I do agree with this theory, in that it can potentially limit the creativity of a media producer, not completely but every producer has conventions to follow as genres provide direction for the producers, even if a producer is very innovative with their ideas they will have unconscionably pandered to audiences expectations, they will have picked up on these typical conventions of the genre they are creating and used them within their own text.
My genre is alternative/rock, I too have pandered to the audiences expectations of what they will see in a typical rock video, in that it is dark and gloomy, features very dark story lines with little more no performance based elements like dance routines, that would be seen more typically in pop videos, I previously researched the different types of video genre not just my own and it was apparent that each type of genre in music has its own conventions and set of rules that need to be followed in order for it to be accepted be its audience, my own video idea follows the rules that were already in place for my videos genre so the rock genre did limit my creativity in that It would have been out of place for my video to contain a dance routine, or a peaceful sunny meadow scene because it would not meet the audience expectations
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