2. WHAT IS GENRE?
Genres are categories or types of media text (e.g. a
type of music video).
Genres are recognisable through the repeated use
of generic codes and conventions.
Some of these conventions include: iconographies,
narrative, representations and ideologies.
3. GENRE THEORIES
GUNTHER KRESS – “genre is a kind of text that
derives it’s form from the structure of a (frequently
repeated) social occasion, with it’s characteristic
participants and their purposes”. Meaning particular
genres included the same repeated characteristics.
DENIS MCQUAIL – “The genre may be considered
as a practical device for helping any mass medium
to produce consistently and efficiently and to relate
its production to the expectations of its consumers”.
In other words, certain genres relate well to certain
audiences.
4. THEORIES CONTINUED
STEVE NEALE – “All genres are instances of
repetition and difference”. Some genres are similar
to or perhaps challenge other genres.
DOUGLAS PYE – “Films have to conform to
audience representation about narrative”.
CHRISTINE GLEDHILL – “Differences between
genres meant different audiences could be
identified and catered to...This made it easier to
standardize and stabilise production”. Audience can
connect to types of genres e.g. Music fans
KATIE WALES – “Genre is...an intertexual
concept”. A genre can borrow styles from others.
5. IDEAS
TOM RYALL – Conventions = Narrative, Themes,
Characters/stereotypes, Iconography
CHRISTIAN METZ/ THOMAS SCHATZ – Stages of
genre: Experimental/ Classic/ Parody/
Deconstruction
6. ANALYSIS OF MUSIC VIDEO
According to Christian Metz and Thomas Schatz, the music video ‘Roar’ is
quite experimental as is not a typical pop genre video as it is based in the
jungle and has a more unique narrative/ story line.
At the beginning, it is hard to tell what music genre it is due to the setting,
costumes and props. A normal pop video includes conventions such as
particular stereotypes of glamorous outfits and locations therefore ‘Roar’ is
difference to other pop videos in this sense.
However, later on in the video, Katy becomes more like a pop role model that
teenage girls (the target audience) can aspire to be like because of her good
looks and confident personality.
The main star also shows off her body (an example of the male gaze). This is
a theme used a lot throughout this type of genre for music videos.
The video is also very colourful – this is something the audience can expect in
pop videos.
When Katy is seen painting the elephants nails and also wearing colourful
flowers and accessories for clothing she can be portrayed as a stereotypical
female pop artist- very girly .
