‘We Pay to Buy Ourselves’: Netflix, Spectators & Streaming
This article explains how Netflix has transformed the ways in which we interact with media in the contemporary milieu. I argue that Netflix works through a process of planned differentiation, designing unique customization experiences to create a new type of media user that participates in its globa...
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| Vydané v: | The Journal of communication inquiry Ročník 47; číslo 2; s. 126 - 144 |
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| Hlavný autor: | |
| Médium: | Journal Article |
| Jazyk: | English |
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Los Angeles, CA
SAGE Publications
01.04.2023
SAGE PUBLICATIONS, INC |
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| ISSN: | 0196-8599, 1552-4612 |
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| Abstract | This article explains how Netflix has transformed the ways in which we interact with media in the contemporary milieu. I argue that Netflix works through a process of planned differentiation, designing unique customization experiences to create a new type of media user that participates in its global and regional release and production strategies. This leads me into a discussion of how the Netflix interface manages the spectators’ experience through a series of connected features. Thus, I detail Netflix’ personalization mechanisms, proposing that, ultimately, its users ‘pay to buy themselves’, or the version of themselves its interface offers back to users upon systematically gathering data on their habits. Finally, I remark that the key characteristics of the current streaming service/spectator relationship are deceptive limitlessness, customization, the automation of content flow and ubiquity, weaving a form of audiovisual engagement that has partially and, at times completely, conquered our everyday. |
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| AbstractList | This article explains how Netflix has transformed the ways in which we interact with media in the contemporary milieu. I argue that Netflix works through a process of planned differentiation, designing unique customization experiences to create a new type of media user that participates in its global and regional release and production strategies. This leads me into a discussion of how the Netflix interface manages the spectators’ experience through a series of connected features. Thus, I detail Netflix’ personalization mechanisms, proposing that, ultimately, its users ‘pay to buy themselves’, or the version of themselves its interface offers back to users upon systematically gathering data on their habits. Finally, I remark that the key characteristics of the current streaming service/spectator relationship are deceptive limitlessness, customization, the automation of content flow and ubiquity, weaving a form of audiovisual engagement that has partially and, at times completely, conquered our everyday. |
| Author | Rodríguez Ortega, Vicente |
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| Cites_doi | 10.1086/671052 10.1177/1461444814541523 10.36019/9780813597850 10.4324/9781315658643-1 10.3145/epi.2016.jul.06 10.18574/nyu/9781479814909.001.0001 10.1007/978-3-319-94316-9 10.4324/9780203337387 10.1080/01956051.2010.483353 10.1177/1527476414554402 10.1177/1527476417708245 10.1215/9780822386278-009 10.1386/macp.12.3.341_1 10.1177/1359183518820366 10.17645/mac.v4i3.542 10.1177/1527476416641194 10.1215/9780822393658-005 10.4324/9781315658643-33 10.3998/mij.15031809.0002.206 10.1177/1527476416653481 10.3998/mpub.9699689 10.1016/j.copsyc.2015.11.003 10.36019/9780813561110 10.1177/1461444814538646 10.1353/cj.2020.0034 10.1177/2056305119883426 10.5040/9780755604784 10.1007/s10824-017-9315-z 10.1177/1461444807085325 10.2752/174321905778054809 10.1057/9781137326454 10.2307/j.ctt1gk0941 10.1353/sor.2019.0027 10.1145/2843948 10.1177/1461444814520873 10.4324/9781315396828 10.17077/etd.e9qi86xf 10.1177/1749602017698159 10.1177/0263276411424420 |
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| Title | ‘We Pay to Buy Ourselves’: Netflix, Spectators & Streaming |
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