Question 1b Genre AnalysisApplying media theorists to A2 Media Coursework (Regional Magazine)

STEVE NEALE

Steve Neale - Repetition and Difference - ‘Pleasure is derived from 'genre requiring repetition and difference'; there would be no pleasure without difference.’‘Difference is absolutely essential to the economy of genre’

Steve Neale talks about how much a medium conforms with genre stereotypes and conventions and also how is subverts these genre stereotypes and conventions.Media representations need a good balance of repetition and difference

Steve Neale’s theory of having a balance between repetition and difference can be applied to our A2 Media Coursework. Our regional magazine, ‘Leeds Life’ follows the conventions of regional magazines, which relates to Neale’s ‘repetition’ theory. He explains how mediums establish genre by following the same codes and conventions of that particular genre. Neale explains how ‘to the audience it is a label that identifies a liked or disliked formula and provides rules of engagement for the spectator in terms of anticipation of pleasure.’ In this sense, he describes genre as having benefits to the audience as genre provides key elements for an audience to recognise, so that they may enjoy the media text and be fully involved as well as allow for expectations to be met, resulting in a more fulfilled audience.

In terms of our regional magazine ‘Leeds Life’, we have followed Neale’s ‘repetition’ theory by following the codes and conventions of magazines in general. We have done this so the genre is clear to the audience: they know they are buying a regional magazine.

This is our magazine:

● We have used a large, bold masthead● We have used a ‘sticker’● We have used a screamer● We have included a barcode● We have used a website at the top● We have used ‘puff graphics’

This is an example of how we have used repetition to appeal to our audience which relates to Steve Neale’s theory of ‘repetition’ and ‘difference’

In terms of Steve Neale’s theory, he explains how it is crucial that media texts need to subvert the usual genre codes and conventions in order to pleasure the audience and keep them interested in the media text. He describes how differences are ‘essential in the economy of genre’

In terms of our regional magazine ‘Leeds Life’, we have defied the ‘normal’ conventions of a regional magazine, which are usually based at an older audience, by targeting a niche market in the sense that we have targeted a student audience aged 18-24 who are primarily based in Leeds. We targeted this audience as we could not find any regional magazines that targeted a student audience. This relates to Steve Neale’s theory that differences are essential in the economy of genre as we have used a good balance of ‘repetition and difference’ in the sense that we have followed the codes and conventions of regional magazines in general, however we have created a different element as we have targeted a niche market.

JASON MITTELL

These are Jason Mittell’s key arguments:

•Genre analysis should account for the particular attributes of the medium

•Genre should negotiate between the specificity and generality

•Genre histories should be written using discursive genealogies

•Genre should be understood in cultural practice

•Genres should be situated within the larger systems of cultural hierarchies and power relations

•Industry uses genre commercially

•Genre is used to sell products to audiences

•Producers use familiar codes and conventions.

Jason Mittell explains how ‘genre analysis should account for the particular attributes of the medium.’ In terms of targeting a specific audience, Mittell explains how genre should have particular codes and conventions which relate to their target audience. In terms of our regional magazine ‘Leeds Life’, we have applied particular attributes to the medium to target our student audience in the sense that we have use bright, bold colours, which are gender neutral and therefore relate to our student audience of both males and females. Furthermore, for the

front cover we have used a picture of a band playing live which relates to our enthusiastic target audience.

Jason Mittell says that ‘Genre studies should negotiate between the specificity and generality.’ In terms of targeting a wide audience, Mittell explains how genre should find a balance between aiming specifically at a target audience, as well as trying to please and appeal to a wider demographic in order to be successful. This relates to Steve Neale’s theory of ‘repetition’ and ‘difference’ in the sense that a media text such as a magazine should target their specific audience but should be different in the sense that they try to reach out to a wider audience demographic.