Algorithmic orientalism? Netflix’s representation of China in Brazil

Abstract

For decades, the geopolitical domination of the United States remained almost unquestioned. However, other countries have emerged as poles of influence in recent years, including China and Brazil. Despite this, cultural and media interaction between the two countries is still limited and often mediated by the United States. This paper explores the algorithmic representation of China by the video streaming platform Netflix and argues that the company acts imperialistically by seeking to establish monopolistic control of the global Internet television market and promoting biases that we call ‘algorithmic orientalism’. By presenting China to the Brazilian public through this lens, Netflix plays the role of cultural gatekeeper that continues to promote hegemonically American worldviews.