Empire
This page contains the article analysis that I have carried out on a double page spread of the film 'Oz the Great and Powerful' in the film magazine Empire. I will focus on the media language, institutions, genre, representation, audience, ideology and narrative presented visually and written in this article. I have included scanned in photographs of the double page spread as a reference point.
media language
When solely analysing the article visually there are a few aspects that stand out as communicating a certain message or meaning to the reader.
To begin with the double page spread is dominated by a large screen shot of the special effects enhanced location that the film Oz The Great And Powerful is set in. This screen shot is interesting to evaluate in the sense that it does not include any of the actors that are involved in this film. This is an unconventional choice for a Hollywood studio system film as they usually rely on big name actors such as James Franco (who is in this particular film) to carry it into commercial success. This choice by EMPIRE could be to make the film, which has a clear link to the dated Wizard Of Oz, appeal to an older audience than its PG certificate aims for.
Secondly when observing the overall colours used there is a steady theme of black, white and blue. This electrifying blue catches the eye and is also a dash of new in an otherwise mundane colour scheme. This is a typical device used by a magazine such as EMPIRE, as it creates a 'flashy' interesting layout, usually to distract the reader from the core content of the article itself. This use of colour transfers over to the language used in the bright blue box of 'Look Closer' middle right, which gives the reader select facts to keep interest.
It can also be noted that the footer contains the EMPIRE website, this promotes the cross media convergence that EMPIRE is so keen to show the reader as it is included on every page of the magazine.
To begin with the double page spread is dominated by a large screen shot of the special effects enhanced location that the film Oz The Great And Powerful is set in. This screen shot is interesting to evaluate in the sense that it does not include any of the actors that are involved in this film. This is an unconventional choice for a Hollywood studio system film as they usually rely on big name actors such as James Franco (who is in this particular film) to carry it into commercial success. This choice by EMPIRE could be to make the film, which has a clear link to the dated Wizard Of Oz, appeal to an older audience than its PG certificate aims for.
Secondly when observing the overall colours used there is a steady theme of black, white and blue. This electrifying blue catches the eye and is also a dash of new in an otherwise mundane colour scheme. This is a typical device used by a magazine such as EMPIRE, as it creates a 'flashy' interesting layout, usually to distract the reader from the core content of the article itself. This use of colour transfers over to the language used in the bright blue box of 'Look Closer' middle right, which gives the reader select facts to keep interest.
It can also be noted that the footer contains the EMPIRE website, this promotes the cross media convergence that EMPIRE is so keen to show the reader as it is included on every page of the magazine.
institutions
The article was written by Kim Newman, an established and award winning journalist, film critic and fiction writer. The magazine EMPIRE is seen as a more mainstream, easier read than other specifically film magazines. Usually focusing reviews on Hollywood studio system films, thus making it a more popular, wider read magazine than other more serious art film magazines such as Sight&Sound.
Including a film such as 'Oz The Great And Powerful' is typical of EMPIRE as it is a Hollywood studio system film produced by Walt Disney Pictures. These two institution's tie together perfectly as EMPIRE is a promotional platform read by a wide audience for a film that is trying to appeal to a wide audience. Through using this platform Walt Disney Pictures generate interest in their film from not just the physical magazine article but also the EMPIRE website, which is linked to social media websites such as Facebook or Twitter. This synergy of software means that if someone has read the article online it can show on their online profile, furthering the message.
Including a film such as 'Oz The Great And Powerful' is typical of EMPIRE as it is a Hollywood studio system film produced by Walt Disney Pictures. These two institution's tie together perfectly as EMPIRE is a promotional platform read by a wide audience for a film that is trying to appeal to a wide audience. Through using this platform Walt Disney Pictures generate interest in their film from not just the physical magazine article but also the EMPIRE website, which is linked to social media websites such as Facebook or Twitter. This synergy of software means that if someone has read the article online it can show on their online profile, furthering the message.
genre
It is clear from the media language this article portrays that the genre of this film is mystical and magical. This can be seen through the intriguing over powering screen shot at the top of the article. This particular shot tells the reader that the location and special effects used in this film are overall more important than the actors or acting.
The genre can also be read from the title of the piece, which is also the name of the film itself. It becomes instantly clear this film is directly related to the Wizard Of Oz- a once magical and mystical film that captured the imagination of a generation. This link means that the genre is quite obvious and it is up to the writer to create an interest in what some would consider a tired storyline. The article communicates the relationship between Oz The Great And Powerful and the timely Wizard Of Oz, yet heavily focuses on the new technology of 3D to provide the audience with a new interesting way of viewing a classic narrative.
