Genre theory helps categorize media texts based on common elements and allows audiences and institutions to identify what they want to consume. There are several key aspects of genres including iconography, narrative structure, representation of characters and stereotypes, and underlying ideologies. However, genre is not static - it is constantly evolving as genres hybridize and borrow from each other, making categorization more difficult over time. While genre theory provides a framework for studying, developing and marketing media, it can also constrain creativity by forcing works to conform to established genres.

1. SectionA 1B – Mrs jones
Media
Genre theory 1
Genre is a tool that helps use categorise things based on common elements.
The word genre means type or category.
Genres help both audiences and institutions to make decisions about what they want to see.
Genre theorists:
Buckingham 1993
Traditional genres (particularly literary genres) over the year’s genres are constantly
changing.
Goodwin 1992
Music videos are simply an extension of the lyrics, is the music video doing what the lyrics
are saying. Illustrates, amplify or cause disjuncture.
Ryall 1978
Ryall argues that the genres are recognisable through over use of general codes and
conventions e.g. horror filmis a horror film.
Iconographies: (symbolic forms associated with the genre)
Narrative: (structure, open/closed)
Representation: (characters/stereotypes)
Ideologies: (beliefs and ideas of the ideal concept, themes)
Altman 1999
Film theorist he says “there is no such thing as genre anymore, genre is progressive and will
always change”
“Genre is surviving hybridisation or genres borrowing” thus being more difficult to
categories.

2. SectionA 1B – Mrs jones
The strengths of genre theory
The main strengths of genre theory is that everybody uses it and understands it-
 Media experts use it to study media texts
 The media industry uses it to develop and market texts
 Audiences use it to decide what texts to consume
Problems with genre theory
 Artists and films would have to change to try and fit into those certain genres
 It can squash creativity