Media Language: Genre Cycles (Thomas Schatz)

Thomas Schatz’s theory of genre cycles provides a framework for understanding the evolution and function of film genres in Hollywood cinema.
Schatz divides the life cycle of a genre into four main stages: Experimental, Classical, Parody, and Revisionist. Each stage reflects a distinct way in which the conventions of the genre are used and understood.

In the Experimental Stage, a genre is in its infancy, with studios and filmmakers exploring its potential themes, styles, and conventions. Often these early films may vary greatly as conventions have not yet been fully established.
With the Classical Stage, a genre’s conventions become standardised and well understood, leading to the production of ‘classic’ films that exemplify these conventions.
Then enters the Parody Stage. This is where the established genre conventions are played with, often in a humorous or satirical manner. This exploration can lead to a re-evaluation or ‘pushing the boundaries’ of the existing genre.
The final stage, the Revisionist Stage, often sees dramatic changes to the genre’s conventions, challenging and re-imagining the genre in new, typically more complex or critical ways.

Genre cycles reflect changing audience expectations and cultural attitudes. As audience familiarity with a genre increases, there arises a demand for new and innovative takes on the genre’s conventions.
The novelty of a genre in its Experimental Stage can attract audiences looking for something new, while the familiar and predictable nature of the Classical Stage can provide a sense of comfort and satisfaction.
The Parody Stage often appeals to more savvy audiences who appreciate the playful commentary on the genre’s conventions, while the Revisionist Stage can offer a more sophisticated or thought-provoking take on the genre, which can be appealing to audiences seeking depth and complexity.

When analysing a media text, consider its place within Schatz’s genre cycle. Identify which stage it fits into and consider how this influences the conventions used within the media text.
Reflect on how the media text might be engaging with or responding to current cultural trends, societal attitudes, or audience expectations.
Understanding a media text’s place within its genre cycle can not only enhance your understanding of the media text itself, but can also provide greater insight into the broader cultural and societal context in which it was produced.