The curation of European Netflix catalogues on social media: the key role of transnational and local cultural traits
This article aims to analyse how Netflix uses social media to generate a dialogue between the local and transnational layers of television, to position its brand and curate content in domestic markets. Within the frame of transnationalism, a cross-cultural comparative study has been conducted in thr...
| Authors: | , |
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| Format: | article |
| Publication Date: | 2019 |
| Country: | España |
| Institution: | Universitat Autònoma de Barcelona |
| Repository: | Dipòsit Digital de Documents de la UAB |
| Language: | English |
| OAI Identifier: | oai:ddd.uab.cat:307210 |
| Online Access: | https://ddd.uab.cat/record/307210 https://dx.doi.org/urn:doi:10.1177/17496020211044444 |
| Access Level: | Open access |
| Keyword: | Netflix Localisation Transnational Social media Cultural traits |
| Summary: | This article aims to analyse how Netflix uses social media to generate a dialogue between the local and transnational layers of television, to position its brand and curate content in domestic markets. Within the frame of transnationalism, a cross-cultural comparative study has been conducted in three different local European markets: the United Kingdom, Spain and the Nordic region. The results show the negotiation between transnationalisation and the needs of local cultural distinctiveness through language adaptation, emphasis on in-house original US flagship productions, the overrepresentation of original local content and use of cultural references at different levels. |
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