Rashford, all while simultaneously mirroring the same positioning with Margerate thatcher however via the use of her cold stern expression, ontop of her incredibly formal style of dress (mise en scene), the Big Issue manage to employ and construct negative viewpoints toward mrs Thatcher. - unfinished, George Eales.
DeleteKiera
ReplyDeleteThe image used in the magazine cover construct a mildly patriarchal viewpoint by positioning Marcus Rashford in the foreground compared to Margaret Thatcher in the background as well as making Rashford's representation larger than Thatcher's. As a result, this tries to convince the audience to follow the male figure rather than the female, ergo supporting the ideologies of the Big Issue. By using an image of Thatcher in a blue outfit, the magazine are connoting her aloof and cold thoughts towards free school meals. On the contrary, by using an image of Rashford in a red outfit, the magazine are connoting his passion and drive for the cause.
From where we view the images as an audience member, the low angle of the shots makes it seem as though a stoic Thatcher is looking down at us, whereas it makes it seem as we are looking up to a cheerful Rashford. This may convey to the audience that Thatcher is more stoic and superior to us, with her capitalist viewpoints, compared to Rashford's pride for his liberal viewpoints.
6/10
DeleteThe image used in the magazine cover construct a mildly patriarchal viewpoint by positioning Marcus Rashford in the foreground compared to Margaret Thatcher in the background as well as making Rashford's representation larger than Thatcher's. As a result, this tries to convince the audience to follow the male figure rather than the female, ergo supporting some of the more right-wing ideologies the Big Issue maintain. In addition, this may connote that Thatcher's viewpoints and policies are in the past compared to Rashford's modern ones. By using an image of Thatcher in a blue costume, the magazine are connoting her aloof and cold thoughts towards free school meals. On the contrary, by using an image of Rashford in a red costume, the magazine are connoting his passion and drive for the cause. From where we view the images as an audience member, the low angle of the shots makes it seem as though a stoic Thatcher is looking down on us, whereas it makes it seem as we are looking up to a cheerful Rashford. This may convey to the audience that Thatcher is more superior to us, with her capitalist viewpoints, compared to Rashford's pride for his liberal viewpoints.
Mr. Haywood
ReplyDeleteThe image on the cover highlights the Big Issue’s viewpoint that Margaret Thatcher, despite being the former Prime Minister, is not worthy of our respect because she chose to disadvantage poor children while Marcus Rashford deserves out admiration because he has use his platform as a premiership footballer to campaign for disadvantaged children to receive free school meals during the Covid pandemic. The use of camera angle combines with facial expression to construct the message that Dame Thatcher was austere and dismissing (the audience is positioned to feel like she is literally looking down on them) while Rashford is friendly and worthy of admiration (the audience is position to feel as if we are looking up to him). The proxemics also highlights the sense that the publication sees Dame Thatcher as behind, Rashford. This may connote the idea that she is in the past, or perhaps that her policy is regressive, while his is progressive. Based on these expressed viewpoints we can infer that The Big Issue supports the left wing values of collectivism that is likely to be shared by the readership, who are described as being ‘socially’ and ‘ethically’ conscious.’
Based on these expressed viewpoints we can infer that The Big Issue supports left wing collectivist ideology, which is likely to be shared by the readership, who are described as being ‘socially’ and ‘ethically’ conscious.’
DeleteThe use of a low angel shot combines with facial expression (mise en scene) to construct the message that Dame Thatcher was austere and dismissive - the audience is positioned to feel like she is literally looking down on them and her facial expression is stern and cold - while Rashford is friendly and worthy of admiration - the audience is positioned to feel as if we are looking up to him and his facial expression is smiling happily. This contrast reinforces the left wing position of the magazine by rejecting her right wing values and respecting his left wing values.
DeleteThis may connote the viewpoint that she is in the past, or perhaps that her policy ascribes to a regressive ideology, while his ascribes to a progressive ideology.
