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To make the claim that there are specific genres on the Web is to link our analysis to how television, music or film is divided up into certain expectations. Television is composed of situation comedies, dramas, telemovies, news, sports, and reality television programmes to name the most prominent genres. Similarly music can be divided into pop, rock, hip hop, techno, folk, soul, dance and so on. Film also has its categories that we can see in evidence when we peruse a video shop: action, comedy, thriller, arthouse and Western are some of the most prominently displayed and advertised.

How these genres develop in other media is a complex interplay between production and consumption: the audience develops certain expectations for pleasure and entertainment value and the genre emerges from an industry that for its own profitability tries to read these patterns of expectations and produce accordingly. So genre is neither completely an audience conceptualization nor an industry conceptualization but a constantly developing though relatively stable constellation or pattern that links the audience to the industry. It hybridizes and develops into subgenres. It is constantly reinforced through advertising, and it demands referencing to precursors to emphasize that the current version is part of the same genre. Genres are a comfort zone of a patterned sign system that both an audience and an industry can read with relative ease.

Because of the Web’s abundance of information, one of the key genres to develop is either organizing its content for retrieval or providing a channel through which searches can be done. Partially emerging from search engines and their amorphousness has been the Webportal that organizes information for the user. The commercial Webportals such as Yahoo! work to customize the user’s relationship to information with an organized homepage structure.

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