Steave Neale Genre theory

Steave Neale's theory, the genre theory places media products into categories based on similar repeated elements. He argues that they are not fixed but rather evolve overtime. Audiences enjoyment of certain elements fuels these.

 The first concept is repetition and difference where sub-genres have made the classification process more complicated. Reference to the real world can identify genre easily. The more reference, the more likely to be more news/history based products. Less reference, the more likely to be more fantasy/fiction based products.  Narrative where story structure can help define what genre a product fits. Products with suspense are more mystery whereas products with presentation are more news article. Genres also can be identified by themes such as science fiction with 'man vs machine'. Character motives also can define genre with anti heroes being used more in crime dramas. Mise-en-scene can attribute to how to identify a products genre such as western films involving deserts, guns and cowboys. Audience appeal also shows this for example romance is more targeted at a female audience. Use of repetition allows audience to identify the components that appeal to them and interact with them. Genres however do always evolve due to audiences wants, contextual influence and economic influence. Media products are also marketed on their ability to combine with other genres. For example Stranger Things combines science fiction with horror. Hybrid genres enable audience appeal, culture mixing and nostalgia to interest their audiences.

The second concept is industry's effects on genre. For example film directors personal styles of movie creation will affect how the movie is produced and the elements/tone of the movie. In Star Wars Abrams added lens flares and poetic stillness on top of the films sci fi aesthetic. Genres also plan for the primary time to release their products such as horror released in Halloween or diet shows at new years time. Marketing functions by using genre as a marketing tool, interest fans of certain genres to consume media products labelled as similar. 

This chapter has explained how complex genres are but how necessary they are for both audiences to enable them to explore and participate in media products that interest them but also the industry in order for it to easily promote and market their products in an easily profitable fashion. This reading has shown me the complexity of genres and how it is not a fixed element but rather a constantly evolving thing.