Vehicle Strand Genres and Other Classifications

1. Vehicle StrandGenres andOther Classifications

2. Which Genre? trailer Mash-ups, e.g.: http://www.youtube.com/watch?v=u5KQQWlIgGc&feature=youtu.be

3. The Matrix expectations based on trailer plays with generic conventions convention and expectation…

4. Genre B&S, Ch. 3: Genre and Classification class and Module Forum  key terms: genre cultural verisimilitude generic verisimilitude narrative convention audio-visual convention ideological convention

5. Genre derivation: from Latin genus(race, kind, class)  e.g. movie genres: sci-fi, e.g. Star Wars, Lucy western, e.g. Unforgiven,True Grit romance, e.g. Dirty Dancing, Titanic  other media: novel, digital game, magazine, article

6. Why Study Genre? genres follow conventions conventions raise audience expectations expectations inform understanding unfamiliar = different or misunderstanding • e.g. a genre of joke: light bulb jokes…

7. Light Bulb Jokes How many philosophers does it take to change a light bulb?

8. Light Bulb Jokes How many philosophers does it take to change a light bulb? Three. One to change it and two to argue over whether or not the light bulb exists.

9. Light Bulb Jokes How many philosophers does it take to change a light bulb? Three. One to change it and two to argue over whether or not the light bulb exists. How many Oxford University students does it take to change a light bulb?

10. Light Bulb Jokes How many philosophers does it take to change a light bulb? Three. One to change it and two to argue over whether or not the light bulb exists. How many Oxford University students does it take to change a light bulb? Two. One to mix the Martinis and one to call the electrician.

11. Light Bulb Jokes How many philosophers does it take to change a light bulb? Three. One to change it and two to argue over whether or not the light bulb exists. How many Oxford University students does it take to change a light bulb? Two. One to mix the martinis and one to call the electrician. How many babies does it take to change a light bulb?

12. Light Bulb Jokes How many philosophers does it take to change a light bulb? Three. One to change it and two to argue over whether or not the light bulb exists. How many Oxford University students does it take to change a light bulb? Two. One to mix the martinis and one to call the electrician. How many babies does it take to change a light bulb? None. When a baby enters a room the whole room lights up.

13. Light Bulb Jokes format raises expectations correct response misunderstanding

14. Repetition and DifferenceCoherence and enjoyment depends on: repetition of key elements variation within those elements e.g. Lightbulb Jokes: set formula (repetition) varied target (difference)Humour depends on both Any Questions?

15. Genre Expectations expectations will be different for comedy, romance, horror, sci-fi, etc. e.g. Matrix trailers  verisimilitude…

16. Verisimilitude verisimilitude = realism derivation:veritas (truth) + similis (like)  two kinds of verisimilitude…

17. VerisimilitudeCultural Verisimilitude: realistic within the culture (world) e.g. unrealistic red underpants Genre Verisimilitude: realistic within the genre e.g. realistic red underpants e.g. unrealistic musical underpants

18. Repertoire of Elements 3 sets of conventions to consider:  narrative conventions audio-visual conventions ideological conventions  romantic comedy Bridget Jones: The Edge of Reason

19. Narrative Conventions story (plot) and characters e.g. romantic comedy plot: two people meetdon’t get together (internal or external obstacle) parted realisation and grand gesture united e.g. romantic comedy characters: third party, geeky friend, interfering relative, alternative partner

20. Audio-Visual Conventions sets, costumes, camera, music, etc e.g. romantic comedy: sets and costumes: domestic camera: lots of close-ups (intimate but not sexual) music: orchestral, emotional

21. Ideological Conventions values and morality e.g. romantic comedy: vital that they unite disregard casualties individuals over society

22. Hybrid Genres a media text rarely belongs to a single genre economics and audience variations and innovation e.g. rom-com = romance + comedy Any Questions?

23. Buffy the Vampire Slayer first episode pre-title and title sequence

24. Buffy Exercise(1) Which genre(s)? (2) Repertoire of elements? narrative conventions? audio-visual conventions? ideological conventions? (3) Generic verisimilitude? (4) Variation and innovation?

