1. Genre is a way of categorizing texts that defines codes and conventions to structure meaning and set audience expectations. It is constructed through visual and aural signs.
2. Genres are not fixed but rather dynamic processes that are historically and culturally specific. They are constantly evolving through negotiation and change.
3. Categorizing films into genres allows producers to follow templates, distributors to market to audiences, and audiences to predict narratives based on familiar conventions. This satisfies audiences through a sense of cultural capital and correctly predicting outcomes.
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L4 Genre
1. Starter: Iconography
Pictionary
• Iconography is imagery which is synonymous
with a certain genre,
• Watch the fruit machine and try to draw an
‘icon’ of that genre
– Eg. A Cowboy Hat for a Western
Creative
Connect
2. What is Genre?
‘ (genre) attempts to structure some order into the wide range of
texts and meanings that circulate in our own culture for the
convenience of both producers and audiences.’ John Fiske
A way of categorising texts
Defining codes and conventions for a category (genre)
Sets up audience expectations
Constructed through a series of signs (visual and aural)
Makes filming more efficient
is always changing and developing
Discover
3
3. What are
conventions?
The widely recognised way of doing something -
this has to do with content, style and form
eg the conventions of a music video might
include:
• they are the same length as the song
(somewhere around 4 minutes, say)
• they present the band, who look as though
they are singing
• they have lots of fast edits
4. What’s the
difference?
• Codes might be individual to the media text
you are analysing
Eg: The music video might use a tracking shot that is
significant, however, this might not be a convention
for the genre.
• Conventions are something that they ALL
share within that genre or platform
5. What are technical
conventions?
Codes and conventions are used
together.
For example, the technical code
of lighting is used in some way in
all film genres.
It is a convention of the horror
genre that side and back lighting
is used to create mystery and
suspense – an integral part of
any horror movie.
6. Genre conventions
• You must be able to identify which
conventions are associated with a particular
genre.
What genre conventions can you
attribute to the ‘horror’ genre?
7. Why are texts
categorised into genres?
• Genre is a useful hook for an audience
• If audience can identify generic codes and conventions it is likely to
raise expectations and assumptions about what might come next
• Audiences find being able to predict the end appealing
• Genre conventions allows the audience to guess and predict what
may happen due to the audience’s previous experience with this
genre
• Audiences gain satisfaction from being able to correctly predict
what will happen next
9. Neale
• Steve Neale states that 'genres are instances of repetition and
difference' and 'genres are not systems, they are processes of
systemisation'.
• He also say's that, definitions of genre are historically relative and
are therefore historically specific. Believed that there was a system
of expectation and that by using own knowledge and applying
conventions of the genre, the audience should be able to infer the
narrative and storyline of the text.
• He also declares that difference is essential to the economy of
genre; mere repetition would not attract the audience.
10
10. Genre & Texts
• Can you identify any
indicators of GENRE in
the Sequences you have
been given using the
REPETOIRE OF
ELEMENTS?
• Remember to include
Images of evidence to
help with your revision!
REPETOIRE OF ELEMENTS
– Setting
– Technical Codes
– Iconography
– Narrative
– Characters
11
Discover
12. Genre in Detail
• Daniel Chandler: Conventional definitions of genres tend to be based on the
notion that they constitute particular conventions of content (such as themes or
settings) and/or form (including structure and style) which are shared by the
texts which are regarded as belonging to them.
• Traditionally, genres tended to be regarded as fixed forms, but contemporary
theory emphasizes that both their forms and functions are dynamic. David
Buckingham argues that 'genre is not... simply "given" by the culture: rather, it is
in a constant process of negotiation and change' (Buckingham, 1993).
13
13. Evolution of genre
• Genre is always changing – this is gradual and not always noticeable
at first.
• These changes can be due to a number of issues such as
desensitisation and institutional developments.
• One such development is that of hybrids.
• Hybrids can sometimes become genres in their own right
e.g. Docu-soap.
• The same could be said for sub-genres.
• Discussing the evolution of the genre of your case study may be
relevant but you must also think about why these changes have
been made.
14. Genre Key Terms
Sub-Genre
• Are identifiable as smaller
categories within a larger
GENRE, for example:
–Superhero films
are a SUB-GENRE
of ACTION FILMS
Hybrid
• A combination of two (or
more) separate genres to
create a new genre which
uses conventions of both,
for example:
– Shaun of the Dead uses
conventions of HORROR
and COMEDY and
ROMANCE
15
15. Altman
• Each major genre has been defined in terms of
a nucleus of films obviously satisfying the
theory's fourfold assumptions:
a) Each film was produced according to a recognizably
generic blueprint.
b) Each film displays the basic structures commonly
identified with the genre.
c) During its exhibition each film is regularly identified by a
generic label.
d) Audiences systematically recognize each film as
belonging to the genre in question and interpret it
accordingly. (contract) 16
16. Genre as a…
• Blueprint
An abstract idea about what genres
look like
17. Genre as a…
• Structure
Used in the construction of a film
19. Genre as a…
• Contract
How the text and audience interact
20. Why are films
categorised into genres?
1. To the producers of films, genre is a template for what they make.
2. To the distributor/promoter, genre provides assumptions about who the
audience is and how to market the films for that specific audience.
3. Genre conventions allows the audience to guess and predict what may happen
due to the audience’s previous experience with this genre – they become
‘generic spectators’ and can be said to develop generic memory
4. If audience can identify generic codes and conventions it is likely to raise
expectations and assumptions about what might come next and gain satisfaction
from being able to correctly predict what will happen. They find being able to
predict the end appealing (Bordieu’s Cultrual Capital)
5. The way genre films deviate from the clichéd formulae that leads to a more
interesting experience for the viewer, but fore this to work properly, the
audience must be familiar with generic conventions and style.
Discover
22
21. Over to You
• Can you create a detailed look at the genre you have
chosen to study for your MS2 coursework
• On A3 paper or digitally, create an infographic on
GENRIC and TECHNICAL CONVENTIONS of your
choice – this can include screenshots or marketing
such as posters or DVD covers.
• REMEMBER THE REPETOIRE OF ELEMENTS!
23
23. Bordieu
• Bourdieu’s theory of ‘Cultural Capital’ suggests
that media industries often use intertextuality
as audiences enjoy feeling ‘clever’ when they
understand references to other texts.
25
24. Intertextuality
• A term used when a text is referred to in another
text.
• An audience who has seen the original text will
appreciate its use and may feel ‘important’ as they
will understand the deeper meaning, where others
will not.
• The use of specific texts may also help establish
genre.
26
25. Over to you…
• Watch this sequence from Austin Powers:
Goldmember
• What Intertextual reference can you spot?
• Why do you think they are used?
27
26. Plenary
Pop Quiz!
• Can you describe the following terms correctly?
• If you get the answer right you can stand up
28
Celebrate
1. Sub-Genre
2. Hybrid
3. Conventions
4. Repertoire of elements
5. Ideology
6. Construction
7. Codes
8. Conventions
9. Intertextuality
10. Mise-En-Scene
1. Characters
2. Narrative
3. Settings
4. Iconography
5. Themes
6. Semantic
7. Syntactic
8. Conform
9. Challenge
10. Genre
