John Hartley (1994) - argue that genres are agents of ideological closure - they limit the meaning-potential of a given 'text'. (Suggest genre acts as a straight jacket, limiting creative potential)
Robert Hodge and Gunther Kress (1988) - says genres 'control the behaviour of producers of such texts, and the expectations of potential consumers.' (Again, suggest that genres can limit creativity and often merely conform to the audience expectations.)
John Fiske (1987) - asserts that generic conventions 'embody the crucial ideological concerns of the time in which they are popular.' (This suggest that genres tell us something about the way of the world in the time they popular.) (The zeitgeist)
Rick Altman (Film theorist) - argues that there is no such thing as "pure" genre anymore. That genre is progressive, in that it will always change. He says that generic conventions are very much a thing of the past. His theory suggest that audiences, in general, have become tired of the same formula and need more to keep them entertain and to generate appeal.
- Altman also said that genre is only surviving due to hybridisation - or genres "borrowing conventions from one another and thus being much more difficult to categorise."
Keywords:
Intertexuality - reference to other media texts.
Pastiche -
imitate the style of (an artist or work).
Parody - makes fun of something.
Genre - type of music with similar characteristics.
Sub-genre - a branch or off-shot of a genre which shares some characteristics but perhaps develops or challenges usual characteristics e.g trap music.
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