Genre Theory

What is genre?

Genre is a category that media texts get placed under due to their typical conventions: Horror Romance Action Thriller Sci-Fi Fantasy

Barry Keith Grant (1995)

Argues that all genres have a sub genre.This allows an audience to identify them by

their recognisable characteristics.

Steve Neale (1995)

Believes that “genres are not ‘systems’ they are processes of systematization”

He believes that they are dynamic and evolve over time.

Generic characteristics within a genre

Typical Mise-en-scene – iconography, props, lighting, etc.

Typical types of narrativeGeneric types (typical characters and

personalities)Typical studiosTypical personnel Typical sound designTypical editing style

Jason Mittell (2001)

Believes that industries use genre to sell to an audience.

He believes that media producers use familiar codes and conventions that often make cultural references.

Genre also allows audiences to make choices about what products they want to consume.

Rick Altman (1999)

Argues that genre offers audiences a ‘set of pleasures’.

These pleasures include:Emotional pleasures: Generate a strong

audience response.Visceral pleasures: how the film’s stylistic

construction elicits a physical effect upon its audience.

Intellectual pleasures: Pleasure is derived from deciphering the plot and forecasting the end or the being surprised by the unexpected.

Music Video

A medium intended to appeal directly to youth subcultures by reinforcing generic elements of musical genres.

They’re called ‘pop-promos’.A postmodern text whose main purpose is to

promote an artist.