MADAGASCAR 3 

(2012)
The DreamWorks third animated film, directed by Eric Darnell and Tom McGrath
communicates the idea that animals love performing in front of people rather than being in the
zoo or living as wildlife in Africa (Collin, The Telegraph Online 2012). This belief is
communicated implicitly via various techniques and representations. In Africa, the animated
animals are bored in the wild, in Europe they enjoy a new life in the circus whilst in America, the
zoo does not seem as exciting a proposition as it used to be for the characters. The animated 3D
movie is based on binary oppositions. It shows the advantages of animals living in the circus and
the disadvantages of life in the wild and in the zoo. The film incorporates symbolism to
communicate the ideology. For instance, more colourful and lively pictures are used when the
main characters join the circus. The juxtaposition of colourful design with the main characters’
time in the circus creates positive associations towards the use of animals in circuses. This idea is
also revealed in the explicit way when in the opening scene, Alex the lion says that he does not
want himself and his friends to grow old in the deserted land of Africa. The character also
expresses disapproving comments about the zoo he used to love.
SUMMARY
Each film contains ideologies which are mainly expressed through implicit messages (Colin
Hughes, Washington University). These meanings allow the viewers to understand the whole
picture in a less direct way. On the other hand, Western and patriotic films are examples of
movies where ideologies are conveyed explicitly in order to “teach or persuade” (Colin
Hughes, Washington University).