Publication Date

2024

Document Type

Dissertation/Thesis

First Advisor

Semati, Mehdi

Degree Name

M.A. (Master of Arts)

Legacy Department

Department of Communication

Abstract

This thesis examines how Netflix as a transnational Internet TV disrupted the media flow in Southeast Asia. As subscription to streaming platforms grew exponentially, the limited linear flow of contents in traditional TV was transformed into a more personalized viewing experience. Consumers binge-watching on a subscription video on demand service were given the agency to view diverse contents at a time and on a gadget they prefer while also being offered recommendations from the platform’s curated list. As Netflix expanded to over 190 countries around the world, it has employed localization strategies to provide culturally authentic contents through co-production with local partners and translation of media products in various languages.

In this thesis, I argue that prior to the coming of Internet TV, when transnational media flow is limited, majority of the media available in Southeast Asia were from the West contributing to cultural imperialism. However, the coming of Netflix reshaped the media ecosystem and I argue that their partnership with local producers in the Philippines provided an opportunity for a contra-flow. Looking more closely at some transnational contents, I argue that the appeal of popular Thai media products to Filipino viewers is affected by multiple layers of cultural proximity. Lastly, with the diversity of contents, I argue that Netflix brings a transverse transnational media flow in the Philippines.

Extent

142 pages

Language

en

Publisher

Northern Illinois University

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type

Text

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