CCT 300: Critical Analysis of Media
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Transcript of CCT 300: Critical Analysis of Media
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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
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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?)
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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
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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
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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
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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)
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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)
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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”
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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
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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
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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
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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
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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
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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)
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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)
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Representation in Comics
Representation in Comics
• Moment• Frame• Image• Word• Flow (2006)
• Moment• Frame• Image• Word• Flow (2006)
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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)