Elements of
representation
Selection and combination of
issues, events, social groups
and individuals
Choices about representation
The Big Issue ‘NHS’
This refers to what and who we see on the front cover and how combining different events,
issues, social groups and/or individuals constructs meaning.
The magazine uses representations to connect the NHS, welfare, Covid - 19, and American
history (The Cold War).
• Issues: The pressure on the NHS.
• Events: Covid – 19 and its effects on the British health system.
• Social groups: The NHS.
• Individuals: small stories on a Cold War survivor and journalist, Jack Monroe.
This refers to the decisions producers make regarding how we construct representations. These
depend on the values of the owner/editor of the magazine, the target audience and the theme
of topic of the issue.
By using a cartoon of doctors attempting to hold up the letters for the NHS, it suggests the huge
amount of pressure they are being put under due to Covid – 19 and how they are struggling to
deal with the overwhelming strain of stress. By representing them in this way, the audience
immediately feel sympathetic towards them.
Elements of The Big Issue ‘NHS’
representation
This refers to any stereotype used to construct meanings about different events, issues,
social groups and individuals on a front cover. You should question whether these reflect
wider common stereotypes used on mainstream magazine covers or are different to what
The positive and we would expect.
negative use of
stereotypes The NHS is a largely respected, vital group in the UK as they provide free health care to
all citizens. They are often represented slightky differently in the media, depending on
the company’s political outlook, however, overall they are often presented positively.
Due to Covid – 19, a more negative perspective of the NHS was seen more frequently as
they suffered whilst attempting to help as many victims of covid as possible, this formed
a stereotype stating that the NHS are not as organised and prepared.

The CAGEDS mnemonic can be used to identify which social groups are represented on a
front cover. You should question how and why subordinate social groups are represented
Social groups who are or absent.
under- or
misrepresented By focusing the front cover on Logan, a marginalised group is represented.
References in the cover lines also cover more mainstream groups such as TV celebrities.
Elements of The Big Issue ‘NHS’
representation
Representation choice on front covers are usually driven by economic factors which
relate to production costs, the vendors’ need to sell the magazine and the target
Impacts of industry audience.
contexts on choices
producers can make The representation of a member of The Big Issue's team of vendors is designed to
appeal to supporters of the magazine and charity. It reminds purchasers of the purpose
of the magazine and may make them more sympathetic to the vendor and the
homeless as a group. The range of other representations would also appeal the the
progressive, educated audience who buy the magazine.

By representing the NHS in this way, the audience of The Big Issue feel more
sympathetic towards the key workers. It symbolises the great strength the members of
the NHS possess and solidifies the gratitude the UK public have towards them. It
reminds the audience of the charitable aspect of the magazine as it is honestly
representing the NHS and the way in which they are trying as hard as possible to help
throughout the pandemic.
By providing an alternative point of view to mainstream magazines and media, The Big
Issue offers a version of reality that isn’t usually seen in the media and possible reflects
a more ‘real’ experience and the diversity of the British public, rather than just one
Elements of The Big Issue ‘NHS’
representation

The Big Issue relies on illustrations,

photographs and text to construct
How representations, so the claims regarding
representations realism are made in the way media
make claims language influences the reader to accept
about realism that what they are reading is real rather
than a point of view.

The use of the illustration and headline

“under pressure” emphasises our
understanding of the stress our reliability
on the NHS during the pandemic mentally
and physically cause strain on the workers.
The crumbling letters mirror the faith the
workers felt in the health car system and
how it slowly weakened as the pandemic
continued.
Cultural context: Political context
Reference to the pressure on the
British cultural influence
NHS and how the PM, Boris
of the health care system,
Johnson may have been a factor
the NHS.
causing this stress.

Cultural context: Political context

Understanding of the Cold War is References to the free National
required for the survivor story. Health Care, founded by the
government in 1948
Social context:
The illustration symbolises
how the NHS felt incredibly
pressured during the
pandemic.
Social context:
The illustration also
represents the way in
which many felt during
the pandemic.

Social context:
References to Jack Monroe’s
battle shows links to protests for
equal rights to everybody.