This document discusses theories of genre by media theorists Steve Neale and Jason Mittell and applies them to analyzing a regional magazine called "Leeds Life". It summarizes that Neale discusses how genres require both repetition of conventions to identify the genre but also differences to keep audiences interested. The magazine follows conventions of the regional magazine genre but targets a niche student audience, balancing repetition and difference. Mittell's theories emphasize accounting for the medium's attributes and negotiating specificity for the target audience with generality to appeal more broadly. The magazine applies attributes like bright colors and a live band cover photo specifically for students but aims to please a wider demographic as well.

1. Question 1b Genre Analysis
Applying media theorists to A2 Media Coursework (Regional Magazine)
STEVE NEALE
Steve Neale - Repetition and Difference -
‘Pleasure is derived from 'genre requiring repetition and difference'; there would be no
pleasure without difference.’
‘Difference is absolutely essential to the economy of genre’
Steve Neale talks about how much a medium conforms with genre stereotypes and
conventions and also how is subverts these genre stereotypes and conventions.
Media representations need a good balance of repetition and difference
Steve Neale’s theory of having a balance between repetition and difference can be applied to
our A2 Media Coursework. Our regional magazine, ‘Leeds Life’ follows the conventions of
regional magazines, which relates to Neale’s ‘repetition’ theory. He explains how mediums
establish genre by following the same codes and conventions of that particular genre. Neale
explains how ‘to the audience it is a label that identifies a liked or disliked formula and provides
rules of engagement for the spectator in terms of anticipation of pleasure.’ In this sense, he
describes genre as having benefits to the audience as genre provides key elements for an
audience to recognise, so that they may enjoy the media text and be fully involved as well as
allow for expectations to be met, resulting in a more fulfilled audience.
In terms of our regional magazine ‘Leeds Life’, we have followed Neale’s ‘repetition’ theory by
following the codes and conventions of magazines in general. We have done this so the genre is
clear to the audience: they know they are buying a regional magazine.
This is our magazine:
● We have used a large, bold masthead
● We have used a ‘sticker’
● We have used a screamer
● We have included a barcode
● We have used a website at the top
● We have used ‘puff graphics’

2. This is an example of how we have used repetition to appeal to our audience which relates to
Steve Neale’s theory of ‘repetition’ and ‘difference’
In terms of Steve Neale’s theory, he explains how it is crucial that media texts need to subvert
the usual genre codes and conventions in order to pleasure the audience and keep them
interested in the media text. He describes how differences are ‘essential in the economy of
genre’
In terms of our regional magazine ‘Leeds Life’, we have defied the ‘normal’ conventions of a
regional magazine, which are usually based at an older audience, by targeting a niche market in
the sense that we have targeted a student audience aged 18-24 who are primarily based in
Leeds. We targeted this audience as we could not find any regional magazines that targeted a
student audience. This relates to Steve Neale’s theory that differences are essential in the
economy of genre as we have used a good balance of ‘repetition and difference’ in the sense
that we have followed the codes and conventions of regional magazines in general, however
we have created a different element as we have targeted a niche market.
JASON MITTELL
These are Jason Mittell’s key arguments:
•Genre analysis should account for the particular attributes of the medium
•Genre should negotiate between the specificity and generality
•Genre histories should be written using discursive genealogies
•Genre should be understood in cultural practice
•Genres should be situated within the larger systems of cultural hierarchies and power
relations
•Industry uses genre commercially
•Genre is used to sell products to audiences
•Producers use familiar codes and conventions.
Jason Mittell explains how ‘genre analysis should account for the particular attributes of the
medium.’ In terms of targeting a specific audience, Mittell explains how genre should have
particular codes and conventions which relate to their target audience. In terms of our regional
magazine ‘Leeds Life’, we have applied particular attributes to the medium to target our

3. student audience in the sense that we have use bright, bold colours, which are gender neutral
and therefore relate to our student audience of both males and females. Furthermore, for the
front cover we have used a picture of a band playing live which relates to our enthusiastic
target audience.
Jason Mittell says that ‘Genre studies should negotiate between the specificity and generality.’
In terms of targeting a wide audience, Mittell explains how genre should find a balance
between aiming specifically at a target audience, as well as trying to please and appeal to a
wider demographic in order to be successful. This relates to Steve Neale’s theory of ‘repetition’
and ‘difference’ in the sense that a media text such as a magazine should target their specific
audience but should be different in the sense that they try to reach out to a wider audience
demographic.