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AUDIENCE GENRE EXPECTATIONS IN THE AGE OF DIGITAL MEDIA This volume bridges the divide between film and media studies scholarship by exploring audience expectations of film and TV genre in the age of digital streaming, using qualitative thematic and quantitative data-driven analyses. Through four ground-breaking surveys of audience members and content creators, the authors have empirically determined what audiences expect of various genres, the extent to which these definitions match those of scholars and critics, and the overall variation and complexity of audience expectations in the age of media abundance. They also examine audience habits and preferences, drawing from both theory and original empirical analyses, with a view toward the implications for the moving image in a rapidly changing media environment. The book draws from the data to develop a number of new concepts, including genre repertoire, genre hybridity, audience interest maximization, and variety seeking, and a new stage of genre development, genre bending. It is an ideal resource for students and scholars interested in the symbiotic relationship between audiences and the moving image products they con- sume, as well as the way the current digital media environment has impacted our understanding of film and TV genres. Leo W. Jeffres is a Professor Emeritus of Communication at Cleveland State University. His research interests include audience analysis, communication technologies, media effects, and urban communication. He has authored four books, including Mass Media Processes, Mass Media Effects, and Urban Commu- nication Systems: Neighborhoods and the Search for Community. He has authored dozens of refereed journal articles, book chapters, and papers over the past 45 years. He was a Fulbright scholar and Peace Corps Volunteer. David J. Atkin is a Professor of Communication at the University of Con- necticut. His research interests include the diffusion of emerging media and program formats, political communication, and media policy. He has coau- thored several books, including The Televiewing Audience (both editions), Com- munication Technology and Society, and Communication Technology & Society. The author of more than 175 articles, Atkin is Associate Editor at JMCQ and does grant-supported work on adoption and uses of digital media. Kimberly A. Neuendorf is a Professor Emeritus of Communication at Cleveland State University. The second edition of her methods textbook, The Content Analysis Guidebook, was published in 2017. Her research has examined both the content and the effects of media, with emphases on marginalized populations and new technologies. She is an author of over 100 articles and chapters. Neuendorf has been engaged as an expert witness on the methods of content analysis in multiple litigation actions. AUDIENCE GENRE EXPECTATIONS IN THE AGE OF DIGITAL MEDIA Leo W. Jeffres, David J. Atkin, and Kimberly A. Neuendorf Cover image: izusek/Getty Images First published 2023 by Routledge 605 Third Avenue, New York, NY 10158 and by Routledge 4 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2023 Leo W. Jeffres, David J. Atkin, and Kimberly A. Neuendorf The right of Leo W. Jeffres, David J. Atkin, and Kimberly A. Neuendorf to be identified as authors of this work has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Library of Congress Cataloging-in-Publication Data A catalog record for this title has been requested ISBN: 978-1-032-20709-4 (hbk) ISBN: 978-1-032-20131-3 (pbk) ISBN: 978-1-003-26482-8 (ebk) DOI: 10.4324/9781003264828 Typeset in Bembo by KnowledgeWorks Global Ltd. This book is dedicated to the late Dennis L. Giles, Ph.D., whose passion for both the practical and the scholarly in film studies informed and inspired our work. CONTENTS List of Figures xi List of Tables xii Acknowledgments xvi 1 Introduction 1 Genre: A Background 2 Four Stages of Genre Evolution 3 Industrial Process and the (Re)packaging of Television Genres 4 Identifying and Defining the Concept of Genre 6 The Audience Role in Defining Genres 7 The Media of Abundance 8 Four Studies Examining Audiences for the Moving Image 12 Study 1 (2015 Users Survey) 12 Study 2 (2021 Users Survey) 13 Study 3 (2021 Creators Survey) 15 Study 4 (2021–22 Young Creators Survey) 17 A Concluding Note 17 2 Audience Expectations for Film and Television Genres 19 Macro Factors Stimulating Genre Development 20 Defining Film and Television Genres 22 Profiles for 31 Film Genres 23 Musical 24 Western 24 viii Contents Horror 25 Science Fiction 25 Detective 26 Comedy 26 Film Noir 26 Documentary 27 Action 27 Animated 28 Mystery 28 Dark Comedy 28 Biography 29 Parodies 29 Slasher 29 Mockumentary 30 Chick Flick 30 Slapstick 30 Drama Film 31 Fantasy 31 Adventure 32 Foreign 32 Romantic Drama 32 Romantic Comedy 32 Gangster 33 Samurai 33 Epic 33 Sports 34 Historical 34 Superhero 35 War 35 Evolution of Television Genres 36 Profiles for 11 Television Genres 38 TV Sitcoms 38 TV Dramas 39 TV Soaps 39 TV Detective 39 TV News Magazines 39 TV Musical Talent 39 TV Reality 40 TV Late-Night Talk 40 TV Children’s Programs 40 TV Animal/Nature 40 TV Sci-fi 40 Contents ix Audience Expectations for Film and Television Genres—The 2015 Users Survey 40 A Concluding Note 46 3 Audience Viewing of the Moving Image—Film and Television Genres 57 The Diverse Roles of Audiences 58 Traditional Media Use Behaviors—Viewing the Moving Image and Using Mass Media 59 Uses and Gratifications Theory 60 Leisure-time Activities—the Moving Image and Other Options 61 Using Mass Media (2015 Users Survey) 62 Watching Genres of the Moving Image 65 Shaping Genre Preferences—One’s World View 72 Assessing the Moving Image—Quality and Representation 73 A Concluding Note 76 4 A Profile of Creators of Moving Images as Audience Roles Evolve 78 Producing Moving Images 79 Entrepreneurship—When Audiences Switch Roles 81 Focusing In On Creative Posting Activity 83 User-Generated Content (UGC): Video Genres 101 Typology of Online Video Genres 102 A Concluding Note 106 5 Audiences Coping with an Era of Content Abundance: Novelty Seeking and Interest Maximization 108 The New Media Environment—The Age of Media Abundance 108 Impact on Audience Choices 109 Audience Film and Television Genre Repertoires 111 Film and TV Genre Repertoires—and Novelty Seeking 115 Film and TV Genre Repertoires—and Interest Maximization 116 A Concluding Note 121 6 The New Viewing Environment—Matching Genres with Screens 122 A Short History of Screen Options 122 The Nature of the Screen 127