Gunther Kress
Gunther Kress Genre Theory
Born on the 26th of november 1949.He is a proffesor of semiotics and education at the Institute of education of the university of london.
World Leader in the study,theorising and exploration of multimadality andthe impact on communicaion in an increase fragmented,individualised world.
He believes that the sequencing to staging (Metz Theory) is relevant.He also feels that genre changes and new genres are developed when situations begin to recur. If genre entirely overlaps in other social processes, it means that unless we view society itself as static then neither social structures, social processes nor therefore genre are static.
He argues that genre only exists in so far as a social group declares and enforced the rules.
- Interpreter
- Producer
- Text
Genre First and for most provide framework within which texts are produced and interpreted. He believes that texts are embedded with assumptions about ideal reader including their attitudes towards the subject matter (often class,age,gender and ethnic and political Matters)
Every Genre positions these who participate in a text of that kind as interviewer.
Essentially Kress believes that texts are embedded with assumptions about the 'Ideal Reader' including their attitudes towards subject matter and often their class, age gender and ethnicity)
One area I would be looking at is Genre. In music video Women are seen as objects or even props within the music video. One the other hand the video below seems to how that women are more powerful.
Niki Mamaj - Superbass
- The audience see that Nicki Manaj seems to be rapping, where as men are more likely to rap in their music more than women.
- We also see that she is wearing more clothes in the music video than than the men, this shows she is more important.
above it is evident that they video is supporting Gunther Kress view as Niki Minaj is adapting to society as she is representing a mans role in life.
