GENRE

— 02

Today's Agenda
To understand how genres function
To identify genre codes and conventions
To discuss positives and negative of genre
branding
04

er
et
tim
e n !
M ca p
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Follow the link!
Answer the questions!
Let's have a discussion!
What is genre?
— 14

Why is it
important?
What do we know about genre? In groups discuss
these questions and make some notes!

Question #1

What is genre?

Why do we need genres in media?

Question #2

How do we define a genre?

Are genres even important anymore?

What genres are popular right now?

MY NAME JEFF
 Steve Neale
Genre Theory

Neale believes that films of a type (genre,

like romance or horror) should include
features that are similar, so the audience
know it is a horror film or romance, but also
include features that are different, to keep
an audience interested. This is his theory of
repetition and difference.
In his words “genres are instances of
repetition and difference.”

 So why does this matter to us as media students?

As genres become established, audiences begin to have certain expectations. These are
known as genre conventions and audiences gain gratification from recognising them.
Audiences like genres because:
Allows them to make informed choices
Allows them to understand a text more readily
Offers familiarity and comfort

Producers like genre because:

Guarantees a degree of success
Easier to target an audience
Provides a tool box for them to experiment with

 How much it conforms to its genre’s

individual conventions and stereotypes: a
film must match the genre’s conventions to
be identified as part of that genre.

How much a film subverts the genre’s

conventions and stereotypes: the film must
subvert convention enough to be
considered unique and not just a clone of an
existing film.

 GENRE
Codes and Conventions
Codes - Technical, written and symbolic tools
used to suggest meaning in media and products.
Media codes include the use of camera, acting,
setting, mise en scene, editing, lighting, sound,
special effects, typography, colour, visual
composition, text and graphics.

Conventions - Rules of constructing and

informing meaning in media products including
story principles, structure, generic structures,
character and story arcs, cause and effect,
point of view, the structuring of time, elements
of page layout, paper stock for print, titles and
credits sequences, hyperlinking and mounting
and framing of images.

 GENRE
Conventions
If codes are physical
things we can see on
screen, what are some
things we think
conventions could be?
What do we think
narrative conventions
mean?
Do conventions evolve
over time? Can we think of
any examples?

 GENRE
Conventions

Each genre will have different codes and conventions

 In many cases, genre conventions
begin through repetition. A writer,
moviemaker, or playwright will create
a famous work that the public loves,
and other artists will try create
something similar. Over time, all the
artists borrowing from the original
writer will use certain elements again
and again, to the point where they
spread across the whole genre and
1978 2017
become conventions

For example, the original "Halloween" created a host of

genre conventions about how horror films should work,
and many of these have persisted to this day in works like
"Friday the 13th" and "Fear Street". These conventions
have also continued into many famous horror games over
the years, and at this point, almost any horror slasher
story will include at least a few ideas that go all the way
back to Carpenter's original movie.
 Just to reiterate...
Conventions are all of the story, structure and
archetype elements that make up the genre
 Different
genres will
have different
conventions!
 GENRE
EXPECTATIONS

By labelling something within a certain genre,

audiences will have certain expectations
before and during consumption of the
product.

The industry is totally aware of audience and

aims to make films to satisfy our expectations
(needs/wants)
WHAT GENRE IS THIS?
WHAT GENRE IS THIS?
 W
We ee
exp th xpe
ect e g ct
go uy the
od or gir
evi tob vic
l ea lt
t ev og
er et
sa

We want to see elaborate

kills and memorable
monster moments

ACTION!!!
 Look at how differently
these films are marketed
for their genres and
target audiences

One for action,

predominantly a male
genre

The other a teen romantic

comedy, which is usually
aimed at a younger
female audience.

What are some

similarities and
differences of these
posters?
 Activity
In groups, you will be assigned 1 of these 4 genres. You must answer these questions in
relation to your assigned genre and present your findings back to the class!
1.Horror 2. Sci Fi 3. Romance 4. Action

r Fi nce
ro ci ma
or S Ro
H

ion
ct
A
 Questions
What are the main codes and conventions you identify with this genre (give
examples from popular text)?
Has this genre evolved or adapted over time (give examples as to how or how
not)?
Is this genre relevant today?
What are the typical narrative conventions you would find in this genre?
What expectations would the audience have before watching a film within this
genre?
Who is the target audience for this genre in your opinion?
What are some negative effects that could come from the branding of this genre?
 Further Reading
If interested...

Steve Neale Genre Theory Explained

https://guilsboroughschoolmedia.wordpress.com/2017/08/26/steve-neale-genre/
What are genre conventions?
https://www.infobloom.com/what-are-genre-conventions.htm
Breaking down genre conventions
http://scriptclickcreate.weebly.com/conventions.html
The Media Insider Youtuber
https://www.youtube.com/watch?v=7uiNqtfWvGw
Recommended
Viewing

Scream
Dir: Wes Craven
Available: Amazon
Prime

The Mighty Boosh

Available on:
BBCiplayer