Media Language: Steve Neale

Media Language: Steve Neale

Steve Neale’s Theory

• Steve Neale is a notable media scholar who proposed theories related to media language and genre.
• He suggests that genres are instances of repetition and difference. They contain familiar elements, but also strive to offer something new.
• According to Neale, genres establish a balance between standardisation and variation, where the former aids audience comprehension and the latter prevents repetitive boredom.

Repetition in Genre

• Genres follow conventions and use repeated elements. This leads to audiences developing expectations and identifying with a particular genre.
• The elements contributing to repetition could be storytelling techniques, settings, stock characters, themes or structures.
• The pleasure of repeated elements in genre must be understood in relation to cultural value, as some genres are considered more prestigious than others.

Difference in Genre

• According to Neale, difference is as crucial as repetition in a genre. Variation or difference keeps a genre refreshed and prevents stagnation.
• Differences can be in terms of plot, character development, representation or any aspect that defies or extends genre conventions.
• Industry trends, technological changes, and socio-political contexts can also lead to “difference” within a genre.

Audience Expectations and Pleasure

• Neale proposes that the balance of repetition and difference is key to meeting audience expectations and providing pleasure.
• The audience expects to recognise the genre, but also desires novelty to keep their interest.
• This balance allows genres to develop and evolve, while maintaining their core attributes.

Neale and Media Language

• Neale’s theory assists in understanding the language of media texts and how genres communicate with their audience.
• Media creators use genre conventions as “codes” or “language” to convey meaning.
• The theory helps to analyse how and why certain genres use specific elements of media language to conform to, or challenge, audience expectations.

Case Studies and Application

• Apply Neale’s theory when analysing media texts of different genres, looking for elements of repetition and difference.
• Reflect on how standardisation and variation are employed in these texts, and consider their impact on audience expectations.
• Explore how socio-cultural contexts, production contexts, and audience reception contribute to repetition and difference within a genre.

Criticism of Neale’s Theory

• Critics of Neale’s theory suggest it does not account for all genres, and that some genres may utilise minimal standardisation or variation.
• It is also argued that the balance between repetition and difference can be significantly skewed, challenging Neale’s idea of an “ideal” balance.
• Consider these criticisms and reflect on examples where they may be relevant.