As a deviation—or form—of culture, popular culture perpetuates itself through the same parameters of cultural memory, a term coined by Jan Assmann and John Czaplicka. Cultural memory describes how traditions are upheld through society, maintaining the memory and values of different societal groups created even thousands of years ago, for example the concept of marriage, language, or morals. Cultural theorist Karin Kukkonen draws from Assmann and Czaplicka's term cultural memory to create a term specifically aimed towards current media known as popular culture memory. Popular cultural memory helps those in fandoms decipher and familiarize themselves with narratives and content based on context knowledge. Globalization of popular culture also allows popular culture memory to extend beyond one specific region, especially through social media usage. Kukkonen states that viewers use previously existing contextual knowledge, such as past iterations, conversations within the fandom, and other transmedial elements to enter, and further on participate, in a narrative or genre. Pop culture memory is especially applicable when a narrative follows similar structures within genres: “They can make sense of the connotative dimension of media texts through their possession of the relevant context knowledge.” Production companies can sometimes abuse similar models when constructing plots and characters science fiction media so often that viewers then rely too often on contextual knowledge replicated on streaming platforms and no critical reception goes into consuming the narrative. With formulaic narratives, viewers are not engaged and invested enough for the narrative to have a lasting impact on their pop culture memory.