Genre Theories

Genre Theories 

Genre is the type/category and is a critical tool that helps us study different media texts and how the audience response to texts. They are divided into different categories based on the common elements within.

Music videos are a medium intended to appeal directly to youth sub-cultures by reinforcing generic elements of musical genres. They are pop-promos which are used to promote the band or artist. They are postmodern texts with the aim to promote a star persona, which links back to Richard Dyers theory. Within genre there are narratives and performance elements and can also combine both. The generic conventions can stay the same between music videos but the style changes.

Daniel Chandler (2001)

This theory argues that genre is a critical tool that helps us study texts and that the word genre comes from French which translates to 'kind' or 'class'. He believes that the codes and conventions within the media text demonstrate the genre and is how the audience recognise a specific genre. For example, the mise-en-scene such as the use of props, costume and setting can indicate to the audience what genre it is. All genres are divided into sub-genres (a genre within a genre) which allow the audience to identify them by their familiarity and recognisable characteristics.

The music video "All I want" by Kodaline has a genre of indie pop. The typical conventions of pop are:

-The artist is seen as a good role model

-The artist and narrative are seen as happy

-Bright lighting and colours

Indie conventions are generally seen that the artist is showing their emotions either by through narrative or through close ups of the artists emotions. 

Steve Neale (1995) 

"'Genres' are not 'systems' they are processes of systemisation" is what his theory is based on. He believes that music videos develop and change over time, they are dynamic. They have typical elements within such as mise-en-scene and typical characters and narrative plots which as an audience we recognise and these have developed over the years. The paradigm changes to reflect the era it's set in and when it's released, hence the ideology changes.

Jason Mitchell (2001)

Jason Mitchell argues that genres are cultural categories that surpass the boundaries of media texts and operate within industry, audience and cultural practices. This means that industries use genre to sell product to audiences. They use familiar codes and conventions that very often use cultural references which relate to what's happening in society and the audiences knowledge. The genre of a music video allows audiences to choose what they want to consume and what they don't want to.

The music video 'Girl In A Country Song' has a genre of country. We know this through the ideology we see such as cowboy hats, boots and horses which all connote this genre. The audience can recognise this genre worldwide.

Rick Altman (1999)

He theorises that genre offers the audience 'a set of pleasures'. These 3 pleasures are emotional, visceral and intellectual puzzles.

1.     Emotional Pleasure: This is the emotional pleasure offered to audience by a genre which signifies a strong audience response. 

2.     Visceral Pleasures: These are the 'gut' responses felt by the audience and are defined as how the films stylistic construction creates a physical effect. 

3.     Intellectual Puzzles: This offers the pleasure in being able to solve a mystery/puzzle and pleasure is derived from being able to solve/unravel the mystery of the plot. 

Strength of the Genre Theories 

• Everybody uses the genre theory (even if they don't realise it) and are able to understand it.
• Media industries use it to develop and market texts so the audience can decide what texts to consume.
• The same concept is understood by producers, audiences and scholars which makes genre a critical tool.
• It can be applied across a wide range of texts.

Genre themes

David Bordwell (1989)

'Any theme may appear in any genre.' 

Examples:  

Horror films: These are basically modern fairy tales in which people who break society's rules are punished. 

The Breakdown of society: These are post-apocalyptic movies which are about the fear of the breakdown of society.

Sex=death: In horror films especially, sex is seen as immoral and must be punished.

Rebellion

Romance

Nostalgia: for the innocence of youth

Coming of age: (falling in love, losing your virginity)

Bullying