Genre Theory- Steve Neale

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Genre theory is about what genres are, and about how and why they are created, change endure and decline.
-Neale argues that genre is a process by which generic codes and conventions are shared by producers and audiences through repetition in media products.

 Neale argues that genres are not fixed but are constantly evolving. Genres influence each other, sometimes forming hybrid genres. Products which link to the genre (e.g. advertising in a paper or the marketing material it produces) share the genre conventions creating an intertextual relay.

 Example:

  • 1970-80 horror films: blood and monsters (gory)
  • Present horror films: More psychological and scientific 


Steve Neale’s theory of Repetition and Difference: 
Steve Neale states that genres all contain examples of repetition and difference, the difference is essential to the economy of the genre.
Neale states that the film and its genre is defined by two things:
  • How much it conforms to its genre’s individual conventions and stereotypes. A film must match the genre’s conventions to be identified as part of that genre.
  • How much a film overthrows the genre’s conventions and stereotypes. The film must subvert convention enough to be considered unique and not just a clone of an existing film

-Neale states that Hollywood’s generic regime performs two functions:

  • To guarantee pleasure and meaning for the audience.
  • To offset the financial risks of film production by providing collateral/guarantee against innovation and difference.

Popular cinema relies on audiences finding pleasure in difference and repetition i.e. recognition of familiar elements and the way those elements are linked in an unfamiliar way or the way that unfamiliar elements might be introduced.



Tabloidisation
In order to reduce printer costs, some papers have reduced their size from broadsheet (A3) to compact, or Berliner. Both the Times and The Guardian have followed this trend.
- This is so they don't go bust and can pay for their staff
-Putting images on the front cover which is attractive, will sell more than other newspapers- catches the readers eye.




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