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The article is devoted to the search for the answer to the question what the cognitive approach to the genre means. The author believes that the goal of the cognitive studies of the genre is to build its mental model, reflecting its representation in the minds of the reader and writer. To solve this problem, it is necessary to correlate genres with different formats of knowledge, not only conceptually simple (such as concept), but also conceptually-complex ones (such as frame, script, matrix, etc.)The review of the works of foreign and Russian researchers makes it possible to determine the dominants of the cognitive approach to the genre. They are:

  • consideration of the genre form as a fluid, unstable structure;
  • identification of the genre prototypes;
  • attention to genre dynamics and hybrid formations.

The author assumes that a perspective direction of cognitive studies is to establish the correlations between the traditional concepts of genre (genre memory, genre archetype, and genre canon) and the terms of cognitive poetics.

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