¡CUIDADO MARGINALES! STRATEGIES FOR DISSEMINATING NETFLIX ORIGINALS FOR LATIN AMERICA
COMMUNICABILITY AND CONSUMPTION ZONES IN THE TRANSNATIONAL TV ERA
DOI:
https://doi.org/10.53450/2179-1465.RG.2021v12i2p276-297Keywords:
Netflix Latinoamérica, Internet television, Strategies of communicability, NostalgiaAbstract
Analysis of Netflix's disseminating practices to audiences in Latin America using a methodology that combines televisuality analysis with a hermeneutical approach of the narrative in order to examine the strategies of communicability that underpin an Orange is The New Black (OITNB) promotional video. The analysis shows an effort to resume the audience through the use of nostalgia, considering a viewer capable of recognizing melodrama as mediation. We conclude that Netflix assumes Latin America as a symbolic territory that forms a consumption zone for which it undertakes unique strategies.
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References
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BOYM, Svetlana. The Future of Nostalgia. New York: Basic Books, 2001.
BREA, José Luis. Estudios Visuales: La Epistemología de la Visualidad en la Era de la Globalización. Madrid: Ediciones Akal, 2005.
BUTLER, Jeremy G. Television: Critical Methods and Applications. New York: Routledge, 2012.
______. Television Style. New York: Routledge, 2010.
CASTELLANO, Mayka; MEIMARIDIS, Melina. Produção televisiva e instrumentalização da nostalgia: o caso Netflix. GEMInIS. v. 8, n. 1, p.60-86, jan. / abr. 2017.
CORNELIO-MARÍ, Elia Margarita. Melodrama mexicano en la era de Netflix: algoritmos para la proximidad cultural. Comunicación y Sociedad. e7481. 2020. DOI: https://doi.org/10.32870/cys.v2020.7481
COUTINHO, Iluska Maira da Silva; ARANTES, Livia Maia Caldeira. Estilo de Vida Netflix: Uma Nova Maneira de Ver Televisão. In: Pensar Acadêmico, v. 16, n. 2, p. 257-276. Maio-agosto 2019. DOI: 10.21576/rpa.2019v17i2.329.
HERLINGHAUS, Hermann. La Imaginación Melodramática: Rasgos intermediales y heterogéneos de una categoría precaria. In: HERLINGHAUS, Hermann (ed). Narraciones Anacrónicas de la Modernidad: Melodrama e Intermedialidad en América Latina. p. 21-60. Santiago: Editorial Cuarto Propio, 2002.
JENNER, Mareike. Netflix and the Re-Invention of Television. Cambridge: Palgrave Macmillan, 2018.
KELLER, Mario. Experienced Mood and Commodified Mode. In: Medien & Zeit. n.4, p. 61-71, 31 jan. 2016.
LOBATO, Ramon. Netflix Nations: The Geography of Digital Distribution. New York: New York University Press, 2019.
LOTZ, Amanda D. Portals: A Treatise on Internet-Distributed Television. MI: Michigan Publishing, University of Michigan Library, 2017.
______ The Television Will Be Revolutionized. New York, London: New York University Press, 2014.
MARTÍN-BARBERO, Jesús. Dos Meios às Mediações: Comunicação, Cultura e Hegemonia. Rio de Janeiro: Editora UFRJ, 2015.
______. La crisis del hermeneuta o perspectivas transdisciplinares de la modernidad. In: MARTÍN-BARBERO, Jesús;
HERLINGHAUS, Herman (eds.). Contemporaneidad latinoamericana y análisis cultural. Conversaciones al encuentro de Walter Benjamin. p. 41-62. Madrid,Frankfurt: Iberoamiericana/Vervuert, 2000.
MARTÍN-BARBERO, Jesús; MUÑOZ, Sonia. Televisión y Melodrama: Géneros y Lecturas de la Telenovela en Colombia. Bogotá: Tercer Mundo Editores, 1992.
MCDONALD, Kevin; SMITH-ROWSEY, Daniel (eds.). The Netflix Effect: Technology and Entertainment in the 21st Century. New York: Bloomsbury, 2016.
MIRZOEFF, Nicholas. An Introduction to Visual Culture. London, New York: Routledge, 1999.
MITTELL, Jason. Television and American Culture. New York: Oxford University Press, 2010.
NETFLIX LATINOAMÉRICA. ¡Cuidado Marginales! (04m20s). Publicado em 16 jun. 2016. Disponível em: <https://youtu.be/jMMTN0DqRJ8>. Acesso em: 01 jul. 2020.
NETFLIX MEDIA CENTER. 2020. About Netflix. Disponível em:
<https://media.netflix.com/pt_br/about-netflix>. Acesso em: 01 jul. 2020.
NIEMEYER Katharina. Introduction: Media and Nostalgia. In: NIEMEYER, Katharina (ed.). Media and Nostalgia: Yearning for the past, present and future. p. 1-23. Palgrave Macmillan: Londres, 2014.
MITCHELL, William John Thomas. Picture Theory: Essays on Verbal and Visual Representation. Chicago: University of Chicago Press, 1994.
PERTIERRA, Anna Cristina; TURNER, Graeme. Locating Television: Zones of Consumption. London, New York: Routledge, 2013.
RICOEUR, Paul. Tempo e Narrativa 3. São Paulo: WMF Martins Fontes, 2010.
ROCHA, Simone Maria. Aruanas e a Poética Televisual na Era do Streaming. In: XXIX Encontro Anual da Associação Nacional dos Programas de Pós-graduação em Comunicação, 2020, Campo Grande. Anais... Campo Grande, MS: Compós, 2020. p. 1-24.
______. Análise da Televisualidade e Proposições Sobre o Regime Estético Televisivo. In: ROCHA, Simone Maria;
FERRARAZ, Rogério (eds.). Análise da Ficção Televisiva: Metodologias e Práticas. p. 27-51. Florianópolis: Insular, 2019.
SILVA, Marcel; LOPES, Larissa. Nostalgic gestures on Brazilian television series: the case of Samantha!.Comunicación y Medios, v.29, n. 41, p. 106-116, jan. / jun. 2020. DOI: 10.5354/0719-1529.2020.56677
WOLF, Mauro. Géneros y Televisión. In: Anàlisi: Quaderns de Comunicació i Cultura, n. 9, p. 189-199, 1984.
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Published
2021-11-04
How to Cite
ROCHA, S. M.; ARANTES, L. M. C.; SILVA, M. V. M. e. ¡CUIDADO MARGINALES! STRATEGIES FOR DISSEMINATING NETFLIX ORIGINALS FOR LATIN AMERICA: COMMUNICABILITY AND CONSUMPTION ZONES IN THE TRANSNATIONAL TV ERA. Revista GEMInIS, [S. l.], v. 12, n. 2, p. 276–297, 2021. DOI: 10.53450/2179-1465.RG.2021v12i2p276-297. Disponível em: https://revistageminis.ufscar.br/index.php/geminis/article/view/532. Acesso em: 22 jul. 2024.
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