1. This document discusses key concepts used in A2 media studies coursework, including genre, narrative, representation, audience, and media language. 2. It provides definitions and explanations of these concepts, citing several theorists for each concept. For genre, it discusses the views of Rick Altman, Tom Ryall, John Fiske, and Steve Neale. For narrative, it outlines the work of Vladimir Propp and Levi Strauss. 3. The document also briefly touches on representation, audience theories, and defines what is meant by media language.

1. G325 – QUESTION 1B By Georgia Leaper

2. CONCEPTS USED IN A2
COURSEWORK
o Genre
o Narrative
o Representation
o Audience
o Media language

3. GENRE
What is it?
“A way of categorising a particular media text according to its content
and style.”
E.g. Doctor Who = Sci Fi
Why is it important and who for?Producers of media texts?
Gives a pattern for construction, a template
Genre pieces have an established audience who are
easy to market to
Certain personnel can develop their skills working
within a particular genre (e.g. horror make up
specialists)
Stars can associate themselves with a particular genre
e.g. Will Ferrell is known for a certain type of slapstick
comedy, and his face on a poster instantly tells
audiences what kind of movie they are likely to see if
he is in it.
Fans of a genre know the codes, so you don't have to
Distributors?
Clear channels for marketing and distribution —
easily targetable audience
Concentration of distribution resources — no point in
trying to get eg football matches to a non-sports
audience
Fans of a genre as a whole can easily be persuaded to
buy other texts in the same genre eg dance music
compilation CDs
Provides a structure for retail outlets

4. THEORISTS OF GENRE
Rick Altman (1999) Theorist and Critic:
Created list of points he found problematic with genre classification
- Genre is a useful category, because it bridges multiple concerns
- Genres are defined by the film industry and recognised by mass
audience
- Genres have clear, stable identities and boarders
- Individual films belong wholly and permanently to a single genre
- Genres are trans historical (adjective: transcending historical
boundaries; eternal.)
- Genres undergo predictable development
- Genres are located in particular topic, structure and corpus
- Genre films share certain fundamental characteristics
- Genres have either a ritual or ideological function
- Genre critics are distanced from the practice of genre

5. THEORISTS OF GENRE
Tom Ryall (1978):
Genre provides a framework of structuring rules, in the shape of
patterns/forms/structures, which act as a form of ‘supervision’ over
work of production of filmmakers and the work of reading by the
audience.
John Fiske:
Defines genres as ‘attempts to structure some order into the wide
range of texts and meanings that circulate in our culture for the
convenience of both producers and audiences.
Steve Neale (1990):
Argues that Hollywood’s generic regime performs two inter-related
functions:
1) to guarantee meanings and pleasures for audiences
2) to offset the considerable economic risks of industrial film
production by providing cognitive collateral against innovation and
difference.

6. CONCEPTS USED IN A2
COURSEWORK
o Genre
o Narrative
o Representation
o Audience
o Media language

7. NARRATIVE
What is it?
“In media terms, narrative is the coherence/organisation given to a
series of facts. The human mind needs narrative to make sense of
things. We connect events and make interpretations based on those
connections. In everything we seek a beginning, a middle and an end.
We understand and construct meaning using our experience of reality
and of previous texts. Each text becomes part of the previous and the
next through its relationship with the audience.”
What are the conventions?
-Genre
- Character
- Form
- Time

8. NARRATIVE THEORISTS
Vladimir Propp:
Argued that all narratives followed a similar structure and included 8
character roles:

9. NARRATIVE THEORISTS
Levi Strauss:
- Anthropologist
- Studies how ‘primitive’ societies functioned
- Argued that primitive societies and “advanced” societies shares
similar elements
His binary oppositions theory includes:
Homesteaders: Native Americans
Christian - Pagan
Domestic - Savage
Weak - Strong
Garden - Wilderness
Inside society - Outside society

10. NARRATIVE THEORIES
“Equilibrium theory”
What is it?
This theory says that all stories are about the fight to return to
normality.
An event happens and everything after the event is about the attempt
to return to normal – or “equilibrium”

11. CONCEPTS USED IN A2
COURSEWORK
o Genre
o Narrative
o Representation
o Audience
o Media language

12. REPRESENTATION
What is it?
“By definition, all media texts are re-presentations of reality.”
How can we analyse representation?
The analysis of different sorts of representation forms an important
part of Media Studies. The factors of representation most commonly
addressed are:
Gender
Race
Age
Disability

13. CONCEPTS USED IN A2
COURSEWORK
o Genre
o Narrative
o Representation
o Audience
o Media language

14. AUDIENCE THEORIES

15. CONCEPTS USED IN A2
COURSEWORK
o Genre
o Narrative
o Representation
o Audience
o Media language

16. MEDIA LANGUAGE
What is it?
Otherwise known as terminology, media
language is the specific jargon used by media
makers.
E.g.
Signifies, codes and conventions, MES, framing,
etc