Abstract
This study examines how the Brazilian Netflix series “Back to 15” exemplifies the platform’s transnational strategy by mobilizing the notion of diversity. It investigates the appropriation of diversity as both a marketing tool and a cultural narrative aimed at constructing a global audience. Using a cultural studies approach (specifically the circuit of culture framework), the research analyzes the series’ narrative structure, press releases, and viewer comments on promotional trailers. The findings reveal that Netflix employs a transnational grammar that emphasizes gender and sexual diversity while simultaneously downplaying local cultural markers and marginalizing issues of class and race. The analysis suggests that although the strategic use of diversity serves commercial interests, it also fosters a complex environment in which non-normative identity representations circulate. Overall, the research highlights the ambivalence inherent in standardized diversity practices in global media productions, questioning how these practices shape and sometimes obscure local cultural specificities.
Presenters
Natalia Engler PrudencioStudent, PhD Candidate, School of Communications and Arts - University of Sao Paulo (ECA-USP), São Paulo, Brazil
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
DIVERSITY, REPRESENTATION, IDENTITY, TRANSNATIONALISM, NETFLIX
