Genre theory categorizes texts into types based on common elements. It views texts not as unique entities but as examples of general categories or certain types. Genre is a dynamic process that is constantly negotiated and changing to reflect societal changes. While genres once had distinct conventions, theorists now argue that genres are progressive and constantly hybridizing, making them more difficult to categorize. The main strength of genre theory is that it provides a framework that is universally understood by media experts, industries, and audiences, allowing for common analysis of media texts across different domains. However, genres can also restrict creativity by forcing texts into rigid categories.

1. Craig Curtis
Genre Theory-A2 Media SectionA 1B
‘Genre’isa critical tool that helpsusstudytextsandaudience responsestotextsbydividingthem
intocategoriesbasedoncommonelements
What is genre?
The word ‘genre’ means‘type’orcategory.Tostudya filmas a genre involvestreatingit,notasa
unique entity,butasa numberof a general category,asa certaintype of film.
Genre Theorists:
Buckingham (1993)
Traditionally,genres(Particularlyliterarygenres) tendedtobe regardedasmixedforms,but
contemporarytheoryemphasisesthatboththeirformsandfunctionsare dynamic.
He arguesthat ‘genre isnot…simply‘given’bythe culture:rather,itisina constantprocessof
negotiationandchange’
Changesingenre reflectschangesinsocietyandourvalues
Goodwin (1992)
Goodwinsaid‘Musicvideosare simplyanextensionof the lyrics’
On his5 waysto analyse amusicvideo, 4: Relationof visualsto a song-doesyourvideo illustrate,
amplify orcause disjuncture?
On his6 featuresof amusicvideo, 1: Music videosdemonstrate genre characteristics (EG Stage
performance inmetal videos,dance routine forboy/girl band,aspirationinHipHop)
Ryall (1978)
Ryall arguesthat genresare recognisable throughthe repeateduse of genericcodesand
conventions, ashowwe asthe audience know ahorrorfilmisa horror film.
He suggeststhatthe typesof conventionsfoundingenresmightbe groupedwithinthe following
categories
 Iconographies(Symbolicformsassociatedwiththe genre)
 Narrative (Structure,open/closed)
 Representations(Characters/stereotypes)
 Ideologies(Beliefsandideasof the ‘ideal’concept, themes)
Altman (1999)
FilmTheoristAltmanarguesthat ‘there isno such thing as ‘pure’genre anymore. Genre is
progressive,inthat it will always change’

2. Craig Curtis
He saysthat genre issurvivingdue to ‘hybridisation-orgenres‘borrowing’conventionsfromone
another and thus beingmuch more difficultto categorise’
He saysthat genericconventionsare a thingof the past. Histheorysuggeststhataudiences,in
general have become tiredof the same formulaandneedmore tokeepthementertainedandto
create appeal.
The strengths of Genre Theory
The main strengthof genre theoryisthateverybodyusesitandunderstandsit-
 Mediaexpertsuse itto studymediatexts
 The mediaindustryuse itto developandmarkettexts
 Audiencesuse ittodecide whattextstoconsume
The potential forthe same conceptto be understoodbyproducers,audiencesandscholarsmakes
genre a useful critical tool.
Its accessibilityasaconceptalso meansthatit can be appliedacrossawide range of texts.
Problems with Genre Theory
Great wayof helpingdefine differentmethodsof communicatingtothe audience andprovides
boundariesandguidelinesforproducers,institutionsandaudiencesintermsof creatingand
consumingmedia
Howevergenrescangettiredfor creatorswhowant to experimentoutside the rigidboxessetout
for them
By tryingto pigeonhole everythingintogenre specificboxesmanyfail tosee the artbehindthe
product