Popular media is no longer defined solely by high-budget productions. Short-form video platforms like TikTok and YouTube have turned content creation into a participatory sport. Influencers and independent creators often command larger, more engaged audiences than traditional television stars. In this ecosystem, entertainment content is fast-paced, personality-driven, and highly interactive. The "second screen" experience—where viewers tweet or post about a show while watching it—has become as important as the show itself, turning media consumption into a communal, real-time event. The Power of Franchises and IP
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