Popular genres can be seen as reflections of the moods, sentiments and values of a society.
Genres can be used as a way of exploring issues within society and culture. A mysterious bacteria infecting a whole population could be a metaphor for our fears of losing our cultural identity.
The James Bond films represent the era's in which they where made. The concerns include; 'The Cold War', 'The Space Race' and 'International Terriorism'. This ability of genres to rap into the popular zeitgeist can explain their popualarity.
Action adventure films reneforce the ideology of the dominant male. Most have a strong male protaganist and a female who serves as a prize.
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