Each genre makes a promise to the reader. It promises a certain emotional experience, to meet a need that may be missing in the reader's life, or the opportunity to explore. A novel gives readers the chance to explore dangerous or 'socially unacceptable' situations from the safety of their own home. It lets them explore other realms - like in a fantasy or thriller.
Some genres show the action, giving the author the opportunity to live the story as it is happening, right along side the main character. While others, like horror or fantasy, offer the reader the chance to explore danger, fear, and loss without becoming emotionally involved.
Romance can span the spectrum - from a story that teaches women what men like - to one that is devoid of relationship/love/commitment and explores the sexuality that is buried in us all.
An author needs to come in touch with their genre's promises, and the entertainment value the readers expect - especially if they want a publisher to accept their manuscript.
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