GIFs in general comprise single looped images, but fans often create more complex GIF sets, which are “sets of images, sometimes animated, sometimes not, arranged in a grid of sorts to communicate as a whole” that have “evolved primarily on

The provision of “official” GIFs also demonstrates that controlling what is provided and how it is accessed is a key concern for many media rights holders. This control extends to developing specific settings for GIF engagement. Content providers like Disney