The document discusses several media theorists' perspectives on genre. Steve Neale recognized that genres are dynamic processes that evolve over time, as evidenced by how the vampire genre changed from Nosferatu to Interview with the Vampire. Jason Mittell described how genres operate within industries, audiences and culture. Genres help industries market to audiences and allow audiences to choose what to consume. Rick Altman discussed the different pleasures genres provide audiences: emotional, visceral, and intellectual. Nicholas Abercrombie noted that genre boundaries are shifting and genres are becoming more permeable. David Buckingham and Christian Metz both argued that genres are constantly negotiated and changing, rather than fixed categories.

1. GENRE

2. Steve Neal
Neale recognised that genres are not systems but ‘processes of systematisation’
meaning they’re dynamic and continually evolve over time. For example the
conventional vampire figure was established in FW Murnau’s 1922 Nosferatu. Then it
changed completely in the 1994 film Interview With the Vampire – the vampire
became the antagonist, the victim rather than the villain. This demonstrates how
conventions change to create new and original ideas and also to reflect the
developing ideologies of the time.
Jason Mittell
Mittell described how genres are cultural categories that surpass the boundaries of
media texts and operate within the industry, audience and cultural practices as well.
Industries use genre to sell products to audiences and media producers use familiar
conventions that often make cultural references to their audience’s knowledge of
society or other media texts. Genre also allows audiences to make choices about
what products they want to consume through the desire to fulfil a particular pleasure
or need.

3. Rick Altman
Altman discussed the different pleasures that genre films provide for audiences:
Emotional Refers to an emotional response generated from the audience; they’re
particularly significant when the response is strong. Visceral Refers to a physical or
sensory experience or pleasure e.g. revulsion. Intellectual Refers to pleasure
received from trying to unravel plots or decipher mysteries.
Nicholas Abercrombie
The boundaries between genres are shifting and becoming more permeable. He
identifies the use of genre for media producers when he writes “television
producers set out to exploit genre conventions this is then applied to music videos/
films

4. David Buckingham
Another theorist who continues to support the idea of genre not being fixed was
Buckingham. He argued that genre is not simply ‘given’ or provided by the
culture. Instead it is a constant process of negotiation and change.
Similarly to Steve Neale, Metz also talked of genres developing and transforming over
time in his book Language and Cinema. He talked of four stages that that genres go
through in their life cycle: • Experimental Stage • Classic Stage • Parody Stage •
Deconstruction Stage (which can lead to hybrids) DAVID BUCKINGHAM [1993] Another
theorist who continues to support the idea of genre not being fixed was Buckingham.
He argued that genre is not simply ‘given’ or provided by the culture. Instead it is a
constant process of negotiation and change.
Christian Metz