Evaluation Question 1 Part 3By Rebecca Graham

Genre Theory

Traditionally, genres (particulalry literary genres) tended to be regarded as fixed forms, but contemporary theaory emphasises that both their forms and functions are dynamic. David Buckingham argues that "genre is not... simply "given" by the culture: rather, it is in a constant process of negotiation and change' - Buckingham (1993) The word 'genre' means 'category', 'group', or 'type'. It is hard to cateogirse films into one genre as the boundaries are unfuzzy and not clear. Genres aren't static, they change and evolve. Genre is a "recurring type or category of text, as defined by structural and thematic criteria". - David Duff

"Genre theory places a text within a text, and the context in which it's consumed". "It is used in studying 'Non literary texts; notably film and media" - David Duff. Iconography can often help define a genre. Iconography is the study where visual images and symbols are used to interpret things. For example: You could easily identify a western film by the cowboys on screen, cowboy hats, deserts, saloons...etc. This would be stereotypically speaking of course, however a lot of the old westerns did follow this pattern and were easily identified.

Genre allows audiences and institutions to make active desicions on what they want to watch and in result of this, what they can make to quench the demand o the audience/viewers. Duff suggests that each genres has it's own conventions which evolve, and keep evolving. Unlike literary views, this is not fixed and does change. Change in genre reflects the change in society. As it evolves we see a change int he tastes of the consumers. Films are made for entertainment, and if the taste of the audience changes then the angle in which they approach satisfying the needs of the consumer will then change.

This knowledge of conventions can be positive and negative. It can work to the advantage of producers as it can lead to future passive viewing of films, however, they can also use these to help as they can manipulate the conventions by the reactions and expectations of the audience and make new sub genres.

Genre theory quotes

"Genres are instances of repetition and difference ... difference is absolutley essential to the economy of genre: mere

repetitions would not attract an audience" - Steve Neale 1980. Basically, if all films were the same and based off the same

codes and conventions, this would result in a niche audience. If you were to produce a film you would try and cover a big

audience so the film can be well viewed and well received. Relating this back to my film, Although we have a target

audience and it falls under a couple of sub genres, we didnt want it to be like a normal stereotypical war film. Due to this, we used subgenres to infuse different elements of genres and

their conventions.