Rick Altman proposed a semantic/syntactic approach to genre theory that considers both the conventions (semantic) and narrative structures (syntactic) of genres. This allows for a more sophisticated understanding of genres. He later expanded this to a semantic/syntactic/pragmatic approach by also considering the roles of audiences and institutions. The pragmatic approach views genres as modes of production for film studios and as evolving based on changing audience preferences over time.

1. Rick Altman -
Genre Theory

2. Background
• Rick Altman tackled problems with genre
(such as the difference between horror and
thriller) in his book Film/Genre with his
proposed idea of the semantic/syntactic
approach. Using this theory it allows us to
consider genre in two ways.

3. The semantic approach
• This is concerned with the conventions of
the genre that communicate to the audience
such as characters, locations, props, music,
shooting styles and other signifiers. For
example in a Western we expect to see
horses, guns, cowboy hats, native
Americans, etc.

4. The syntactic approach
• This is side of the theory focuses on the
relations between the elements found in a
media text and the structure of narratives in
genres. Eg, in a romantic comedy we expect
the potential lovers to begin by not liking one
another. However as the narrative continues
they will grow more accustomed to each other
or through a series of problems a successful
relationship will form.

5. Semantic/Syntactic/Pragmatic
• By employing both sides of the approach it
allows a more sophisticated reading of any
genre in deeper detail.
• The theory can be developed further by
also considering audiences and institutions
adding onto his theory the pragmatic
approach which focuses on the elements of
audiences and institutions.

6. The pragmatic approach
• The pragmatic approach considers institutions
which views genre as a mode of production
and that film studios will produce films in
specific genres. Essentially in a certain year
they will produce a number of films across a
number of genres. The mix of genres is to
ensure that all audience preferences are
catered for as not all genres will be liked by
all audience members.

7. The pragmatic approach
• The pragmatic approach also considers
audiences and how they can read genre texts
in a variety of ways as they may create and
re-create genres. If a sub-genre or unpopular
genre starts to become liked again, film
studios will create films under these genres as
they know (through audience response) that
they will be popular.