KÜLTÜREL HEGEMONİK ARAÇLAR OLARAK AKIŞ PLATFORMLARININ YARATICI SEKTÖRLER ÜZERİNDEKİ STANDARTLAŞTIRICI ETKİLERİ ÜZERİNE BİR DEĞERLENDİRME: NETFLİX ÖRNEĞİ
AN EVALUATION ON THE STANDARDIZING EFFECTS OF STREAMING PLATFORMS AS CULTURAL HEGEMONIC TOOLS ON CREATIVE INDUSTRIES: NETFLIX EXAMPLE

Summary/Abstract: The view that not only power but also ideas are crucial for governing societies brings to mind Gramsci's systematized approach to hegemony. Cultural hegemony is developed through cultural tools that constitute soft power; the consent of nations' societies is gained for the purposes of creating dependency and dominating natural resources and markets. Consent production, through intellectual and moral leadership, produces cultural hegemony that will serve the ruling classes in the long term before they can exercise coercive power through cultural institutions. Activities related to products produced by individuals, protected by intellectual property rights, through their creativity and talents are considered within the scope of the creative industries. Streaming services, a part of the creative industries, provide content-based distribution services directly over the internet, rather than through broadcasting platforms such as satellite, cable TV, IPTV, and terrestrial networks. Features such as a cataloging system that archives rich content to pique audience interest, flexible content consumption opportunities, and consistent audiovisual quality are increasingly contributing to the increasing influence of streaming platforms in the broadcasting sector. Streaming platforms, a product of the market economy, have been criticized for their function to institutionalize political hegemony. The monopolization of cultural production, the standardization and control of content through algorithms, the precariousness of sectoral labor relations, and the shrinking of the public sphere expected to be liberated have been the focal points of criticism directed at the platforms. Netflix is one of Turkey's leading content providers. The company's most significant characteristic is its global presence and its global influence in this field. A textual analysis of a randomly selected sample of the most popular titles in the platform's catalog was conducted as part of the study. It was concluded that while the platform's content adopts a critical tone, it emphasizes the function of civil society institutions, as described by Gramsci, in legitimizing the dominant ideology. It is possible to argue that streaming platforms are employing methods to increase their influence as channels that perpetuate the established assumptions of mainstream media and produce global hegemonic discourse. It would be appropriate for Turkey to formulate its own creative industries policies to ensure the representation of universal and local values. Creating a competitive market in Turkey where creative industry production is encouraged and local streaming platform technologies are developed is culturally and economically important.

• Details
• Contents