The work of Steve Neale is often referred to when discussing genre. One area he looks at, is the relationship between genre and audiences. For example, the idea of genre as an enabling mechanism to attract audiences based around predictable expectations. He argues that definitions and formations of genres are developed by media organisations (he specifically discusses the film industry), which are then reinforced through various agencies and platforms, such as the press, marketing, advertising companies, which amplify generic characteristics and thereby set-up generic expectations.

• A production company will usually focus on a certain genre when making movies, such as Marvel exclusively making movies based around the “Super Hero” genre. But how does this not get repetitive and boring for the audience? When looking back at previous movies in this genre, they look and feel a lot different than current day superhero movies, but why? Genre’s and production companies need to adapt and change their formulas to make sure their movies retain interest and preform well. Such as in current times these superhero movies including more humour nowadays than previously, they’ve adapted the genre in order to keep making movies they know will be very successful and entertaining. These decisions to adapt the genre are usually decided as society and culture changes.

Neale also promotes the idea that genre is a process, that genres change as society and culture changes. As such, genres are historically specific and reflect / represent changing ideas, attitudes, values and beliefs of society at any particular moment in history. This may explain, why genres are often blurred across different conventions and expectations, creating sub-genres, or hybrid genres, that mix-up, shape, adapt and adopt familiar ideas and expectations, but which essentially create something new (different) which is recognisable (familiar).

Some Keywords:

• Repertoire of elements = When an audience consume a media text defined by a generic label they have certain expectations of the text, certain features which are often described as the ‘repertoire of elements’.
• Verisimilitude = A film has verisimilitude if it seems realistic and the story has details, subjects, and characters that seem similar or true to real life, or mime convincing aspects of life in important or fundamental ways.
• Construction of reality = offers a unique ability to reflect and resemble historical figures and events. … This is perhaps film’s greatest attraction and seduction: by capturing images in time, it seems not simply to represent things but to make them present.
• Hybrid genres = A movie is a hybrid genre when instead of focusing exclusively on one genre, it blends two or more recognizable genres together. For example: … Beauty and the beast is a musical as well, but it also has fantasy elements and borrows from the romance genre.