Genre Theory.

''Media texts rely on audience knowledge of generic codes and conventions in order for them to create meaning.'' Explain how you have used or subverted generic conventions in one of your production pieces.

Question 1: How useful is the concept of genre in understanding your work?
Genre is a set of groups which any meduim may be classified. The codes and conventions of a genre are very important toi follow as they reflect what the genre is about. I think that genre is a very essentional sector to consider when producing a project, because it then the audience can get in the state of mind for the type of film/ music video you are creating. In my A2 production I researched alot into my chosen genre which was 'Pop', by looking in depth at what they would include in order to reflect the genre and estabilish the codes and conventions.
The concept of genre in understanding a piece of work was very useful because it came in handy when I was producing my A2 practical, the aim was to produce a music video that followed a particular genre. The genre me and my group selected was 'Pop' and the song was 'Work' By the Saturdays. The concept of genre in understanding my piece of work as it allowed me to research into similar pieces of work that used the same genre.
Rick Altman disagreed and thought that the concept of genre reduced the artistic ability of a producer as audience will know what to expect when the film/music video has been labelled by a certain genre. Although other theorists had different views, one which I agreed with the most was Richard Maltby as he thought the success relies on predictable elements with slight variation.
In conclusion, I think that genre is the most important element because it helps you predict what the audience is expecting and helps you to create an idea of what the audience would want to see in your project.

Question 2: How can genre be used to understand music videos, and how is this different to genre and (thriller) films?
Genre is an effective technique that catergorises products into a sector, i.e. cheesy music videos would be classed as 'Pop Genre'.