Windows around the world: Paolo Sigismondi on the cultural impact of streaming international movies and shows

What’s next up on your Netflix watch list? You may notice more suggestions for shows and movies made outside the US, such as Spain’s Money Heist and South Korea’s One More Time. Facing pressure to acquire new media content, Netflix has made a conscious decision to develop local shows and films around the world and then distribute that content globally. In this April 7, 2021 essay, Paolo Sigismondi explains how Netflix’s business decision might broaden the content we consume and challenge long-standing cultural stereotypes that have been reinforced by Hollywood.

Paolo Sigismondi, "Netflix’s Big Bet on Foreign Content and International Viewers Could Upend the Global Mediascape – and Change How People View the World," The Conversation, 7 April 2021

 

1. According to Sigismondi, why is Netflix pursuing more international media content? He describes Netflix’s strategy as the “glocalization of entertainment.” Define this concept in your own words. What’s one example Sigismondi gives of the “glocalization of entertainment?”
   
2. Throughout his essay, Sigismondi uses transitions, pointing words, and repetition to guide his readers through his argument. Read the section of his essay titled “Learning by watching.” Point to three places in this section where you see him using strategies from Chapter 8 to connect ideas, both within and across paragraphs. Which one do you think is particularly effective, and why?
3. Sigismondi describes some barriers and limitations that might prevent Netflix from becoming “truly international.” According to Sigismondi, which countries are likely to be less represented in the development of international content, and why? What do you think the ramifications of this lack of representation might be, both for the entertainment industry and for global audiences? What role do audiences play in encouraging or discouraging the distribution of locally developed movies and shows?
4. Look at your own lists of shows you intend to watch, shows you’re currently watching, or shows you’ve recently watched on the streaming platforms you use, which could include Netflix, Hulu, Amazon Prime Video, Disney+, HBO Max, and Apple TV+. Sort these shows by genre, release date, or country of origin. What do you notice about your own media consumption habits? What patterns do you see? Respond to Sigismondi’s argument about the importance of expanding international representation on streaming platforms, using your own media consumption habits as a reference point.

Comments

[Yvette Watkins and Naomi Ansah]

The movies we have watched and still intend to watch on these video streaming platforms comprises mainly of action-packed American movies with just a little percentage from other continents. With this realization and in line with Sigismondi's argument on the importance of international representation on these streaming platforms, it will be a welcome development to be exposed to people's culture and pattern of behaviors from other lands. With local content coming directly from them, biases and stereotypes can be corrected. This can foster love and deeper appreciation of these people we may never get to meet but would be better off knowing that we have no false ideology.

[James William Wu]

I agree with Sigismondi's post that Netflix's glocalization approach in the entertainment world will change the view of different cultures tremendously and erase the orientalism theory. By using producers from around the world, audiences will get a more accurate understanding of other cultures. This approach is highly recommended as Sigismondi talked about the "Godfathers” inaccurate depiction of Italy, resulting in people's stereotypes of the country. The movie's approach, "Godfather's," brings the idea of orientalism back to the community as we prejudice Italians as mobs or gangsters. On the other hand, the Netflix approach is far more effective in diversifying cultures as the producers for the shows are from their respective countries. This brings a far better experience since the movies will seem more authentic, and we can indulge in a list of diversified shows.

The use of artificial intelligence will boost diversification as people will be enticed to choose shows related to what they have watched. Users exposed to a particular genre will be excited to watch shows related to it and dive in to understand specific cultures. With the help of artificial intelligence to navigate them, it is easier than ever. For example, everyone knows the show "Squid Games," but most people do not know that the Asian culture's popularity has increased dramatically since then. Other shows such as "Alice in Borderland," "Mr. Sunshine," "Itaewon Class," K-pop, and many more have been on the rise lately due to the popularity of "Squid Games." This is due to artificial intelligence promoting genres closely related to shows that they have watched, and it is an excellent way of popularizing shows from different cultures. Overall, many of these leading entertainment industries should adopt Netflix's approach because of the positive impacts it may bring to diversify the entire world and perhaps break down barriers that were previously made.

[Chelo]

Sigismondi's article says that Netflix's globalization approach in the entertainment world will change the view of different cultures and have a different perspective on whether information if it’s true or not. Social media can impact your thoughts and feelings about a subject. People are most likely to watch movies or tv series because there is information that they don’t know or change their point of view on culture and places. Netflix is pursuing more international media because of its knowledge of the growing demand for diverse and culturally relevant contexts from viewers around the world. Netflix can attract and retain subscribers in different lands. Producing contact in different languages and cultures allow Netflix to reach new audiences and expand globally. The concept of globalization of entertainment means that to the trend of entertainment companies such as Netflix. This involves creating and distributing content that appeals to audiences in different regions, cultures, and languages. One example of glocalization of entertainment is Netflix TV series and movies. Watching media content like Netflix, Disney plus, and Apple TV is such an asset to people all around the world. Netflix is the most used app in the world, people pay for the subscription every month to watch. There are people who have media content, watch movies and series throughout the day, or 24/7.

[Antdablogger]

Netflix's global strategy, especially its special investment in foreign content, has the power to change how we view different cultures and places around the world. In the article, Paolo discusses how streaming services like Netflix are breaking away from the usual Hollywood and embracing a concept called "glocalization." This means they're taking local stories and making them relatable to audiences worldwide. By creating original shows and movies in countries like Italy, Japan, and Brazil, Netflix is providing viewers with a real insight into different cultures, rather than leaning on the stereotypes often found in mainstream media.
This shift is about more than just entertainment, it’s about expanding are understanding of diverse cultures. palao points out that Netflix's approach could help destroy set stereotypes, creating a broader perspective on international communities. The platform’s algorithm plays a key role by showcasing international content that viewers might not have actively searched for.
There are challenges to ensuring that this content is both authentic and of high quality. However, the opportunity to create a media landscape that breaks borders and enhances cultural understanding is really promising. Ultimately Netflix’s effort to produce locally sourced, globally accessible content could be a strong force in reshaping our views of the world and the people in it. Netflix will keep expanding, it is already the medium of streaming but I think in a couple of years it will not just be a streaming service but more than that, it will be a social platform maybe even a gaming space. Netflix is raising the bar in Hollywood and setting a standard for TV shows and movies to tap into different cultures and that's what this article highlights.