3 drafts for genre essays

“The audience may know what to expect, but are still excited by genre texts.”
To what extent is this true?

Intro
Essay will revolve on the discussion of ‘repetition and difference’ (Rick Altman’s theory). Using the slasher genre as a prime example; the need for certain expectations which will cause desirable emotional experiences is what is expected. However, target audiences esp. teenagers are not necessarily ‘excited by genre texts’ as the decline in the slasher genre is evident of this.

‘Increasingly we are all going to see the same ten movies’ (James Monaco) summarises the fact that despite the repetitive nature of genre texts, audiences will still consume generic and conventional films. 1980s- boom in slasher genre used the same conventions but merely in a different location and storyline. Yet the franchise of such films exemplified the great extent to which they had become so popular.

Visceral and sadistic pleasures – justified by the relaxation of censorship – is a key expectation present in even post modern slashers such as ‘Scream.’ Yet the need to subvert conventions to reinvigorate the genre shows that audiences are not ‘excited by genre texts’ as the vast amount of repetition eliminates any sense of novelty. However, Scream parodied such conventions and expectations successfully thus proving that the pastiche of conventional expectations still do excite audiences who consume genre texts.

Satisfaction and reassurance of expectations and generic conventions is integral in pleasing and exciting audiences. Too much difference would cause alienation and an opposed reading. ‘Before and after’ view: negotiation between audience and producer, they know what is successful and thus respond to these demands- uses and gratifications theory (Blumer and Katz)

Genre is an ‘interplay between confirmed expectation and novelty’ (Douglas Pye 1975) and therefore genre is dynamic and fluid. If a genre remained static, then it would be increasingly short-lived. Genre responds to wider contexts as did Scream to fit into post modern society.

Conclusion
Hence audiences may indeed know what to expect but are ‘excited by genre texts’ not because they merely satisfy previous pleasures of a film but because they always offer something new and refreshing. Even the slasher films of the 1980s showed great variance which proved very successful.



Account for the popularity of one genre of your choice. Illustrate your answer with examples.

The slasher genre increased its popularity esp. in the late 1970s and 80s when it appealed and communicated with a clear-cut audience of teenagers. The visceral and escapist pleasures satisfied target audiences and therefore the genre evolved and adapted to the needs of its audiences by eventually reaching to the current stage of post modernity and parody.

With the relaxation of censorship and the implicit effects of the Vietnam War which projected many violent images and themes into media productions – the slasher genre became increasingly mainstream. Granddaddy – Psycho- Alfred Hitchcock.

Conventions evolved as the social and economical landscape too changed. The haunting location changed from the haunted house on the hill to the supposed safe suburban setting. A stark reminder that evil was indeed everywhere and a ‘white flight’ would not solve such a real threat.

Furthermore, binary oppositions between good/evil and the inefficiency of the authorities as opposed to the resourcefulness of the teenagers became a familiar trait which appealed even more to the target audience- proving the usefulness and relevance of the before/after review. E.g. Nightmare on Elm Street, v. popular.

Decline in popularity of slasher genre – too much repetition, little ‘novelty’ and subversion. Audiences became desensitised. Emulation became tired and formulaic. However, reinvigoration and post modern stage has ensured its return as a popular genre.

Recent developments in genre have included the emergence of parody, pastiche and hybrid forms. Show how such developments have influenced the nature of media texts.

Introduction
The concept of genre is indeed dynamic and fluid, often they reflect the zeitgeist. The slasher genre is a prime example as being ‘subject to constant process of change and adaptation.’ Therefore it is no surprise that ‘recent developments’ in the slasher genre have become characteristic with ‘parody, pastiche and hybrid forms:’ collectively known as post modern texts.

Developments in genre occur because negotiations between producers and audience are forever-changing. Rick Altman’s ‘before and after’ view analyses how producers decide what formulae will be most successful – what to repeat and differentiate and the success is determined by audiences limiting risk for further productions. In the 1980s slasher films epitomised by Halloween we see the suburban setting, group of teenagers who are resourceful as opposed to the inefficiency of the authorities, the final girl etc – all of which became familiar traits and conventions. Suburban setting became popular: insecurity of the American home and N.F, plus the destabilising effects of the Vietnam War. Was a key development in the slasher genre.

