Genre in Media ProductsGenre is simply a way of categorising a text through style and form.

How many paradigms can you think of for:

ActionHorrorThrillerComedy

LO: To understand and interpret genre theories and apply them to media products.

Think of semiotics, structure and themes.

Genre in Media Products

LO: To understand and interpret genre theories and apply them to media products.

Descriptive or Functional?Descriptive

Films are seen as belonging to a category, as being an example of a type. The film is perceived as sharing aspects and attributes with other films in the same category, and is analysed accordingly.

LO: To understand and interpret genre theories and apply them to media products.

Descriptive or Functional?

LO: To understand and interpret genre theories and apply them to media products.

FunctionalFilms are perceived as "collective expressions of contemporary life that strike a particularly resonant chord with audiences" (Grant, 1986). So, Thrillers might be about terrorism now, or in the 1960s might be about the Cold War. Therefore genre films are a product of their socio-historic context; watching them becomes a cultural ritual whereby hegemonic values are examined, and perhaps enforced.

Descriptive or Functional?

LO: To understand and interpret genre theories and apply them to media products.

FunctionalFilms are perceived as "collective expressions of contemporary life that strike a particularly resonant chord with audiences" (Grant, 1986)

Genre IssuesClassification by genre is seen as both positive and negative by audiences, producers and theorists.

On the one hand, rigorous conformity to established conventions while giving the audience what they want, can actually lead to stagnation and the eventual ossification of a genre as a "they're all the same" judgement is passed.

LO: To understand and interpret genre theories and apply them to media products.

On the other hand...There is such a diversity of genre, due to sub-genres:

Whilst we have names for countless genres in many media, some theorists have argued that there are also many genres (and sub-genres) for which we have no names (Fowler, 1989).

LO: To understand and interpret genre theories and apply them to media products.

Carolyn Miller suggests that 'the number of genres in any society... depends on the complexity and diversity of society' (Miller, 1984).

Multiple GenresLO: To understand and interpret genre theories and apply them to media products.

Multiple Genres

Can you think of a film with multiple genres?What does it add?What does it take away?

LO: To understand and interpret genre theories and apply them to media products.

Steve Neale“Genre is a repetition with an underlying pattern of variations” (Neale, 2008).

LO: To understand and interpret genre theories and apply them to media products.

• Translate this theory into your own words. What does Neale mean?

• Can you give an example by thinking of patterns of variation?

Christine GledhillLO: To understand and interpret genre theories and apply them to media products.

“Genre conventions standardise production, catering for different audiences.” (Gledhill, 1985).

• Does this theory counteract or support Neale’s?

• What genre conventions have you deliberately used to engage the audience and reach the desired outcome (e.g. an album sale)?

Andrew TudorLO: To understand and interpret genre theories and apply them to media products.

“Genre defines a social or moral world.” (Tudor, 1974).

• What are the moral and social definitions within your chosen music genre?

• How have these been expressed visually and narratively?

• What are the links to audience (uses and gratifications)?

Edward BuscombeLO: To understand and interpret genre theories and apply them to media products.

“Genre is signalled by its iconography” (Buscombe, 1986).

• How does this operate within your thriller or video?

• How have you set about choosing iconography that relates to the genre of music?

AuteurWhat is an auteur?

LO: To analyse a self made piece of media video by applying theory where appropriate.

Auteur theoryThe term auteur (French for author) is used to describe film directors (or, more rarely, producers, or writers) who are considered to have a distinctive, recognizable style, because they (a) repeatedly return to the same subject matter, (b) habitually address a particular psychological or moral theme, (c) employ a recurring visual and aesthetic style, or (d) demonstrate any combination of the above. In theory, an auteur's films are identifiable regardless of their genre.

LO: To analyse a self made piece of media video by applying theory where appropriate.

Andrew SarrisAndrew Sarris (1968) said you can define an auteur by:

Technical flairRecurring characteristics of style, which serve as the filmmaker’s signature.Conveys the filmmaker’s personal vision of the world (what Sarris calls ‘interior meaning’).

LO: To analyse a self made piece of media video by applying theory where appropriate.

How could you use this in your exam?

Homework TaskQ: How is genre addressed in your music video? [25]. Due Tuesday 3rd May (blog or handwritten). Try to limit writing time to 30 minutes.

DescriptiveFunctional

Neale (Repetition, underlying patterns)

Tudor (moral and social context)

Buscombe (iconography)Link to genre ideas of Goodwin and Vernallis

Remember!How has the genre been challenged? How has it been developed?How do theories link or oppose?

LO: To analyse a self made piece of media video by applying theory where appropriate.