Genre is the categorizing of content based on social and cognitive processes. This content is a form of communication through the modes of audio, video and text. Both multimodality and genre utilize multiple modes to creates mediums to relay information. Genre is the evolutionary step to multimodality. Multimodality describes the numerous individual forms of communication that combine to convey information. Genres help set up expectations and guidelines for the audience. Different modes can be manipulated in order to create different Genres. For example, if one wanted to create Romantic movie, the modes need to create that would be the setting, people, music, lighting and dialogue. In a stereotypical sense, the setting would be in a beach or a carnival. There would be a lot sunsets, moonlight, lens flair to give a more dramatic effect of love. The main characters would be constantly together or not at all, either brooding in angst or filled with smiles and butterflies. They would say “I love you,” etc. This right here is how the genres help a certain medium.
Chandler believes that genres can either help or hurt a medium. It has been previously stated how a medium can be helped, but it can be hurt by limiting the outlook of focusing on one aspect instead of the whole picture. The example he gives is a comedy movie. The audience looks at the performance instead of the deep message that has been given.
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