Genre theory is about what genres are, and about how and why they are created, change endure or
decline.
Neale argues that genre is a process by which generic codes and conventions are shared by producers and audiences through repetition in media products.
This means that genres are not fixed, but constantly evolve with each new addition to the generic corpus (the body of products in a genre), often playing with genre codes and conventions or becoming hybrids with other genres.
Generic codes and conventions are not just established in media products but in products that refer to these products such as critical writings or advertising and marketing material, what Neale referred to as ‘the intertextual relay’.
Neale argues that genre is a process by which generic codes and conventions are shared by producers and audiences through repetition in media products.
This means that genres are not fixed, but constantly evolve with each new addition to the generic corpus (the body of products in a genre), often playing with genre codes and conventions or becoming hybrids with other genres.
Generic codes and conventions are not just established in media products but in products that refer to these products such as critical writings or advertising and marketing material, what Neale referred to as ‘the intertextual relay’.
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