LO3: Genre Theory

Genre- Dividing media pieces into categories based on common elements

Key Theory: Barry Keith Grant 1995 -     FLASHCARD

All genres have sub genres

Generic conventions/characteristics/elements 

Barry Keith says that genres can be divided into sub-genres that allow the audience to categorise them and identify characteristics 

It is clearly a horror film because it contains gore which is a common convention of horror films. This happens soon after the heroic protagonists arrive in Harga when the elders jump of the cliff and it shows their death in graphic detail. The effect on the audience is shock/tension  as the event was unexpected. 

It is clearly a physiological horror because it contains a lot of psychedelic which is a common element of this genre. This happens soon after they arrive in Harga when they are offered drugs by the cult. The effect on the audience is fear because it makes the heroic protagonist look vulnerable 

Key Theory: Patrick Phillips 1996

Genre offers audience comfortable reassurance 

EXAMPLE OF HOW MIDSOMMAR DOESNT CONFORM TO THE GENRE, BREAKS STEREOTYPES OF HORROR

Why do media industry's like genre?

Give TA

Patrick Phillips said that audiences like genres because they give them expectations so they follow predictable patterns and they almost know what is going to happen. Genre offers audiences "comfortable reassurance". Midsommar follows this theory in a sense because it is a horror film, specifically folk horror, this means that the audience expects death, gore and a unhappy ending, which is mostly fulfilled. On the other hand, it breaks a lot of the stereotypes of horror; For example, it is a daytime horror which is unusually and adds another layer of uncertainty and unfamiliarity because the audience isn't used to this situation. 

Key theory: Branston and Stafford 1999

Genres help minimize risk and predict expenditure 

Are blueprints for success

Genre conventions also make it easier to market and sell products to audiences. 

Florence Pugh and Jack  Reynold are both famous actors who went on to star in massive films, e,g Florence Pugh is in the latest Black Widow film

Artistic Style is sellable, flowers etc

Branson and Stafford says that producers use genres to help minimise risk and predict expenditure. This means that they use known successful genres to ensure their product is successful. Midsommar uses genre conventions to make the film sellable whist also making the film appear new and interesting. The film is advertised as a folk horror/ psychological horror which is a popular but undiluted genre. It is also a daytime horror which is uncommon. Furthermore, it uses its artistic style as a selling point with the set design, location, costume design and props all being very visually appealing which increases the appeal of the product. Finally the film advertises that it was directed by and stars up and coming actors/directors who have been involved a similar, popular film, 2018's "Hereditary" 

Key Theory:Rick Altman 1999

Emotional Pleasures: Sad at death of Ardors

Visceral Pleasures: Fear, Shock from extreme gore

Intellectual Puzzles: Forces audience to think about ending and consider who is in the right. Ambiguous. 

Rick Altman says that people watch films in order to feel emotions or "Pleasures". There are 3 types of emotions; Emotional pleasures, visceral pleasures and intellectual pleasures. Midsommar contains intellectual puzzles, emotional and viscera pleasures. An emotional moment in the film would be fear, sorrow and empathy in the scene in which the death of the Ardor family is revealed. The music, colour palate and camerawork all help achieve this effect with creepy music, dark colour pallets and long draw out shots. Empathy is created when the audience realises that Dani has lost her entire family and she has just found out in the prior scene, when she was extremely upset on the phone. This also links into intellectual puzzles as it allows the audience to connect the dots as more and more information is revealed.

It also creates visceral moments of shock and fear when the elders head is smashed with a hammer. It uses camerawork to create this effect by using a slow motion close up shot of the impact which forces the viewer to watch and have an visceral reaction. 

Key Theory: David Bordwell 1989:

Any theme may appear in any genre

Big Dave said that any idea or concept may appear in any genre of media, this means that ideas from one film could appear in a film with a completely different genre. In Midsommar this is very apparent, for example one of the most important themes is that of family;  Dani lost her family and the cult took advantage of her need to belong somewhere to manipulate her to join their cult.