Vehicle Strand
Genres and
Other Classifications
Which Genre?
 trailer
Mash-ups, e.g.:
http://www.youtube.com/watch?v=u5KQQWlIgGc&fe
ature=youtu.be
The Matrix
 expectations based on trailer
 plays with generic conventions
 convention and expectation…
Genre
 B&S, Ch. 3: Genre and Classification
 class and Module Forum
 key terms:
genre
cultural verisimilitude
generic verisimilitude
narrative convention
audio-visual convention
ideological convention
Genre
 derivation: from Latin genus
(race, kind, class)
 e.g. movie genres:
sci-fi, e.g. Star Wars, Lucy
western, e.g. Unforgiven, True Grit
romance, e.g. Dirty Dancing, Titanic
 other media:
novel, digital game, magazine, article
Why Study Genre?
 genres follow conventions
 conventions raise audience expectations
 expectations inform understanding
 unfamiliar = different or misunderstanding
 e.g. a genre of joke:
light bulb jokes…
Light Bulb Jokes
 How many philosophers does it take to
change a light bulb?
Light Bulb Jokes
 How many philosophers does it take to
change a light bulb?
 Three. One to change it and two to argue
over whether or not the light bulb exists.
Light Bulb Jokes
 How many philosophers does it take to
change a light bulb?
 Three. One to change it and two to argue
over whether or not the light bulb exists.
 How many Oxford University students
does it take to change a light bulb?
Light Bulb Jokes
 How many philosophers does it take to
change a light bulb?
 Three. One to change it and two to argue
over whether or not the light bulb exists.
 How many Oxford University students
does it take to change a light bulb?
 Two. One to mix the Martinis and one to
call the electrician.
Light Bulb Jokes
 How many philosophers does it take to
change a light bulb?
 Three. One to change it and two to argue
over whether or not the light bulb exists.
 How many Oxford University students
does it take to change a light bulb?
 Two. One to mix the martinis and one to
call the electrician.
 How many babies does it take to change
a light bulb?
Light Bulb Jokes
 How many philosophers does it take to
change a light bulb?
 Three. One to change it and two to
argue
over whether or not the light bulb exists.
 How many Oxford University students
does it take to change a light bulb?
 Two. One to mix the martinis and one to
call the electrician.
 How many babies does it take to change
a light bulb?
 None. When a baby enters a room the
whole room lights up.
Light Bulb Jokes
 format raises expectations
 correct response
 misunderstanding
Repetition and Difference
Coherence and enjoyment depends on:
 repetition of key elements
 variation within those elements
e.g. Lightbulb Jokes:
 set formula (repetition)
 varied target (difference)
Humour depends on both
Any Questions?
Genre Expectations
 expectations will be different for
comedy, romance, horror, sci-fi, etc.
 e.g. Matrix trailers
 verisimilitude…
Verisimilitude
 verisimilitude = realism
 derivation:
veritas (truth) + similis (like)
 two kinds of verisimilitude…
Verisimilitude
 Cultural Verisimilitude:
realistic within the culture (world)
e.g. unrealistic red underpants
 Genre Verisimilitude:
realistic within the genre
e.g. realistic red underpants
e.g. unrealistic musical underpants
Repertoire of Elements
 3 sets of conventions to consider:
 narrative conventions
 audio-visual conventions
 ideological conventions
 romantic comedy
 Bridget Jones: The Edge of Reason
Narrative Conventions
 story (plot) and characters
e.g. romantic comedy plot:
 two people meet
 don’t get together
(internal or external obstacle)
 parted
 realisation and grand gesture
 united
e.g. romantic comedy characters:
 third party, geeky friend,
interfering relative, alternative
partner
Audio-Visual Conventions
 sets, costumes, camera, music, etc
e.g. romantic comedy:
 sets and costumes: domestic
 camera: lots of close-ups
(intimate but not sexual)
 music: orchestral, emotional
Ideological Conventions
 values and morality
e.g. romantic comedy:
 vital that they unite
 disregard casualties
 individuals over society
Hybrid Genres
 a media text rarely belongs to a
single genre
 economics and audience
 variations and innovation
e.g. rom-com = romance + comedy
Any Questions?
Buffy the Vampire Slayer
 first episode
 pre-title and title sequence
Buffy Exercise
(1) Which genre(s)?
(2) Repertoire of elements?
 narrative conventions?
 audio-visual conventions?
 ideological conventions?
