Daniel chandler (2001);
Argues that the word genre comes from the French (and originally Latin) word for 'kind' or 'class'. The term is wid,eg used in retoric literacy theory, media theory to refer to a distinctive type of text.
We are the first fully media literate generation.
Steve Beale (1995);
Suggest genres are process of system - ____- they are dynamic and evolve.
Nosseratu (1922)-
Vampires masterpiece
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.
In short, industries use genre to sell products to audiences. ,edit producers use familiar codes and conventions that very often make cultural references to their audience knowledge of society, other texts.
Genre also allows audience to make choices about what products they want to consume through acceptance In order to fulfil a particular pleasure.
(Jay-Z 99 problems)
Genre changes, however we still understand it within the genre as an audience.
Strengths of genre theory:
The main strength of genre theory is that everybody uses it and understands it- media expert use it to study media texts, the media industry uses it to develop and market texts and audiences use it to decide what texts to consume.
The potential for the same concept to be understood by producers, audience and scholars makes genre a useful critical tool. It is accessibility as a concept also means that it can be applied across a wide range of texts.
Christian Metz (1974):
Argues that all genre goes through the typical cycle of changes during their lifetime:
-experimental stage: before the genre is established
-classic stage: conventions are established
-parody stage: taking the rules it's making fun of, even when using the genre conventions
-deconstruction stage: goes beyond parody and reinvents itself.
Music videos- medium with many sub-genres/postmodern styles.
Music video is a medium intended to appeal directly not youth subcultures by reinforcing generic elements of musical generes.
They are called pop promos as they are used to promote a band or artist
Music videos are postmodern texts whose main purpose is to promote a star person (Richard dyer 1975)
They don't have to be literal representation of the sonf or lyrics.
Postmodern is the era we are living in now.
In terms of genre are narrative and performance ; weezer, blink 182
Other themes which may fit around the lyrics of the song or society (particularly if the band are well known activists known for supporting the cause.)
This isn't medium known for being experimental and controversial
The generic convention stay the the same but the style (looks)
Genre themes;
David borewell (1989) ' any theme may appear in any genre'
Some music videos have themes for a ,ore youthful audience such as:
-teen angst
-rebellion: conformity verses non-conformity.
-romance
-sex/ losing virginity
-nostalgia- for the innocence of youth
Nihilism- the belief that there is no future
-coming of age rituals (e.g the prom, falling in love, losing your virginity.)
Tribalism: popularity verses unpopularity, e.g cliques
-bullying
Juvenile delinquency. Moral panics and the teenager as a folk devil.
The currency of 'cool'
Hedonism-living purely for pleasure
Friendship
Other themes in music videos:
War
Crime
Poverty
Capitalism
Racism
Genres are not fixed they constantly change and evolve over time- your coursework articles, as we have discussed are postmodern pieces.
David Buckingham (1993)-
Argues that genre is not simply given by the culture; rather it is in a constant process of negotiation and change.
As postmodern theorist Jacqueline Derrida reminds us. "The law of the law of genre.. Is precisely a principle of contamination , a law of impurity."
For example, short films and music videos are in the process of genre cross-over.
Some narrative videos borrow from the conventions of short films and in fact are short films.
Artic monkeys " scummy man"
" portisheads to kill a dead man is essentially a short film
Noir (1940s detective movie.)
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