Genre Theory - Steve Neale

Neals argues that genres are not fixed but are constantly changing, growing and evolving. 

- influencing each other sometimes creating hybrids.

Intertextual relay: products which link to the genre sharing genre conventions

- taking aspects of two

Tabloidisation: using features of tabloid press. 

- reduces cost of printing for broadsheets 

- borrowing conventions is often referred to as dual convergence.