Abstract
This chapter sets out the theoretical framework that positions Netflix as transnational broadcaster. Part III: Netflix and the Re-invention of Transnational Broadcasting discusses Netflix in relation to national and transnational broadcasting by drawing on the theory of Nick Couldry’s (Media, Society, World: Social Theory and Digital Media Practice. Polity, Cambridge) decentred media systems and Breidenbach and Zukrigl’s (Tanz Der Kulturen: Kulturelle Identitat in Einer Globalisierten Welt. Kunstmann, Munchen) analogy of the ‘dance of cultures’ as well as other theorists of media and globalisation. Chapter 11 outlines concepts of the national and the transnational in relation to media. Chapter 12 debates how Netflix negotiates issues of transnationalism and domestication through its publication model and texts. Chapter 13 looks specifically at the issue of a ‘Netflix audience’ distinct from a national mass media audience, but also from a truly global transnational audience. Like the rest of this book, Part III remains focused on Netflix’ in-house productions to consider transnationalism, domestication and the immediacy of online communication.
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