DeleteEvie-Mae
ReplyDeleteThis edition of The Big Issue uses a sans serif font in the typography, creating a sense of informality, combined with the shortening of the name Margaret Thatcher to ‘Maggie’, creating a feeling of the language to feel disrespectful towards the ex-prime minister. Whilst simultaneously creating a friendly relationship with Marcus, and still being respectful, by using only his first name in full. The colour of the text -yellow - can connote ideas of joy and happiness, which increases the readership’s comfort level and relationship with Marcus. The strapline, “a hand up, not a hand out,” appeals to both left-wing and right-wing ideals due to the social, political and ethical notion of the company with socialist and collectivist ideologies. “Milk snatching” allows the ABC1 readership (National Readership Survey) of The Big Issue to feel environmentally, socially and ethically conscious, due to the understanding of the intertextual reference – alluding to Margaret Thatcher’s historical infamy of being “thatcher thatcher milk snatcher”. This validates the audience for their knowledge of socio-political history.
The image is shot from a low angle, so the audience are looking up to Marcus Rashford, whilst simultaneously creating an unflattering angle of Margaret Thatcher as she is looking down on us, making the audience antithesise her. As she is also positioned in the background of the shot, it pushes her away from Marcus, making her seem irrelevant compared to him, disrespecting her, and establishing the new power dynamic between the ex-prime minister to the football star. Margaret and Marcus appear to wear opposing colours, allowing a contrast, whilst also subtly hinting that Marcus, in red, may have more left-wing ideals, and Margaret right-wing.
The image is shot from a low angle, so the audience are looking up to Marcus Rashford, whilst simultaneously creating an unflattering angle of Margaret Thatcher as she is looking down on us, making the audience antithesise her. As she is also positioned in the background of the shot, it pushes her away from Marcus, making her seem irrelevant compared to him, disrespecting her, and establishing the new power dynamic between the ex-prime minister to the football star. This connotes that Thatcher is viewed in the past and that she believed in a regressive ideology compared to Marcus and his progressive ideology.
DeleteIn the Big Issue cover the viewpoint that is being constructed by the image is that Margaret Thatcher does not deserve our respect and that she is childish, pretty, selfish, greedy and likely Capitalistic and Materialistic, meanwhile Marcus is friendly, generous, and deserves our respect, being an improvement from Margaret. This can be demonstrated through the mise en scene, shot type and colour. For example, within the shot type we are eye-lined matched to Marcus, giving us the feeling that we are equal to him. That reinforced with the mise-en-scene of his facial expression, being a soft smile, gives the audience the impression that he is friendly and kind. Meanwhile, Margaret has a serious facial expression which has the effect of her seeming unapproachable and scary. The headline is intended to show how Marcus is superior to Margeret as it reads “From Maggie to Marcus.” This is because they have used the informal nickname “Maggie,” showing disrepect towards her. In comparison Marcus’s first full name is use, which despite not being very respectful, it gives the feeling of a first name friend basis to the reader, making them feel better connected with him. The font is also in sans-serif again showing informality. ‘Milk Snatching’ is written, alluding to how she removed free milk in school for children. This presents her in a negative way as the dynamic verb ‘snatching’ has criminal connotations of stealing, conveying her as immoral. This implies that she is capitalist and materialistic since she doesn’t believe that free stuff should be given out and that it should be worked for, and also how she is taking from the poor and giving it to the rich. The colour-scheme used for their clothing may also demonstrate their political stance. For example Thatcher is wearing blue, a colour commonly related to right wing capitalist representations, therefore suggesting that she has capitalist values. Meanwhile, Marcus is wearing red, a colour commonly associated with left wings values, therefore suggesting that he is right winged. “A BRIEF HISTORY OF SCHOOL MEALS. AND WHAT NEEDS TO BE DONE,” is written under the headline. ‘What needs to be done,’ suggests that there is an issue with the capitalist society within school meals, and that Marcus knows how to fix it using his left-wing ideology. By presenting Marcus as heroic and intiative when he is presenting left wing ideology, and by presenting Thatcher as a selfish, heartless person that does not deserve our respect when she is presenting right wing ideology, conveys how the image and The Big Issue is constructing a viewpoint that left wing is superior and morally right compared to right wing ideology. However, ‘The Big Issue’’s strapline reads “a hand up not a hand out.” This demonstrates that they as a company believe that we should support people but not just give them stuff, but give them the dignity to earn the stuff, therefore appealing to both left and right wing.
