Is There a World Building in TV?

There's a term that's kind of rampant in TV studies both academically and in popular media is the phrase world building. I'm always like yeah oh let's read about world building and it's just like this thing got added to the world all right and I think that's really uninteresting what I think the phrase is so good but it should mean thingslike in this episode Peggy tells Don that her mom thinks that he's the father because Don was the only person that came to see her in the hospital after the pregnancy don't you know? And she doesn't say it but I almost feel like she's saying back to him "I have seen your you in a way that no