1. Genre theory involves classifying films into categories based on shared conventions rather than viewing each film as unique. This allows audiences and the film industry to understand what to expect from different types of films. 2. Audiences enjoy genres because they provide a familiar structure and enable anticipation of predictable features. However, deviations from conventions can confuse or entertain audiences when conventions are broken within reason. 3. Genres are constantly evolving as societies and values change. Audiences influence genres by reviving them and increasingly expect genres to be played with given exposure to more films over time. Generic conventions from the past are giving way to hybridization and cross-pollination between genres.

1. Elishia Selby MediaStudies
Genre theory
Genre
- The word ‘genre’means‘Type’or‘Category’.To studya filmas a genre involvestreatingit,
not as a unique entity,butasa memberof a general category,asa certaintype of film. The
aim… istherefore toclassify,ororganise,alarge numberof filmsintoasmall numberof
groups.
(FilmstudiesbyWarrenBuckland)
- Genre helpsboth audiencesand institutions tomake decisionsaboutwhattheywantto see
and whattheywant to make to supplythatdemand.
- If we recognise the genre of atextitenablesusto feel athome andwe gain enjoyment from
‘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 offersaudiencesa structure/frameworkenablingustofeel secure inourknowledge.
- Audienceslike the anticipationof waitingforthe predictable features andgettinginvolved
ina text.
- Audience can influence genresbyrevivingthem.
- We are more advancedthanaudiencesof the pastsimplybecause we’ve seenmore films
than anyone inhistoryof the media,sowe expectgenrestobe playedwith.
Buckingham (1993)
- ‘Genre isnot simply“given”bythe culture:ratherit isina constantprocessof negotiation
and change’.
- Changesingenre reflects changesinsocietyand our valuese.g.Role of the female- more
mainrolesnowinfilmand in society withregardstorights.
Rich Altman (1999)
- ‘There isno suchthingsas “pure” genre anymore.Genre is progressive,inthatitwill always
change’.
- Genericconventionsare verymuchathingof the past, suggestingthe audience have
become tiredof the same formula andneedmore to keepthementertained.
- Genre issurvivingdue to ‘Hybridisation/genres“borrowing”conventionsfromone another
and thusbeingmuchmore difficulttocategorise.

2. Elishia Selby MediaStudies
Tom Ryall (1978)
- He arguesthat ‘Genresare recognisable throughrepeateduse of genericcodesand
conventions’,ashowwe as the audience know ahorror film, isahorror film.
- He suggeststhatthe typesof conventionsfoundingenresmightbe groupedwithinthe
followingcategories:
 Iconographies(Symbolicformsassociatedwiththe genre)-horroruse of creepy
dolls/darkness
 Narrative (structure/open/closed)-Rom-comgettingtogetheratthe end
 Representations (Characters/stereotypes)- Horrorfindavictim(heroes/jocks/) hotgirl
 Ideologies(beliefsandideasof the ‘ideal’concept,themes)- GoodVs Evil/hegemony
Goodwin
- ‘Music videosare simplyanextensionof the lyrics’
- Doesyou videoillustrate,amplifyorcause disjuncture
My Music video
Heroes(we couldbe) ByAlessoft.Tove Lo(dance/electronic)
- Dance routine (one main/twobackingdancers)
- Changingof clothing
- Lip syncing(singerperforming)
- Narrative
- Fans inface (blowhair)
- Close upsof singer
- Brightlighting
- Special effects
- Hiddenmeanings/representations
- Colourrepresentations
- Black background/screen
- Home/dodgystreet/forest/walking downaroad
Positivesof using genre theory
- Clearframework/structureof the type of genre
- Audience knowwhattoexpect/if ornotto watch it
- Everybodyusesandunderstandsit(mediaexpertsuse ittostudymediatexts)
- Industrythenknowhowto market/developtexts
- Specificgenrescanhelptoguarantee aproducer/fundingasmore reliable
Negatives
- Lazy
- Seenitall before/repetitive
- Restrictsviewers
- Restrictswhatyoucan andcan’t do

3. Elishia Selby MediaStudies
Further theoristquotes
Daniel Chandler
- “Conventionaldefinitionsof genre are basedonthe ideathat theyshare particular
conventionof contente.g.themesorsettings”
Steve Neale
- Genresare instancesof repetitionanddifference;thisis whatpleasureforthe audience is
derivedfrom”
John Hartley
- “The same textcan belongtodifferentgenresindifferentcountriesandtimes”
John Fiske
- “Genre attemptstostructure some orderintoa wide range of textsandmeaningsthat
circulate inour culturesforthe convenience of bothproducersandaudiences”
Kate Wales
- “Genre is … an intertextualconcept”