Streaming difference(s): Netflix and the branding of diversity

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dc.contributor.authorAsmar, Axelle
dc.contributor.authorRaats, Tim
dc.contributor.authorVan Audenhove, Leo
dc.date.accessioned2023-03-28T12:43:42Z
dc.date.available2023-03-28T12:43:42Z
dc.date.issued2023
dc.description.abstractSince 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. In 2021, Netflix published its first diversity report detailing the make-up of its talents across all US commissioned films and series released between 2018 and 2019. The report shows that, overall, Netflix is outpacing the global entertainment industry with regards to the representation and inclusion of underrepresented groups.en_US
dc.identifier.citationAsmar, A. et al. (2023). Streaming difference(s): Netflix and the branding of diversity. Critical Studies in Television: The International Journal of Television Studies, 18(1), 24-40. https://doi.org/10.1177/17496020221129516en_US
dc.identifier.issn1749-6039
dc.identifier.urihttps://doi.org/10.1177/17496020221129516
dc.identifier.urihttps://hdl.handle.net/10566/8683
dc.language.isoenen_US
dc.publisherSAGE Publicationsen_US
dc.subjectNetflixen_US
dc.subjectDiversityen_US
dc.subjectCultureen_US
dc.subjectGlobal entertainment industryen_US
dc.subjectBroadcastingen_US
dc.titleStreaming difference(s): Netflix and the branding of diversityen_US
dc.typeArticleen_US

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