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1

Exploring the Evolution of Storytelling in the Streaming Era: A Study of Narrative Trends in Netflix Original Content

100%
Katerynych P., Goian V., Goian O.
Communication Today
|
2023
|
vol. 14
|
issue 2
28-41
EN
In this longitudinal study, we examine the changing landscape of storytelling in the streaming era, with a specific focus on Netflix’s original content from 2016 to 2022. Our primary goal is to understand the evolving patterns of storytelling techniques employed by Netflix during this period. We reviewed 150 original Netflix productions, consisting of 100 series and 50 movies, representing approximately onethird of Netflix’s original releases during the specified time period. Our analysis includes ten different storytelling criteria, including nonlinear, serialised, character-driven, documentary, anthology, flashback, episodic, interconnected, immersive, and real time storytelling techniques, across both English and non- English content. The analysis revealed dynamic trends in the use of these storytelling techniques. Nonlinear storytelling, flashback storytelling, documentary-style and interconnected storytelling have shown positive correlations over time, indicating their increasing popularity. In contrast, serialised, anthology, and realtime storytelling have negative correlations, suggesting fluctuations or declining use. The analysis supports the alternative hypothesis (H1) that there is a significant shift, with an increasing emphasis on nonlinear storytelling, flashback storytelling, and interconnected storytelling. These findings underscore the everchanging nature of Netflix’s storytelling methods, shedding light on the importance of adapting to audience preferences and evolving trends in the streaming industry.
2

“What a Mess!”: Reading “Fauda” according to CDA

94%
Kijewska A.
Roczniki Kulturoznawcze
|
2018
|
vol. 9
|
issue 2
41-54
EN
In this paper Netflix series “Fauda” (season 1) is analyzed in accordance to the Critical Discourse Analysis and its main advocates like Ruth Wodak and others. The crucial factor influencing this research is political context of the authors of the series who used to be Israeli soldiers and they rely on their personal experience while creating episodes. This double complexity has its further implications in the analysis. As the result of the investigation there was presented the list of main topoi organizing Palestinian discourse and later, this list was confronted with Palestinian reality and her credibility was assessed.
PL
W artykule analizowany jest serial Netflix „Fauda” (sezon 1). Analiza jest prowadzona zgodnie metodologią Krytycznej Analizy Dyskursu (CDA) w ujęciu głównych jej zwolenników, takich jak Ruth Wodak i inni. Kluczowym czynnikiem, mającym wpływ na wyniki analizy, jest kontekst polityczny autorów serii, którzy byli żołnierzami izraelskimi i przy tworzeniu kolejnych odcinków opierają się na osobistych doświadczeniach. Ta podwójna złożoność ma dalsze konsekwencje w analizie. W wyniku wnikliwej prezentacji została przedstawiona lista głównych toposów organizujących dyskurs palestyński, a później ta lista została skonfrontowana z rzeczywistością palestyńską i oceniono jej wiarygodność.
3
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Strategia promocji filmu jako produktu kultury popularnej na przykładzie Netflixa

94%
Białobrzewska O.
Łódzkie Studia Teologiczne
|
2022
|
vol. 31
|
issue 2
73-95
EN
The aim of this article is to present the effectiveness of the promotion strategy of movie as popular culture product by analyzing actions taken by Netflix. New media, as well as traditional measures of the message, are currently used in culture marketing as a tool in the process of communication with modern recipients. Conducted analysis of actions taken by Netflix shows how great role Internet and social media acts as a part of the communication process. The obtained results prove that the company's activities are effective, because it not only properly advertises mass culture, influences the shaping of the views and values of the recipient, presents the company's activities, but also builds positive relations with its clients.
4

New Trends in Production and Distribution of Episodic Television Drama: Brand Marvel-Netflix in the Post-Television Era

67%
Radošinská J.
Communication Today
|
2017
|
vol. 8
|
issue 1
4–29
EN
Episodic television drama is currently one of the most popular, profitable and variable forms of audio-visual media production. The author of the study focuses on its ability to appeal to people preferring ‘traditional’ modes of reception as well as to media audiences that spend a lot of their free time in the virtual world. New trends in production of dramatic television series and serials refer to importance of multimedia distribution platforms and fully acknowledge social networks as communication and advertising channels that are capable of actively encouraging the emergence and evolution of so-called “institutionalised fandoms”. The text aims to offer a set of theoretical outlines related to post-television era, placing emphasis on “brandcasting”, a term that has been developed in order to thoroughly reflect on processes of television branding which often result in hybrid communication forms merging media content and promotional material. The author also focuses on specific modes of producing, distributing and consuming episodic television drama in the context of so-called “over-the-top” television (OTT TV) or rather “connected” television. The addressed development tendencies are explained through an analysis of successful cooperation between two popular entertainment brands (Marvel Television and Netflix) that is built upon the contemporary ‘boom’ of superheroes and their stories. A basic assumption here is that television drama serials produced by Marvel and exclusively distributed by Netflix can be seen as hybrids of content and promotion which significantly expand Marvel’s global popularity and Netflix’s increasing influence in the sphere of digital media production and distribution.
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