The genre can also be read from the title of the piece, which is also the name of the film itself. It becomes instantly clear this film is directly related to the Wizard Of Oz- a once magical and mystical film that captured the imagination of a generation. This link means that the genre is quite obvious and it is up to the writer to create an interest in what some would consider a tired storyline. The article communicates the relationship between Oz The Great And Powerful and the timely Wizard Of Oz, yet heavily focuses on the new technology of 3D to provide the audience with a new interesting way of viewing a classic narrative.
representation
When looking at the article visually, once again it is clear that the special effects used in this film are considerably more important than the actors or the acting. This is an interesting concept when analysing a Hollywood studio system film, as their usual stance is to over play and relay heavily on big name actors to carry a film, especially one that is a repetivie narrative such as the story of Wizard Of Oz.
However when anaylsing the language of the piece there is a strange message of masony hinted throughout. As EMPIRE is considered a FHM or NME of the film world there is a certain humour that is communicated through these magazines, best described as a 'ladish' comedy. This can be seen as the writer speaks of 3D only mastered by the director Sam Rami despite 'wossies' trying before him. To create a relationship with the reader there seems to be a representation of slight masongony in order to make the film more appealing to adults instead of sticking to its PG certificate.
However when anaylsing the language of the piece there is a strange message of masony hinted throughout. As EMPIRE is considered a FHM or NME of the film world there is a certain humour that is communicated through these magazines, best described as a 'ladish' comedy. This can be seen as the writer speaks of 3D only mastered by the director Sam Rami despite 'wossies' trying before him. To create a relationship with the reader there seems to be a representation of slight masongony in order to make the film more appealing to adults instead of sticking to its PG certificate.
audience
The audience (or target reader) for EMPIRE is a 'film buff' 18-35 year old mainly male group. This can be seen visually and through the language of the article. To begin with the colourful blue 'Look Closer' section of the article gives the reader a few general knowledge facts about the film. This could be considered somewhat of a 'cheat' box to give people the illusion that the reader has far more film knowledge than s/he may actually have. Along with this the slight hint of male dominance again appeals to a certain kind of reader, the same market age as FHM or NME, as it sticks to a colloquial, relatable language to create a false sense of a relationship between reader and writer. A small detail worth noting for the nationality of the audience is the small caption top right of the screen shot stating 'The Elephant and Castle redevelopment was daring'. This tiny virtually unnoticeable addition communicates a British, mainly London, market area of the reader. When anaylsing all of these factors, one can attribute the majority of the language down to tradtional techniques EMPIRE use to create an idea of friendship and loyalty with readers, but it can also be linked with the fact that this film is certificate PG and it needed to be 'jazzed up' to appeal to a older audience through EMPIRE's writing style.
ideology
The overall ideological response this article gives to the reader is that technology is more important than the actors and acting. This can be seen through the screen shot dominating the double page spread. The photograph is solely of the special effects made location, intriging the reader with mystical themes along with the obscurity that comes along with not including actors to define the film itself.
Matched with this is the article itself. The writer focuses heavily on the 3D used by director Sam Raimi in order to refresh the old storyline of the Wizard Of Oz. Whilst actors are mentioned in the piece, for what appears to simply be factual reasons, the majority of the article tries to sway the reader to go and watch the film to marvel at Raimi's inventive and new way of tackling 3D.
Matched with this is the article itself. The writer focuses heavily on the 3D used by director Sam Raimi in order to refresh the old storyline of the Wizard Of Oz. Whilst actors are mentioned in the piece, for what appears to simply be factual reasons, the majority of the article tries to sway the reader to go and watch the film to marvel at Raimi's inventive and new way of tackling 3D.
narrative
The article itself presents the narrative of this film as a mystical film that takes the majority of its story line from the past classic film The Wizard Of Oz. Along with this there is a heavy focus on the importance of 3D and special effect as this is what makes the film stand out from its predecessor. The stance that EMPIRE takes on the narrative as being mainly a visually interesting film is key to the institution as it shows the value system that it has. Film is meant to be a spectacle to entertain and encapsulate the imagination, the concentration on 3D and special effects is trying to pull in a wider audience than the PG certificate traditionally aims for.