Estratégias de comunicação com públicos do audiovisual: o uso da identidade periférica na série “Sintonia” da NETFLIX

Abstract

This monography seeks to understand how the Netflix brand uses the hood representativenes speech to build a relationship with its audience and also perform a maintenance of the brand's image, whichs stable and well received already by the Brazilian audiovisual market. Following that purpose, a survey was taken with the viewers of the show Sintonia, produced by the brand KondZilla and distributed as an exclusive title on the Netflix platform. In order to understand in depth how the residents of the show identify (or not) themselves with the featured narrative, concepts were analyzed such as the elements that compose and enable the hood culture, the ascension of the funk genre from São Paulo through the flaunting aesthetics, furthermore, the influence of the cultural industry in the marketing process of audiovisual products.