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PETER LANG
New York Bern Berlin
Brussels Vienna Oxford Warsaw
Netflix at the Nexus
PETER LANG
New York Bern Berlin
Brussels Vienna Oxford Warsaw
Library of Congress Cataloging-in-Publication Data
Names: Buck, Amber M., editor. | Plothe, Theo, editor.
Title: Netflix at the nexus: content, practice, and production in the age
of streaming television / edited by Theo Plothe and Amber M. Buck.
Description: New York: Peter Lang, 2019.
Includes bibliographical references.
Identifiers: LCCN 2019007087 | ISBN 978-1-4331-6186-5 (hardback: alk. paper)
ISBN 978-1-4331-6187-2 (ebook pdf) | ISBN 978-1-4331-6188-9 (epub)
ISBN 978-1-4331-6189-6 (mobi)
Subjects: LCSH: Netflix (Firm) | Streaming video—Social aspects.
Streaming technology (Telecommunications)—Social aspects.
Classification: LCC HD9697.V544 N4866 2019 | DDC 384.55/54—dc23
LC record available at https://lccn.loc.gov/2019007087
DOI 10.3726/b14725
Section I. Platform11
Chapter 1. TV IV’s New Audience: Netflix’s Business Model and
Model Spectators13
Jana Zündel
Chapter 2. Netflix, Imagined Affordances, and the Illusion
of Control29
Annette Markham, Simona Stavrova,
and Max Schlüter
Chapter 3. The Emergence of Netflix and the New Digital
Economic Geography of Hollywood 47
Luis F. Alvarez León
Chapter 4. Lovemarked Distribution and Consumers’ Behavior:
Netflix Communities Versus Piracy Users’ Conduct65
Gabriele Prosperi
viii netflix at the nexus
Contributors239
illustrations and tables
Illustration
Figure 2.1. Three forms of control contributing to the expected
affordances of Netflix. 43
Tables
Table 11.1. Codebook of tweets. 185
Table 11.2. Distribution of tweets in the dataset by codes. 186
Table 11.3. Codeset for the analysis of the interviews. 188
Table 12.1. Overview of the participants. 203
Table 13.1. Language of #HouseofCards tweets. 217
Table 13.2. Word frequency count. 218
acknowledgments
An edited collection is the product of many, and we would first like to thank
our authors for their tireless work writing and researching this scholarship and
for entrusting us with their scholarship to include in this collection. We’re
honored for the opportunity to work with all of you and to publish your stellar
work.
We would also like to thank the entire team at Peter Lang, and especially
Kathryn Harrison and Erika Hendrix for the faith in this collection and their
assistance through the publication processes.
Thanks also goes to Dr. Kathryn Montgomery at American University
for her mentorship and professional guidance. It took many days of 500 words
each to get this book published, and she set us on the right path.
Finally, we would like to recognize the Netflix binges that brought you this
book. Among the series that inspired us: The West Wing, House of Cards, Jessica
Jones, The British Baking Show, Frasier, Voltron: Legendary Defender, Archer,
Samurai Champloo, and the 72 Most Dangerous Animals of South America.
introduction
Netflix at the Nexus
When Netflix launched its DVD rental by mail business on April 14, 1998,
there were few indications that the company would win an Emmy in 2013 for
Television Directing, for David Fincher’s “Episode 1” of House of Cards. At
the time, the home entertainment media landscape was dominated by video
rental brick and mortar stores like Blockbuster and cable television. Net-
flix’s move first to a monthly subscription model and second to online video
streaming capitalized on technological changes and infrastructure upgrades
like broadband to innovate the film, television, and technology industries in
ways that are still evolving. Netflix has been praised as the future of television
(Auletta, 2014) and as “the most feared force in Hollywood” (Villarreal &
James, 2016), while also decried as the end of “TV’s Golden Age” and blamed
for ushering in an era where “TV shows may be briefer, lower-budget and filled
with the kind of product-placement ads that audiences hate and advertisers
pay for” (Thielman, 2016).
