A2 critcal perspectives: genre

1. Genre

2. Genre is a process of classification. Genre relies on both repetition and difference. Think about a cover version of an old song. The pleasure we get from listening to it comes from both the familiarity of the old song and the difference of the new version. How does your product conform to a particular genre? What codes have you repeated? What codes have you challenged?

3. Genre exists as it is how media producers and distributors group and sell media products. It is economically important as it minimises risk, particularly in film (Hollywood), TV production and music. However, the fragmented audience has led to small, specialised audiences. This is due to the digitalisation of media production and known as narrowcasting. Does your product appeal to a fragmented audience? How has your product been affected by digitalisation and how has this had an impact on its marketing and distribution?

4. Intertextuality is the ‘borrowing’ or referencing of other genres or products in a media text. This comes from the concept of post-modernism. Intertextuality can heighten our enjoyment of a media text. Especially common in film (cross genres/hybrid genres) and music video. Are there any deliberate intertextual references in your product?