What are the Uses and Implications of Genre for Producers and Audiences

What are the Uses and Implications of Genre for Producers and Audiences 

Producers use genre in a way to manipulate and simplify where and to whom their film will be exhibited. Genre is 'a kind if text that derives its form from the structure of a (frequently repeated) social occasion', says Gunther Kress, suggesting that a genre exists because of the repetition of certain techniques. This means that producers are able to exploit already popular techniques. An example of this is Mumford and Sons and folk music. Their use of banjos and a typical folk aesthetic, creates preconceived ideas of how people perceive them and their music. It automatically can be branded as a genre before the music is even heard. These codes and conventions allow for produces to control where their demand is directed. In superhero films, the producer has a pre-existing audience because people who enjoy the conventions of other superhero films know what to expect and they will watch the film because of the genre's previous success. As Christine Gledhill said, 'One advantage of genres is that they can rely on readers already having knowledge and expectations about the works within a genre.' Producers can also reap upon other producers, or other similar media's success. They can reuse and recycle successful ideas, casts, props, costumes, sets, etc. because they know that they have already worked and can work again- with this and 'the relative stability of genres' it allows for 'the producers to predict audience expectations.'

Audiences use genre to be able to understand what they like and where they would turn to when it comes to media choices. They also use it for identity purposes, where they can feel more resolute when part of a 'tribe'. Genre is a way of fulfilling audience demands by using pre-made ideas and conventions, 'helping any mass medium to produce consistently and efficiently and to relate its production to the expectations of its customers.', says Denis McQuail. However audiences also use genre to know where to steer away from. For example if they didn't like sci-fi films, they would know to not go and see a space film if it was to come out. This reinforces the tribalism behind the media industry and allows for more choice and understanding behind where people choose to focus their interests. When looking at genre, most of the time, the audience are able to feel stable in knowing what they are consuming, they know, contextually, what the media will contain.

Music videos use genre as a means of branding by challenging or developing upon genre conventions. They often use it to give them an edge over other artists, as it is hard to gain originality with such masses of competition. For example, Ed Sheeran uses a very Irish, Celtic aesthetic in order to distinguish him from other pop artists. His early music had strenuous links to Irish/Scottish musical culture and therefore he developed upon that sound with his look and his conduct. He used this as a means of differentiation from other artists when he came to penetrate the pop industry. Not only is this a way of gaining more attention because of his originality, nut he also is able to target a group that may not necessarily enjoy contemporary pop music, as pop is not the only genre to define him. Another example of doing so is Taylor Swift. She uses genre in a very volatile way in the sense that she is constantly changing or challenging genres and adapting upon genres. She entered the market as a folk pop singer, then she shifted to a more innocent movie star sort of performer and recently has lost her innocence and is trying to become more of a female icon showing strength and domination. These shifts can be linked to the constantly shifting opinions and popular media content. Therefore genre is also used in a way to exploit the movement of current social trends, and singers like Taylor Swift, Katy Perry, Chris Brown are all examples of people who have challenged the genres they associate themselves with or changed genres altogether, in order to follow the current trends of society.