Netflix has become the industry-leading video streaming platform in a
way that makes its name synonymous with the concept. It has inspired new
terms for cultural practices, from “binge-watching” and “cord cutting,” to even
“Netflix and chill.” These terms reflect the ways that Netflix has changed
television viewers’ practices and connections with the media they consume.
2 netflix at the nexus
While DVD box sets first made this practice a possibility, Netflix has enabled
more viewers to watch more television programs on a single loop. Having
access to a vast archive of syndicated and original content available on a mul-
titude of devices—from smart TVs and game consoles to desktop computers,
tablets, and mobile phones—has allowed consumers to more fully sever their
ties to a broadcast TV model, including appointment television, and cable
providers themselves.
Through its original content, Netflix is also innovating the form of tele-
vision itself. Rather than episodic storytelling told week-by-week, Netflix’s
distribution model allows for long-form programming, with one narrative told
across eight- or thirteen-hour episodes assumed to be watched in rather quick
succession. This structure eliminates the need for title sequences, recaps, and
other repetition devices to remind viewers of previous episodes and events.
No longer tied to advertisers or to a television broadcasting schedule, narra-
tives can also break from the tyranny of the 21-minute or 42-minute episodes
with built-in commercial breaks. Bianchini and Jacob de Souza (2017) dis-
cussed this flexibility in their analysis of Arrested Development’s fourth season,
which was produced exclusively for Netflix and experimented with many of
these narrative structures. While Arrested Development was an early exam-
ple of the possibilities in moving beyond broadcast and cable television, the
implications of this change are only just beginning to be felt.
Researching Netflix
For scholars, Netflix also sits at the nexus of multiple areas of work: televi-
sion studies, internet research, and information studies. Academic research
on Netflix has focused primarily on algorithmic culture and Netflix’s recom-
mendation engine (Gomez-Uribe & Hunt, 2016; Hallinan & Striphas, 2016),
as well as binge watching practices (Jenner, 2016; Pittman & Sheehan, 2015).
Other work has emphasized the connections between Netflix and net neutral-
ity policy (Davies, 2016), as well as the company’s place in the home enter-
tainment industry (McDonald, 2016). Continuing to explore the impact of
Netflix and its implications for culture, economics, and technology is import-
ant to develop frameworks through which to better understand its importance
on technology and culture.
A more recent development is Netflix expansion into international mar-
kets. In early 2016, Netflix expanded to 130 new countries at once, making
it a global media company, yet one with localized content for each market
introduction 3
meaning. The digital medium and this process of remediation have exploded
constraints for both form and content; stories on Netflix may last 12 minutes
or eight hours, and some content produced by Netflix might be nominated
for Emmys or for Academy Awards. Netflix may be accelerating a situation in
which former genres, categories, and constraints may no longer be appropri-
ate. This collection examines this liminal quality of Netflix as a platform and
entertainment company and broadens the current discussion to consider Net-
flix’s continued impact on technology, television, film, and the internet. The
chapters we have collected here present critical and empirical studies from
international scholars with diverse perspectives. We’ve divided the book into
three sections: investigations of the Netflix platform, its content, and finally,
studies of Netflix user practices and experiences.
Platform
Content
labels these programs dramedies and argues that they exist in a liminal space
themselves, containing aspects of both comedy and drama, yet unable to be
categorized as either/or.
Jason A. Smith, Briana L. Pocratsky, Marissa Kiss, and Christian Suero
focus their analysis on one particular Netflix program, Jessica Jones (2015),
and explore the gender representation in the portrayal of its titular character.
Jones may be considered a post-feminist hero in the first season of her show,
and her portrayal differs from and expands on other strong female characters
in television. Her inclusion in the Marvel miniseries The Defenders (2017),
also produced by Netflix, diminishes her role to that of a minor character with
less agency in the narrative. The authors argue that the case of Jessica Jones
points to the complex balancing act that Netflix engages in with their original
programming: providing “culturally-relevant” and “boundary-crossing” televi-
sion, while maintaining commercial viability.
