1. Task 1: Understanding Genre
This is the most straightforward aspect of genre study because it involves looking at the conventions of
specific genre. In Exploring the Media, Connell suggests grouping conventions under the following headings:
Characters – representations, stereotypes, behaviour, body language, specific actors/stars
Narrative events
Iconography – props, symbolic codes
Setting- mise en scene
Technical and audio codes – camera use, editing, lighting, diegetic/non diegetic sound, sfx
Use these headings, identify the main conventions of the horror film genre as they are presented in the
opening to Scream (Craven, 1991)
Scream opening scene part 1
http://www.youtube.com/watch?v=G3lSvJ5RXKA&feature=related
Part 2
http://www.youtube.com/watch?v=NpNoDzHkl5U
Genre elements Conventions presented in the opening to Scream
Characters – Casey- stereotypical dumb blonde, naïve, easily led, flirty over the phone at first,
representations, helpless and weak, female protagonist
stereotypes, behaviour, Casey’s mum- loving, caring , distraught,
body language, specific Casey’s dad- determined, curious, protector
actors/stars Scream- male antagonist, evil, adds humour to horror
Narrative events –how is Linear narrative everything happens chronologically.
the narrative ordered
and structured?
Iconography – props, Casey’s pale jumper suggests innocence, popcorn ready to watch a horror movie,
symbolic codes screams big black cape hides his identity black symbolises evil, cartoon like mask
suggests the villain’s purpose is linked with his childhood
Setting- mise en scene
Set in and isolated location so that Casey could not call or run for help
emphasising Casey is left to defend herself. Big house shown by the
cinematography in pans and tracking shots expresses the family’s wealth,
suggesting Casey has had an overprotective childhood. A contrast to when later in
the narrative she is left to fend for herself.
Technical and audio
codes – camera use,
editing, lighting,
diegetic/non diegetic
sound, sfx
What ideologies are encoded in the horror genre? What does the genre seem to say about what it is like to live

2. in the world?
Understanding Genre: Text and changes in audience expectation
Scream and after
Scream was made in 1996. It was in part a parody of earlier fashions in horror but in many ways it can be seen
as quite old fashioned now.
From your knowledge of contemporary horror films, what are the conventions audience now expect? Think
about: Characters, Narrative events, Iconography, Setting, Technical and audio codes.
Has the ideology of horror changed since 1996? How?
As the case of Scream shows and as Bell et al have argued,
“genres cannot be clearly identified as they are not static: they are subject to constant
renegotiation between the industry and the audience."
(Advanced Level Media, 1999)
Task 2: Your Ancillary tasks
Read the two theories below, the first by Daniel Chandler and the second by Steve Neale.

3. Chandler:
•Conventional definitions of genres tend to be based on the notion that they constitute particular
conventions of content (such as themes or settings) and/or form (including structure and style)
Neale:
•Genre can be defined by instances of repetition and difference
•genre is part of a process of “mental machinery” between “industry, text and subject.”
In addition, the theorist Nick Lacey states that there is a ‘repertoire of elements’ that work in
combination to suggest a media text belongs to a particular genre or mix of genres. Lacey’s
framework is similar to the one described by Connell in ‘ExploriongThe Media’. Lacey breaks a text
down into 5 areas when analysing genre:
Setting
Character
Narrative
Iconography
Style
Considering Chandler’s and Neale’s theories above, pick out the conventions of your chosen genre
that you have used for your ancillaries. If you have produced a CD/Poster, consider the images you
have used
Nick Lacey states that there is a ‘repertoire of elements’
Ancillary 1 Technical and Iconography Setting/Mise Characters
audio codes – en Scene
Product …………….. Design and layout
Fonts/Colour
Genre ……………….. scheme/ written
style
(lexis/tone)Chandler
what are the
conventions of
content?
Chandler: what *Conventional *san serif text
are the Masthead *’the’ is the
conventions of *san serif text definite,
content in your *cheap price ‘source’
Ancillary one? *when and where conventional
available
*metaphorical
‘delivering’
providing news
*simplistic
*when and where
available
*iconic newpaper
masthead
*value for money
Neale: What are *’The source’ Language: The
the instances of creative modern source is Iconic
repetition and name of journalism
difference? *’the’ is the searching for
definite, ‘source’ news with
conventional microscope
Have you applied
Neale’s mental
machinery to your
work? How?

4. Now repeat the task for Ancillary 2. Print both boxes out for marking, with your name
clearly written at the top. Please do not print out the whole task!!