When audience members manipulate commercially produced media products,often to tell stories or express ideas very different from the original,they are doing what Henry Jenkins called:

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Henry Jenkins coined the term "textual poaching" to describe the way in which audiences take elements of commercial media products and manipulate them to create their own meanings and narratives, often subverting the original intended message of the media product. This can include fan fiction, fan art, or remixing existing media content. Encoding refers to the process of creating media content, gratification consumption is the process by which audiences consume media content to fulfill their own desires, and hypodermic media consumption is the idea that media directly injects messages and ideas into an audience without them actively interpreting or analyzing the content.

When Audience Members Manipulate Commercially Produced Media Products,often to Tell