Within the second week of our media studies lesson, as a class we learned about the 'genre as a system' theory. Firstly we recapped the different genres that there is, such as sub-genre and hybrid genre.
In addition the the genre theories we learned about the repetition and difference theory, which is genre products woking through repetition and containing certain elements or combination of elements within forms.
Genre theorists that we learned about was Stuart Hall - encoding and decoding, this theorist had an old view, however there is now a new view which is that the audience must investigate representations within and decide themselves are there are multiple representations that an individual is open to whilst watching a music video. In addition, you can decode in three ways:
1) Dominant reading - this happens by the reader sharing text code and accepting as a person what you see.
2) Negotiated reading - this occurs by partly sharing what is seen and broadly accepts the preferred reading.
3) Oppositional reading - When parties fully disagree on what they see.
Furthermore, we also analysed other theory's such as the Andrew Goodwin's theory (1992) 'voyeurism', including the John Berger 'ways of seeing.
After analysing and looking at all the theories I had to create a blog on the 'genre as a system' theory, analysing music videos.
I also had to plan my pitch for my chosen unsigned artist, who is Bethan Mary Leadley - My Drunken Friday Night.
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