Argues that the word 'genre' comes from French (originally Latin) word for 'kind' or 'class'. The word is widely used in rhetoric, literary theory and media theory to refer to a distinctive type of text.
Barry Keith Grant (1995)
All genres have sub-genres which means they are divided up into a more specific category that allows audiences to recognise them specifically by their familiarity and recognisable characteristics.
Steve Neale (1995)
"Genres are not 'systems' but processes of systemisation" - ie. they are dynamic and evolve over time.
Jason Mittell (2001)
Argues that genres are cultural categories that surpass the boundaries of media texts and operate within industry, audiences and cultural practices as well. In other words, industries use genre to sell products to audiences. Media producers use familiar codes and conventions that very often make cultural references to society.
Rick Altman (1999)
Genres give the audience a set of pleasures:
Emotional Pleasures - particularly significant when they generate a strong audience response.
Visceral Pleasures - gut responses defined by the films stylistic construct e.g. kinetic speed = excitement.
Intellectual Puzzles - offers the pleasure in trying to unravel a mystery or puzzle.
David Buckingham (1989)
Any theme may appear in any genre:
Fear of the unknown - anything different is scary
Horror = modern day fairy tale - plays in which people who break rules serve a punishment.
Sex = death - sex before marriage is immoral and must be punished.
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