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Context Collapse and Meaning Short, captioned clips traveling beyond their original contexts suffer what media scholars call “context collapse.” A forty-second clip of a local ritual, extricated from explanations of history, region, or function, shifts from ethnographic document to a curiosity showpiece. The compression inherent in viral video formats privileges immediate affect—surprise, amusement, bewilderment—over deeper understanding. This accelerates the creation of a global visual shorthand where gestures, props, or costumes stand in for complex social histories.