TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDY

Detalhes bibliográficos
Autor(a) principal: Castellano, Mayka
Data de Publicação: 2017
Outros Autores: Meimaridis, Melina
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista GEMInIS
Texto Completo: https://www.revistageminis.ufscar.br/index.php/geminis/article/view/281
Resumo: The appeal to memory has long been used by the American audiovisual industry. In the specific case of television productions, serial fiction has continually produced works with aesthetic and/or nostalgic narrative elements. Although this is a frequently used feature, recent years have seen a popularization of remakes, reboots, revivals and revisions of television products in an attempt to attract viewers in a context of intense competition. In this scenario, Netflix has been notable for bringing back canceled/finished series, as well as for weaponizing nostalgia, producing content aimed at nostalgic fans in a process we call “audience recall”. We argue that while nostalgia is closely related to the American television production model, Netflix has used nostalgia as one of its key marketing strategies. For this, we analyze Gilmore Girls revival series, that debuted in 2016.
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spelling TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDYPRODUÇÃO TELEVISIVA E INSTRUMENTALIZAÇÃO DA NOSTALGIA: O CASO NETFLIXNostalgiaTelevision SeriesNetflix. Gilmore GirlsNostalgiaSéries TelevisivasNetflixGilmore GirlsThe appeal to memory has long been used by the American audiovisual industry. In the specific case of television productions, serial fiction has continually produced works with aesthetic and/or nostalgic narrative elements. Although this is a frequently used feature, recent years have seen a popularization of remakes, reboots, revivals and revisions of television products in an attempt to attract viewers in a context of intense competition. In this scenario, Netflix has been notable for bringing back canceled/finished series, as well as for weaponizing nostalgia, producing content aimed at nostalgic fans in a process we call “audience recall”. We argue that while nostalgia is closely related to the American television production model, Netflix has used nostalgia as one of its key marketing strategies. For this, we analyze Gilmore Girls revival series, that debuted in 2016.O apelo à memória é um recurso utilizado pelo audiovisual americano há bastante tempo. No caso específico do meio televisivo, a ficção seriada tem produzido continuamente obras com elementos estéticos e/ou narrativos nostálgicos. Embora esse recurso seja frequentemente acionado, é notável nos últimos anos uma popularização de remakes, reboots, revivals e releituras de produtos televisivos na tentativa de fisgar espectadores, em um contexto de intensa competição. Nesse cenário, o veículo de streaming Netflix tem se destacado por trazer de volta séries canceladas/terminadas, como também por instrumentalizar a nostalgia, produzindo conteúdo direcionado a fãs saudosistas, em um processo que chamamos de “retomada da audiência”. Argumentamos que embora a nostalgia tenha uma relação próxima com o modelo de produção da TV americana, a Netflix tem se apropriado desse sentimento como uma de suas principais estratégias de posicionamento mercadológico. Para isso, analisamos o caso do revival da série Gilmore Girls, lançado em 2016.UFSCar2017-07-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/281Revista GEMInIS; v. 8 n. 1 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 1; 60-86Revista GEMInIS; Vol. 8 No. 1 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 1; 60-86Revista GEMInIS; Vol. 8 Núm. 1 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 1; 60-862179-1465reponame:Revista GEMInISinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARporhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/281/252Copyright (c) 2017 Mayka Castellano, Melina Meimaridisinfo:eu-repo/semantics/openAccessCastellano, MaykaMeimaridis, Melina2020-08-10T20:10:36Zoai:ojs.pkp.sfu.ca:article/281Revistahttps://www.revistageminis.ufscar.br/index.php/geminisPUBhttps://www.revistageminis.ufscar.br/index.php/geminis/oai||revista.geminisufscar@gmail.com2179-14652179-1465opendoar:2020-08-10T20:10:36Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)false
dc.title.none.fl_str_mv TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDY
PRODUÇÃO TELEVISIVA E INSTRUMENTALIZAÇÃO DA NOSTALGIA: O CASO NETFLIX
title TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDY
spellingShingle TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDY
Castellano, Mayka
Nostalgia
Television Series
Netflix. Gilmore Girls
Nostalgia
Séries Televisivas
Netflix
Gilmore Girls
title_short TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDY
title_full TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDY
title_fullStr TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDY
title_full_unstemmed TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDY
title_sort TELEVISION PRODUCTION AND WEAPONIZED NOSTALGIA: A NETFLIX CASE STUDY
author Castellano, Mayka
author_facet Castellano, Mayka
Meimaridis, Melina
author_role author
author2 Meimaridis, Melina
author2_role author
dc.contributor.author.fl_str_mv Castellano, Mayka
Meimaridis, Melina
dc.subject.por.fl_str_mv Nostalgia
Television Series
Netflix. Gilmore Girls
Nostalgia
Séries Televisivas
Netflix
Gilmore Girls
topic Nostalgia
Television Series
Netflix. Gilmore Girls
Nostalgia
Séries Televisivas
Netflix
Gilmore Girls
description The appeal to memory has long been used by the American audiovisual industry. In the specific case of television productions, serial fiction has continually produced works with aesthetic and/or nostalgic narrative elements. Although this is a frequently used feature, recent years have seen a popularization of remakes, reboots, revivals and revisions of television products in an attempt to attract viewers in a context of intense competition. In this scenario, Netflix has been notable for bringing back canceled/finished series, as well as for weaponizing nostalgia, producing content aimed at nostalgic fans in a process we call “audience recall”. We argue that while nostalgia is closely related to the American television production model, Netflix has used nostalgia as one of its key marketing strategies. For this, we analyze Gilmore Girls revival series, that debuted in 2016.
publishDate 2017
dc.date.none.fl_str_mv 2017-07-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistageminis.ufscar.br/index.php/geminis/article/view/281
url https://www.revistageminis.ufscar.br/index.php/geminis/article/view/281
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistageminis.ufscar.br/index.php/geminis/article/view/281/252
dc.rights.driver.fl_str_mv Copyright (c) 2017 Mayka Castellano, Melina Meimaridis
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Mayka Castellano, Melina Meimaridis
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv UFSCar
publisher.none.fl_str_mv UFSCar
dc.source.none.fl_str_mv Revista GEMInIS; v. 8 n. 1 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 1; 60-86
Revista GEMInIS; Vol. 8 No. 1 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 1; 60-86
Revista GEMInIS; Vol. 8 Núm. 1 (2017): Vídeo Sob Demanda - novo modelo de negócio para o audiovisual brasileiro - Parte 1; 60-86
2179-1465
reponame:Revista GEMInIS
instname:Universidade Federal de São Carlos (UFSCAR)
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instname_str Universidade Federal de São Carlos (UFSCAR)
instacron_str UFSCAR
institution UFSCAR
reponame_str Revista GEMInIS
collection Revista GEMInIS
repository.name.fl_str_mv Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)
repository.mail.fl_str_mv ||revista.geminisufscar@gmail.com
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