TY - JOUR
T1 - The curation of European Netflix catalogues on social media
T2 - The key role of transnational and local cultural traits
AU - Navarro Bosch, Celina
AU - Monclus Blanco, Ana Belen
PY - 2021/12/10
Y1 - 2021/12/10
N2 - 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.
AB - 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.
U2 - 10.1177/17496020211044444
DO - 10.1177/17496020211044444
M3 - Article
SN - 1749-6020
VL - 16
SP - 347
EP - 374
JO - Critical Studies in Television
JF - Critical Studies in Television
IS - 4
ER -