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Textual Poaching
The act of audiences and fans creating their own meanings, interpretations, or adaptations from media contents originally produced by others.
Magic Bullet Theory
A model in media studies suggesting that mass media messages have a direct, immediate, and powerful effect on the public.
Uses and Gratifications Theory
A theory in media studies and communication that explains how people actively seek out specific media and content to satisfy individual needs or desires.
Encoding/Decoding Model
A theory on media that combines models that privilege the media producer and models that view the audience as the primary source of meaning; this theory recognizes that media texts are created to deliver specific messages and that individuals actively interpret them.
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