24. A mystery or problem to solve, tortured central
character who shares traits with his ‘nemesis’, dubious
dress sense? Relations to authority, the ‘sidekick’
25. • Genre is a signifying system
• A Paradigm
• The elements from which a text can draw
are syntagms
26. Functional
• Agents of ‘ideological closure’
(after Hartley)
• Limit meaning potential
• ‘Contract’ between producer and audience
as to content
• Annoying when broken!
27. “Typical forms of texts which link kinds of
producer, consumer, topic, medium, manner
and occasion” (Hodge & Kress, 1988, 7)
Think also about camera movement, editing techniques, colour, costume, language,
music . . .
28. For Producers . . . .
• Creative or Constraining? (Gledhill, 1985)
• Creative tension or ‘efficient’
communication (Fowler, 1989)
29. For Producers
• Constructs an audience
• Manages expectations
• Possibility of disrupting expectation
• Managing regulation
30. For Audiences
• Frames of reference
• Active process of constructing meaning
• Recognition requires ‘Cultural Capital’ -
Generic knowledge as a ‘competency’ or
literacy
31.
32. New media forms often borrow from what has gone
before
Novels - epislatory format of letter writing
Radio - theatre concert and music hall
TV - literary adaptation and soap
Gaming - film, fairy story,
33. • So meaning is produced by the combination
of elements in particular ways
• Doesn’t require the presence of all possible
choices
34. • Individual texts may be recognisable
generically (shared paradigmatic features and
themes)
• Whilst differing dramatically from other texts
within that genre
• e.g. My Family & Peep Show - both sitcoms!
35. • Genres develop and change dynamically
over time (diachronically)
• They may combine - hybridity
• Or become extinct - cease to have cultural
currency
36. For Next Week . . .
• In your groups produce a presentation
which illustrates the key elements of the
genre you are given
• The presentation should be designed with
the conventions of the genre in mind (e.g.
font, colours, images, sounds)
• See LN for more detail
Hinweis der Redaktion
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It refers primarily to a distinction between the creative personality of the individual artist and the industrial production culture of the genre text (Roy Stafford)\nWe can find a variety of issues around the criteria used to group media texts. These are often related to institutional questions about how texts are produced and distributed as well as the ways in which they are approached by critics and audiences.\n