1. Institutions
- Genre as a mode of production
- Institutions ( Film Studios) will produce films in genres
- E.g in a certain year they will produce: a number of films in the following genres:
- Action/ Adventure, Sci-Fi, Horror, Rom-Com, Teenage Comdey etc.
- This mix of genres is to encure that the maximum possible audience is catered for.
- Certain genres come into and out of favour due to the perceived audience response e.g The Western and The Musical.
- Horror film has become popular.
2. Audiences
- Audiences may read genre texts in a variety of ways.
- They may in effect, create and re-create genres
- Thus through audience responses, new genres are created
- For example, the new martial art films from Japan, Hong-Kong which has become very popular in the USA and UK
- Also it is necessary to consider how Web 2.0 has impacted on audiences- user generated content can manipulate genres and generic conventions for their own pleasures for example The Shining.
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