However, the genre soon went through a decline period as audiences perhaps became desensitised and films themselves became too predictable (producers must have thought there was too much risk involved to differentiate). Wider influences – low budget video sales catered for the teenage demographic who no longer had to consume films at the cinema. The genre consequently went through a reinvigoration period – with the emergence of ‘parody, pastiche and hybrid forms’- epitomised by Scream 1996- Wes Craven. Craven used the all too familiar conventions to almost mock the genre itself by using post modern concepts such as self-referentiality, for e.g. the characters urged that it was not a film but real life as one of the characters talks about “the rules” – overt parody and pastiche. They are even watching Halloween at the time. The post modern aspect contributed to the differentiation of the genre – teenage demographic once again became enticed.

The mass success of Scream can also be accounted for the genre itself as it clearly was in a ‘hybrid form’ – thriller elements with the ‘who dunnit’ theme. The issues brought up by the lifestyles of the teenagers reflected the anxieties that teenagers face in the adult world – do not have economic stability and their social status is ambiguous – problems with boyfriends, sexuality and growing up hence reminiscent of a high school teen comedy.

To conclude - the post modern stage of genre is merely typical of the fragmented nature of society today. Slasher genre has even influenced rap music - Eminem - parodies Texas Chainsaw Massacre therefore in a post modern sense

Self-evaluation

Attainment- 1
I’ve understood what we’ve been taught for module 5 and 6..feel as though I can apply content confidently in the form of essays.

Effort- 1
When it comes to c/w or hmk I always put in 100% effort

Punctuality-1
My punctuality has improved... i don’t think I’ve been late ever this term!

Submission and quality of homework-1
Always up to date and of the best of my ability

Ability to work independently-2
In class I tend to at times to be a bit distracted

Quality of writing-1
Although as sir says I can be too over ambitious, altho this is one aspect which has been consistent but must remember clarity is the most important thing when writing.

Organisation of Media folder -2
Everythings in my folder just not in the right order.

Oral contributions in class -1
:D

‘Sight & Sound’ Analysis

Sight & Sound is a specialist film magazine that targets film students/academics specifically. This is determined by the simple, yet effective style of presentation of the front cover. The masthead itself stands out against the vivid yellow background in simple, classical and alliterated typography which again justifies its target audience of film students who will seek a simple magazine with studious content. The connotations of ‘Sight & Sound’ fall neatly into place with the film genre so it is in fact a pun, since you need sight and sound to consume a film. Furthermore, the exact same typography is used for the three strap lines which create an identity and house style for the target audience to identify with.

The colours used on the front cover are bright, intense and dazzling with the use of yellow, orange and black, which contrasts the simple layout of the magazine in return making it visually appealing. Arguably, the colours used may appeal to a more male audience than females. In addition, this value may be reinforced with the central image of a male hence it under represents the gender make up of film students.

A conventional puff is used just below the ‘Sound’ where it states ‘The monthly film magazine.’ The use of ‘the’ makes it seem as though this is the ultimate, the one and only film magazine which offers ’85 films reviewed’ as stated by the pug on the top left hand corner. In conjunction, the puff and pug work well together to create a unified magazine which adds to its uniqueness. In result, the magazine front cover serves its purpose by attracting its potential audience.

Another factor which determines its target audience is the use of an institution just beside the puff; ‘British Film Institute’ which connotes a sense of formality rather than being a magazine read for leisure and entertainment.

The central image sure is the focal point as the pose by Woody Allen is so unusual and closed off, although it does look at the audience directly. The image is placed more to the right of the page giving alternative space for strap lines on the left and is a medium-close up shot. Since the image represents an established director rather than a young actor (Empire) also dictates that the magazine is aimed at a more academic audience, where it may explore technical proficiencies rather than celebrity profiles. The medium close up shot of Allen shows him with his hand covering his lips and the right hand side of his face connoting that he is in deep, serious thought. This may reflect his success as a director where his ideas have been exceptional and irreplaceable. Furthermore, his black framed spectacles give a hint of professionalism. Sight & Sound have also steered away from typical conventions of a film magazine by representing an older person. This is unusual as it doesn’t conform to social values that elderly people, in this day and age, have less prestige and more nuisance. Nevertheless, it uses this image to suggest his experience and wisdom by being involved in the film industry for so many years. This also appeals to the target audience as it gives them an insight into the world of film.

