Guardians of the Galaxy The Audience reflects on the character Peter Quill (Star Lord) in many ways as he is the audiences Avatar, this is because he is the only character within the film which takes a Human form this means that the Audience can relate to the Character and understand what he is going through, as from he start of the film he is on the planet Earth before he gets abducted. The character Peter Quill also questions the other Characters to give the audience more of a back story of what the characters have previously gone through. This allows the audience to get an emotional connection with the characters and find out what they are all fighting for. The audience can then relate to the characters as they might have gone through similar circumstances.

The Iconography within the film has various meanings one of these could be when star lord, rocket ,Groot and Gamora all meet each other on the planet Zandor, as they all get arrested it suggests to the audience that they have all gone through the same troubles as one another. You know that the film is Sci-fi because the character Groot takes a non-human form as he is a tree and this is a natural form , also the only thing he says is “ I am Groot” and as for Gamora she has a family and the audience can relate to this as they will get a sense of togetherness, you also know that the film is sci-fi as the character Gamora has bright Green skin this could be used to represent masculinity towards women and this could also represent power because in the film she is identified as a Weapon. One other way it makes the sequence Identifiable as a Sci-fi/ Adventure type, is the vast use of special effects and the characters within the film this immediately indicates to the audience that it is part of the Sci-fi Genre. You can see this as in the film there is a lot of fighting sequences in space so in order to make the film realistic they need to use Special effects. One other aspect of the film which makes it individual to everything else is the vast use of colours which has different meanings, for example within the film the colour Yellow represents hope and togetherness. An example of where the colour yellow is implemented is where Groot spreads his arms and lets the fire flies come out this could be a symbol of friendship. The colour Red within the film represents Evil or danger which could then lead to more things happening within the film, this is links in with all the Dark scenery within the film as when you see Darkness within the film, the Music pitch, and tone changes for an audience effect this will indicate to the audience who in the film is the Antagonist.

The camera angles within the film give various meanings for different effects, for example within the film, there is a Crane shot on Groot to show his confusion after he takes the battery, this was used in order to show the audience that Groot wasn’t supposed to do that and just as Groot takes the Battery all the sirens go off, this is where everyone panics. When Gamora is on the Balcony and she wants to get on one platform to the other there is a Low angle shot this is to show to the audience how long the jump is and it’s also used to show everyone how flexible Gamora is and it is used to show her athleticism as a character. One other camera use was the Composition as Groot gets the battery, the Background events contrast against discussion in the foreground; this indicates to the audience that actions which happen within the prison could have consequences. This will make the audience understand who in the scene is the main point of focus is and it indicates who the main characters are in the film. One other example of Camera angles which was used within the scene was the low angle shot of the team in the watch tower as they tell Groot to drop his weapon, this almost suggests that it’s a direct order and it also indicates that the team in the watch tower are in power of the prisoners, this makes the audience know who is in power over the prisoners. It also indicates that Groot is falling down which would suggest that something dangerous is going to happen. With the use of Cut transitions this is used in order to show the audience different perspectives of the characters within the film, this creates a meaning that it will show all the characters emotion and facial expressions in certain situations. This makes the audience think that something is about to unfold and it also makes the audience guess what is going to happen.

Within the film the vast use of colours has various meanings for example when you see the colour Yellow it represents peace and it also gives the audience an idea of who the protagonists are in the film, you can see this for example where they are in the prison and they have their yellow overalls on. This could also give the audience a clue about star lords, Gamoras, rockets, Drax and Groots friendship within the film. This creates meaning as it is a sign of friendship and togetherness. One other way in which the colours have a sense of meaning towards its audience is that the colours immediately suggest who the Protagonist and antagonist are. The use of Props in the film are used effectively, for example the prosthetic leg, the battery and the control on the guards arm are all indicated when rocket explains the plan, this is to suggest to the audience what the characters need when the Plan is commenced. The meaning which is created is that with all the props used each character has their own identity, for example Star lord has his own gun which has various options, Groot has his own ability and Gamora is the weapon herself and same with Drax, all these weapons reflect on their identity. The props have been used in order to create action and the weapons which are referenced to the comics are used to give the audience an idea of what the story behind the film is. Also with the Location of the film it presents various meanings towards its audiences, for example the majority of the film is in space this will inform the audience that the film is sci-fi. The meaning which is created with the location is that it represents the characters backgrounds and it could also reflect on the relevance on certain scenes, for example in order for the prison scene to work they needed to find a relevant Location to create a dramatic effect. The characters within the film are played with various meanings, it is there goal to connect to the audience so they can relate, and the meaning which is created is that the characters have lost someone in their life this can then reflect on the audience.

