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L4 Genre
- 1. Starter: Iconography Pictionary • Iconographyis 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 widelyrecognised 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? • Codesmight 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? Codesand 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 • Youmust 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 categorisedinto 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
- 8. Theorists • There are2 key theorists for Genre you need to know! 9
- 9. Neale • Steve Nealestates 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
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- 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 majorgenre 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
- 18. Genre as a… •Label Used to market a film
- 19. Genre as a… •Contract How the text and audience interact
- 20. Why are films categorisedinto 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
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- 23. Bordieu • Bourdieu’s theoryof ‘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 termused 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! • Canyou 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