Talking to the audience directly, noticing the camera, or talking about being in a show/movie/book is all called "breaking the fourth wall". Why would someone break the illusion and the reality that is created in their medium? Originally it started out as a comical action. It was funny to see a character realize that they are in some work of fiction and see how they react to it. A character that commonly breaks the fourth wall for comedic purposes is Marvel's Deadpool.
Unlike Deadpool comics some shows will only do it once and awhile for a quick joke. Such as in an episode of "30 Rock" the Character Liz Lemon is talking about how great Verizon phones are and then asks "Can we get our money now please?"
Breaking the fourth wall doesn't always have to be a used in a comedic way some serious dramas break the fourth wall and it at first seems jarring and uncomfortable, but that is the perfect feel to fit a show like "House of Cards". In both the American and the British version the main character Francis will look into the camera and have a one sided conversation with the audience. This makes the character feel even more all knowing and intimidating.
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