GENRE THEORISTS

''Television producers set out to exploit genre conventions.''

His argument is that media producers can re-use conventions, creating formulaic and conventional products, that are familiar and appeal to the audience.

Have used conventions to create music video which is included within the horror genre.

He states the genre's sit in stages:

The experimental - goes against what you would expect.

The classic - as you would expect.

The parody - mimics with affection.

The deconstruction - seeks to deconstruct and take apart some of these conventions & develops the genre.