Descubriendo Netflix: identidad de marca y representaciones de la diversidad

Josep   Pedro

doi:10.26441/RC21.2-2022-A9

Authors

Josep Pedro Universidad Carlos III de Madrid https://orcid.org/0000-0003-0881-3447

DOI:

https://doi.org/10.26441/RC21.2-2022-A9

Keywords:

Netflix, audiovisual industry, diversity, brand identity, culture

Abstract

This article analyzes Netflix's strategic identification with the notion of diversity, both off-screen and on-screen. Drawing on its public communications, on industry reports and on the literature about the subject, it focuses on two dimensions: the relationship between diversity, inclusion, company policy and Netflix’s brand identity, emphasizing workforce diversity (off-screen); and the diversity of its content based on the broad category of Netflix Originals, considering diversity of place, gender and ethnicity or “race” (on-screen). Thus, the text critically reveals multiple complementary strategies, increasingly employed globally to build a brand identity linked to diversity as a positive value that is reclaimed in the 21st century. Through this brand identification with diversity, Netflix seeks to distinguish itself from both the traditional audiovisual industry and from its competitors, contributing to its hegemony in the global video-on-demand market.

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Author Biography

Josep Pedro, Universidad Carlos III de Madrid

Profesor en el Dpto. de Comunicación de la Universidad Carlos III de Madrid y miembro del grupo de investigación Diversidad Audiovisual. Es Doctor Internacional en Periodismo por la Universidad Complutense de Madrid, Máster en Análisis Sociocultural (UCM) y Licenciado en Comunicación Audiovisual (Universitat de València). Su investigación se centra en la comunicación y la cultura. jpedro@hum.uc3m.es

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