A2 Media

1. Genre theory
Section A, Question 1B
Genre is a tool which helps us to study text and films by categorising them into categories
based on common elements. “The word ‘genre’ means type or category. To study a film
as a genre involves treating it, not as a unique entity but as a member of a general
category, as a certain type of film.” Genre helps both audiences and institutions to make
decisions about what they want to see and what they want to make to supply demand.
Buckingham (1993) – Traditionally, genres tend to be regarded as fixed forms but “genre is
not… simply ‘given’ by the culture: rather, it is in a constant process of negotiation
and change”. Hence changes in genre reflects changes in society and our values.
Altman (1999) – “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. Audience have become bored of the same formula. He says that
genre is surviving due to “Hybridisation – or genres ‘borrowing’ conventions from one
another and thus being much more difficult to categorise.”
Ryall (1978) - Ryall argues that genres are recognisable through repeated use of codes and
conventions. He suggests that the types of conventions found in genres can be grouped
into:
 Iconographies (Symbolic forms associated with the genre)
 Narrative (Structure, open/closed)
 Representations (Characters, stereotypes)
 Ideologies (Beliefs and ideas of the ‘ideal’ concept, theme)
Goodwin (1992) – “Music videos are simply an extension of the lyrics”. Of his 5 ways to
analyse a music video, 4: Relation of visuals to song – does your video illustrate, amplify or
cause disjuncture? Of his 6 features of a music video, 1: Music videos demonstrate genre
characteristics (e.g. stage performance in metal videos.)
Strengths of genre theory
 Everybody understands what genre is because it is used by everyone (media experts
to study texts, audiences to decide what texts to consume and the media industry to
develop and market texts)
 This means it can be applied across a wide range of texts due to its accessibility,
being understood by everyone so that it is a useful critical tool.
Weaknesses of genre theory
 May reduce creativity, forcing people to follow conventions so that they fit into a
genre ‘box’ (which may be necessary in order to obtain funding or market their
product)