Steve Neale - Key Theory 3 - Theories around Genre

Genre exists to separate different forms of media to make it easier for an audience to find what they are looking for

An audience benefits from generic classification because it means that less time can be wasted finding what they like. A producer can also use genre to promote their film to a specific audience.

Advantages of genre:

Producer an use it to target a specific audience.

Audience can use genre to find new media that may be interesting to them based on media that they have previously enjoyed based on the same genre.

Disadvantages:

Producer has to conform to the 'rules' of a genre to appeal to certain audiences

Audience may not want to watch something from a specific genre even if it is good.

Neale believes that genre is essentially instances of 'repetition and difference'. He suggested that texts need to conform to some generic paradigms to be identified within a certain genre - but must also subvert these conventions in order to not appear identical to other texts/media that may already exist.

Intertextuality is the shaping of a text's meaning through referencing or alluding to another text.

Comments

Week 3 Online media - 4th March

Pokemon Glaswegian Advert: 🌚 🌝 🌚 Clay Shirky - End of Audience - the audience uses the product to make new media Henry Jenkins - Fandom - uses audience to create a cult following Propaganda doesn't work in the way we think it works. It doesn't change people's minds. We don't just see an advert and go to a product. It cultivates the idea - cultivation theory Alex Jones' clicks tripled when he got banned from social media sites. It has made him even more popular. Momentum video about conspiracy theories is funded by the pro Corbyn part of the Labour party. Machine written youtube videos

Adbusters

Deliberately challenged the image. Its childish defacing. This defacing plays on the ideology that nothing is too high up to take down. Banksy Drawing of Policeman snorting cocaine. This is know as detournement. It is a form of high-jacking or re-routing. It is more commonly seen as Culture Jamming. Culture jamming is often obsessed with the idea of destructing consumerism/capitalism. Culture jamming - the practise of criticising and subverting advertising and consumerism in the mass media, by methods such as producing advertisements parodying those of global brands. Adbusters potential genres: Pop Culture - Sans serif font has informal connotations Satirical Comedy - Attacks something. Adbusters uses a lot of negative white space which connotes purity but directly contrasts with the image shown on the background. Masthead changes every time. Every magazine cover is unique which shows they are challenging. There is no reference to anything that is inside. No...

Attitude Online - Wednesday 13th March

Attitude online's primary purpose is to promote the magazine. It has a dedicated readership which may be influenced by the online version of the magazine. Camp - A deliberately tongue in cheek attitude to the world which reinforces a lot of gay stereotypes. Drag shows are very camp to appeal to a gay audience Diva is a gay magazine that is also aimed at women but it is less popular than Attitude. Attitude online is a hyper-sexualised representation of men - most images of these men are topless and often in provocative poses which is surprising in accordance to societal hegemonic norms. An article is critical of lack of representation of different body types which isn't reinforced very well by the singular muscular representation of men which suggests that these images are only being used to make money as they know it plays on the potential desires of homosexual men. Articles are generally focused on grooming, fashion, celebrities and their appearance which suggest...

AMMedia