Jason Mitchell
Cultural Categories
Jason Mitchell (2001) argues that genres are cultural categories that surpass the boundaries of media texts and operate within the industry, audience and cultural practises as well.
Industries use genre to seel products to audiences. Media producers use familiar codes and conventions that very often make cultural references to their audience knowledge of society and other texts etc.
Genre also allows audiences to make choices about what products they want to consume through acceptance in order to fulfil a particular pleasure.
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