mainstream media genre john keenan [email protected]
TRANSCRIPT
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Learning Outomes
•Understand what hegemony is
•Understand where hegemony is in film genre
•Understand ways in which film language communicates hegemony
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Having sex with a goat
Smoking
Injecting heroin into eyeball
Unmarried sexDrinking alcohol
Eating horse
Eating pig
food
drugssex
clothes
Going to the office in underwear
Being on the beach in full suit
30 year old sex with a 13-year old
HEGEMONY
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The mainstream media presume a hegemonyThe hegemony is in the genre
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Genre – type
Genus – birth, or origins
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Epic, tragedy, comedy, history
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Early films
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Why genre?
System of expectation – pleasure of fulfilmentUnderstanding – global film formUnique purchase of the filmPleasure of difference/familiarityGuaranteed audience
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•power produces and maintains genre form
•genres can be changed and this changes the power-base
Genre is Political/Ideological
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The stability and repeatability of that social situation lead to texts with a similar stability, with a marked conventionality, which in the end makes the text simply natural and makes its constructedness unnoticable’
Kress Gunther, 2003, Literacy in the New Media Age, London: Routledge, p.27
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1920s-40s
Studio SystemClassic Hollywood
MGM – melodramaParamount – westernWarner – gangsterUniversal - horror
How the Jews Created Hollywood
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Texts are not transparent objects; they are highly coercive linguistic strategies, positioning readers in particular ways which have nothing to do with encouraging individuality and everything to do with reproducing a particular social formation’Cranny Francis, 2005, Multimedia Texts and Contexts, London: Sage, p.98
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Western as American Ideology
‘The Westerns reflects ‘American’ dreams and values, its narratives are inextricably linked to the ‘American dream’, be that individualism, freedom, entrepreneurship, patriarchy, Protestantism and patriotism’
Chris Newbold, 1996, The Western as Text, Leicester: University of Leicester, p.135
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Western Generic Conventions
PlotCharactersBody languageDressDialogueHistorical settingLocationIconography ThemesLocomotionMotifStars
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Individualism
Me cultureEntrepreneur
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Patriarcy
Whore or pure
‘Women are either floozies in the saloon, who are to be driven out of town (not until after good use however) or shot, or pure as the driven snow and totally vulnerable to marauding men and, of course, abducting Indians’Susan Hayward, 2002, Cinema Studies, London: Routledge, p.469
High Noon trailer Unforgiven
High Noon
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White supremacy
Number of black cowboysEstimated 25%
Number of black cowboys in Westerns before 19600%
Symbolic annihilation – Gaye Tuchman
Indians
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The right to bear arms
Shane Trailer
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‘The concept of genre is not static but dynamic’
Hindmarsh J (1996) Genre and Narrative Analysis, Leicester: University of Leicester. Page 163
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Genres change over time reflecting a new hegemony
Classical – 1930-55 Vengeance – 1950-60s Professional 1960-70s Postmodern 1980-present
Sub-genreSpaghettiCross genre
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Midnight CowboyEasy RiderThelma and LouiseDie HardDirty HarryStar Wars
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Brothers
Film
Later analyse for genre and hegemony