ReplyDelete7/10.
DeleteThe image constructs a political viewpoint about power and change through its use of colour and camera angle.
ReplyDeleteMarcus Rashford is shown at an eye-level, slightly low angle, presenting him as confident and respectable. As part of the mise-en-scène, he wears red, a colour which is often associated with Labour and collectivism (left-wing politics), which reinforces his role as a figure linked to social responsibility and the well-being of others. In contrast, Margaret Thatcher wears blue, a colour strongly associated with Conservative ideology (right-wing politics), representing authority and traditional power. Her placement behind Rashford creates a subtle high-angle effect, reducing her dominance and suggesting she represents the past.
Ideologically, the cover promotes a progressive, left-leaning message, positioning Rashford as a symbol of modern social change.
The image constructs a clear political viewpoint about power and social change through its use of colour, camera angle and mise-en-scène. Marcus Rashford is shown in an eye-level, slightly low-angle shot, which presents him as confident and respectable, encouraging the audience to view him positively. He is also foregrounded, making him the most visually dominant figure and reinforcing the magazine’s endorsement of his values over Thatcher’s. As part of the mise-en-scène, Rashford wears red, a colour commonly associated with Labour and left-wing collectivist values, linking him to social responsibility and concern for others. In contrast, Margaret Thatcher wears blue, a colour strongly associated with Conservative, right-wing ideology, representing authority and traditional power. Her placement behind Rashford creates a subtle high-angle effect, reducing her dominance and suggesting she represents outdated values. Ideologically, the cover promotes a progressive, left-leaning message, positioning Rashford as a symbol of modern social change.
DeleteThis comment has been removed by the author.
ReplyDeleteThe image presented as the Big issue portrays a contrast between Marcus Rashford and Margaret Thatcher due to the use of mise en scene and shot type. The mise en scene encoded in this magazine cover shows Marcus Rashford wearing red, sporty attire to resemble his political and personal characteristics, such as his dedication to working in sports whereas Margaret Thatched is wearing blue, business attire to portray her position within the political field and her formal presence. The image also presents Rashford as being the main focus due to his positioning and the eyeline matched shot type whereas Thatcher is positioned behind Rashford, in a smaller and lower shot type manner. The Big Issue is addressing the viewpoint of the issue created by Thatcher with 'Milk Snatching' and how Rashford is actively trying to improve the nutritional and moral state of the UK. The magazine is also idealising Marcus Rashford as being an activist that due to the use of his posed image that presents him as superior compared to an inferior Margaret Thatcher in a candid picture.
ReplyDelete1. 1
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AMELIA
ReplyDeleteThe image used on the front cover of this issue of the magazine 'The Big Issue' constructs opposing opinions for us for both Margaret Thatcher and Marcus Rashford. This is created through the mise en scene of the front cover; both shot type and clothing can influence these opinions. Firstly, we can infer that their outfits have been consciously crafted with colour to relate to their political status. For example, Thatcher is dressed in a blue suit - relates to her conservative party and her political power and status. We can understand that this clothing has been used to encode the idea of Thatchers past of negative changes when she was in power. This is referenced through the anchoring text on the cover referring to Thatcher as a 'milk snatcher'.
Where as, the use of shot type can be used to connote positive views for Rashford and Thatcher to be seen as the 'villain'. The use of an low angle shot can lead us to believe that the big issue wants us too look up to Rashford in admiration. On the other hand, we are led to believe that Thatcher is looking down to us as the audience, due to the mis en scene, and she believes she is more dominant and superior. This can convey the idea to us as the audience that Thatcher can be egotistical and believes she is more superior, where as Rashford is used to create an impression of being approachable and a public idol.
The use of the mise en scene, the text, can also be used to present Ms Thatcher with negative connotations and Marcus as more friendly. The text does this by the use of referring to Ms Thatcher as 'maggie'. A nickname could usually be used as a term of endearment but the use of the informality for someone who had such a political influence can be viewed as disrespect and a lack of care for milk snatcher thatcher. On the other hand, The Big Issue have used Marcus' first name. The informality of Rashford's first name further presents him as friendly and a approachable public figure.
