This document discusses genre theory in media. It defines genre as a category that media texts fall into based on conventions like plot, characters, and stylistic elements. Theories discussed include genres having subgenres and evolving over time (Grant, Neale), genres being used by industries to sell familiar codes and conventions to audiences (Mittell), and genres providing audiences pleasures like emotional response and decoding narratives (Altman). Music videos are given as an example of reinforcing elements of music genres to appeal to youth subcultures.

1. Genre Theory

2. What is genre?
Genre is a category that media texts get placed under
due to their typical conventions:
 Horror
 Romance
 Action
 Thriller
 Sci-Fi
 Fantasy

3. Barry Keith Grant (1995)
 Argues that all genres have a sub genre.
 This allows an audience to identify them by their
recognisable characteristics.

4. Steve Neale (1995)
 Believes that “genres are not ‘systems’ they are
processes of systematization”
 He believes that they are dynamic and evolve over
time.

5. Generic characteristics within a genre
 Typical Mise-en-scene – iconography, props,
lighting, etc.
 Typical types of narrative
 Generic types (typical characters and personalities)
 Typical studios
 Typical personnel
 Typical sound design
 Typical editing style

6. Jason Mittell (2001)
 Believes that industries use genre to sell to an
audience.
 He believes that media producers use familiar codes
and conventions that often make cultural references.
 Genre also allows audiences to make choices about
what products they want to consume.

7. Rick Altman (1999)
 Argues that genre offers audiences a ‘set of pleasures’.
 These pleasures include:
Emotional pleasures: Generate a strong audience
response.
 Visceral pleasures: how the film’s stylistic construction
elicits a physical effect upon its audience.
 Intellectual pleasures: Pleasure is derived from
deciphering the plot and forecasting the end or the
being surprised by the unexpected.

8. Music Video
 A medium intended to appeal directly to youth
subcultures by reinforcing generic elements of
musical genres.
 They’re called ‘pop-promos’.
 A postmodern text whose main purpose is to
promote an artist.