The lighting which has been used in the film has many effects, for example within the film when groot takes the battery the lights go out which adds suspense, then the red light comes on, this could indicate to the audience that danger could be on its way. This gives the audience the feeling that something may happen and it makes the audience aware of what may unfold in the film. One other aspect you notice about the lighting is that it was brighter on the platforms this could indicate to its audience that there could be a way out. This creates the meaning that the characters in the film have an idea; it also creates a sense of mystery when the lights turn to Darkness, mixed in with the use of shadows, this creates a meaning that anything could happen within the film, for example when they are in the dining room area there are shadowy areas which could potentially hide all the antagonists in the film. The semiotics which is used in the Prison scene with all the darkness it could mean that Danger could be on its way as darkness has the characteristics of scary situations this would suggest that the Denotation is to show danger and the connotation is to represent what may happen and to keep the audience guessing.

The editing between the shots has been used in order to show the characters emotions within the film, for example where the prison guard in the watch tower is focusing down on Groot he notices his true power, so it shows his reaction. This will make the audience feel like Groot might be in danger and it is also gives the scene a chaotic feel to the film. It is also used in order to switch the camera angles so the film flows smoothly, also with the use of editing the film shows you various camera angles so you are able to see various events. One example of this could be where Gamora jumps from one ledge to the other and there is a slow motion effect, this is used to build suspense, one other effect which is used in the editing process, would be the first person camera angle. This happened when Kochet is shooting the door/ breaching it, this gives off the impression that the audience is waiting to see what events occur and it also gives a connection to the audience, the meaning which is created within the editing is to engage the audience by showing various perspectives in the film. One other example of a scene in the film is where Drax is fighting all the guards in the prison and it shows all the cut scenes in order to show his chaos and his strength towards the audience. This could give the meaning that drax the destroyer really is the destroyer this could show his power in certain scenes.

The music within the Film is used to create dramatic effects for example, when the robot machines go into the prison and surround Groot the music builds up as soon as Groot has collected the battery, this would create a sense of danger and the audience will know that something is about to occur. The meaning which is created in the film is to create danger and the music used is also to learn the circumstances of certain scenes. One other example of where the music changes its tempo is where the guardians all get into the watch tower and the robots float them up; the music played would give the audience a good feel. It also would alert to the audience that the characters are safe for a certain part. The meanings created in the scene are that the audience would understand may even get a sense of relief. The connotation of this is that the loud fast music represents danger, this means that the audience will be notified if anything is about to occur in the film such as violence or if there is a calmed situation then the music would simply either calm down or the music would stop to show that the situation is over,

The representation of the characters within the film is showed very differently, for example Star Lord is a Human so the audience can relate to the character and the actions that he does will show some relevance towards the audience. The gender of the character can give off a good representation of Men; also the character can give off a positive influence onto the primary audience of the film. One other Character which also gives off a good representation is the character Gamora; she mainly focuses her attention towards the representation of women. She also looks towards the secondary audience which is also women. The whole idea of her character suggests to Women that she can also do what men do this is something women can relate to and it also makes women relate to what the character is going through. One other example of a representation of men would be the character Drax, although this might be a bad representation as his character mainly appeals to the action side of things. As the film goes on you start to learn more and more about the character, as Ronan killed his family his whole purpose in life is to get revenge, this could also relate to some audience members as they might have some sort of understanding. Finally one other character which may also have a Negative representation to women would be the character, nebula. Her whole plot is to make sure that she protects her masters plans of world domination, this is a negative representation of women as it shows there horrible side and it also shows how strong there hatred can be towards various people. However this may also be a positive representation as she is only following orders and she also can be viewed as a leader. The entire cast is white dominated this would suggest to the audience that the views of the film and the values are western; this would also mean that the white race is fairly dominant.

