The culture mediated by genera: an investigation of consequences of family in TV ads

Abstract

The aim of this paper is to reflect on the concept of genres, taking as a cultural bias that considers the genres not as attributes of a text, but as cultural mediation. We believe these mediations are considered as central instances where to look for ways to apprehend the circulation, production and updating of the culture. In particular, we look at the television genres (and among these, advertising) in order to think with greater emphasis on how they transcode the question of the family, a foundational aspect of the social tissue.