Original Contents, Celebrities and Proximity. How Netflix Spain used Instagram to Bring its Catalogue to Young People during the Pandemics

Q1 Social Sciences Estudios Sobre el Mensaje Periodistico Pub Date : 2023-02-17 DOI:10.5209/esmp.82159
E. Fernández-Gómez, Beatriz Feijoo, Juan Martín Quevedo
{"title":"Original Contents, Celebrities and Proximity. How Netflix Spain used Instagram to Bring its Catalogue to Young People during the Pandemics","authors":"E. Fernández-Gómez, Beatriz Feijoo, Juan Martín Quevedo","doi":"10.5209/esmp.82159","DOIUrl":null,"url":null,"abstract":"This study focuses on how Netflix Spain harnessed Instagram to acquaint young people with its catalogue during the Covid-19 pandemic, with the sudden increase in OTT consumption. This led Netflix Spain to adapt its social media strategies and production release dates to a situation without parallel and in the face of intense competition. We analyze the messages during the state of alarm in Spain (from 15 March to 21 June of 2020), when Netflix was the most consumed OTT service. Netflix promoted recently released productions and used proximity strategies, both to GenZ and to Spanish audience, such as toning down with humor the daily problems of lockdown, using juvenile slang (“crush”, “shipping”), referring to the habits of young people (taking selfies, sending audio messages) and using the social media of the cast of their most popular series, promoting them as “Netflix celebrities” and emphasizing their good-looks and sexual attractive. ","PeriodicalId":38855,"journal":{"name":"Estudios Sobre el Mensaje Periodistico","volume":"1 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Estudios Sobre el Mensaje Periodistico","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5209/esmp.82159","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 1

Abstract

This study focuses on how Netflix Spain harnessed Instagram to acquaint young people with its catalogue during the Covid-19 pandemic, with the sudden increase in OTT consumption. This led Netflix Spain to adapt its social media strategies and production release dates to a situation without parallel and in the face of intense competition. We analyze the messages during the state of alarm in Spain (from 15 March to 21 June of 2020), when Netflix was the most consumed OTT service. Netflix promoted recently released productions and used proximity strategies, both to GenZ and to Spanish audience, such as toning down with humor the daily problems of lockdown, using juvenile slang (“crush”, “shipping”), referring to the habits of young people (taking selfies, sending audio messages) and using the social media of the cast of their most popular series, promoting them as “Netflix celebrities” and emphasizing their good-looks and sexual attractive. 
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
原创内容、名人和邻近性。在大流行期间,Netflix西班牙公司是如何利用Instagram向年轻人宣传其产品目录的
这项研究的重点是在2019冠状病毒病大流行期间,随着OTT消费的突然增加,Netflix西班牙公司如何利用Instagram让年轻人了解其产品目录。这使得Netflix西班牙公司在面对激烈竞争的情况下,调整了其社交媒体策略和制作发布日期。我们分析了西班牙警报状态期间(2020年3月15日至6月21日)的信息,当时Netflix是消费最多的OTT服务。Netflix在宣传最近发布的作品时,对GenZ和西班牙观众都采用了接近策略,比如用幽默淡化禁闭带来的日常问题,使用青少年俚语(“crush”、“shipping”),提到年轻人的习惯(自拍、发送音频信息),利用他们最受欢迎的电视剧演员的社交媒体,把他们宣传为“Netflix名人”,强调他们的颜值和性吸引力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
Estudios Sobre el Mensaje Periodistico
Estudios Sobre el Mensaje Periodistico Social Sciences-Communication
CiteScore
1.80
自引率
0.00%
发文量
64
期刊最新文献
Ideología y mitos del amor romántico en los dating shows. Estudio de audiencia de La isla de las tentaciones La influencia de Twitter en las rutinas productivas de los periodistas deportivos en España Principios configuradores y propuesta de valor de los medios cooperativos Angulo Egea, M. & Aguilar Guzmán, M. (2023). Criaturas fenomenales. Antología de nuevas cronistas. La Caja Books Política, Twitter y Covid-19: Percepción del turismo extranjero durante la desescalada en España en la campaña política de Díaz Ayuso
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1