Özet:

In today's communication ecosystem, where phenomena such as globalization, capitalism, digitalization and convergence are intertwined, the global circulation of local content intensifies, traditional television transforms digitally, and these developments transform the production and consumption forms of content. In this study, it is aimed to understand how the media contents transcend transnational borders and how the global audience reacts to these contents, through the model of Netflix, a global internet television, that brings local television contents together with the global audience. In this respect, the main questions of the research are in what ways Netflix's strategies and discourses overlap with the discourses of the audience, and what the audience thinks about the local content that enters the global circulation. In this context, the audience comments on the IMDb site of the Netflix Turkey's first original production, "Hakan: Muhafız", were analyzed by discourse analysis method. Audience comments indicate that local content is appreciated for its transnational and hybrid qualities, while local cultural characteristics remain in the background. While genre-related comments become evident especially among foreign viewers, the domestic audience's comparison with the series on traditional television channels and the attribution of Netflix's ability to produce quality content at an international level come to the fore. In addition, it has been observed that viewers accept the binge-watching experience that Netflix tries to place as a quality indicator. In this context, it is seen that Netflix strategies and discourses find a response to the audience.

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