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Historically, popular media relied on top-down promotion: studios released trailers, networks aired teasers, and magazines published stills. The link clip inverts this model. Today, a crucial scene from a Marvel movie, a shocking elimination from a reality competition, or a late-night host’s monologue is often first experienced by millions not in its original context, but as a ten-second vertical video clipped by a fan and shared on X (formerly Twitter), TikTok, or Reddit. This decontextualization is not a bug but a feature. The link clip serves as a potent, shareable unit of affect—a concentrated dose of laughter, outrage, or suspense. When a user posts a clip with the caption, "This moment from last night's episode was insane," they are not just sharing information; they are issuing a social invitation to participate in a collective reaction. The entertainment content becomes a pretext for social bonding.