Additional Research Rick Altman and Genre Theory

RICK ALTMAN GENRE THEORY

Based in Rick Altman's published book called "Film/Genre". He presented the idea called syntactic or semantic approach.

• Semantic- This refers to the conventions of the genre that communicate to the audience such as the locations, characters, props. music and etc.
• For instance, In the western century we are expecting to see guns, hats, horses, native Americans and etc.
• Altman then developed this semantic or syntactic approach based on several institutions and audiences.

AUDIENCES- This refers to people that views and reads to different genres in variety of several ways. They can also affect and change existing genres.

1. For instance, martial arts films from Asia that have become more famous in the UK and the USA.
2. Web 2.0 has also prominently impacted wide range of audiences due to the fact that there is an increase in the music industry on user generated content (UGC).
3. So this means that more audiences can now mostly be active consumers of the media and change genres and convention with their own pleasures.