John Fiske
- "Attempts to structure some order into the wide range of texts and meanings that circulate in our culture for the convenience of both producers and audience"
- A way of categorising texts in our media - saturated culture
- Prepares audiences expectations
- Culturally dependent - different cultural groups construct different expectations
- Constructed through a series of signs (visual/aural) associated with that genre or through use of generic narratives and ideologies
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