Genre theory classifies films into categories based on shared conventions. Genres help audiences understand what to expect from a film and allow filmmakers to target specific demand. Recognizing a film's genre enables audiences to feel familiar with its conventions and enjoy spotting repetitions. However, deviation from conventions can confuse audiences while also providing surprise. Genres offer structure for audiences and influence can come from audiences reviving genres. Genres are in constant change as societies and values change. Some theorists argue genres are becoming harder to define as they increasingly borrow conventions from one another.

1. Genre Theory
'The wordgenre meanstype or category.To studya filmasa genre involvestreatingit,notasa
unique entity,butasa memberof a general category,asa certaintype of film.The aim...istherefore
to classify,ororganise,alarge numberof filmsintoasmall numberof groups.' FilmStudiesby
Warren Buckland.
Genre helpsbothaudiencesandinstitutionstomake decisionsaboutwhattheywantti see and
whattheywant to make to supplythatdemand.
If we recognize the genre of atextit enablesustofeel athome andwe gain enjoymentfrom
'spottingconventions'(repetition) andmakingcomparisonswithotherfilmsof the same genre.
Howeverif a textdeviatesfromthe conventionsitcanconfuse us,butat the same time we enjoy
seeingthe rulesbroken,providingthatthe film-makerdoesn'tgotoofar.
Genre offersaudiencesastructure orframeworkenablingustofeel secure inourknowledge.
Audienceslike the anticipationof waitingforthe predictable featuresandgettinginvolvedinatext.
Audiencescaninfluence genresbyrevivingthem.
We are more advancedthanaudiencesof the pastsimplybecause we'veseenmore filmsthan
anyone inthe historyof the media,sowe expectgenrestobe playedwith.
Buckingham 1993
DavidBuckinghamarguesthat'genre is notsimply"given"bythe culture:rather,itisina constant
processof negotiationandchange'.
Change ingenre reflectschange insocietyandourvalues.
Rick Altman 1999
FilmtheoristAltmanarguesthat'There isno suchthingas "pure"genre anymore.Genre is
progressive,inthatitwill alwayschange'
He saysconventionsare athingof the past. he suggestthataudiencesingeneral have becometired
of the same formulaandneedmore to keepthementertainedandtocreate appeal.;

2. He saysgenre issurvivingdue to'hybridisation-orgenres"borrowing"conventionsfromone another
and thusbeingmuchmore difficulttocategories'.
Tom Ryall 1978
Ryall arguesthat genresare recognizable throughthe repeateduse of geneticcodesand
conventions,ashowwe asthe audience know ahorrorfilmisa horror film.
He suggeststhatthe typesof conventionsfoundingenresmightbe groupedwithinthe following
categories:
Iconographiesthe formsassociatedwiththe genre.Horror the use of darkness.
Narrative structure,open/closed.
RepresentationsCharacters/stereotypes
Ideologiesbeliefsandideasof the 'ideal'concept,themes.
Goodwin
Goodwinsaid'Music videosare simplyanextensionof the lyrics'.
Artist:Kygo
Name of track: Stay
Genre:Dance.
Genre conventions:
Repeatedshots.
Lights.
UV paint.
Clubs.
Dancing.
Big Spaces.
Narrative Story - sometimesothertimesitsashotto promote the D.J.

3. Positive:
There isa clearframework.
Everybodyusesitandunderstandsit.
Negatives:
Lazy.
Restrictsaudiences.
The cost of combininganumberof genres.
Further Genre TheoristsGOODQuotes
Daniel Chandler'Conventional definitionsof genre are basedonthe ideathattheyshare particular
conventionof contente.g themesorsetting.'
Steve Neale 'Genresare instancesof repetitionanddifference;Thisiswhatpleasure forthe
audience isderivedfrom'
John Hartley 'The same textcan belongtodifferentgenresindifferentcountriesortimes'.
John Fiske'Genre attemptsto structure some orderintoa wide range of textsandmeaningsthat
circulate inour culture forthe conveniencesof bothproducersandaudiences'
Kate Wales'Genre is...an intertextual concept.'