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. Since it is also a practical device for enabling individual media users to plan their choices, it can be considered as a mechanism for ordering the relations between the two main parties to mass communication. – Dennis McQuail 1987, p. 200

definition of genre – a style or category of art, music, or literature

genre rests around the relationship of similarity’s and differences/the same and opposite

jybrid genre where two or more genres are in within one subject eg: comedy horror

genre is important to institutions and audiences they are about expecting and innovative things creating reactionary and radical products

. . . 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 . . . the institutional impact upon the genre is that it means that things are the same but different due to the limitations could be the way its made or the budget/money in order to produce the genre always making it different and the way the genre is codified within itself and certain things are made because of it etc

Ed Boscombe notes that the ‘kind’ or ‘type’ of film is usually recognised “and largely determined by the nature of its conventions” (1986 p. 15). In other words, the textual nature of the media production. To understand the way in which textual analysis is used to define the genre of a media product, look at any extract from any film.