An artefact image:

The Sound of Music and

Austria

Università degli Studi di Pavia

Facoltà di Lettere e filosofia, Scienze politiche,Giurisprudenza, Ingegneria, Economia

Corso di laurea interfacoltà inComunicazione, Innovazione, Multimedialità

Tesi di laurea diHanna Weißenböck

a.a. 2010/2011

The film The Sound of Music

In Italy = “Tutti insieme appassionatamente”

Hollywood Production 1965

Broadway musical 1959

Based on the true story of The Trapp Family Singers

Locations: Salzburg (Austria) Bavaria (Southern Germany) 20th Century Fox Studios (California)

5 Academy Awards (Oscars) and 2 Golden Globe Awards

The film The Sound of Music

MariaJulie Andrews

Mother SuperiorPeggy Wood

Captain von Trapp

Christopher Plummer

The film The Sound of Music

The film The Sound of Music

The film The Sound of Music

The film The Sound of Music

The film The Sound of Music

The film The Sound of Music

MariaJulie Andrews

Mother SuperiorPeggy Wood

Captain von Trapp

Christopher PlummerBaroness

SchraederEleanor Parker

The film The Sound of Music

The film The Sound of Music

The film The Sound of Music

Impact of the film The Sound of Music

worldwide image of Austria and Salzburg

3rd place of the most successful movies

behind “Gone with the Wind” and “Star

Wars”

Not well known in Austria

Notion of “image” in general

Image of Austria in other countries

Self-image of Austria

Online survey with 10 US citizens:

Image remained stable Association with ▪ MUSIC

▪ HISTORY▪ WINTER SPORTS

The image of Austria and the influence of The Sound

of Music

Creation of image not always corresponding to reality

Austrians = population dressed in Dirndls

and Lederhosen,able to yodel

The image of Austria and the influence of The Sound

of Music

Analysis of The Sound of Music

Four different aspects:

1) HISTORICAL

2) CULTURAL

3) POLITICAL

4) ECONOMICAL

Historical analysis of the film

Creation

Real life story of the Trapp family

General historical background

Differences: Hollywood version reality

DECEITFUL PRESENTATION OF HISTORY:

E.g.: Anschluss 1938 gross distorion of reality

Represented as act of aggression

In reality Austrians welcomed the union

Cultural analysis of the film

Representation of Austrian culture in the movie

Its influence on the image

Media coverage after the premiere

Emotional key factors of success(e.g. true story, Christianity, family, happy end,…)

Disapproval in Austria

Director not interested in truthful representation of Austria aims at reinforcing an existing cliché successful

In many countries part of TV program at feasts (Christmas,…) in Austria first broadcast in 2001

Political analysis of the film

Political image of Austria (esp. in the USA)

Related impact of The Sound of Music

“Salzburg, Austria, in the last Golden Days of the Thirties.”

Before the Anschluss:

catastrophic condition of Austria’s economy

ca. 1/3 of Austrians out of work

Misery not shown in the film

Economical analysis of the film

Economical success

Repercussions on Austria and especially Salzburg

Huge success in the USA:

after 9 months at cinema, already grossedproduction costs

outcome of 50 million dollars

Economical analysis of the film

Ca. 300,000 visitors (mostly USA and Japan) annually

Economical analysis of the film

Economical analysis of the film

Ca. 300,000 visitors (mostly USA and Japan) annually

The Sound of Music = primary reason for journey to Austria

Vast offer of attractions for fans:

“The Sound of Music Tours”

The film The Sound of Music

Economical analysis of the film

Ca. 300,000 visitors (mostly USA and Japan) annually

The Sound of Music = primary reason for journey to Austria

Vast offer of attractions for fans:

“The Sound of Music Tours”

“Sound of Salzburg dinner Show”

etc…

The film The Sound of Music

The film The Sound of Music

Conclusion

Importance of the movie as thriving tourist attraction

October 2011 musical on stage in Salzburgfor the first time