Deleteriley reynolds- reworked
ReplyDeletethe aspect of media language i am choosing to analyse is the image. within the image on this newspaper we are displayed with two individuals with different roles. in the image we can see that Marcus Rashford is at the front of the image with an eyeline matched shot type, or arguably we are slightly below him looking up to him as a role model. the mis en scene within his presentation is a pure smile which conveys a helping individual that is making change for the right reaspons, this representation will go against stuart halls idea that black males are seehn as dangerous and stereotypically dangerous.. however binary opposite to that we can see magret thatcher behind rashford with a snide facial expression and she is lookjing down to us which creates an easily identifiable character, this factor is included within levi struass ideology that there are different things that make up binary oppositions and this is one of them, that we are against and not siding with her, another thing within the image is her holding milk conveying a factor that she is taking away from others which marcus is doing quite the opposite. so the viewpoints didsplayed from the positioning of the two is that margret thatcher is in the past and marcus is the future and is making a posotive impact.
Reply
ReplyDeleteriley reynolds
the main sell line on this image is from maggie to marcus. and the sub sell line is milk snatching 50 year on. firstly i am going to analyse the main sell line. this text includes a nickname for margret thats almost insulting and a silly nickname, this creates an ida that she is no longer serious to be regarded formally and now she just has a backstory and theres somoene new to look at now. andd this person is marcus. and the alliteration from maggie to marcus implies the replacement and upgrade. also noticed is that marcus is regarded with his formal name with no nicknames, this in itself conveys his importance. now for the sub sell line, it is an intertextual reference to the phrase 'margret thatcher milk snatcher', this phrase is an old reference and as we know that there are a large number of AB readers on the big issue and this reference will make them feel acknoledged and smarter than others as they understand the old reference whoich gives them more insight of the meaning of the text. also another aspect to notice on the text on this cover is the font and colour of the main sell line. it is bright yellow which gives connatations of freshness, which is a viewpopint that marcus is the fresh future and margret is left in the past, so the colouring cretas an ideological position of leaniong towards marcuys as the text supports him thouroughly. now the font is bold which could display dominace and the importance of this change. the last thing i am gouing to look into is that the main sell line is presented at a skew angle which means it is not straight on and is at a wonky angle, as if its sloping. this method may give the idea that the spoltlight has fallen from maggie to marcus after maggie bieng at the top but now shes not.
6/10
DeleteGeorge Eales
Delete1. Clear and coherent understanding of viewpoints/ideologies - 2
2. Accurately answers the question - 1
3. Selects and describes examples - 2
4.Careful analysis on each example - 1
5. Uses terminology clearly and precisely - 1
George Eales - Typography
ReplyDeleteThe Big Issue utilize the typography on the front cover of this magazine in an attempt to encode their view points and ideologies while trying to construct an appeal to their predominantly left wing AB audience. This is conveyed firstly via the use of informality when referring to Margarete Thatcher as Maggie in the main sell line, "from Maggie to Marcus", this is used in an attempt to not only strip Margarete Thatcher of her political authority but simultaneously insult both her political stance and her general image as a person of authority. this is reinforced via the sub- sell line, "Milk Snatching", in order to implement an intertextual reference to the phrase, "Thatcher, Thatcher Milk snatcher”, further more not only reinforcing the idea of insulting Margarete Thatcher but also employing a sense of entitlement and validation toward the Big Issues Predominantly AB audience.
7/10
Deletemaggie to marcus - main sellline
ReplyDeletemilk snatching - sub sellline
milk snatching is an intertextual reference to the phrase "Thatcher Thatcher Milk Snatcher"
writing skew angle
Kiera
By using the sell line 'From Marcus to Maggie', the magazine immediately hooks the audience by its wording. The informal Maggie in comparison to the more formal Marcus conveys a potentially patriarchal viewpoint with regards to the fact that they have referred to Thatcher as Maggie rather than any of her official or formal names connotes a sense of disrespect towards her, whereas referring to Rashford as Marcus provides us with the sense that he is friendlier than his 'milk snatching' counterpart, and we should respect him and not her. The use of the yellow font in which the sell line is written connotes a sense of confidence by not only the colour yellow, but also the way the colour stands out against the rest of the magazine cover, implying Marcus' confidence to the cause or even the Big Issue's confidence in their own ideologies and viewpoints surround free school meals.
