CCT 300: Critical Analysis of MediaCCT 300: Critical Analysis of Media

Class 3: Genre in Theory and Application

Class 3: Genre in Theory and Application

Genre as CommunityGenre as Community• Similar people working on similar

topics in a similar way• Distributed cognition and

communities of practice• In postmodern world, these

genres can become quite specific and localized (examples?)

• Similar people working on similar topics in a similar way

• Distributed cognition and communities of practice

• In postmodern world, these genres can become quite specific and localized (examples?)

Elements of GenreElements of Genre

• Agre - various elements that define a genre

• McCloud - application of these principles to genre of comics

• Agre - various elements that define a genre

• McCloud - application of these principles to genre of comics

BreadthBreadth

• “All Print Material” is different than, say, film - but there are many possible subclassifications (and many are necessary)

• McC - “sequential art” is not enough

• “All Print Material” is different than, say, film - but there are many possible subclassifications (and many are necessary)

• McC - “sequential art” is not enough

Genre, Audience and Activity

Genre, Audience and Activity

• Genre implies community of practice

• Specific media - specific audience - specific audience needs

• McC - historical, emergent and potential audiences

• Genre implies community of practice

• Specific media - specific audience - specific audience needs

• McC - historical, emergent and potential audiences

Producer/Consumer Relationship

Producer/Consumer Relationship

• Producer and audience relationship important

• One-to-many vs. decentralized• Mediation and feedback• McC - creators create worlds, filled

in by reader (Gestalt principles)

• Producer and audience relationship important

• One-to-many vs. decentralized• Mediation and feedback• McC - creators create worlds, filled

in by reader (Gestalt principles)

Genre as Grouped Objects

Genre as Grouped Objects

• One instance does not a genre make• Precedents and expectations -

formations of norms and routines in creation and consumption

• McC - various subgenres in comics, idiomatic and structural forms (and their potential violation)

• One instance does not a genre make• Precedents and expectations -

formations of norms and routines in creation and consumption

• McC - various subgenres in comics, idiomatic and structural forms (and their potential violation)

Genre BendingGenre Bending• Rules are not absolute• When rules are broken, interesting

things happen • When rules are broken, it might be too

interesting for the audience to accept• McC - alternative comic genres, new

applications of craft to audiences and stories not target by “men in tights”

• Rules are not absolute• When rules are broken, interesting

things happen • When rules are broken, it might be too

interesting for the audience to accept• McC - alternative comic genres, new

applications of craft to audiences and stories not target by “men in tights”

Multiplicity of Genres Multiplicity of Genres • We are intuitively familiar with many

genres• We act with multiple genres

simultaneously without great confusion

• McC - comics and relations to similar media, juxtaposition of words and pictures

• We are intuitively familiar with many genres

• We act with multiple genres simultaneously without great confusion

• McC - comics and relations to similar media, juxtaposition of words and pictures

Genres are historicalGenres are historical• Change in form evolves over time• Influences from inside (e.g., changes

in craft, form, idiom) and outside (e.g., economics, regulation, other media)

• McC - new markets and possibilities for alternative comics, effect of new technologies

• Change in form evolves over time• Influences from inside (e.g., changes

in craft, form, idiom) and outside (e.g., economics, regulation, other media)

• McC - new markets and possibilities for alternative comics, effect of new technologies

Economics of GenreEconomics of Genre

• Money makes the world go ‘round - and certainly does impact how media are structured and how genres evolve

• Costs involved in maintaining producer/consumer community

• Money makes the world go ‘round - and certainly does impact how media are structured and how genres evolve

• Costs involved in maintaining producer/consumer community

Fixed and Marginal Costs

Fixed and Marginal Costs

• Fixed = infrastructural costs, without which genre cannot exist

• Marginal = costs incurred as audience grows

• Can apply to both production and consumption

• McC - costs in distribution chain, changes with new technology

• Fixed = infrastructural costs, without which genre cannot exist

• Marginal = costs incurred as audience grows

• Can apply to both production and consumption

• McC - costs in distribution chain, changes with new technology

Specialization and Branding

Specialization and Branding

• Singular creators are rare, esp. in complex media

• Collectively created media -> media branding

• McC - “comic houses” and brand identity - and changes that emerge with more independent creators

• Singular creators are rare, esp. in complex media

• Collectively created media -> media branding

• McC - “comic houses” and brand identity - and changes that emerge with more independent creators

Time, Duplication and Value

Time, Duplication and Value

• Value of media product often changes over time - some more than others

• Duplication and its ease greatly influences value

• McC - historical value of comics, the value and problems of sharing)

• Value of media product often changes over time - some more than others

• Duplication and its ease greatly influences value

• McC - historical value of comics, the value and problems of sharing)

Comics as GenreComics as Genre

• Idea/Purpose• Form• Idiom• Structure• Craft• Surface (p.170 UC)

• Idea/Purpose• Form• Idiom• Structure• Craft• Surface (p.170 UC)

Representation in Comics

Representation in Comics

• Moment• Frame• Image• Word• Flow (2006)

• Moment• Frame• Image• Word• Flow (2006)

Next Week…Next Week…

• More on McCloud and comics as genre

• Culture jamming as genre (and genre bending)

• More on McCloud and comics as genre

• Culture jamming as genre (and genre bending)