25. Summary generic conventions create expectations expectations determine understanding verisimilitude depends on genre U75139  Audiences, Users and Producers

26. Environment StrandHot and Cool Media

27. Hot and Cool  McLuhan’s best known probe 2 chapters in Understanding Media  key terms: hot media, cool media

28. Hot and Cool Jazz  from jazz slang hot: big band, brassy, loud, bright: overpowers and intoxicates http://www.youtube.com/watch?v=r2S1I_ien6A  cool: wispy, sketchy, tinkly: intrigues and seduces http://www.youtube.com/watch?v=XpZHUVjQydI  high and low definition…

32. Hot Media high-definition, obvious, overpowering, they accost and sweep over our senses (loud and bright)lots of information and little for our senses to dohot media dictate to us

33. Cool Media low-definition, partial, understated, intriguing (wispy and sketchy) little information and our senses must fill in the blanks cool media invite our participation

34. Temperature is Relative nothing is hot or cool in itself nothing is high or low definition in itself media temperature is relative we must compare media

35. Comparative Examples hot, big screen, technicolour moviesvs cool, black-and-white TV  hot printed novels and newspapersvs cool handwriting and graffiti  hot realistic photographyvs cool spare-lined cartoons  hot radio and stereosvs cool, tinny telephones

36. E.g. Television television sound is poor compared to stereos television images are poor compared to movies • television invites our involvement precisely because sound and image are limited: we strain to engage • http://www.youtube.com/watch?v=upRg4hh7Sys • Any Questions?

37. Evolving Temperature the temperature of a medium can change over time e.g. TV has heated up: small B&W > huge, plasma screens with surround sound http://www.youtube.com/watch?v=CtvI-sbmEbI  TV still cooler than cinema  e.g. telephone: mobiles cooler than landlines (poorer sound and reception)?

38. Impact on Culture media have a profound effect on their culture e.g. alphabet and print: from cool, interactive, acoustic environment to hot, didactic, visual environment e.g. hot 1930s (radio and movies) people do what they’re told? e.g. cool 1960s (television) counter-culture, engagement?

39. The Cool Internet internet largely text based: webpages, forums, blogs, chat rooms  McLuhan: written text is hot: fixed, linear, one-waysingle recorded statement spoken word is cool: interactive, discursive engaging and changing  Levinson: text online is cool…

40. Text Online low definition (limited information) compared to speech: no intonation, expression, gesture, etc  instantly interactive and involving: hyperlinks and participation

41. Online Technologies are non-text online technologies cool?  digital games (e.g. Destiny) 3D environments (e.g. Second Life) file sharing (e.g. BitTorrent) online telephony (e.g. Skype)  compared to what? options for the Case Study?

42. Summary hot media: high definition: lots of information, little participation cool media: low definition: little information, lots of participation ‘hot’ and ‘cool’ are relative terms Any Questions?

43. Case Study: Brief Handbook Objective: explore in detail  Vehicle Strand: artefact + theory e.g. semiotics + Daily Mail cover e.g. genre + Family Guy episode  Environment Strand: medium + probe e.g. extension & environment + iPod e.g. visual/acoustic space + tablets

44. Case Study: Criteria Assessment Criteria: Research (reading) Writing (grammar, structure) Understanding (of theory/probe) Application (to artefact/medium)

45. Case Study: Specification 1500 words (50%) references word-processed  numbered pages (not in pockets) SAE for feedback  use Cover Sheet

46. Case Study: Advice research: not Wikipedia or encyclopaedias images new examples (not from classes)

47. Case Study: Help website: weekly pages for tips tutorial  Module Forum  Upgrade (see Handbook or Brookes homepage for further information)  deadline: 1.00pm, Monday 08.12.14 (Week 12) Refectory postbox + turnitin

48. Module ForumAssessment:  engage with theory  apply theory and ideas to your own media examples  interact with others’ posts

49. The Matrix

50. Before Next Week read Branston & Stafford Ch. 2 on ‘Narratives’ post on the Module Forum at least once: engage, apply, interact