09/11

 differentiate genres

production values
structure
sound, tune, melody
different styles and features
historical context
 
generic paradigms

genre paradigms are aspects of a media text - editing, mise-en-scene, sound- that demonstrate to the audience what genre a media product - also known as a genre convention


hybrid genres and subgenres 
- traditional genres are arguably both less important and less useful a frame of reference than ever
-hybrid genre is a combination of 2+ genres
-subgenres - a genre within a genre

generic fluidity - the way in which genres change over time


Steve Neale - theories around genre 

-to differentiate different types of media products 
-allows media product to appeal to a larger audience - hybrid can target larger audiences 
-genre helps audience to identify and understand the structure of the film



-Neale believes that genre is essentially instances of repetition and difference.  He suggested that texts need to conform to some generic paradigm to be identified within a certain genre - but must also subvert these conventions in order to not appear identical


1963

anchorage of text and font reminiscent of old school title screens of horror movies
background is dull in contrast to the saturated foreground - presents monsters/dead vs living, blood?
hermeneutic code - mystery being presented as it is unclear who the vampire is on the poster if there is one
genre hybrid of horror + vampire/monster movie

-highly conventional and stereotypical mise-en-scene of bats reinforces that this is a conventional vampire film 
- font connotes old gothic horror - dated and worn 
- Horror films in general in the 60s and 70s were by and large set in the 19th century
- "a hammer film production" - british studio famous for making a range of horror and sci-fi films 
an old fashioned, classic british horror film with emphasis on acting and setpieces rather than gore and jumpscares. this reflects the sensibilities and censorship laws of the time
mise-en-scene of dripping blood
sharp pointy font may be symbolic of sharp teeth / bloody steak - both being clear iconographic features of the vampire film
- "kiss of the vampire" - word vampire clearly suggests the film belongs to the vampire subgenre
vampire films also typically have a big emphasis on sex and love , for example the lexis of the word kiss, the performance of the man holding the woman, and the revealing mise-en-scene of the nightdresses of the female characters 
-setting of the castle (european setting) especially emphasises the high levels of typicality that this film evidences 
- facial expression of the male vampire seems scared of shocked,  which functions as a hemenuetic code, asking the audience "why is the vampire scared?" example of difference 
subversive representation of a female vampire in an agressive and violent expression again offers potential audiences a new and exciting experience 



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