Culture as window dressing? A threefold methodological framework for researching the locality of Netflix series

Abstract

Considering the implications of Netflix’s role as a content producer for cultural diversity in Europe, this methodological article investigates how to define and measure the locality of Netflix Originals. We employ a threefold methodological study based on industry data analysis, audience reception research, and content analysis. This replicable and scalable methodological design provides a solid analytical framework for future studies examining Netflix Originals from the normative perspective of cultural diversity. Demonstrating the steps of our exploratory study, we also find that Netflix’s locally-produced but globally-oriented content uses culture as window dressing, warranting further research.