Dawn of the Dead (1978) image analysis - 1

This scene from Dawn of The Dead (1978) gives the audience an insight into the historical context of the film and how 1970’s America became obsessed by consumerism. Knowing they’re safe from zombies for the time being, the only thing the characters can find pleasure in doing is shopping and finding money. Janet Staiger’s “Audience Studies” theory suggested that different audience members watch films in different ways; for example, at the time the film reflected real life events that represented how the people of America were more interested by consumerism. However, a young person watching the film in the year 2012 would be less affected by the message the director is attempting to convey because consumerism isn’t an issue or discussed regularly. During the 1900s the main reason for people wanting an education was the increased chances of getting a higher salary rather than the need to have authority or finding happiness in helping people, this demonstrated the rise in materialism as community/spiritual values and integrity diverted into competition and disconnection. Dawn of the Dead incorporates this shift in American culture by allowing the audience to see the happiness the Mall can temporarily bring to Peter and Stephen through its materialist benefits.

The film uses image and sound to emphasise this point, especially through the use of parallel music and high key lighting. When the zombies are no longer seen as a threat, the films eerie and dark feeling is lifted by the use of bright light in the mall and happy, upbeat music as we see Fran clothes shopping and the men looting money and guns. This scene in the film portrays a much cheerier and exciting feeling to the audience as they can relate to the characters overwhelming experience of being trapped in a mall alone.  The high angle shot above demonstrates how Stephen and Peter are mocking people of authority; the way they look small, and below us in the frame connotes the idea that they are perhaps weaker characters due to the intent. However, shortly after this shot, a low angle shot of Peter is used which suggests that he now has the power and can do as he pleases. These characters are safe in the mall for some time after this section of the narrative.