Page 184 - A Handbook Genre Studies in Mass Media

PRODUCTION ELEMENTS

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Production Elements

Overview

Production elements refer to the style and quality of a media presenta-
tion. Production elements are roughly analogous to grammar in print in
that they influence:

• The way in which the audience receives the information
• The emphasis, or interpretation placed on the information by the
media communicator
• The reaction of the audience to the information

Production elements can generate affective responses, or emotional
reactions, in the audience. Although production elements generally escape
our conscious attention, media communicators use production elements
such as editing, color, lighting, and camera angle for dramatic purposes,
so that the audience will experience the emotions of the characters on
the screen. For instance, horror films are often characterized by abrupt
cuts from one image to another, startling the audience and reinforcing
the feelings of terror and disorientation in the audience.
For international audiences, media communicators use production
elements to transcend language differences. Genres with strong visual
elements translate easily from one country to another. For instance, the
action/adventure genre enjoys widespread popularity, in part because
the violence in the genre is a powerful form of nonverbal communica-
tion. Live musical performances and costume dramas also resonate with
a global audience. In addition animated cartoons enjoy international
popularity with children throughout the world.
Production elements convey cumulative messages about a genre. To
illustrate, in quiz shows like Jeopardy, the pulsating lighting and color-

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