A proactive response to the "genre is dying" argument...

This was very interesting. It's certainly true that speculative fiction can fall into the Same Old Thing very easily, although the main attraction of the genre is that it is something different, limited only by the imagination of the author.
 
It seems that what is really being said in the article is "write a good story, don't worry about the genre," which is nothing less than common sense.
 
I read a similar thing years ago that can be neatly summarised as 'subverting expectations'.

However, with some of the suggestions, you can still take it the wrong way, and create something that, whilst hilarious for genre fans in its mockery and piss taking, fails to really advance the genre in any meaningful direction
 

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