{"title":"Streaming difference(s): Netflix and the branding of diversity","authors":"Axelle Asmar, T. Raats, Leo Van Audenhove","doi":"10.1177/17496020221129516","DOIUrl":null,"url":null,"abstract":"Since 2020, Netflix has emphasised the diversity of representation the platform provides through its content. Following the publication of its diversity report, the streamer positions itself as a driver of inclusion for underrepresented communities in film and television industries. This article examines how Netflix rhetorically frames the emphasis on diversity in its corporate communication. Based on a thematic analysis of Netflix’s press releases, it explores how Netflix uses its branding of diversity to generate a transnational appeal. The article outlines four strategies which highlight the cultural and industrial practices deployed by the streamer to gain competitive advantages.","PeriodicalId":51917,"journal":{"name":"Critical Studies in Television","volume":"72 1","pages":"24 - 40"},"PeriodicalIF":0.9000,"publicationDate":"2022-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Critical Studies in Television","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/17496020221129516","RegionNum":2,"RegionCategory":"艺术学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"FILM, RADIO, TELEVISION","Score":null,"Total":0}
引用次数: 7
Abstract
Since 2020, Netflix has emphasised the diversity of representation the platform provides through its content. Following the publication of its diversity report, the streamer positions itself as a driver of inclusion for underrepresented communities in film and television industries. This article examines how Netflix rhetorically frames the emphasis on diversity in its corporate communication. Based on a thematic analysis of Netflix’s press releases, it explores how Netflix uses its branding of diversity to generate a transnational appeal. The article outlines four strategies which highlight the cultural and industrial practices deployed by the streamer to gain competitive advantages.
期刊介绍：
Critical Studies in Television publishes articles that draw together divergent disciplines and different ways of thinking, to promote and advance television as a distinct academic discipline. It welcomes contributions on any aspect of television—production studies and institutional histories, audience and reception studies, theoretical approaches, conceptual paradigms and pedagogical questions. It continues to invite analyses of the compositional principles and aesthetics of texts, as well as contextual matters relating to both contemporary and past productions. CST also features book reviews, dossiers and debates. The journal is scholarly but accessible, dedicated to generating new knowledge and fostering a dynamic intellectual platform for television studies.
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