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1. Tending to provoke or cause controversy by its nature. 2. A cliche the media use to add intrigue or [entertainment value] to a cultural manifestation or event that is singularly lacking in zest or inherent fascination. 3. Proceeding from 2., sometimes a semiotic code word used by the media to indicate osentible deviance, such as being [homosexual] or [homosexuality], implying (perhaps unwittingly) that the event or person(s) at hand have a lurid background by definition.
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