The content is created for an international audience, with the different races and culture backgrounds, this makes it appealing to everyone around the world for example the lead actor who plays Peter Quill ( Chris Pratt) is American/Norwegian, this means he is going to appeal to the European people and American seen as though as the film is represented in a western society the Male we’ll always play the lead role and the race in the film has been mostly white dominated as this reflects on the cast. One other actor (actress) in the film who plays Gamora (Zoe Saldana) is originally from the Dominican republic/Puerto Rico region this means it would appeal to the South American/ Spanish orientated countries. However in western society there is also equality as Gamora is one of the main characters as she is from a different background the audience can relate to this. The content is also appealing towards the people in countries such as; Britain and Greek/Philipino as the actors/actresses in the film, are Dave Bautista and Karen Gillan these may also appeal to other audiences from different programmes like Doctor who or WWE wrestling fans. To add to all the points mentioned, the film was made and shot in the UK this would immediately attract an audience and would make them interested about what happens in shepperton studios in Surrey. This means that the in the UK the film would be released first this could be a good advertisement for the Film. The race in the film has been presented with diversity as there are multiple races in the film, this then links in with a western society. Although the film has a mostly white cast it still does represent all the diverse ethnic backgrounds in the film.

The attitudes that it demonstrates which are present in a western Society is that the characters in the film are mainly from a white background, this means that it would suggest the white race is the most dominant. This is something which still occurs in a western society and the impact is reflected on the film. One other aspect of the film it demonstrates attitude in a western society is the vast use of weaponry which has increased in our society and certain aspects of the film still reflect on what happens today. One final point about the attitudes to a western society is that in the film there are mainly Heterosexual relationships, this also reflects on the society we live in today. One other way in which it represents western society is that stealing is bad, you can see this when peter quill steals the Infinity Orb and it causes an up raw in violence. Also in terms of equal opportunities the women in the film are equal to the men hence why they’re is a lot of conflict between men and women within the film. One other aspect you notice about western attitudes in the film is that it represents that western governments can be trusted, this is emphasised in the film. When the product was released there was a significant amount of accidents, terrorist attacks this could’ve given James Gunn ideas of what to include in the film. An example of an event like this would be the Boston marathon Terrorist attack; this is shown within reference to the character Ronan the accuser as he is a terrorist in some ways as his plot in the film is to blow up planets. The relevancy of when the film was released all totals up to what events happened during the film was made, this was significant as it would give the film a storey to build on and it also links in with the films that were out on the same year. All the problems which occurred may have influenced the production on deciding what the plot is in the film. Also in the film on the planet Zandor it shows the Capitalist system and with all the planes falling down from above it almost shows events similar to 9/11 and the chaos which is shown which could be a direct reference to the film.

The company which owns the product is Marvel studios, and the company which distributed the product was Walt Disney Motion pictures. The reason they made the product was because they didn't want to keep making the same sequels over and over again, so they decided to do a film on a comic which not many people have heard of. The whole purpose of why they created the guardians of the galaxy was because Marvel wanted to prove to anyone they make more movies other than iron man, captain America and the avengers. Disney would release this film in order to expand their franchise on film entertainment. This means that they are able to make more money and give the company more variation on the films which they release. It also increases Disney’s profits and increases the income of the company. The benefits of this are that the company Disney is a massive corporation this means that all the fans of Marvel are guaranteed a quality and well thought of film. This could mean more films would be made as the Marvel film franchise is one of the most popular ones wound to date, this means that the audience can expect more Marvel films. This also benefits the producers as they would make quite a considerable amount of money and there company would also gain a significant amount of income. Disney owned this film in order to get more money and to create a new franchise so that they could get more merchandise which will make the company more money, this could also mean that Disney could implement a show which could be similar to the Guardians of the Galaxy and air it on the Disney channel this could increase the ratings and add something new to the TV channel which again could lead the show to get more money. The benefits for the producers are that there TV channels could potentially gain more views which allows them to make more programmes which are linked with this film as it may start to trend because there could be some sort of hype over the film. The benefits for the audience are that they get to see more merchandise and so if they are huge fans of the films then they have the ability to get the merchandise in order to maybe turn the items into collectable items in the near future. This means more audiences from another generation can engage into this Film franchise. Due to the fact that Disney owns ABC and Disney channel that they can show content which is relevant to the Marvel Franchise, for example the trailer from Guardians of the galaxy. This means that they can air various content and advertise the product in order to get the Audiences to watch it.

