Netflix Commodification of Culture Essay

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Netflix Company is one of the players in the television revolution. Netflix is particularly prevalent in the revolution due to its commercial-free experience which is charged at a modest price and also personalized. The changes which are continually being experienced in the media are oriented on the dynamic consumption as well as the democracy which controls the media at large. The online media give the consumers the freedom to select the media experience they prefer. The corporation operates with the principle of the tyranny of the grid where the company is committed to the maintenance of the customer freedom in a free market.

There is a close link between communication and labor in the contemporary digital world. As such. Marx describes the labor required in the media by the capitalized society. According to Marx, the communicative and co-operative labor basis of media is based on the capitalist mediation as well as the technological innovations. For instance, the changes which have been occurring in the Netflix Company are subject to the technological advancement whereby, the online media allows the customers to select the advertisement of their choice. More so, in Netflix, competitiveness of the organization in the market is notable, hence the capitalism aspect is integrated (Manzerolle 2010, p. 457).

The aspect of labor brings about the audience as the consumers. As such, the labor incurred in the advertisement leads to distribution as well as the consumption of the commodities. The advertisers, however, have a role to play to ensure that the products are consumed by the audience. For instance, the advertisers should integrate the issues, the problems, the values and the policies which are associated with the products being advertised. The media can increase the capitalism through increasing the production of commodities. By airing the issues associated with the products, for example, the media give insights and the council to the institutions and the population which constitutes the audience. There are, therefore, distinct characteristics of Netflix as representative of mass media. Firstly, Netflix has the role of mass communication where it creates awareness about various commodities. Secondly, Netflix establishes consciousness through addressing the issues, the problems as well as the policies associated with the goods being advertised. Consequently, Netflix increases have the communicative capacity, which plays a fundamental role in capitalism. Notably, through the communicative capabilities, Netflix increases the consumption of commodities and similarly increases the production of more goods due to increased demand. Remarkably, the audience commodity is the primary focus in the Netflix Corporation (Manzerolle 2010, p. 457).

The Marxist value theory further explains the relationship which exists between the financial knowledge capitalism and the co-creative prosumer labor. The aspect of presumption creates the freedom of the customers to be involved in the ethical and active production of goods. The digital era has created a platform where the producer and the consumers are no longer separate parties. As such, the owners of the digital products are attracted to the co-creative actions as the practices create value. However, the co-creative labor and the aspect of presumption are associated with the contemporary methods of exploitation. For instance, where voluntary labor is executed by the co-creative labors and prosumers is subject to exploitation (Roberts 2016, p. 28).According to Marx perspective, exploitation is usually associated with the extraction of extra value from labor. The form of wages which is paid for the labor is not significant when weighed against the surplus labor due to its significance in the capitalist society.  Therefore, although the labor in the information sector leads to an audience commodity aspect, the negative side of labor is the involvement of exploitation by the media owners.

In the digital era, the significance of the automated products is continually growing. As such, the recommendation of the automated products is anchored on the personalized explanations. The strategies are efficient as they lead to the ease of understanding by the consumers. Improvement of algorithms is one means of ensuring the accuracy of the recommended method applied at Netflix. The recommender systems are subject to damage to the credibility when an error is included while recommending a certain product to the consumers. Such an era is detrimental to the customer satisfaction due to the error and also leads to the bruising of the company’s reputation and driving the customers’ loyalty away. The customers prefer the recommender systems which are by their preference of the products, since the customers are both the consumers and the audience. There is hence a need to use a sustainable algorithm in the development of the recommendation to create customer satisfaction.  The efficiency of an algorithm is based on the capacity to give explanations which are detailed and also offer the right content. The algorithm utilized in the Netflix is sustainable as it offers the customers reliable recommendations on the products. Therefore, to prevent erroneous recommendation, there is a need to use a strategy which gives a detailed explanation of the product and the reasons for the recommendations (Marx 2016, H-15).

The culture of Netflix is anchored on the algorithmic strategy applied in the organization. The firm successfully connects the audience to the content to which their interest lies. The corporate mediates the audience with movies for example by integrating the subscriber information to the technology creating an audiovisual matchmaking. As such, the recommendation system applied in the organization has distinct features but also has similarities with other companies’ recommendation systems. For instance, the non-disclosure agreements, the trade secret laws, and the non-compete clauses are some of the characteristics existing in the recommendation systems of Netflix as well as Twitter, Google among other organizations. However, the most distinct feature of the Netflix recommendation system is the capacity to invite the scrutiny of the public, unlike other organizations which limit public conversation about the recommendation systems (Hallinan 2016, p. 118).

In brief, the conceptual bases of the culture in Netflix are anchored on the connection between art and algorithms applied in the organization. The Netflix prize creates a connection between people and the movies which they love creating a platform for the audience to rate the movies. The algorithm which is the center of the recommendation systems at Netflix creates a competitive edge of the company in the digital market.

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