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 audience members appropriate and manipulate commercial media products to suit their own interests, often in ways that are different from the intentions of the original creators. This can involve creating fan fiction, remixing videos or music, or using memes to express ideas or emotions.

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