Genre 2: Jason Mittel

Styles and treatments are different from genres as they do not have a specific 'look'. For example comedy and animation are not genres but a 'style'.

 Jason Mittel (2001) believes genres are cultural categories which surpass the boundaries of media texts and operate within industry, audience and cultural practices. Industries harness and use genres to sell products to audiences. Media producers use familiar codes and conventions that often make cultural references to their audiences knowledge and society. This creates a genre, which allows audiences to make choices what products they want to consume.