Branded by Netflix: Money Heist, a Globalized Phenomenon Beyond Spanish Borders

Abstract

This article responds to Money Heist’s latent social and economic background to pose criticism to the current neoliberal market and economic practices. The chapter analyzes the television consumerism offered by ‘streaming’ platforms such as Netflix. To explore the Netflix phenomenon in Spain, the theoretical framework focuses on the works of cultural studies scholars such as Graeme McMillan, Matt Hills, and Raymond Williams. Their works commend viewers’ freedom to choose their content. However, such freedom enslaves viewers through ‘binge-watching’, because to partake in community discussions, consumption of the show must be complete. As such, the chapter calls on the notion of cultural industry postulated by Theodor Adorno and Mark Horkheimer and articulates Netflix’ production as standardized content packaged for viewers/consumers.

Department(s)

Language, Cultures and Religions

Document Type

Article

DOI

10.4324/9781003432180-14

Publication Date

1-1-2023

Journal Title

Netflix Spain Critical Perspectives

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