Genre theory

Genre is a critical tool that help us study media texts and audience responses to text by dividing them into categories based on common elements (conventions of genres)


Daniel Chandler (2001)
States that the word genre comes from the french work 'kind' or 'class' it is used in literary theory and media theory to refer to a distinctive type of text.  Refers to a distinctive type of text- classifies different types of media. He also says the all genres have subgenres. Different categories within categories for example comedy in side a romance. 

Adults in modern society are familiar with all the current genres for literature, film, television and music. We have all grown up with different media so that we can recognise different genres and conventions. Some argue that there are genres with no name, it depends on the diversity of society. This could link to how one person’s interpretation of a genre may be different to another. Due to different life experiences of am individual. 

Steve Neale (1995)
Stresses that genres are not systems they are processes of systemisation. They are dynamic and evolve over time. They are under constant negotiation and change. 

Jason Mittell (2001) 
Argues that genres are cultural categories that surpass the boundaries of media texts and operate within industry, audience and cultural practices as well.
Industries sell products to audiences by using genre. Produces familiar codes and conventions that often make cultural references to their audiences knowledge of society and other texts. 

Genre also allows consumers to make choices about what products they want to consume through acceptance in order to fulfil a particular pleasure. 

Rick Altman (1999) 
Emotional Pleasures- Creates strong audience response 
Visceral Pleasures- Responses defined by how the text stylistic construction creates a physical effect/ feeling upon its audience.
Intellectual puzzles- Offer pleasure in trying to unravel a mystery, being surprised/ shocked. 

David Bordwell (1989)
Any theme can appear in any genre
For example 
Personal journey, 
Sex,
Segregation,
Romance, 
Rebellion. 

Strengths with the genre theory-
Everybody uses it and understands it, audiences use it to decide weather to consume a text. Institutions use it to study, develop and create texts. 
The potential for the same concept to be understood by producers and audiences, makes genre a useful and critical. Its accessibility means it can be applied across a wide range of texts.