This essay is the result of an audience research study of the US television series Mad Men. Based on the assumption that there is a postfeminist sensibility embedded within the show, the study uses data drawn from focus groups and email questionnaires with US, UK and Spanish viewers of Mad Men, to determine to what extent this sensibility is felt and shared -if at all -by different viewers. The essay concludes that the postfeminist sensibility might be an entrance gate to the show, but later engagement with the series differs, especially with regard to gender. Although the postfeminist spirit might have feminist consequences in female viewers' interpretations, male viewers tend to read the show in more unproblematic ways. On the other hand, national distinctions have turned out to be very slight.

This article explores the way Basque language cinema is adapting to streaming platforms, focusing on the case of the three Basque language films that have made it to Netflix: Loreak (2014), Handia (2017) and Errementari (2018). Firstly, it explains Netflix particularities and its emphasis on diversity, among other reasons that could explain the platform’s interest in these particular films. Secondly, it describes the way these aforementioned films have landed on Netflix and the impact this exhibition has had. I base my research on in-depth interviews with directors Jon Garaño and Paul Urkijo as well as producer Xabi Berzosa to know the insights of the process. More broadly, the article discusses the impact that becoming available on Netflix and other SVOD platforms might have for Basque cinema, especially when it comes to production and transnational distribution. On the other hand, I will also point at the challenges that this new landscape poses for the Basque audiovisual industry, and non-hegemonic languages in general. The streaming revolution, of which Netflix is currently the epitome, is changing the production, distribution, exhibition and consumption model globally, and policy makers and Basque institutions should take this transformation seriously. Loreak, Handia and Errementari should not just become happy exceptions.

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ResumenEl artículo examina el fenómeno del cine posmoderno -su contexto y características-y su influencia en el nuevo Hollywood. Ofreciendo numerosos ejemplos se propone una reflexión sobre el potencial crítico y subversivo de éste, para concluir que, por mucho que el cine posmoderno ofrezca herramientas para la crítica política -particularmente la parodia-los films hollywoodiense se alinean típicamente con ideas neoconservadoras o resultan acríticos. Palabras claveCine, Hollywood, posmodernidad, parodia, crítica (Fuente: Tesauro de la Unesco).

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