2. 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.
4. 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.
5. 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’”.
6. • 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.
7. 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.
8. 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.
9. 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.
10. • 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.
11. 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
12. 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.
13. 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.
14. 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.
15. Certain genres are also said to have
certain themes.
David Bordwell (1989) notes, 'any
theme may appear in any genre‘.
16. 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.
17. 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.