Kimberly Fain examines Netflix’s role in producing culturally relevant
and liminal narratives with a focus specifically on representations of African
Americans. Fain places Netflix’s content within the context of the fraught
history of representations of African Americans in media, including offensive
caricatures of blackface minstrelsy. Fain notes that Netflix’s explicitly stated
commitment to diversity, as well as its more hands-off approach in terms of
content development, have fostered a space where African American writers
and directors can tell stories centered in the Black experience. In her analysis,
Fain points to Beasts of No Nation, 13th, and Luke Cage as successful examples
of programming that bring culturally diverse stories to a wide national and
international audience.
Oranit Klein Shagrir examines another boundary-crossing program,
Dramaworld (2016), a dramedy set in Los Angeles and Seoul that tells the
story of an American student “transported” into her favorite Korean drama.
Dramaworld is available on both ViKi (a San Francisco-based streaming ser-
vice for primarily pan-Asian content) as well as Netflix. Dramaworld, Shagrir
argues, represents the boundary-crossing aspects of contemporary stream-
ing television, as it crosses cultures, languages, and platforms. ViKi has a
community-based participatory element, and users produce fansubs, subtitles
in different languages thereby increasing Dramaworld’s cultural reach. The
main character herself, Shagrir argues, represents a prosumer in becoming a
participant in the drama. Dramaworld represents an anomaly for Netflix in
that the episodes are only 10–15 minutes long, blurring the boundary between
a conventional and a web-based series.
introduction 7
Viewer Practices
Netflix and other streaming services have transformed the television industry,
but they have also shifted viewer practices. There has been less scholarship,
however, on Netflix subscriber practices. Netflix viewer statistics and ratings
are closely guarded by the company itself; they do not have ratings in the
traditional sense or report to Nielsen. The chapters contained in this sec-
tion take an international approach to Netflix users and investigate practices
through a wide range of methodologies.
Sheri Chinen Biesen explores binge-watching and cord-cutting practices
in a critical essay about their impact on the television industry. Biesen notes
that if a household reports Netflix as their favorite network, for example, that
family is not selected to rate television shows. Many of Netflix viewers’ prac-
tices, then, are underexamined for that reason. Netflix also stands alone for
the absence of advertisers, which other streaming services use. Ultimately, this
shift in viewer practices, in terms of both binge watching and cord cutting,
have yet to be fully dealt with and understood.
Fabio Giglietto, Chiara Checcaglini, Giada Marino, and Lella Mazzoli
explore the Italian launch of Netflix streaming service in Italy in October of
2015, and they examine users’ reactions to that launch through both inter-
views and discussion on Twitter. Their research suggests that Italian sub-
scribers expanded their television viewing with the introduction of Netflix,
including new genres and documentaries. They also incorporated Netflix into
their already established television viewing habits, which continue to evolve
in regard to evolving streaming television options.
Daniela Varela and Anne Kaun examine algorithmic culture and how
individual Netflix users interact with and consider Netflix’s algorithmic sug-
gestions. The authors conducted walkthroughs and in-depth interviews with
users in Singapore. Through their findings, Varela and Kaun argue for a con-
ceptualization of users as co-producers of data and knowledge through their
viewing and ranking practices. They view users not as passive data providers,
but instead as active participants and “co-creators of cultural products.”
Theo Plothe and Amber Buck connect Netflix viewing practices with
Twitter, and they examine the practice of using second screen applications
like Twitter when watching streaming television. Because viewing patterns
are timeshifted, viewers are not watching the programs together, and two
viewers watching the same program are probably watching different episodes.
Through an analysis of tweets about the fourth season of House of Cards, the
8 netflix at the nexus
authors demonstrate the sophisticated ways that users adapt the use of Twitter
as a second-screen and avoid spoilers in their tweets.
