(Extra)Ordinary Gauge Mediation

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We study models of "(extra)ordinary gauge mediation," which consist of taking ordinary gauge mediation and extending the messenger superpotential to include all renormalizable couplings consistent with SM gauge invariance and an R-symmetry. We classify all such models and find that their phenomenology can differ significantly from that of ordinary gauge mediation. Some highlights include: arbitrary modifications of the squark/slepton mass relations, small mu and Higgsino NLSP's, and the possibility of having fewer than one effective messenger. We also show how these models lead naturally to extremely simple examples of direct gauge mediation, where SUSY and R-symmetry breaking occur not in a hidden sector, but due to the dynamics of the messenger sector itself.