Steve Neale's genre theory is foundational in understanding how genres function within media, particularly in film and television. Neale argues that genres are not static but dynamic, continually evolving through a process of repetition and variation. His theory emphasises that while genres rely on familiar conventions, they also need to innovate to remain engaging for audiences.

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A key aspect of Neale's theory is the idea that "genres are instances of repetition and difference" (Neale, 1980). He highlights that audiences derive pleasure from recognising familiar elements of a genre, such as character types, settings, and narratives, but also from the ways in which a text deviates from these conventions. For example, the action genre typically includes high-stakes sequences, explosions, and heroic protagonists, but variations such as complex, morally ambiguous characters or subverting traditional narrative structures keep the genre fresh and appealing.

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Neale also emphasises that genres are not merely artistic categories but serve industrial functions. He argues that genres are "systems of expectation and hypothesis" (Neale, 1980), which are used by both producers and audiences. Producers rely on genre conventions to market films effectively, while audiences use genre as a framework to select media that align with their preferences. For instance, the marketing of a horror film will typically emphasise elements like suspenseful music, dark visuals, and supernatural themes, setting audience expectations before they even watch the film.

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Moreover, Neale discusses the fluidity of genre boundaries, explaining that genres often blend together, forming hybrid genres. This hybridity allows media texts to appeal to a broader range of audiences. For instance, a film like Shaun of the Dead (2004) merges elements of horror and comedy, creating a unique hybrid that both adheres to and plays with the conventions of these two genres.

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In summary, Neale’s genre theory is essential for understanding how genres operate within the media. By emphasising repetition and variation, industrial strategies, and the fluid nature of genre categories, Neale demonstrates that genres are both a creative and commercial tool used to shape audience expectations and engagement.

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1. What is the foundational premise of Steve Neale's genre theory?

2. How does Neale describe the nature of genres in terms of their evolution?

3. What does Neale mean when he states that "genres are instances of repetition and difference"?

4. Can you identify several familiar elements of the action genre mentioned in the text?

5. What role do innovations play in keeping genres engaging for audiences according to Neale?

6. How do genres function as "systems of expectation and hypothesis" for both producers and audiences?

7. In what ways do producers utilize genre conventions in marketing films?

8. What examples illustrate how audiences use genre as a framework for selecting media?

9. How does Neale explain the concept of hybrid genres, and why is it significant?

10. What is a specific example of a film that merges different genres, as mentioned in the text?

11. How does the blending of genres like horror and comedy appeal to broader audiences?

12. According to Neale, why are genres important as both creative and commercial tools in media?

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