Mexican melodrama in the age of Netflix: Algorithms for cultural proximity

Abstract

By using algorithms to track the data of their users in Mexico, Netflix has managed to solve the equation of cultural proximity. Since 2015 it has produced original series that include melodramatic traits, even if they align with genres like comedy, biopic and political thriller. Applying industrial and textual analysis, this article argues that Netflix has established a love-hate relationship with Mexican melodrama, making fun of its conventions but using them nevertheless. It concludes that algorithms have the potential to transform Internet tv providers into competitors for local producers.