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Popular media, including movies, TV shows, music, and books, has been significantly impacted by the rise of link entertainment. Here are a few ways in which link entertainment has changed the way we consume popular media:

To link them effectively, we first have to distinguish between the two:

: Take advantage of tools on platforms like TikTok that merge entertainment with commerce, allowing fans to buy products directly from the content they enjoy.

: Strategic partnerships, such as United Airlines' integration into Spider-Man: Far From Home , connect products naturally with the film's narrative.

The separation between "entertainment content" and "popular media" was an artifact of the 20th century. In the 21st, you cannot understand a headline on CNN without knowing the lyrics to a chart-topping rap song. You cannot scroll through Instagram without seeing a news anchor’s reaction to a comedy bit.