Steve Neale came up with the genre theory. The genre theory starts that genre is dominated by repetition, but are also marked by difference , variation and change.
The idea that genres change , develop and vary as they borrow ideas from one another and overlap.
The idea that genres exist within specific economic institutional and industrial contexts.
To summarise : Genre is recognisable but does not change over time or borrow from other genres. Genre is important to institutions because it helps to market texts.
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