Dinâmicas glocais de transmídia branding : o caso Netflix Brasil

Abstract

This research investigates how Netflix Brasil's communication strategies are configured on Youtube, Instagram and TikTok and to what extent they singularize glocal transmedia branding processes. Netflix is considered as a transmedia phenomenon, whose branded content in multiplatform circulation promotes the connection of common and complementary local positions, but without losing the brand's global reference. Therefore, Netflix is discussed as a symbol under the Peircean semiotic conception, in which a symbolic process operates in constant transformation of meanings without losing its original reference. We understand Netflix as a semiotic network in constant accumulation of information derived from the semiosis of its own components, which refers to the notion of systems. Netflix is approached as a transmedia supersystem made up of regional subsystems that extend the vitality of semiosis by creating new interpretants in the local domain. We assume that the Netflix symbol expands into denotative flows, such as the Top 10 Netflix Brazil, and connotative flows of varying significance, such as the Brazilian accounts on YouTube, Instagram and TikTok. The data was collected in these social networks between August and December 2021. It’s coincided with Netflix Brazil's tenth anniversary, the launch of succesful international and national TV series. These platforms were selected because of their audiovisual content, which are similar to Netflix. Besides, YouTube, Instagram and TikTok were the most popular social media platforms among young people, the main Netflix's target audience (Berman, 2019). The corpus consists of 1 international series (La Casa de Papel) and 1 Brazilian original series (Sintonia) by Netflix, which as considered as “successed productions” by Netflix’s ranking. Theses TV series had also the highest amount of content on the platforms monitored during our research. Also, we selected 4 posts dedicated only to the Netflix brand, because they relate user experiences and glocal positioning. We found that the communication strategies investigated are specific, even though they converge in glocal dynamics. On the Brazilian Instagram account, denotative content predominated, while on the YouTube and TikTok profiles there were connotative posts. These results signaled patterns in the company's branding. Transmedia initiatives encouraging co-creation with users were in the minority and were concentrated on TikTok. We also noticed that a lot of content was established in a cross-media (non-transmedia) dynamic. The research also identified other patterns that Netflix establishes to sustain global connections, such as the use of the Netflix Top 10 to reaffirm marketing positions and the use of intralinguistic replicas. However, Netflix’s dynamic depends on local mediations for the company's concept to expand and consolidate its glocal performance. We conclude that Netflix Brazil's transmedia branding strategies have shaped glocal processes predominantly characterized by interactive mobilizations in repetition actions (number of views via Top 10 Netflix) and media habits (likes, comments, shares, etc.) and less by collaborative actions with users. The results of the Netflix symbol's trajectory reveal a glocal transmedia branding communication dynamic that reinforces (denotes) the algorithmic recommendation culture (Top 10 Netflix) and is predominantly institutionalized, with a significant Netflix control dimension.