Abstract

HIGUERAS-RUIZ, María-José  and  ALBERICH-PASCUAL, Jordi. Netflix TV fiction series showrunners’ interaction and communication strategies on Twitter. Comun. soc [online]. 2021, vol.18, e7772.  Epub Oct 04, 2021. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2021.7772.

This paper studies the techniques used by showrunners to communicate with their audience on the social network Twitter. Following a literature review of the television landscape resulting from streaming services and social media, the techniques, content, and audiovisual-textual elements present in the Twitter activity of the showrunners of original Netflix TV series are quantitatively and qualitatively examined. In spite of the heterogeneous activity, the findings indicate repeated use of the TV series’ hashtag, informative/promotional tweets, and external links.

Keywords : TV series; showrunner; audience; Netflix; Twitter.

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