Applying Genre

Daniel Chandler (2001) - the word genre comes from the French (and originally Latin) word for ‘type.  The term is widely used in literary theory, media theory to refer to a distinctive type of ‘text’.

Steve Neale (1980) declares that “genres are instances of repetition and difference” – it is essential for genres to deviate occasionally in order to attract and engage audiences.

Which genre is your text?
Music video – which genre category is it? Performance, illustrative or disjuncture? (Andrew Goodwin)
Which generic conventions have you applied?

• Genre of our music video is dance/pop
• the video would probably fall into the performance technique because it matches the music but doesnt tell a story..
• generic conventions applied- lip syncing, dancing, camera shots (close up, mid shot, panning), bright colours.

If we recognise the genre of a text it enables us to feel at home and we gain enjoyment from “spotting the conventions”

 Pleasure of genre for audiences• Rick Altman (1999) argues that genre offers audiences ‘a set of pleasures’.
Emotional Pleasures: The emotional pleasures offered toaudiences of genre films are particularly significant when they generate a strong audience response.
Visceral Pleasures: Visceral pleasures are ‘gut’ responses andare defined by how the film’s stylistic construction elicits aphysical effect upon its audience. This can be a feeling ofrevulsion, kinetic speed, or a ‘roller coaster ride’.
Intellectual Puzzles: Certain film genres such as the thrilleroffer the pleasure in trying to unravel a mysteryor a puzzle. Pleasure is derived from deciphering the plot andforecasting the end or the being surprised by the unexpected.
•Which set of pleasures does your genre offer?

 In terms of your coursework...• How we define a genre depends on ourpurposes (Chandler, 2001).• What was your purpose and the medium?
• Your audience and the industry sector youwere working within will have defined whatyou understood as the genre and sub-genreof the texts you created.

Genres are not fixed. They constantly changeand evolve over time.David Buckingham (1993) argues that genre is not... Simply "given" by the culture:rather, it is in a constant process of negotiation and change’.