Note that your final mark will not be saved in the system.
Genre (first teaching 2022) Notes
Page: Summary of Genre
What is Genre?
‘Genre’ essentially describes a style or category of something.
The term is important as it provides us with ways of clearly categorising media texts.
Think about when you are choosing to watch something on Netflix and the way Netflix categorises film and TV programmes through use of genre – is it action, comedy, science fiction, thriller, drama?
We can determine which media products fit into which genre by looking out for the repetition and differences of certain codes and conventions. This refers to the extent to which a media product conforms to generic codes and conventions and introduces elements of originality.
Genre codes and conventions can also be subverted to create something new within the genre. An example of this is the horror film franchise Scream. Scream subverts the horror and slasher genres by using many different overused tropes by presenting them in a new way to create comedy.
Codes and Conventions
We can identify the genre of a media text by analysing its generic codes and conventions. Codes and conventions are tools and techniques used by media producers, such as:
| Camerawork | The shots, angles and edits used in an audio / moving image text can help to communicate genre, e.g. YouTube vloggers such as Zoella make use of fixed medium close-up shots and natural lighting to create a home-made aesthetic |
| Characters | The backstories, qualities and actions of the people in a media text, e.g. Star Wars features many character types from the science fiction genre. We can see two different designs of robot, a large-eyed alien, and human characters that possess futuristic weapons and gadgets – this suggests they could be soldiers, rebels or space cowboys |
| Graphics | The visual design of a media text, usually one that is digitally produced, e.g. the Nintendo gaming website contains bright colours, clearly compartmentalised features and thick, highly animated text – this demonstrates that the website focuses on fun, vibrant video games that are appropriate for children |
| Mise en scène | The arrangement of people and objects within the frame of an audio / moving image text, e.g. in a crime drama, there might be shots of detectives and police officers in crime scenes surrounded by blood, bodies and police tape |
| Iconography | The images, signs and symbols that we might associate with a particular genre, e.g. a fashion magazine will often feature models, celebrities, outlandish clothes, jewellery, make-up kits, etc. |
| Language | The use of words and the style of written or spoken communication for a media text, e.g. tabloid newspapers are likely to use emotive language, slang, puns and a generally conversational tone |
| Music | The use of music in a media text can often communicate meaning by indicating how audiences should be responding to what they see or hear, e.g. video adverts for charities often feature sad or inspiring music – this is now a convention most audiences recognise |
| Narrative structure | The way in which the sequence of events in a media text is constructed, e.g. the majority of video games have a linear structure; players overcome one obstacle in order to move on to the next |
| Soundtrack | The use of sound effects (excluding music) can invoke a specific genre, e.g. video games such as Mario Kart use jolly, fantasy sound effects to make the races less realistic and intense for younger players |
| Stylistic codes | The defining elements of a media text, e.g. colour, framing and angles, movement, composition or navigation, mise en scène, lighting, editing and sound |
| Diegetic sound | Is all the sound whose source is visible on the screen, such as character dialogue |
| Non-diegetic sound | Is sound that is heard but its source is not visible on the screen, such as a plate smashing in the other room |
Genre Classifications
The way in which the genre of a media text is classified also depends on the type of media product:
|
The Importance of Genre
Identifying a particular genre is becoming increasingly easy for audiences as they quickly identify certain predictable characteristics associated with a genre. In many ways, this repetition can be pleasurable and satisfying for audiences. It can also offer advantages to producers of media texts.
Why genre appeals to audiences
- Audiences enjoy having their expectations met – genre offers comfort and familiarity
- It is easy for audiences to select the media they want to consume based on their existing knowledge of genres
- It is easier to identify meaning in a media text with a contextual knowledge of its genre
Why genre appeals to producers
- They can quickly gain an understanding of how to construct content in a way that has proven audience appeal
- Genre provides a quick and easy way of categorising audiences and targeting them effectively
- Genre allows producers to hire skilled personnel who have specific skills relative to that genre
- Producers are more likely to make money with tried and tested genres
- Certain stars and directors prefer to work within one specific genre – this makes it easier for producers to select the cast and crew
- Successful media texts can be used to inspire marketing strategies for future texts in the same genre
Subgenres and Hybrids
In order to remain popular, genres must constantly change and evolve – when audiences have a strong knowledge of a particular genre, it can be exciting when a text within that genre subverts expectations. It is more interesting for audiences when difference comes into play and people’s expectations are subverted.
Subgenres can be defined as smaller categories within a larger, ‘parent’ genre. By breaking down a broad genre into smaller parts, the niche interests of audiences can be appealed to more accurately.
| Media product | Parent genre | Subgenres |
| Film | Comedy | Slapstick, romcom, horror-comedy |
| Video games | Sports | Racing, team sports, sports simulation |
| Magazines | Health | Men’s health, women’s health, healthy eating |
| Online media | Social networking | Professional networking, travel, dating |
Hybrids arise when a text does not precisely fit into one single category but instead holds the conventions of two or more different genres. Unlike subgenres, hybrids do not fall under the bracket of a ‘parent’ genre – they offer something new entirely.
|
Or click 'Enter' key!