GENRE THEORIES FOR 1B

It’s not all of them but the more tricky ones…..

SEMANTICS – ALTMAN (1984) Genre theory has become too preoccupied with semiotics

(signs, iconography, meaning) rather than considering the historical emergence of genre movies. Theory ignores the fact that generic definitions were first introduced by the industry. In ignoring historical context there is no recognition for understanding how and why genre develop, mutate and rise and fall in popularity and audience is forgotten.

SEMANTICS = This is concerned with the conventions of the genre that communicate to the audience such as characters, locations, props, music, shooting style and other signifiers

i.e. ‘sci-fi genre’ = what do you associate with the genre? Look at western iconography on next slide…

Identifying/ANALYSING genre & conventions(Iconography)

Iconography

Example: Western genre▪ Costume: Cowboy Hat

▪ Setting: 19th century American West(time period, general location)

▪ Staging: saloons and rolling plains /prairies(buildings, specific locations, = details of these – what do they look like? Example: basement in isolated house which is run down)

▪ Star/celebrity: Clint Eastwood, John Wayne

GENRE THEORY - STAM

There are other ways to classify films:

Some genres are not classified under the ‘main umbrellas’ but could be categorised by:

-story content (the war film), -borrowed from literature (comedy, melodrama) -from other media (the musical). -performer-based (the Astaire-Rogers films) -budget-based (blockbusters), -artistic status (the art film), -racial identity (Black cinema), -location (the Western) -sexual orientation (Queer cinema).

GENRE THEORY - FEURER  'genre is abstract’ (not perfectly clear)

One theorist's genre may be another's sub-genre or even super-genre…. 

Basically Feurer argues genre is abstract or not clear because there is no set or correct definition. One person may believe what is ‘genre’ another person might see that as ‘sub genre’.

Genre THEORY - MITTELL Jason Mittell (2001) argues that industries use

genre to sell products to audiences.

Media producers use familiar codes and conventions that very often make references to their audience knowledge of society, other texts.

This theory argues that texts are created to sell and make money based on products that already exist.

Example: Vampire phenomenon List all the texts you can think of related to vampires.

MiTTELL – Vampire phenomenon

Genre THEORY - Metz Genres go through typical cycle of changes during their lifetime

But why?

Think of how the ‘horror’ genre has changed over past 50 years…….  50/60? 70? 80? 90? Now?

WHY DOES IT CHANGE?

What about music videos? 80? Who changed it up? What about now?

Genre THEORY - Neale genres are processes of systemisation - they change over time

Role of technology? The sheer amount of films/music videos etc) Audience demand/needs/wants etc

Also similar to metz/neale

The way we define ‘films’ and film genre is always changing….now ‘horror’ is quite broad….we could classify films is so many ways (stam)

GENRE THEORY – ALTMAN /MCQUAIL Genre also allows audiences to make choices about what products they want

to consume through acceptance in order to fulfil a particular pleasure.

Theorist Rick Altman (1999) argues that ‘genre offers audiences ‘a set of pleasures’.

can also be linked to Denis McQuail’s (1972) theory on ‘uses and gratifications’

Film openings

Horror films Music videos

Social media

USE & GRATIFICATION THEORY USE = for people to use media texts GRATIFICATION = people get gratification from using media texts

(Gratification = satisfaction, indulgence, fulfilment, delight, pleasure)

Basically, ‘uses & gratifications’ theory is a theory that argues that media texts are made to satisfy the needs and desires of it’s audience.

USE & GRATIFICATION THEORY Why do people use/seek the media?

INFORMATION PERSONAL IDENTITY

INTEGRATION & SOCIAL INTERACTION

ENTERTAINMENT

-finding out about relevant events and conditions in immediate surroundings, society and the world-seeking advice on practical matters or opinion and decision choices-satisfying curiosity and general interest-learning; self-education-gaining a sense of security through knowledge

-finding reinforcement for personal values-finding models of behaviour-identifying with valued other (in the media) -gaining insight into one's self

-gaining insight into circumstances of others; social empathy-identifying with others and gaining a sense of belonging-finding a basis for conversation and social interaction-having a substitute for real-life companionship-helping to carry out social roles-enabling one to connect with family, friends and society

-escaping, or being diverted, from problems-relaxing-getting intrinsic (basic/essential) cultural or aesthetic enjoyment-filling time-emotional release