2. He argues that genres are cultural categories that surpass the
boundaries of media texts and operate within industry –
audience and cultural practices aswell.
• Industries use genre to sell products to audiences. Media
producers use familiar codes and conventions that very often
make cultural references to their audiences’ knowledge of
society and other texts.
• Genre also allows audiences to make choices about what
products they want to consume through acceptance in order
to fulfil a particular pleasure.
GENRE
INSTITUTION TEXT AUDIENCE
3. Red Hot Chilli Peppers – Can’t Stop
• Genre – Funk Rock
• Performance aspect – making fun of everyday life
• They are commercial exhibitionists within this music video
• They are perceived as fun, creative people who reject normal
everyday lifestyles.
• They create an anti-image or rebelliousness as their
institution states they have to make music videos even
though they no longer need to promote their music due to
their success.
4. Weezer – Buddy Holly
• Released in 1994
• Uses the layout of the TV programme ‘Happy Days’
• Tis music video is formed around the sitcom.
• Uses an actor from the series within the music video.
• The mise-en-scene (costumes) represent the 50’s persona
• It is Early 90s music set in old times
• There is use of original footage from the TV series in the music
video
• It is based on the past – not reality
• Buddy Holly was a 1950s rock ‘n’ roller – this is understood via
media personality and contextual knowledge of the audience.
• The video has a television ad break in the middle just like the TV
series
• Characters shown via the mise-en-scene (leather jacket = 50s rebel,
“bad boy”)
