Netflix, Instagram, celebrity and fashion: A brave new convergent world? | Intellect Skip to content
1981
Volume 36, Issue 2
  • ISSN: 1364-971X
  • E-ISSN: 1758-9150

Abstract

This article examines the Netflix series and as examples of ‘media convergence’ in which content flows between several industries and creates synergies that cannot be fully explained by a television studies framework of analysis alone. By the same token, the methodological tools of traditional star studies may not provide the best lens for analysing how the actors of these series, most of them unknown until recently, have suddenly become global stars. I argue that these two series have made prominent the formation of a new paradigm of stardom, which I call ‘Insta-flix celebrity’, that compels us to develop new conceptual frameworks to theorize how multiple media – in this case Netflix, cinema, Instagram and fashion – participate in a transmedia ecology that has altered established relationships between production and consumption of media texts. Insta-flix celebrity is a phenomenon that affords audiences novel opportunities to interact with media content. With their active participation, consumers decide which stars to follow and which clothes to buy while also engaging with the series’ content and adding their own two cents – comments and social media discussion that can make or break a star, a show or a fashion brand.

Resumen

Este artículo examina las series de Netflix y como ejemplos de ‘convergencia mediática’ en los que el contenido fluye entre varias industrias y crea sinergias que no pueden ser explicadas solamente a través de un marco de análisis de estudios de la televisión. Asimismo, las herramientas metodológicas de los estudios de estrellato tradicionales no son suficientes para analizar cómo los actores de estas series se han convertido en estrellas globales. Arguyo que estas series han puesto de relieve la formación de un nuevo paradigma de estrellato, al que denomino ‘celebridad Insta-flix’, que nos obliga a desarrollar marcos conceptuales para teorizar cómo múltiples medios – Netflix, cine, Instagram y moda – participan de una ecología transmediática que ha modificado las relaciones establecidas entre la producción y el consumo de textos mediáticos. La celebridad Insta-flix es un fenómeno que ofrece oportunidades únicas de interaccionar con el contenido mediático. Con su participación, los consumidores deciden a qué estrellas seguir y qué prendas comprar al mismo tiempo que se implican con el contenido de las series contribuyendo con sus opiniones–comentarios y debate en redes sociales que pueden marcar una diferencia para una estrella, una serie, o incluso una marca de moda.

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2023-09-25
2024-02-25
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