The curation of European Netflix catalogues on social media: The key role of transnational and local cultural traits

Abstract

This article aims to analyse how Netflix uses social media to generate a dialogue between the local and transnational layers of television, to position its brand and curate content in domestic markets. Within the frame of transnationalism, a cross-cultural comparative study has been conducted in three different local European markets: the United Kingdom, Spain and the Nordic region. The results show the negotiation between transnationalisation and the needs of local cultural distinctiveness through language adaptation, emphasis on in-house original US flagship productions, the overrepresentation of original local content and use of cultural references at different levels.

The image choices of social television audiences: The narrative of The Voice UK and La Voz (Spain) viewers on Twitter

“…In this case, the results found are very similar across the two social audience conversations. This reinforces the transnational layer of digital culture, well expanded in the use of social media (Navarro & Monclús, 2021). Regarding RQ3, the results show that there is also a difference between the use of memes and screenshots of the programme in relation to the text in the tweets (Table 5).…”