Genre theory categorizes texts into types or categories based on common elements. Traditionally, genres were seen as fixed forms, but contemporary theory emphasizes that genres are dynamic and reflect changes in society. Genres are recognizable through repeated conventions like iconography, narrative structure, character stereotypes, and themes. However, genres are also progressive and blurring, making pure genres a thing of the past as they hybridize and borrow from one another. The main strength of genre theory is that it provides a framework for producers, audiences, and scholars to understand and engage with media texts, but it also risks stifling creativity if genres become too rigid.

1. Genre Theory
Section A, Question 1B
‘Genre’isacritical tool thathelpsusstudytextsandaudience responsestotextsbydividingtheminto
categories based on common elements.
“The word genre means ‘type’ or ‘category’.”
Genre Theorists
Buckingham (1993):
Traditionally, genres (particularly literary genres) tended to be regarded as fixed forms, but
contemporary theory emphasis that both their forms and functions are dynamic.
He argues that ‘genre is not simply “given” by the culture: rather, it is in a constant process of
negotiation and change’. Change in genre reflects changes in society and our values.
Goodwin (1992):
Goodwin said “Music videos are simply an extension of the lyrics”
Of his 6 features of a music video, 1: Music videos demonstrate genre characteristics.
Ryall (1978):
Ryall arguesthatgenresare recognisable throughthe repeateduseof genericcodesandconventions,
as how we as the audience know a horror film is a horror film.
He suggests that the types of conventions found in genres might be grouped within the following
categories:
 Iconographies: (symbolic forms associated with the genre)
 Narrative: (structure, open/closed)
 Representations: (characters/stereotypes)
 Ideologies: (beliefs and ideas of the ‘ideal’ concept, themes)
Altman (1999):
FilmtheoristAltmanarguesthat“there isnosuchthingas‘pure’genreanymore.Genreisprogressive,
in that it will always change.”
He says that generic conventions are very much a thing of the past.
He says that genre is surviving due to “hybridisation – or genres “borrowing” conventions from one
another and thus being much more difficult to categorise.
The strengths of genre theory
The main strength 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
The potential for the same concept to be understood by producers, audiences and scholars makes
genre a useful critical tool.
Its accessibility as a concept also means that it can be applied across a wide range of texts.

2. Problems with genre theory
Genres can get tired and be stifling for creators who want to experiment outside the rigidboxes set
out for them. Yet without ‘genre’ to conform to they wouldfindhard to find fundingor to sell their
product to audiences who require genres to understand and choose their media.
BY trying to pigeon hole everything into genre specific boxes many fail to see the art behind the
product. Institutionsare lessenthusedtotake risksand so the cycle will continue aseach side of the
processwill continue tohave expectationswhichbothsideswill continue toprovide forthe other in
order to sell the products.