Genre.

Text : Any media production; film/ advert etc.

Form: Category of media it is; book/film/advert/magazine/poster/ music video etc.

If a group of media texts have similar form/structure/pattern it might be due to a link in Genre (type/kind). They will share common structural elements to make them recognisable as a specific Genre. It represents a way of classifying popular cinema into distinct types - useful for splitting the audience into demographics.

Audiences often choose a film because they are a fan of the Genre. Investors run less risk when putting up money for a popular and well established genre. Genres can be further distinguished into Sub-Genres.

However, audiences may become tired of constant, repeated formats. To keep their interest, Genres can be blended and developed in new directions. These Genres are known as hybrids.

Common Genre elements are known as conventions; they are developed over time and become expected by the audience. They can also offer reassurance at an ideological level. However, these conventions can be re-negotiated between audience and industry to keep things 'fresh' and unexpected.