Genre is another way in which to explore how a media text constructs its meaning; it is very developed in terms of film and many television programmes.
'Art VS. Genre'
| --> You expect different things from different genres - Hans Jauss 'Horizons of Expectations'
'Elite VS. Mass'
For example - Medical Drama --> Particular location (hospital), accidents, injuries, doctors, nurses, patients, white coats, stethoscope, needles, wheelchairs etc... These are the particular expectations.
'AS FAR AS GENRE IS CONCERNED, EXPECTATIONS EXIST BOTH TO BE SATISFIED, AND, ALSO TO BE REDEFINED' - Neale
Genres sometimes shift
For example - House - which is inter textual, the protagonist is non-conventional and House (both character and series) offers generic hybridity.
Hodge and Kress (1988)
- "Typical forms of texts which link kinds of producer, costume, topic, medium, manner and occasion."
For Producers -->
- creative or constraining
- creative tension or 'efficient' communication
- constructs an audience (established / niche audience)
- manages expectations
- possibility of disrupting expectation
- managing regulation (what's allowed)
For Audiences -->
- reference and preference
- active process of constructing meaning
- recognition requiress 'cultural capital' - generic knowledge as a 'competencey'
Archetypal texts inflict new meaning and new media forms borrow from before (older media)
novels-->letter writing
radio-->theatre, concert, music hall
tv-->novel, radio
gaming-->fairy tale, film, documentary
So meaning is produced by a combination of elements in particular ways.
Context require the presence of all possible choices.
Individual texts recognisable generically.
-Yet there are differences within that - different comedies within the genre comedy --> My Family and Peep Show.
- Genres change and develop
- Combine (hybridity)
- Become exstinct
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