Page 36 - A Handbook Genre Studies in Mass Media

PROCESS

the action genre moved away from simply plot-driven stories toward
greater thematic and character complexity. Sophisticated computer-
generated special effects enabled dramatic actors to assume leading roles
previously reserved for stars who were better known for their athletic
prowess. For instance, in The Matrix, special effects enable Neo (Keanu
Reeves) to defy the laws of gravity and the time/space continuum in
order to join in a rebellion against an advanced generation of machines
that had subjugated humankind. More important, Neo’s ability to dodge
bullets and leap over buildings is a metaphor for the limitlessness of the
human mind and spirit.
New developments in media technology also have altered the relation-
ship between the media communicator and audience. Thanks to interac-
tive media, audience members have the opportunity to respond to the
media communicator immediately and directly. Betsy Frank, executive
vice president for research and planning at MTV Networks, observes,
“Technology has taken down boundaries between the ones producing and
the ones receiving. Young people have an incredible need to use the media
to connect with their peers, to validate their choices. After every episode
of ‘Real World,’ they’re on the Internet talking about what happened.” 30
Thus, new media technologies have become integral to the formula of
genres. For instance, in the genre of the political talk show, a new seg-
ment of programming has been added—the audience question/answer
session. Indeed, the style of political talk shows reinforces the message
of democracy in action. The political talk show has been transformed
from the pundit variety to one in which the boundaries between expert
and nonexpert opinion are much more fluid.
Interactive media technology also provides follow-up opportunities for
the audience, through websites, virtual bulletin boards, and chat rooms.
Thus, this genre conveys a cumulative message of empowerment to the
audience: that their voice matters.
However, as mentioned earlier, despite this technology, some hosts
of political talk shows have developed techniques to cut off callers (and
guests). In fact, another formulaic element of the shows involves the hosts
insulting the callers, denying them the opportunity to speak out.
Technical innovations can even open up new programming possibilities
within a genre. For instance, in 2003 the National Geographic Channel
introduced a new reality series, based on the development of the “crit-
tercam,” a lightweight video camera in a harness that could be fitted on
animals. On the new show, appropriately entitled Crittercam, biologist

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