Gunther Kress is a professor of semiotics and education at the Instiute of education of the Uiversity of London. He believes that the sequencing to staging (Metz theory) is relevant. He defines a genre as a kind of text that derives its form from the structure of a social occasion which is often repeated, with its characteristic participants and their purposes. So basically, this gives the audience a belonging to a certain group from a music video, giving them a sense of collective identity.
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).
Kress also feels that genre changes and that new ones are always developed when situations begin to recur.
He argues that genre only exsists if a social group enforced the rules:
- Interpreter
- Producer
- Text
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