Rick Altman:
Argues that genres are usually defined in terms of media language (semantic elements) and codes. this applies to my horror movie trailer through the costumes and props. The mask used on my antagonist conforms to the typical horror genre, for example this features in existing successful films such as the strangers, nightmare on elm street etc.
Steve Neale:
It could be argued my trailer both conforms and subverts the horror genre. Steve neale argues it is through repetition and difference that genre is based on.
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