1. Genre - Theory
Section A, 1B
‘Genre’ is a critical tool that helps us study texts and audiences responses to
text by dividing them into categories based on common elements.
The word genre means “type” or “category”.
Theorists –Buckingham, Goodwin, Ryall, Altman
Buckingham (1993)
Traditionally, genres tended to be regarded as fixed dorms, but
contemporary theory emphasises that both their forms and
functions are dynamic.
David Buckingham argues that ‘genre is not simply given by the
culture: rather, it is a constant process of negotiation and change’
Changes in genre reflects changes in society and our values.
Rick Altman (1999)
Film theorist Altman argues that “there is no such thing as ‘pure’
genre anymore. Genre is progressive in that it will always change.”
He says that generic conventions are very much a thing of the past.
His theory suggests that audiences, in general have become tired of
the same formula and need more to keep them entertained and to
create appeal.
He says that genre is surviving due to “hybridisation – or genres
‘borrowing’ conventions from one another and thus being much
more difficult to categorise.
2. Tom Ryall 1978
Ryall argues that genres are recognisablethrough the repeated use of generic
codes and conventions, as how we the audience know a horror film is a horror
film.
He suggests that types of conventions found in genre might be grouped within
the following categories.
Iconography: (Symbolic forms associated with genre)
Narrative: (Structureopen/closed)
Representations: (characters / stereotypes)
Ideologies: (beliefs and ideas of the ideal concept, themes)
Goodwin1992
Goodwin says that “music videos are simply an extension of the lyrics”
See blog for 6 features.
Pros and cons of genre theory:
Strengths:
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 text
Audiences useit to decided whattexts to consume
The potential for the same concept to be understood by producers, audiences
and scholars makes genrea useful critical tool.
Its accessibility as a concept also means that it can be applied across a wide
range of texts.
3. Weaknesses:
However, genres can get tired and be stiffing for creators who want to
experiment outside of the box. Yet withouta genreto conform to it would be
hard to find funding or to sell their product to their audiences who require
genre to understand and choosetheir media.
By trying to pigeon hole everything into genre specific boxes may fail to see the
art behind the product. Institutions areless enthused to take a risk so the cycle
will continue each side of the process will continue to have expectations which
both sides will continue to providefor the other in order to sell the products.
