NETFLIX - THE CURATION OF TASTE AND THE BUSINESS OF DIVERSIFICATION
Journal: Studia Humanistyczne/Studia Humanistyczne AGH
Year: 2021

Netflix is considered as a global business invested in strategies of diversification, localisation and personalisation in light of several discourses about the streaming service. One presents Netflix as an evil corporation encouraging binge-watching and reducing individuals to data. A utopian discourse proclaims the democratising potential of digital media technologies, including Netflix's claims about its personalised, on-demand service. An industry discourse laments Netflix's disruption of the