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.

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Adbusters

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NO AUDIENCE THEORIES - NO TEXTUAL ANALYSIS I Daniel Blake, Straight Outta Compton Distribution is the key to success for any media industry : How have digital technologies affected the ways in which films are produced and distributed ? Plan NWA conglomeration curran and seaton - power in media industries steve neale - genre theory 'glamourises benefits' - jeremy corbyn Viral Marketing - clay shirky - henry jenkins Convergence Lengendary - producer, universal - distributor Vertical, Horizontal and multimedia integration (hesmondhalgh) Stars Stereotypes Success - financial success Specialised industry Knee-jerk reaction Distribution refers ti the was in which media products are shared and given out to their intended and target audiences. Distribution is absolutely vital to the financial success of the film industry, and this is made increasingly more so by advances in digital technology. Marketing campaign Discounted cinema tickets...

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