Netflix: a apropriação de memes e webcelebridades como estratégia de divulgação das séries Orange is the new black e Stranger things

Abstract

This paper aims to discuss the interactions motivated by the exhibition of the VTs Inês em Litchfield referring to the series Orange is the New Black, and Xuxa e o baixinho que sumiu referring to Stranger Things, through the analyses of the comments directed to the productions on Facebook; from this, verifying the tuning between the public’s reception the advertiser’s marketing intention, the Netflix. To the realization of the study, the paper seeks to identify the characteristics that points the creative concept of each VT, in addition to inferring a marketing intent guiding communication strategies. To do this, it is based on definitions about marketing intent and creative concept, proposed by Stalimir Vieira. In what is referred to the interactions study, the paper analyses the Facebook’s comments based on the caused effects by the marketing’s intention and classify these interactions using as a model the size, established by Stuart Hall, of the three hypothetical positions of reception. The presented analyses allow the comments’ identification which are in tuning with the advertiser intention.