Case study- sight and sound

 Case study- sight and sound

Sight and sound is an international film magazine which focuses mainly on independent films but does feature worldwide blockbuster films as well. The target audience is well-educated and those interested in film. Also, typically the readers are middle-class males 35+. The price of the magazine is from £3-£4. 

Genre conventions: unlike other film magazines which include a mid-shot of an actor from a blockbuster, sight and sound magazine takes a more intimate approach. The key image dominates the front page and is a close up shot of Steve McQueen a British film director. There are minimal coverlines and the main story is titled "the future of film". The magazine appeals more to an audience who want to become more educated in the history of film rather than know about new films, however some of these are still included. The masthead is large and across the top of the magazine as it feature in each edition making the brand easily recognisable.

Intertextuality: film magazines use intertextuality to reference the cornucopia of content available inside the magazine. The references are explicit and those referenced are considered famous enough to require no explanation as the audience shares the same cultural competency as they are interested in film. For example, the audience can easily recognise Steve McQueen in the key image as he is a famous British film director, this flatters the audience and makes them seem smart.

Representations: film magazines select and combine different elements to create representation which reflect their brand ideologies and viewpoints. The close up shot of Steve McQueen in black and white with direct addresses, positions the magazine and audience as having a close relationship. The simplicity of the black and white with the questioning facial expression connotes the magazine is more laid-back and restricted. For example, Sight and Sound is more likely to focus on independent, niche films rather than the worldwide mainstream blockbusters which would require a more out-going, extreme representation.