Daniel Chandler: Conventional definitions of genre tend to be based on the notion that they constitute particular conventions of content (such as themes or settings) and/or form (including structure and style) which are shaped by the texts which are regarded as belonging to them.
David buckingham argues that genre is not simply given by the culture: rather, it is in a constant process of negotiation and change (buckingham 1993).
John Fiske defines genres as attempts to structure some order into the wide range of texts and meaning that circulate in our culture for the convieience of both producers and audiences.
Rick Altman argues that genres are usually defined in terms of media language (semantic elements) and codes (in western for example: guns, horses, landscapes, characters or even stars like John Wayne or clint Eastwood or certain ideologies and narratives.
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