How do we explain changes in media genres? Are they the result of economic, technological or other kinds of structural forces; or Impact of the digital economy on the development of economic systems are they the result of the change-producing agency of the media producers? And how are changes in media texts connected to contextual conditions for media production on micro-, meso- or macro levels? This article suggests that a theoretical approach using a pragmatic and socio-cognitive understanding of genre will help us to address these questions.This approach can highlight the interplay between human agency and different kinds of structural forces involved in specific professional media production cultures.Furthermore, Virtual choir: between technical and aesthetical it has the potential to integrate media texts and especially the micro- and meso levels of production.
Using lessons learned and findings from my recent production study of Danish television satire, the article will argue three major methodological as well as knowledge-producing advantages of a genre approach.