Propaganda intrusiva versus propaganda interativa: um estudo sobre a Netflix no cenário midiático atual

Abstract

This study aims to analyze the new dynamic to watch television proposed by Netflix and identify organic advertising strategies used by brand, by investigating how it operates in the media landscape, its formats and as is the relationship with their consumers. It was first made a theoretical review in order to assemble a historical overview of television in Brazil, scoring its main technological milestones and also the social changes caused by it since its advent to their current multimediatic formats and on demand. Then an overview of advertising emergence followed by concepts of intrusive advertising and organic advertising is displayed. Through study combined with aspects of discourse analysis by computers and bibliographic research was carried out an analysis of video service platform Netflix on demand and also their interaction with consumers on social networks. It was possible to identify that Netflix brand really understand the dynamics of interactivity on the Internet and knows engage it with mastery and creativity. In addition, they could be observed changes in the modes of traditional television consumption and also the traditional distribution chain and advertising consumption logic in the contemporary scenario in order to reach the public more simple, interactive and effective manner.