GENRE THEORY AUDIENCE THEORIES

REPRESENTATION THEORIES

Theoretical research

Genre hybridity is a feature of postmodern media. Look at specific postmodern theory; in this Slideshare, look at the definition of genre by Fiske (slide 2) Derrida (slide 5), Genette (slide 8) and Levi-Strauss (slide 7) and the slide 9 on postmodern theory. Your production could be read as postmodern because it combines so many genre references:

Genre hybridity

Theories of genre. Genre hybridity is a feature of postmodern theory here are different definitions of genre by different philosophers and structeralists.

John Fiske

Fiske is an American professor of communication arts. According to his model we make sense of something we have not had experience in eg a Gun fight by turning it into another text which we would also understand in terms of what we have seen on our own screens. For example we have knowledge on gun fights but this knowledge only comes from other gun fights we have watched in movies. this idea of having only watched one gun fight on screen means the viewer decodes another gun fight he/she is watching by what he/she has learnt about the first gun fight they watched. This idea would be used in my production if i where to show some sort of club event i would take photos of what i believe a club to look like from what i have seen in other photos and videos as i have never been into a club before.

Jacques Derrida

Jacques derrida proposed that a text cannot not belong to no genre, it cannot be without... A genre. Every text participates in one of several genres, there is no genreless text. A good explanation for what derrida means is when those that overlooked the 911 attack said that it was like a movie. This is also what Fiske meant when he said “we make sense of it by turning it into another text”.

Claude Levi-Strauss

Levi Strauss developed a concept where he saw writers construct text from other text through the process of Addition, Deletion, Substitution, Transposition.

Gerrard Genette

Was a French structuralists he developed the word transtexuality and made 5 group for it. These four apply to film

Intertextuality- quotation, plagarism, allsuionArchitextuality- designation of the text as part of

genre by the writer or by the audienceMetatextuality- explicit or implicit critical

commentary of one text on another textHypotextuality- the relation between a text and a

preceding hypotext – a text or genre on which it is based which it transforms modifies elaborates or extends.

Postmodernist theory

Postmodernist theory grows out modernist and structural thinking

Postmodernists extend their work into pure intertextuality that extends the bounds of genre. My production could be read as postmodern because it combines so many different genres references it “extends the bounds of genre”.

Genre Theory

Genre is defined as the separation of different media types. Media types are put into different categories dependent on the content of such media type. Genres help within the media industry as they separate out different groups creating a fan base for different genres. This fan base I commonly associated with sci-fi films with events such as Comicon that are heavily branded around the sci-fi image. Due to a strong fan base around genres changes within genres can affect the audience society.

Genre theory

Genres can be changed with the intervention of a different genre within the main genre this is known as hybrid genres.

Hybrid genres often form subcultures to the main culture that is attached to the genre.

Mass market genres play a large part in the construction of differences and identity's particularly through sexual differences and identity's.

Audience theories

Audiences come under two generic titlesPassive ActiveThe higher the income bracket the more

active the audience is. The lower the income bracket the more

passive the audience is.

Audience theory

The hypodermic syringe This theory see the audience as being

injected with ideologies which they blindly accept. This theory links with hegemony's theory.

The theory suggests that the media text works as a drug, almost manipulating the audience.

Audience theory

Uses and gratification

This theory portrays the audience as active using the text and not being used by it. The audience uses the media text for their own uses and gratification.

The audience is seen to be free to do what they want whether that is rejecting the text or accepting it.

The power relies completely within the audience.

Audience theory

Reception analysisThe theory sees the audience as the most

active and independent. The audience are said to have complete independence over what they read.

Dominant Negotiatedoppositional

Reception theory

Oppositional This is when the reader rejects the media due

to political or cultural reasons . DominantThis is when the audience reads the media

product the way the producer wanted to. NegotiatedWhen you recognise an understand what the

producer wants you to do but adjust it to suit personal circumstances

Representation theories

Representation theory is the belief that all media products re-present the real world to us, Only showing one version of realty. This can also be shown through how a group of people or person are being presented to the audience. Representation sees us making decisions and judgements on what we see. Stereotyping is used by the media to sell products to a certain group of people by agreeing with the stereotypes.

My piece

This research will help me produce my magazine as it tells me what sort of content I should be producing. As a piece that is looking to target itself at a wide range of audiences it is important to know what the audience will be thinking when reading the magazine. Because my audience is B-E i could assume a more passive audience at the bottom, unsophisticated end and a more active audience at the top.

Dyers star theory

Dyers star theory is constructed of three elements: a jigsaw construction, saleabilty and ideology.

We relate to the star because they have a deature that we admire or sare with them. This can develop from admiration to idolisation. Such stars are artificaial images experiencing real emotions. Thre image can be made over one item such as Kim Kardashions curves. Stars promote ideologies and if a audience interest in these values increase so does the stars persona.

Morleys theory

Morleys theory suggested that audience theory would be done easier if it where genre based hypothesis. The aim was to explore the positive parts of televisual texts. Investigations proceeded where by different audiences interpreted the program. Two episodes where shown to 12-18 groups from diverse social backgrounds. Morley also looked at Halls findings in typology of decoding and tried to relate them to cultural backgrounds of the viewers. Morleys research showed how there where effects on different social conditions such as class gender race and age.

CRAGS

Stuart Hall

Hall said that there are there theoretical ideological positions of audience members. The first wa the dominant hegemonic position in which the message was encoded and decoded or interoperated by the viewer like in Fiskes model.

The negotiated person was when the viewer privileged the dominant ideological definitions in the abstract but reserved the right to negotiated specific situations.

In the third case viewers that took the opposing positions dismantled the broadcast message.