To conclude this collection, Vanessa Valiati uses a practice theory approach
to explore users’ Netflix routines and how the service fits within their daily
viewing practices. Through interviews of 12 individuals in Southern Brazil,
Valenti monitored their use of Netflix within their daily lives, including indi-
viduals’ relationships with material aspects of the service, affective dynam-
ics and engagement, and spatio-temporal relationships. Her research found
that the participants integrated their Netflix viewing into their daily routines,
whether it was watching an episode over breakfast, while cooking dinner, or
before going to bed. Valenti argues that Netflix plays a large role in daily
audiovisual consumption.
As the contributions of this collection demonstrate, Netflix will continue
to be an object of scholarly examination as it continues to evolve and change
the international media landscape. We aim with this collection to extend the
scholarly conversation around Netflix and its worldwide impact on the inter-
net and television itself.
References
Auletta, K. (2014, February 3). Outside the box: Netflix and the future of television. The New
Yorker. Retrieved from https://www.newyorker.com/magazine/2014/02/03/outside-the-
box-2
Barrett, B. (2017, January 6). Netflix just launched in 130 new countries. Like, this morning.
Wired. Retrieved from https://www.wired.com/2016/01/netflix-just-launched-in-130-new-
countries-like-this-morning/
Bianchini, M., & Jacob de Souza, M. C. (2017). Netflix and innovation in Arrested Develop-
ment’s Narrative Construction. In C. Barker & M. Wiatrowski (Eds.), The age of Netflix:
Critical essays on streaming media (pp. 98–119). Jefferson, NC: McFarland.
Bolter, J. D., & Grusin, R. (1999). Remediation: Understanding new media. Cambridge, MA: MIT
University Press.
Davies, L. (2016). Netflix and the coalition for an open internet. In K. McDonald & D.
Smith-Rowsey (Eds.), The Netflix effect: Technology and entertainment in the 21st century
(pp. 15–32). New York, NY: Bloomsbury.
Gomez-Uribe, C. A., & Hunt, N. (2016). The Netflix recommender system: Algorithms,
business value, and innovation. ACM Transactions on Management Information Systems
(TMIS), 6(4), 13.
Greenberg, J. (2016, January 16). Netflix’s VPN ban isn’t good for anyone—especially Netflix.
Wired. Retrieved from https://www.wired.com/2016/01/netflixs-vpn-ban-isnt-good-for-
anyone-especially-netflix/
introduction 9
Hallinan, B., & Striphas, T. (2016). Recommended for you: The Netflix Prize and the produc-
tion of algorithmic culture. New Media & Society, 18(1), 117–137.
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York, NY: New
York University Press.
Jenner, M. (2016). Is this TVIV? On Netflix, TVIII and binge-watching. New media & society,
18(2), 257–273.
McDonald, K. (2016). From online video store to global internet TV network: Netflix and
the future of home entertainment. In K. McDonald & D. Smith-Rowsey (Eds.), The Net-
flix effect: Technology and entertainment in the 21st century (pp. 203–218). New York, NY:
Bloomsbury.
Newbould, C. (2017, June 27). House of Cards S5 finally has UAE Netflix release date. The
National. Retrieved from https://www.thenational.ae/arts-culture/house-of-cards-s5-finally-
has-uae-netflix-release-date-1.92197
Pittman, M., & Sheehan, K. (2015). Sprinting a media marathon: Uses and gratifications of
binge-watching television through Netflix. First Monday, 20(10). Retrieved from http://
www.ojphi.org/ojs/index.php/fm/article/view/6138
Thielman, S. (2016, October 16). Netflix and ill: Is the golden age of TV coming to an end?
The Guardian. Retrieved from https://www.theguardian.com/media/2016/oct/16/is-golden-
age-tv-over-netflix-shows-cable-television
Van Dijck, J., & Poell, T. (2016). Understanding the promises and premises of online health plat-
forms. Big Data & Society, 3(1). Retrieved from https://doi.org/10.1177/2053951716654173
Villarreal, Y., & James, M. (2016, January 18). Netflix: The most feared force in Hollywood?
