G235: Critical Perspectives in Media

Theoretical Evaluation

of Production

Q 1b)

Q1b) is also out of 25 marks and you have 30 minutes to write it.You have to theoretically evaluate ONE of your coursework pieces against one unseen media concept/area of theory from a choice of:•Genre•Narrative•Representation•Audience•Media Language

We recommend that you pick the product you want to analyse and stick to this for the exam. We recommend your video but we are not being prescriptive. For you to succeed in this side all homework must be handed in as it is basically practise for the exam.

G235: Critical Perspectives in Media

Theoretical Evaluation

of Production

1b) Genre

Aims/Objectives

• To introduce the concept of genre theory and key genre theorists.

• To have a basic understanding of how to categorise evaluate your coursework against genre theory.

Definition• ‘Genre’ is a critical tool that helps us study

texts and audience responses to texts by dividing them into categories based on common elements.

• Daniel Chandler (2001) details that the word genre comes from the word for 'kind' or 'class'. The term is widely used in rhetoric, literary theory, media theory to refer to a “distinctive type of ‘text’”.

• All genres have sub genres (genre within a genre).• This means that they are divided up

into more specific categories. Barry Keith Grant (1995) suggests that this allows audiences to identify them specifically by their familiar and what become recognisable characteristics.

Task –Chandler’s and Grant’s theories.

• You have 5 minutes to write down how the production you are writing about for Q1b) fits into a specific genre/sub-genre/hybrid genre.

• Back this up with at least 5 specific elements/examples from this production that show how you have replicated genre conventions.

• Must be specific – headlines, photogaphs, fonts, editing techniques.

Jason Mittell (2001) argues that industries use genre to sell products to audiences. Media producers use familiar codes and conventions that very often make references to their audience knowledge of society, other texts.

Task – Jason Mittel’s theory.• You have 5 minutes to write down how you

used real media products in your chosen industry to help you construct your product. How, for example, does the local newspaper provide familiar expectations?

• Back this up with at least 5 specific elements/examples from this industry that show how you have replicated/challenged genre conventions.

• Finally, write a sentence about how these choices would make sure your product appealed to your demographic.

• Genre also allows audiences to make choices about what products they want to consume through acceptance in order to fulfil a particular pleasure.

• Theorist Rick Altman (1999) argues that genre offers audiences ‘a set of pleasures’.

• This can also be linked to Denis McQuail’s (1972) theory on ‘uses and gratifications’ of media texts for audiences.

• Basically, the genre of your text will have provided your demographic/subculture with some satisfaction upon their consumption.

Task – Rick Altman’s and Denis McQuail’s theories.

• You have 5 minutes to write down:• Altman’s three pleasures. Decide which

one might relate to your product and write down in detail 5 examples from your product which offer this for your audience.

• McQuail’s four uses and gratifications. Decide which ones might relate to your product and write down in detail 5 examples from your product which offer this for your audience

The Strengths Of Genre Theory The main strength of genre theory is that everybody uses it and understands it – media experts use it to study media texts, the media industry uses it to develop and market texts and audiences use it to decide what texts to consume. The potential for the same concept to be understood by producers, audiences and scholars makes genre a useful critical tool. Its accessibility as a concept also means that it can be applied across a wide range of texts.

Genres are not fixed. They constantly change and evolve over time – your coursework productions, as we have discussed, are postmodern pieces and/or adapt to changes to advances in technology.

Christian Metz (1974) argued that genres go through a typical cycle of changes during their lifetime. David Buckingham (1993) argues that 'genre is not... Simply "given" by the culture: rather, it is in a constant process of negotiation and change’.Steve Neale (1995) “genres are processes of systemisation” – they change over time.

Task – ‘Evolving’ genre theories.

• You have 5 minutes to write down:• How your product is part of a genre that

has changed over time. • Give 3 examples of texts that were part of

‘experimental’ or ‘classic’ ideas of your product within the genre and 5 examples that show your text as a ‘classic’ or as an ‘evolving’ piece.

Certain genres are also said to have certain themes.

David Bordwell (1989) notes, 'any theme may appear in any genre‘.

Task – genre themes.

• You have 5 minutes to write down:• 5 themes that appear within your product

that are part of your genre.• Back each one up with examples from

your work.

Plenary

• Write down 3 genre theorists (not including Chandler or Grant) that you have learnt today and what they have said.

• Write down 2 pieces of medium specific theory and relate it to your sub genre.

Homework

“Analyse one of your coursework productions in relation to genre”.