One other aspect of the way in which Disney would sell the product is the fact that the company itself makes family products. This means that people will immediately be attracted to the film as they would of looked at Disney’s previous work, for example Up and Bambie. As these films are some of the most profitable films that Disney has created.

With regards to the Marvel universe this will often be referenced within the films and this would also mean that when the audience watches the film that they would want to watch all the other films within the Marvel Franchise as it could be a sense of achievement if the audience complete the Marvel franchise. An example of referenced films and series are Marvel Agents of shield which could all link in with the Avengers and all the other individual films such as Iron man, Hulk and Thor. This means that the audience would be able to engage into the other franchises of the Marvel franchise.

The positive media messages that were present within the product were that no matter where you are in the world or no matter where you’re from, you can make friends even with your enemies, this is positive message towards children who watch the film and adults. The film also teaches you various aspects about life, for example when the guardians were discussing the plan of the escape, all the characters looked out for one another this gives off positivity throughout the film. One other aspect of the film which gives positive media messages is the fact that within the film they all maintained their friendship and this good is a life lesson to certain audience. One other positive message which it shows to people is that thieves, killers and violent figures can help others in need and they have the ability to help people. The film also represents team work this could mean that strangers can work together to achieve something. This film represents working collectively in order to achieve something or individually you are able to achieve something. One other positive message which the film shows to the audience is that a team of very different people are accepting each other for who they are, also with the vast use of insults they give each other is then overshadowed by the amount of times they save each other’s lives. This then changes to feelings of endearment and trust.

The Negative media messages that were given in the film were that in certain points it shows you how dangerous the world can be, it also can give off Negative representations to both genders. For example in the film where Gamora is on the run from nebula they, are both sisters fighting one another. This could have a negative effect on the audience as some may do it. One other negative media factor is that some audiences may get an influence out of a certain characters actions, for example when Ronan starts killing innocent people or plotting to kill innocent people this may give the people bad ideas. This could give the film a bad reputation and it may also cause a lot of harm towards most marvel films. One final example of a negative effect it could have is the part where star lord is going round shooting the guards this could inspire others to do the same and once again it would have a negative impact on the reputation of the film. The negative Messages which are presented in the film, one of these is which violence is the answer this is presented in the film as there are a lot fighting scenes in the film. It basically says to anyone who is watching the film that stealing is okay and it solves everything which it doesn’t. This could also mean that it glamourizes stealing this could lead to more issues such as making it a normal thing to do in the eyes of a younger audience who may get influenced by the film.

With all the positive and negative influences on the film, this could impact on the wider context within the media industry. for example if someone did something drastic and it was done purely because they were influenced by the film then this would immediately look bad on the people involved in the film. However it does have its positive side, if the film inspires people then this would immediately have a positive effect on the film and on the creators of the film. The studies that have been researched into this context are that the Research that looks into how something is typically done so in hypothetical or other conditions, which may be unlike that person’s normal media intake and therefore this isn't similar to their everyday processing of media information. Research into any of these questions must be focused on uncovering certain patterns from various experiences, either as they happen or as they are recalled, to discover the truth of the person’s experience engaging with that media product. This is to understand any aspect of a media engaging its audience; a researcher must be able to approach the different influences of the individual, whether that individual is brought into the availability of the experimental side of the research on other media products. Other media products which go into this detail and which have a positive impact and negative impact are looked in various magazines and other merchandise. The film which delivers similar messages such as The Avengers as in the film there are some references to other films in the Marvel franchise. Within some Marvel films like Avengers it promotes that stealing and fighting are all okay things, although it does have its positives for example in the film The Avengers they are all strangers who are working together to save the world from whatever steps in their way. This includes films like Iron Man who is also involved in the film the avengers and is also used in a separate Marvel Franchise film. All these films represent what The Marvel film industry is all about and what kind of films it promotes.