The LA Times. Retrieved from http://www.latimes.com/entertainment/la-et-ct-netflix-
hollywood-20160118-story.html#
section i
platform
·1·
tv iv ’ s new audience
Netflix’s Business Model and Model Spectators
Jana Zündel
has abandoned the “niche TV” approach and the concept of “quality TV for
quality audiences” (Feuer, 2010). Instead, the steady stream of new and diver-
sified original content (including prestigious projects and low-budget produc-
tions) as well as the relatively low subscription price both point towards a
more heterogeneous audience. Netflix’s expanding portfolio, non-linear dis-
tribution, and personalized content make it the international go-to-address
for serial television, first and foremost outside the U.S.’s compartmentalized
television system (in which Netflix is but one of many competitors concern-
ing serial content), but most notably in Germany and overall Europe.
Netflix is not without its limitations, however. Its global business has not
yet surpassed the constraints of conventional TV production and distribu-
tion. Netflix’s path to internationalization remains slow and arduous, as not
all content available to users in the U.S., is also available elsewhere (and
vice-versa), mostly due to geo-blocking and constricted syndication. Despite
striking deals with various channels like The CW or AMC, and thus gaining
the right to publish the newest episodes of their shows immediately following
the original airing (i.e., Riverdale or Better Call Saul), a considerable amount
of serial content remains inaccessible to Netflix audiences. HBO and other
premium channels intentionally hold back on international distribution via
streaming platforms, unwilling to syndicate their programs free of individual
charge.1 Also, Amazon remains an ever-present competitor, seeking out dis-
tribution rights for network, cable and subscription shows itself. Despite the
unspoken promise of “something for everybody,” Netflix will not be able to
offer everything to everybody anytime soon, as economic barriers and interna-
tional restrictions still apply, crucially limiting the availability of TV shows.
This in part explains Netflix’s ambition to steadily increase their production
of original content. It was the in-house productions, after all, which initially
set Netflix apart from other similar streaming services, and which continue
to keep users invested despite occasional supply gaps. Judging by the current
turnout of new original shows (with more than 20 launched in 2017 alone),
Netflix is more likely to focus on producing content rather than merely dis-
tributing it. Meanwhile, recent cancellations of high-budget originals such
as The Get Down and Sense8 indicate that Netflix will not be able to main-
tain its current production rate indefinitely. Citing insufficient viewership as
the reason for cancellations and moreover insinuating further cancellations
(Holloway, 2017), Netflix’s chief content officer Ted Sarandos appeared to
contradict the previously mentioned subscription model: deciding to increase
the number of cancellations in the near future indicates a fixation on ratings
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thinner than when I last saw you; and, it may be, less the heroine,
since there has been less to oppose me. But I hate sea voyages!
Oh sweet Valentine! hasten to us! hasten and bring to me my Lucy!
thou shalt then be crowned as the harbinger of spring and Horace.
Tell my “lily,” that we expect no tears nor sighs. She is desired to
wear the same face she did with her lilac ribbands. We are all
learning to be philosophers, except Malcolm, who is daily in danger
of losing his good humour; and rates the work people for not being at
Wenland, at the same time that they are here. I believe in my
conscience that Miss Hardcastle and Miss Howard might sleep in the
stable for him. But we do not mind his pouting; and your apartment,
which was Miss Flint’s, is to be made worthy of the captain’s guests.
Adieu, my dear girl; the good people here send their blessings with
Rachel Cowley’s.
CHAP. XIII.
LETTER LXXVI.
From Miss Cowley to Miss Hardcastle.
January 24.
