Background of genre theory:
Genres make the film more efficient as well as more marketable. Andre basins work on westerns in the 1950's explores the significant advantages of genre from an institutional perspective.
Niche genre:
A niche genre is when a media text is created for a small specific audience, for example the vauxhall magazine is produced for vauxhall owners.
Codes and conventions:
Codes give meaning to an audience and conventions of the genre such as themes, ideologies and narratives. The codes and conventions are important for the instituions because there is a genre framework for the text and its more likely to attract audiences.
Theorists:
Propp - 32 functions and 8 charactersistics
Rick altman - Agruges that genres are usually defined in terms of either certain media language or ideoloiges or narratives. Semantic is conventions such as costume or mis en scene
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