(3) Generic verisimilitude?
(4) Variation and innovation?
Summary
 generic conventions create expectations
 expectations determine understanding
 verisimilitude depends on genre
U75139 Audiences, Users and
Producers
Environment Strand
Hot and Cool Media
Hot and Cool
 McLuhan’s best known probe
 2 chapters in Understanding Media
 key terms:
hot media, cool media
Hot and Cool Jazz
 from jazz slang
 hot: big band, brassy, loud, bright:
overpowers and intoxicates
http://www.youtube.com/watch?v=r2S1I_ien6A
 cool: wispy, sketchy, tinkly:
intrigues and seduces
http://www.youtube.com/watch?v=XpZHUVjQydI
 high and low definition…
Hot Media
 high-definition, obvious, overpowering,
they accost and sweep over our senses
(loud and bright)
 lots of information and little for our
senses to do
 hot media dictate to us
Cool Media
 low-definition, partial, understated,
intriguing (wispy and sketchy)
 little information and our senses
must fill in the blanks
 cool media invite our participation
Temperature is Relative
 nothing is hot or cool in itself
 nothing is high or low definition in itself
 media temperature is relative
 we must compare media
Comparative Examples
 hot, big screen, technicolour movies
vs cool, black-and-white TV
 hot printed novels and newspapers
vs cool handwriting and graffiti
 hot realistic photography
vs cool spare-lined cartoons
 hot radio and stereos
vs cool, tinny telephones
E.g. Television
 television sound is poor
compared to stereos
 television images are poor
compared to movies
television invites our involvement
precisely because sound and image
are limited: we strain to engage
http://www.youtube.com/watch?v=upRg4hh7Sys
Any Questions?
Evolving Temperature
 the temperature of a medium can
change over time
e.g. TV has heated up:
small B&W > huge, plasma screens
with surround sound
http://www.youtube.com/watch?v=CtvI-sbmEbI
 TV still cooler than cinema
 e.g. telephone:
mobiles cooler than landlines
(poorer sound and reception)?
Impact on Culture
 media have a profound effect on
their culture
e.g. alphabet and print: from cool,
interactive, acoustic environment to
hot, didactic, visual environment
e.g. hot 1930s (radio and movies)
people do what they’re told?
e.g. cool 1960s (television)
counter-culture, engagement?
The Cool Internet
 internet largely text based:
webpages, forums, blogs, chat rooms
 McLuhan: written text is hot:
fixed, linear, one-way
single recorded statement
 spoken word is cool:
interactive, discursive
engaging and changing
 Levinson: text online is cool…
Text Online
 low definition (limited information)
compared to speech:
 no intonation, expression, gesture, etc
 instantly interactive and involving:
hyperlinks and participation
Online Technologies
 are non-text online technologies cool?
 digital games (e.g. Destiny)
 3D environments (e.g. Second Life)
 file sharing (e.g. BitTorrent)
 online telephony (e.g. Skype)
 compared to what?
 options for the Case Study?
Summary
 hot media: high definition:
lots of information, little participation
 cool media: low definition:
little information, lots of participation
 ‘hot’ and ‘cool’ are relative terms
Any Questions?
Case Study: Brief
 Handbook
 Objective: explore in detail
 Vehicle Strand: artefact + theory
e.g. semiotics + Daily Mail cover
e.g. genre + Family Guy episode
 Environment Strand: medium + probe
e.g. extension & environment + iPod
e.g. visual/acoustic space + tablets
Case Study: Criteria
 Assessment Criteria:
 Research (reading)
 Writing (grammar, structure)
 Understanding (of theory/probe)
 Application (to artefact/medium)
Case Study: Specification
 1500 words (50%)
 references
 word-processed
 numbered pages (not in pockets)
 SAE for feedback
 use Cover Sheet
Case Study: Advice
 research:
not Wikipedia or encyclopaedias
 images
 new examples (not from classes)
Case Study: Help
 website: weekly pages for tips
 tutorial
 Module Forum
 Upgrade (see Handbook or Brookes
homepage for further information)
 deadline: 1.00pm, Monday 08.12.14
(Week 12)
Refectory postbox + turnitin
Module Forum
Assessment:
 engage with theory
 apply theory and ideas to your own
media examples
 interact with others’ posts
The Matrix
Before Next Week
 read Branston & Stafford
Ch. 2 on ‘Narratives’
 post on the Module Forum at least
once: engage, apply, interact