G325 – question 1b

G325 – QUESTION 1B By Georgia Leaper

CONCEPTS USED IN A2 COURSEWORKo Genreo Narrativeo Representationo Audienceo Media language

GENRE What is it?

“A way of categorising a particular media text according to its content and style.”

E.g. Doctor Who = Sci Fi

Why is it important and who for?Producers of media texts?Gives a pattern for construction, a templateGenre pieces have an established audience who are easy to market toCertain personnel can develop their skills working within a particular genre (e.g. horror make up specialists)Stars can associate themselves with a particular genre e.g. Will Ferrell is known for a certain type of slapstick comedy, and his face on a poster instantly tells audiences what kind of movie they are likely to see if he is in it.Fans of a genre know the codes, so you don't have to reinvent the wheel all the time

Distributors?Clear channels for marketing and distribution — easily targetable audience Concentration of distribution resources — no point in trying to get eg football matches to a non-sports audience Fans of a genre as a whole can easily be persuaded to buy other texts in the same genre eg dance music compilation CDs Provides a structure for retail outlets

THEORISTS OF GENRE Rick Altman (1999) Theorist and Critic:Created list of points he found problematic with genre classification- Genre is a useful category, because it bridges multiple concerns- Genres are defined by the film industry and recognised by mass audience- Genres have clear, stable identities and boarders- Individual films belong wholly and permanently to a single genre- Genres are trans historical (adjective: transcending historical boundaries; eternal.)- Genres undergo predictable development - Genres are located in particular topic, structure and corpus- Genre films share certain fundamental characteristics- Genres have either a ritual or ideological function- Genre critics are distanced from the practice of genre

THEORISTS OF GENRE Tom Ryall (1978):Genre provides a framework of structuring rules, in the shape of patterns/forms/structures, which act as a form of ‘supervision’ over work of production of filmmakers and the work of reading by the audience.

John Fiske:Defines genres as ‘attempts to structure some order into the wide range of texts and meanings that circulate in our culture for the convenience of both producers and audiences.

Steve Neale (1990):Argues that Hollywood’s generic regime performs two inter-related functions: 1) to guarantee meanings and pleasures for audiences2) to offset the considerable economic risks of industrial film production by providing cognitive collateral against innovation and difference.


NARRATIVE

What is it?“In media terms, narrative is the coherence/organisation given to a series of facts. The human mind needs narrative to make sense of things. We connect events and make interpretations based on those connections. In everything we seek a beginning, a middle and an end. We understand and construct meaning using our experience of reality and of previous texts. Each text becomes part of the previous and the next through its relationship with the audience.”

What are the conventions?-Genre- Character- Form- Time

NARRATIVE THEORISTS Vladimir Propp:

Argued that all narratives followed a similar structure and included 8 character roles:

NARRATIVE THEORISTS

Levi Strauss:- Anthropologist - Studies how ‘primitive’ societies functioned- Argued that primitive societies and “advanced” societies shares similar elements

His binary oppositions theory includes:

Homesteaders: Native AmericansChristian - Pagan

Domestic - SavageWeak - Strong

Garden - WildernessInside society - Outside society

NARRATIVE THEORIES

“Equilibrium theory” What is it?

This theory says that all stories are about the fight to return to normality.

An event happens and everything after the event is about the attempt to return to normal – or “equilibrium”


REPRESENTATION What is it?

“By definition, all media texts are re-presentations of reality.”

How can we analyse representation?

The analysis of different sorts of representation forms an important part of Media Studies. The factors of representation most commonly addressed are:

Gender

Race

Age

Disability


AUDIENCE THEORIES


MEDIA LANGUAGE

What is it?

Otherwise known as terminology, media language is the specific jargon used by media

makers.

E.g.

Signifies, codes and conventions, MES, framing, etc

Technology

G325 – question 1b