THE BIG ISSUE ESSAY

Analyse why The Big Issue magazine has used a intertextual approach to the referendum on its front cover... 



This Big Issue cover uses intertextuality to create a humorous but powerful reference to the current Brexit debate. Hence, by siding this significant political event with a 70's pop group, the juxtaposition creates added value which a standard magazine cover on Brexit wouldn't produce. The Swedish pop group, 'ABBA', were a typical 1970's band, producing record-breaking hits. The use of lyrics and the image of iconic 'ABBA' costumes all produce a very clear understanding of the meaning behind the cover page for the reader. This is especially important for The Big Issue magazine as its readers are buying it in the streets; therefore it needs to be eye-catching, with them being able to establish an understanding of what the following articles will be off, based from the cover page.
Sweden is in the European Union, consequently this adds to the irony used on this cover page, with the deeper message relating to the UK's exit from the EU. 

Within the title page, an image of 'ABBA' is used, though with oversized heads of four politicians replacing them. Firstly, Nichola Sturgeon is shown on the left-hand-side of the magazine cover, with the text shown next to her: 'breaking up is never easy I know.' Sturgeon is the Scottish National Party leader and the First Minister of Scotland. During the referendum she campaigned for the UK to stay within the EU, as well as for Scottish independence. Therefore, Nichola Sturgeon is still campaigning for Scottish independence; with the future goal of remaining within the EU, leaving the rest of the UK to carry on with the Brexit process. The text that is shown with Sturgeon is lyrics from the famous 'ABBA' song 'Knowing Me, Knowing You.' This helps to continue the use of intertextuality, using the lyrics to make a lighthearted comment based on Nichola Sturgeon's political view. Here this is referring to how she feels that staying within the EU will be more beneficial to Scotland. 

Secondly, David Cameron is also shown on this cover page, to the right of Nichola Sturgeon. David Cameron was the UK's Prime Minister and the leader of the Conservative party until 2016, therefore meaning that he was Prime Minister when the referendum was held. Though David Cameron was campaigning for the UK to stay within the EU, which wasn't the outcome of the EU referendum, resulting in his resignation a few hours after the votes produced the result of the UK's exit of the EU. The 'ABBA' lyrics that have been placed with his image, 'knowing me, knowing EU' are clearly referring to the title of the 'ABBA' hit 'Knowing Me, Knowing You'. This use of a pun helps to maintain the light heartedness of the whole cover, taking away the seriousness from the topic being covered. This text has been placed with David Cameron as it can be read as a negative comment towards leaving the European Union, 'knowing' that the decision to stay within the EU is the best as it is what the UK 'knows'. 

The politician Boris Johnson is also shown on this Big Issue cover page. He is currently the Secretary of State for Foreign and Commonwealth Affairs, and has previously been the Mayor of London and a MP for Henly. He was a focus of the media in 2016 during the referendum when he announced that he was campaigning in favour of Brexit and hence against David Cameron. The text that is shown alongside his image, 'this time we're through', again lyrics from the 'ABBA' track 'Knowing Me, Knowing You'. This is referring to the success of the referendum, where the UK voted leave. Here the pronoun 'we' creates a whole and almost friendly feel, bring the UK together through the Brexit process. 
Similarly and finally, the image on the right-hand-side of this cover from the Big Issue shows the head of Nigel Farage. He previously has been the leader of the Independent Party, and even though he was a member of the European Parliament he campaigned to leave the EU. With his image, the text reads: 'take a chan-chance'. Here this clearly is looking at how his political view was to leave the EU, 'taking a chance' with independence.

Finally, the placing of the images within this Big Issue cover page also help to add emphasis to the political meaning behind the 'ABBA' reference. The four figures are shown almost to be split into two groups; with Nichola Sturgeon and David Cameron on the left-hand-side, and then with Boris Johnson and Nigel Farage on the right. This separation may represent the different political views expressed by either, in favour or against the Brexit process. 
Another way in which the use of intertextuality helps to create a more light-hearted approach to a major current debate is the use of out of proportion elements on the images. All the images of the politicians heads are large in comparison to the 'ABBA' bodies they have been placed on. This could have been done to make a visual reference to how politicians can be 'big-headed', in comparison to people in other fields of work, such as music like 'ABBA'. 

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