Which concept refers to a standard or norm that acts as a rule governing behavior?

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Conventions are the standard practices within a medium that guide how a text is made and read. They function like rules, shaping what producers include and how audiences interpret what they see or hear. For instance, in films, the typical sequence of a chase, followed by a cut to the aftermath, or the use of a particular camera style to build suspense, are conventions that audiences expect and that filmmakers follow. In news reporting, the familiar structure of presenting the most important facts first (the lead) and then details follows a convention that helps viewers know how to consume the information. This idea matches a standard or norm that governs behavior because it both directs creators on how to construct content and shapes how audiences understand and respond to it. Other terms describe different things: technical codes are about the production methods used to create a text, the audience refers to the people who engage with it, and copyright is a legal rule protecting creators’ rights.