GENRE THEORY

Genre theory 1- Steve Neale (1980)

“All contain instances of repetition and difference, difference is essential to the economy of the genre”. 

Neale states that product and it genre is defined by two things:

1. How much it confirms it’s genre Individual conventions and stereotypes. A product must match the genres conventions to be identified as part of that genre.

2. How much a product subverts the genres conventions and stereotypes. The product must subvert convention enough to be considered unique and not just a clone of an existing product.

Genre theory 2- Rich Altman(1999)

Rich Altman states that genres “have different pleasures that entertain the audiences through familiarity how they respond to them”.

Emotional pleasures, Intellectual pleasure, Visceral pleasure.

For example, Friends is a comedy so the audience experiences laughter. It makes the audience laugh because of the cross cutting editing techniques between two areas. Friends is mainly set in the same area therefore it is familiar to the audience throughout. Also, facial expression are often used in friends for comedic effect so there are multiple medium close up shots so the audience can clearly the characters facial expressions.

Genre theory 3- Jason Mittell (1999)

Jason Mittell states that genres are “exploited by media producers so that products are financially successfully”

“Genre is a way of exploiting an audience who enjoy certain types of representations and content” e.g. look at reality TV shows. 

For example, The MCU Showcases multiple different superhero’s throughout the franchise which means it wont be repetitive for the audience to watch.

Genre theory 4- David Buckingham (1993)

David Buckingham suggests that “genre must respond to socio-economic and cultural change”

E.g. Brokeback mountain has elements of the western (setting, objects and props, dress code) to develop an emotive romance about two men and their love for each other.

Also, females were usually the protagonist and males the antagonist in horror films But now there are multiple female villains in horror films that kill male protagonists.