The genre may be considered as a ‘practical device’ for helping any mass medium to produce consistently and efficiently and to relate its production to the expectations of its customers.

Genre is a way of thinking about media production (INSTITUTIONS) and media reception (AUDIENCES). Overall genre study helps students to think about how media texts are classified, organised and understood.

Consumers want their media to be PREDICTABLE and EXPECTED but they also want it to be INNOVATIVE and UNEXPECTED.

saddled with conventions and stereotypes, formulas and
clichés and all of these limitations were codified in specific genres. This was the very foundation of the studio system and audiences love genre pictures