Identity status: Complicated! Netflix Türkiye, Glocalization and Advertising

Abstract

In this manuscript, I examine the localization strategies employed by Netflix with a particular focus on the case of Netflix Türkiye and its local advertising campaigns. Through a textual analysis of the paratexts associated with Netflix Türkiye, this study posits that the local advertising initiatives of Netflix effectively encapsulate the principles of glocalization, as they navigate the intersection of global, local, and national contexts. By implementing strategic adaptations in its advertising campaigns and commodifying local culture, Netflix Türkiye contributes to the reproduction of locality and the reinvention of the glocal identity of the paratexts and the Netflix brand. An analysis of the online advertisements produced by Netflix Türkiye yields significant insights into how a global corporation leverages glocalization to expand its market share and gain an economic advantage in the streaming service industry.