How and why do genres use share codes and

characterises?

Genres use shared codes and characteristics for both audience, institutions and production to increase marketing, audiences, economic values. For instance as an audience we know what to expect genres to deliver weather it’s the music created, the mise en scene used in the music videos. The general style of the music for instance the fashion trend associated to the genre. For instance Christine Gledhill quote on audiences is another idea to describe an advantage to the relationship between audiences and genres. “One advantage of genres is that they can rely on readers already having knowledge and expectations about the works within a genre”. An example of a genre and how audiences have similar expectations is the comparison between these two music videos “Arctic Monkeys, when the sun goes down” and the ” local Natives, breakers”. Both videos Show the similarity into the music video set out, for instance both videos contain footage of a performance, perhaps this is used to empathise that the music is original, created by the band themselves or alternatively to highlight the importance of the music . The videos both contain a narrative almost fantasy section which confuses the audiences a little within both videos. The arctic Monkeys video suddenly changes from a serious concept to a man and women dressed up in circus performing costumes and mise en scene, which creates this idea of fantasy. Similarly the local native’s video contains footage which is almost random and unimportant to the video and the music, again this idea of fantasy is achieved because of the dressing up and strange characters presented. The comparison between the two videos is that the videos contain the same format of containing real life footage ( the performance in the local natives and the serious issue of a woman homeless) but then also this fantasy , almost random side to the videos as well. I believe this section fits into the genre of “Indie” because the audience expect it, drawn down to the of “Indie” being original, independent therefore the fantasy scenes are what makes the videos stand out to. Whereas the real life scenes symbolise the sense of mainstream which is also associated to the genre of indie.

Audience

Similarity's in performance scenes

Similarity's in real life scenes

ProductionThe idea how genres use a similar concept idea is also related to the idea the production and institutions side of genres and how the Economic factors can form a profitable genre, for instance the similar mise en scene, sets and properties used between the two videos. The quote by Nicholas Abercrombie “Economic factors may account for the continuation of a profitable genre. ‘Television producers set out to exploit genre conventions... It... Makes sound economic sense. Sets, properties and costumes can be used over and over again. Teams of stars, writers, directors and technicians can be built up, giving economies of scale' highlights this theory that from the producers perspective that genres are an economical factor which can benefit institutions as a result. For instance the music videos “cage the elephant, cigarette daydream and “ The 1975, Settle down” how the same black and white effect is used, but also the similarity’s in the costumes and props.

Cage the elephant, cigarette daydreams

The 1975, settle down