oxygenreframing

Oxygenreframing is a theoretical approach in media studies that analyzes how genres are reconfigured to respond to changing cultural, technological, and aesthetic conditions. It treats genre boundaries as fluid rather than fixed, and describes how introducing 'oxygen'—new tropes, perspectives, and forms—can refresh or repurpose a genre for contemporary audiences.

The term combines oxy- (from oxygen, indicating breath or freshness) with genre and framing, underscoring the idea of injecting vitality into genre schemas. It remains a neologism in scholarly discourse, used to describe proactive reframing rather than mere hybridity or remixing.

Core idea and methods: Oxygenreframing examines how productions reframe genres through hybridity, tonal recalibration, pacing changes, and the substitution or addition of motifs. Analysts map intertextual references, audience expectations, and distribution contexts to show how a work positions itself within or beyond a traditional genre.

Applications and examples: In film, television, literature, and games, oxygenreframing appears when a work blends genres—such as science fiction with noir or romance with thriller—to broaden appeal or critique genre conventions. It can also involve reframing a genre's tropes to prioritize marginalized perspectives or new technologies, including streaming narrative strategies and interactive formats.

Criticisms and debate: Critics argue that the term can be vague or overstated, conflating genuine genre evolution with marketing heterogeneity. Some contend that excessive emphasis on 'oxygenation' risks erasing core genre identities or creating unfocused works. Proponents counter that it provides a useful lens for analyzing contemporary hybridity.