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“Horror films for example, typically begin at night and or in poor weather and have very dramatic music and often begin with very little dialogue,”

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He’s saying that since were so used to and exposed to horror movies some of us would already get the feeling and idea that the movie were going to watch is a horror film do to key elements such as poor weather and dark scenery

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developing genre awareness means becoming aware of how certain texts are similar in their structure and organization and how content is dealt with and how vocabulary sentence structure and tone are used.

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you being able to develop this awareness will help you identify skills that writers use and are successful at. This will ultimately allow you to be able  to incorporate some of the writers skills into your own writing strengthening it.

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good writers are always aware of their audience and purpose and genre awareness helps us meet the expectations of the audience.

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this is true, as a writer you want to attract as much audience as you can and also make a book or story they want to hear, this is how you can become successful.

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there’s a misconception of genre and that is people feel that there is an exact prescribed  way of writing a text.

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This is completely wrong there is no real or right way to write something. Your work Is your art and it is what you make of it. there’s no book or movie that are alike because there’s various writers and directors who create their own twist to things.