Gunther Kress Genre Theory

Born on the 26th of november 1949.

He is a proffesor of semiotics and education at the Institute of education of the university of london.
World Leader in the study,theorising and exploration of multimadality andthe impact on communicaion in an increase fragmented,individualised world.
He believes that the sequencing to staging (Metz Theory) is relevant.He also feels that genre changes and new genres are developed when situations begin to recur. If genre entirely overlaps in other social processes, it means that unless we view society itself as static then neither social structures, social processes nor therefore genre are static.
He argues that genre only exists in so far as a social group declares and enforced the rules.

1.   Interpreter                                     
2.   Producer
3.      Text

Genre First and for most provide framework within which texts are produced and interpreted. He believes that texts are embedded with assumptions about ideal reader including their attitudes towards the subject matter (often class,age,gender and ethnic and political Matters)

Every Genre positions these who participate in a text of that kind as interviewer.

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)