'Milk snatching - 50 years on' refers intertextually to Thatcher's infamous title of 'Thatcher Thatcher Milk Snatcher', that she had earnt not long after she removed free school meals within educational facilities. This denotation conveys the Big Issue's disapproval of the prior PM's actions. The white font in which the sub sell line is written connotes that the producers are 'pro-milk' as it matches the colour of milk.
The elongation of the E in 'years' could imply and exaggeration in the way years is pronounced, connoting that the magazine think that the prospect of not having free school meals went on for far too long. In comparison, the elongation of the M in 'Marcus' could also imply this, or rather that it is mimicking the proud smile that Rashford himself is wearing in the image, further conveying that the big Issue support and approve of his viewpoints over Thatcher's.
7/10
DeleteThe main and sub sell lines on the cover also reinforce the viewpoint that Dame Thatcher is worthy of contempt, while Rashford should command our respect. The main sell line reads: “From Maggie to Marcus,” the typography is bold and san serif, which implies that the message is also bold and straightforward. This encourages the audience to feel that the viewpoint is clear and is so obvious that it cannot be challenged. The alliteration of Maggie and Marcus connects the two figures, but the choice of language directs the reader to feel disrespect for Maggie, because the name is so informal that it suggests the reader should not look up to the former Prime Minister. By making fun of this symbol of conservative, right wing values, the magazine takes an anti-establishment ideological position. This may also be why they have chosen a skew angle to present the main sell line. Conversely, the word Marcus is sufficiently informal to reinforce the viewpoint that Rashford is friendly and approachable, but is also respectful by using his name correctly. The contrast helps to reinforce the viewpoint that Rashford, a young black man, is more worthy of our respect than Dame Thatcher, which supports a left wing, multicultural ideological position. The choice of angle may be constructing the viewpoint that the old order is being upset (tipped to the side) in favour of a new, and progressive ideological direction for the country. The sub sell line, “Milk Snatching” not only reinforces the viewpoint that Maggie’s actions were wrong, but also helps the magazine connect to its AB readership (43% of its demographic). By using an intertextual reference to the phrase “Thatcher, thatcher, milk snatcher” the magazine validates the more educated and probably older audience who know the historical context. It also probably appeals to their more progressive ideological position, which would have rejected Thatcher’s regressive capitalist right wing ideological values in the 1970s.
ReplyDeleteriley reynolds
Delete9/10 didnt talk abt yellow font
9/10
DeleteThe typography on the Big Issue cover constructs a clear ideological viewpoint through its careful use of language, font, colour, and positioning. The lead selling line, “From Maggie to Marcus,” immediately frames a sense of progression, suggesting a movement away from Thatcher’s values towards those of Rashford. The alliteration in “Maggie to Marcus” makes the headline more memorable and catchy, emphasising the contrast between the two figures and reinforcing the sense of movement from the old to the new. The informal nickname “Maggie” carries negative connotations, dismissing Thatcher and undermining her authority, while “Marcus” creates familiarity and approachability, positioning Rashford as a relatable and admirable figure. The use of a bold, sans-serif font conveys simplicity and boldness, reinforcing the headline’s importance and readability. The bright yellow colour connotes optimism but also functions effectively by making the text highly visible against the background, immediately drawing the reader’s attention.
ReplyDeleteThe sub-headline, “Milk Snatching 50 years on,” is particularly significant because it functions intertextually, referencing the slogan “Thatcher, Thatcher, milk snatcher,” which historically criticised her removal of free school milk from schools. This phrase carries strong negative connotations, portraying Thatcher as uncaring towards working-class children and morally questionable. The milk carton placed behind the word ‘milk’ makes the criticism clear and draws attention to the message. The slightly skewed angle of the typography of the text creates a sense of disruption, showing the magazine challenges conservative ideas and supports progressive, left-leaning values. Overall, these design choices show the Big Issue as a socially aware magazine that speaks to readers who care about fairness, empathy, and social change.
6/10
Delete9/10
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ReplyDelete