2. • To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre
(Level 4)

3. ‘genre is a recurring type of category text as defined by
structural thematic and/or functional criteria’.
David Duff, Modern Genre Theory (1999)
Rick Altman provides four meanings of genre. Genre
as:
• a blueprint
• structure
• a label
• a contract
Steve Neale describes genre theory as ‘systems of
orientations, expectations and conventions that circulate
between industry text and subject.’
• To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)

4. • To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)
What are the benefits of using genres to both
industry and audience?
Cost-effective
Use the same
sets, costumes
and props
Easier to sell the
film
Established
audiences
Success on
the back of
others
Formulaic – films
already have
established elements
Easier to develop
Associated
stars bring in
audiences.
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)

5. • To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)
Each genre
gives a set of
gratifications.
Horror scares people.
Comedy makes them
laugh.
It is easier to choose
which films to watch.
Audiences are
reassured by familiar
form and content.
Audiences enjoy
seeing how
conventions can
be pushed and
challenged.
It helps
measure films
against each
other.
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)

6. For the following genres, outline the ideology that you would
associate with each one.
Genre Ideology
Action Masculinity is to be championed. Violence and destruction
are acceptable. There is a strong sense of right and
wrong. One person can make a difference. You do not
have to be perfect to be a hero.
Comedy
Horror
Rom-com
Thriller
Western
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)
• To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)

7.  It is limiting for directors/writers as there
must be certain criteria adhered to.
 Some argue that films do not occupy
specific genre’s and these labels are
outdated for most modern films.
 The organic nature of film’s form and
content prohibits them from being
categorised in any meaningful way.
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)
• To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)

8. Daniel Chandler:
Conventional definitions of genres tend to be based on the notion
that they constitute particular conventions of content and/or form,
which are shared by the texts which are regarded as belonging to
them.
Mind map the following genres for the list of conventions below.
• Horror
• Science Fiction
• Drama
• War
• Crime
• Fantasy
Form Content
Iconography Theme
Mise-en-scene Narrative
Cinematography Setting
Editing Ideologies
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)
• To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)

9. Steve Neale:
Genres are instances of repetition and difference. Difference is
absolutely essential to the economy of genre: mere repetition
would not attract an audience
Can you think of any examples of films which have stretched or
challenged the ideas of the genre they belong to?
Memento is a conventional
thriller in terms of plot –
Protagonist seeks revenge
against his wife’s murderer.
Yet the narrative style
creates the generic
divergence in being told
backwards.
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)
• To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)

10. Horror Science fiction Comedy Action
• Slasher
• Creature
Feature
• Hauntings
• Zombies
• Vampires
• Supernatural
• Gothic
• B-Movie
• Psychological
• Alien Invasion
• Comic Book
• Virtual Reality
• Outer Space
• Fairy Tales
• Cyborgs/
Robots
• Lost World
• Post-apocalyptic
• Futuristic
• Star Wars
• Buddy
• Coming of
Age
• Fish out of
water
• Slapstick
• Screwball
• Teen
• Stoner
• Parody/Spoof
• Black Comedy
• Cop
• Blockbuster
• Comic Book
• Epic
• Family
• Heist
• James Bond
• Espionage
• Swashbuckler
• Treasure Hunt
• Samurai
• Prison
• Martial Arts

11. • To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)
Texts often exhibit the conventions of more than one
genre.
Alien bears the iconography of a Science Fiction film (setting,
props, characters), but the stylistic approach of a Horror –
extreme close-ups and heavy use of low-key lighting to
unsettle audience.
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)

12. • To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)
Watch the trailer for Cloverfield and decide
what genres/sub-genres it is a hybrid of.
https://www.youtube.com/watch?v=WKG_-UeONNw
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)

13. Information
• finding out about relevant events and conditions in immediate
surroundings, society and the world
• seeking advice on practical matters or opinion and decision choices
• satisfying curiosity and general interest
• learning; self-education
• gaining a sense of security through knowledge
Personal Identity
• finding reinforcement for personal values
• finding models of behaviour
• identifying with valued other (in the media)
• gaining insight into one's self
Pick 3 of the genres that we have looked at so far and break
down the uses and gratifications that you think an audience
would get from these films.
McQuail, Denis (1987)
Mass Communication Theory: An
Introduction
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)
• To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)

14. Integration and Social Interaction
• gaining insight into circumstances of others; social empathy
• identifying with others and gaining a sense of belonging
• finding a basis for conversation and social interaction
• having a substitute for real-life companionship
• helping to carry out social roles
• enabling one to connect with family, friends and society
Entertainment
• escaping, or being diverted, from problems
• relaxing
• getting intrinsic cultural or aesthetic enjoyment
• filling time
• emotional release
• sexual arousal
Pick 3 of the genres that we have looked at so far and break
down the uses and gratifications that you think an audience
would get from these films.
McQuail, Denis (1987)
Mass Communication Theory: An
Introduction
• To understand uses and gratifications theory (Level 3)
• To be able to apply uses and gratifications theory to genre (Level 4)
• To be able to identify generic conventions (Level 3)
• To be able to apply genre theory to specific films (Level 4)