How is genre used

How is genre used by institutions/ media producers?

Genre can be seen as a means of controlling the demand and can mean that the media institutions and producers are guaranteed an audience for their audience. Christine Gledhill states that its 'a means of controlling demand' and the stability of genres enables producers to predict audience expectations. this is done by exploiting the genre conventions by following a set of codes. This leads to audiences wanting similar objects however, can stifle creativity when creating new products. 

Furthermore, genre is also used to account for a profitable genre with the continuations of a variety of continuing economic factors which can result in a successful outcome. 'Teams of stars,writers, directors and technicians can be built up, giving economies of scale' Nicholas Abercrombie. For example the producer of Shaun of the Dead and Hot Fuzz created their own genre to create a formula guaranteed success. 

in addition it is a way of standardising and stabilising  stabilise production in response to audiences,Christine Gledhill notes that "differences between genres mean that different audiences could be identified and catered [...] To the mass media, genres part of the process of targeting different market sectors". 

How is genre used by audiences?

Audiences use genre to identify their media preferences and to generalise their immediate interests. Christine Gledhill notes ' Genres permit the creation and maintenance of loyal audience which becomes used to seeing programmes with a genre'. this means that creation is used in a response to audiences preferences and creates a predictability of products for audiences. 

For audiences some use genre as a device to present identity and community. For example the Pop singer Lady Gaga has her own community of people called Monsters, individuals would associate themselves within this and creates an identity within pop culture. This can also further people to divert themselves from other genres for example, an individuals identification within one genre could mean they divert themselves from other genres for example someone who may associate themselves with pop could outline their diversion from rock.

How are genres shifting and permeable?

Genres being increasingly shifting and permeable because both the audiences and producers increase and enhance the predicted audience and decrease the chance of faults, adapting two different groups of people. Nicholas Abercombie notes that the "Boundaries between genres are becoming more permeable" For example the artists Taylor swift brings together Pop genre and Country music together. 

Analysing music videos using Andrew Goodwin's theory

Andrew Goodwins Theory

The music video for Beyonce's formation applies several elements of Goodwin's theory. Firstly fulfilling characteristics of the genre, with a dance performance demonstrating one of the aspects the artist is most known for. 

 There is a strong relationship between the lyrics and the visuals shown in figure 2 "i like my baby heir with baby hair and afros" and figure 3 "prove to me you got some coordination" this is used for illustrative purposes displaying meaning and clarity behind the images creating a narrative.

 Figure 1

 Figure 2

Within the video it holds many intertextual references; A man holding up a 
newspaper is briefly seen. on the cover Martin Luther King Jr. with the words: “The Truth - More Than a Dreamer”. Presenting the historical motive to the modern day song.                                                            Figure 3

(figure 4)                                                                                                         (figure 5)

(4) Albino Alligators. “I twirl all my haters...Albino alligators” — Referencing to the film Albino alligators set in New Orleans where the music video is set.With the police standoff referencing to alligators using an albino among them as a sacrifice to distract opposing alligators, who then become prey. Beyonce is seen twirling her umbrella in a white corset, like an alligator death roll. 

 (5) Women in White; The clothing worn in these scenes represent a time before and after slaves were freed around the 1900s. with the white corsets, binding the women — during a time when slaves were technically “free” but still being oppressed. 

One of the other elements applied from Goodwins theory is lots of close ups of the artist's face which would be one of the demands from the record label with the visual style of Beyonce's videos of close ups and her performance is a recurring part of her videos.

Amy Winehouse- Back To Balck

There is a strong relationship between the lyrics and the visuals firstly with the mise en scene and editing of the video. With the black and white edit and the black themed costume directly linking to lyrics of the song "back to black" amplifying the theme of Black shown in figure 1. 
Furthermore, the lyrics are illustrative for the narrative of the music video highlighting a death. Within figure 2 the music amplifies the pace of walking and mood to the song linking to Goodwin's third section of the theory.                                                                  

The demands of the record label needing close up's of the artists face is another element of Goodwin's theory which is shown in the music video. This was key for the artist as her unique style was her motif when she was famous, so like Goodwin's theory suggests, it will occur through her works.