Genre theory proposes that films can be classified into categories or genres based on common conventions. Genres help audiences and the film industry understand what to expect from different types of films. While genres provide a familiar structure for audiences, some theorists argue they have become overly formulaic and that audiences now expect genres to be played with and hybridized. There is debate around whether genres are static categories or constantly evolving in response to changes in society and audience tastes.

1. Genre Theory
 “The word ‘genre’means ‘type or category’.To study a film as a genre involvestreatingit,
not as a unique entity,but as a memberof a general category, as a certaincategory, as a
certain type of film.The aim…istherefore to classify,a large number of filmsintoa smaller
numberof groups.” – FilmStudiesByWarrenBuckland
 Genre helpsbothaudiencesandinstitutionstomake decisionsaboutwhattheywantto see
and whattheywant to make to supplyanddemand.
 If we recognise the genre of atextitenablesusto feel athome andwe gain enjoymentfrom
“spottingthe conventions” (repetition) andmakingcomparisonswithotherfilmsof the
same genre.
 Howeverif a textdeviatesfromthe conventionsitcanconfuse us,butat the same time we
enjoyseeingthe rulesbroken,providingthatthe film-makerdoesn’tgotoofar.
Genre and Audiences:
 Genre offersaudiencesastructure orframeworkenablingustofeel secure inour
knowledge.
 Audiencescaninfluence genresbyrevivingthem.
 Audiences like the anticipationof waitingforthe predictable featuresandgettinginvolvedin
a text.
 We are more advancedthanaudiencesof the pastsimplybecause we’ve seenmore films
than anyotheraudience inhistory,sowe expectgenrestobe playedwith.
Buckingham (1993):
 “Genre is notsimplygivenbythe culture:rather,itisina constantprocessof negotiation
and change’
 Changesingenre reflectschangesinsocietyandourvalues.E.G.War Films,usedtobe
aboutWW1/WW2 now aboutfightingterrorists
Rick Altman (1999):
 “There isno such thingas pure genre anymore.Genre isprogressive,inthatitwill always
change.”
 “hybridisation –orgenresburrowingconventionsfromone anotherandthusbeingmuch
more difficulttocategorise”
 His theorysuggeststhataudiences,ingeneral have becometiredof the same formulaand
needmore to keepthementertainedandtocreate appeal.
 Genericconventionsare athingof the past.

2. Tom Ryall (1978):
 Ryall arguesthat genresare recognisable throughthe repeated use of genericcodesand
conventions,ashowwe asthe audience know ahorrorfilmisa horror film.
 He suggeststhatthe typesof conventionsfoundingenresmightbe groupedwithinthe
followingcategories:
o Iconographies:(Symbolicformsassociatedwithgenre)
 The use of crucifix’s(Horror)
o Narrative:(Structure,open/closed)
 Evil thing,attacks/killsinnocent(Horror)
o Representations:(Characters/stereotypes)
 Hot Girl alwaysdies(Horror)
 SportsJock (Horror)
o Ideologies:(Beliefsandideasof the ideal concept,themes)
 Good vs.Evil
Goodwin
 “Music videosare simplyanextensiononthe lyrics”
 Doesyour video:
o Illustrate
o Amplify
o Cause disjuncture
What song am I doing?
 Artist:Francisand The lightsft.Bon Iver
o Song:Friends
 Genre:Pop
 Genre characteristicsof pop,whichI will use:
o Lip Synching
o Fashionable Clothing
o Happy Theme
o Love theme
o Outdoorsetting
o Young adultactors
o Narrative
o Close Ups

3. Genre Theory
Positive Negative
Audience membersalreadyknowwhatto
expect
Lazy
Structure/institution It couldrestrictthe audience
Everybodyuderstandsit Too much stereotype
It worksand coversthe whole of media Stale,seenitall before
Industryknowhowto developandmarketit Filmmaynot be backed
We can challenge orconformtoit Much more expensive
Couldalienate audience
Further quotes from genre theorists:
 “Conventionaldefinitionsof genre are basedonthe ideathat theyshare particular
conventionof contentE.G.themesorsetting” – Daniel Chandler
 “Genresare instancesof repetitionanddifference; thisiswhatpleasureforthe audience is
derivedfrom”– Steve Neale
 “The same textcan belongtodifferentgenresindifferentcountriesortimes” –John Hartley
 “Genre attemptsto structure some order intoa wide range of textsand meaningsthat
circulate inour culture forthe conventionsof bothproducersandaudiences” –JohnFiske
 “Genre is …an intertextual concept” –Kate Wales