Original Contents, Celebrities and Proximity. How Netflix Spain used Instagram to Bring its Catalogue to Young People during the Pandemics
نویسندگان
چکیده
This study focuses on how Netflix Spain harnessed Instagram to acquaint young people with its catalogue during the Covid-19 pandemic, sudden increase in OTT consumption. led adapt social media strategies and production release dates a situation without parallel face of intense competition. We analyze messages state alarm (from 15 March 21 June 2020), when was most consumed service. promoted recently released productions used proximity strategies, both GenZ Spanish audience, such as toning down humor daily problems lockdown, using juvenile slang (“crush”, “shipping”), referring habits (taking selfies, sending audio messages) cast their popular series, promoting them “Netflix celebrities” emphasizing good-looks sexual attractive.
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ژورنال
عنوان ژورنال: Estudios Sobre El Mensaje Periodistico
سال: 2023
ISSN: ['1134-1629', '1698-0972', '1988-2696']
DOI: https://doi.org/10.5209/esmp.82159