To juxtapose the image are three strap lines using the same typography of the masthead. With these, secondary images are absent placing all attention to the central image. The strap lines again connote the academic side of film and determine its target audience.

Sight & Sound also uses additional conventions to aid the effectiveness of the magazine front cover. By using “plus” offers that little bit extra to the audience that any other film magazine is unable to offer.

However, it is noteworthy that there is no female or ethnic minority representation limiting its potential audience. The incorporation of the above would undeniably attract a much larger audience.

In conclusion to this analysis, Sight & Sound have followed many magazine conventions making it visually appealing. It offers that little bit extra with the use of the pug, puff and ‘plus’. It also has a hint of exclusivity where it represents an elderly person and uses a simple layout with contrasting vivid colours making it stand it so much more. It serves its purpose well by attracting its target audience.

Pluralism

Opposite to Marxism/hegemony in that there is no mass culture. Control of the media is said to be in the hands of the elite but they allow a considerable degree of flexibility in production choices. As a growing media literate audience we are able to choose selectively what we consume thus it is an active audience theory. It also acts as a fourth estate by safegaurding the public for example, exposing corruption.

Effects theory

This theory was created by the Frankfurt School at the height of Nazi Germany when the media was often used to advocate propoganda. For these reasons they believe the audience is injected by ideology to suit the capitalist system for example, buying clothes which we believe are a fashion statement. A dominant culture is also produced by the media itself to maintain social control. An example of how the media has the ability to inject ideologies into a passive audience is Triumph of the Will by Leni Reifenstahl.
'Cultivation theory' repetiton of a genre or conventions cause audiences to become 'desensitised' especially as social attitudes and expectations change so rapidly.

Reception theory

This theory concentrates on how we attach different meanings to different texts depending on context such the mood someone is in. We decode texts and interpret them in different ways. David Morley discusses how the media is all around us - 'the politics of the media.'

Whereas Pluralism looks at why we consume the media we do, reception theory looks at how we do this. Nevertheless, they are still both active audience theories by giving power to the audiences, whereas effects theory denies this due to the sheer power the media has over us.

Laura Mulvey: male gaze

Laura Mulvey used the ideas of Jacques Lacan (rewrote Freud) to argue that 'classic realist' films - classic Hollywood narrative - are inevitable in constructing the spectator as a male. Significantly, the majority of films have a male 'hero'/ protagonist and consist of women who were merely there to be sexually objectified, who are not allowed to desiring sexual subjects themselves. "Men do the looking; women are there to be looked at." She argued that there are two modes of looking..voyeuristic and fethishictic. Both which generally reveal the male 'castration anxiety' (which is unconscious).

The 'male gaze' theory is a coherent explanation for the dominating subordinate female roles in films, yet attitudes to women have changed and although film has not been so quick to reflect these films such as Alien and Tomb Raider have. It also assumes a passive audience (similar to effects theory) and is essentialist- treating the spectator as only male and hetrosexual.

Pluralism- expressed via TV scheduling?

BBC1- 10 o'clock news
BBC2- Have i got news for you
ITV- I'm a celebrity get me out of here
Channel 4- Without a trace
Five- Tripping over

The above scheduling for monday night clearly has pluralistic values; there's something for everyone. "There is no hegemonic message to be conveyed through all media texts"
The BBC being a PSB is routinely airing the news which is a 'neutral' reportage of current affairs whilst on BBC2 you have the popular news quiz which is also topical but in a humourous way, perhaps getting away from the stereotype that the BBC are boring and uninventive. ITV are doing their annual reality TV show which is without a doubt really popular and is talked a lot about in the tabloid press. However this can be seen as part of 'low culture' whilst the BBC airs 'high culture' texts. It is also interesting how both Channel 4 and Five were showing american drama series. Is this american cultural imperialism or simply reflecting the audience's needs who wish to consume american media texts?

http://www.youtube.com/watch?v=YRlGQvOxDwI (Shake n Vac 1979)
http://www.youtube.com/watch?v=SSwyncna1Qg (Girls lynx ad)
http://www.youtube.com/watch?v=QHE25VdGcZI (Nikewomen advert- Sofia Boutella)