My dear Lucy will not expect to find me in the broad road of folly and
laughter, with so many admonitions of wisdom as I have of late been
favoured with; I repeat the word favoured; for poor and weak must
be the mind which does not profit from such lessons as I have had to
study! Do not, however, take the alarm; I hope, I shall escape
dullness, although I am become somewhat graver than in the days of
my flippancy, and rude health. My poor Horace! But I dare not trust
myself with the subject! But is it not wonderful that no one can be
found to comfort the Earl of S——, but his son’s friend, whose heart
is pierced with an anguish as bitter and acute as his own! I am
selfish, I am ashamed to tell you that I am become fretful and
nervous. You must come, my Lucy; I want you to sustain and to chide
me. My spirits are weakened, and my mind is assailed by
apprehensions which I dare not give to you. This news from Lisbon
has been hurtful to me. I send you enclosed a letter which may make
you smile: it did not move a muscle in my face. Lady Maclairn
undertook to reply to it for me. She was obliged to answer a letter of
condolence which Mrs. Serge thought it polite to send to her “dear
cousin.” I believe her ladyship hazarded to give her correspondent a
little wholesome advice, which will be well for her if she understands
its value. Mrs. Heartley has received letters from her son Henry; he is
coming home. His friend’s death, with his dying advice to the young
man, make only a part of those motives which induce Henry to quit
his present situation. Mr. Bembridge, the deceased, has left him an
estate in Berkshire of three hundred pounds per annum; and Henry
wisely thinks, that with this provision and Mary Howard, he shall be
as rich as a Nabob, with a ruined constitution, and twenty lacks of
rupees. “He will have letters before he embarks, which will dash from
his lips this cup of happiness,” observed the anxious mother. “Miss
Howard is now in a very different situation from that, under which
my poor boy vowed to live, and to labour for her. I would not on any
account have the captain made acquainted with my son’s hopes. He
thinks Henry is right to return home; but I now wish him to remain
where he is for a few years.” “Leave him to Providence,” replied I,
“and enjoy the blessings before you. Alice will be soon happy, and
who knows whether one wedding may not be followed by another? a
little money will not spoil Mary Howard, or change Captain Flint’s
nature.” “I shall take care,” observed she thoughtfully, “to prevent
Henry from coming hither; I wish Alice were settled, I should
immediately go to town, and wait there for my son’s arrival.” Cannot
you, Lucy, find out whether Mary’s colour is yet lilac. Alice thinks it
is; but we may be conjecturing on false grounds; for Alice Heartley
and Rachel Cowley are very simple girls; yet I do believe the captain
wishes to see Henry united to him by the tenderest ties. He even
proposed the other day to Malcolm to wait for his brother’s arrival
before he married. Malcolm smiled; but declined the advice.
You saw enough of our doctor, when you were at Farefield, to enter
into the spirit of my allusion, when I call him the sun which cheers
us. We may say with truth that we live in his smiles. Should you
fancy this expression too poetical to suit with Douglass’s stern face, it
is because you have not seen him when with a patient who he thinks
wants comfort more than medicine. Did they inform you that he
never quitted my room during six and thirty hours? Horace will love
him, Lucy, and you will be grateful. Amongst other ingenious
hypotheses which he maintained this morning was one that will
please you; for he proved to demonstration that Miss Cowley “had
the strength of a horse.” He has been scolding me for this last hour;
and has provoked me to laugh at him and myself.
Oh! how tedious are the hours till I hear from you. Mrs. Allen
sends her good wishes with your
Rachel Cowley’s.
Lydia Serge.
FINIS.
NEW NOVELS, &c.
Just Published,
By W. EARLE,
At his Circulating Library, No 47, Albemarle Street, Piccadilly,
and may be had of all other Booksellers in the Kingdom.
S. Rousseau, Printer,
Wood Street, Spa Fields.
TRANSCRIBER’S NOTES
1. Silently corrected obvious typographical errors and
variations in spelling.
2. Retained archaic, non-standard, and uncertain spellings
as printed.
*** END OF THE PROJECT GUTENBERG EBOOK LADY
MACLAIRN, THE VICTIM OF VILLANY : A NOVEL, VOLUME 4 (OF
4) ***