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Genre theory (2012  lesson 2)
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Genre theory (2012 lesson 2)

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  • 1. Theories of genre: selling to an audience
  • 2. Rick Altman (1999) & Jason Mittell (2001)• Altman suggests that genre offers audiences’ a set of pleasures.• Audiences actively select what genre they want to consume based upon experience and prior knowledge.• Mittell states that genre is used to sell products to audience then. It makes reference to the audiences’ knowledge of society and other texts.
  • 3. Task 1.• Go back to the 2 paragraphs you wrote last lesson and re-write them incorporating the ideas of Rick Altman and Jason Mittell. Acknowledge that you were producing a product for a specific demographic and drew inspiration from professional texts (give examples).• This need only be very basic ( a sentence of 2).• Work will be selected at random to be shared with group.
  • 4. Genres are not fixed: They evolve and change
  • 5. David Buckingham• David Buckingham argues that genre is not... simply "given" by the culture: rather, it is in a constant process of negotiation and change (Buckingham 1993, 137).• We could argue that this is why we have seen the emergence of hybridity (the splicing of two of more genres).• Think about your trailer. Does it play with the codes and conventions? Why? Is it to place a refreshing new twist on the genre and keep the audience interested? Is it to match the subtle changes in society - Think about the horror genre and Carol Clovers theory of the final girl. This links to the use of archetypal characters and the perpetuation of ideology.
  • 6. Steve Neale (1995) of systemisation” – they• “genres are processes change over time.
  • 7. Changing Themes notes that “any theme• David Bordwell (1989) may appear in any genre”• For instance: Currently gang culture and the rising of the underclass is a societal anxiety??• How many current films can you name that deal with this theme? How many genres do they belong to?
  • 8. Task 2• You have 15 minutes to research and write down:• How your product is part of a genre that has changed over time.• Give 3 examples of professional texts that evidence a change in your genre over time – think about narrative themes (as society has evolved how have the plots), think about the proliferation of technology.