Transmedia e storytelling na Netflix: uma análise da série “House of Cards” na jornada do consumidor

Abstract

The way to consume is undergoing a major change. Today, in addition to meeting their needs, the individual seeks something beyond: an emotional connection. Faced with this new feature, brands are looking for tools to make this connection come true. In a short time, Netflix has become one of the greatest references in the personal relationship with its public. The series "House of Cards", its first production, rose to a high level not only by its script, but also by the way in which it was introduced in the life of the consumer through several platforms (Transmedia) with a history similar to reality of the audience, causing them to mix and even become scrambled (Storytelling). We sought to identify how the consumer is driven by the tools of interaction, transmedia and storytelling used by the Netflix brand in the series "House Of Cards" and how, at the same time, reality can affect fiction. For this purpose the Contemporary Theories of Communication were used to analyze this new form of Communication used in the series. It has been realized that in a dynamic where fiction is introduced in real life, the roles are reversed when a scandal involving the protagonist actor of the series comes to the fore. Therefore, the engagement of the public and the brand made the reality dictated the outcome of the plot. Discussions such as female empowerment, sexual abuse, and corruption in politics gain more visibility and make the brand, once emotionally connected with its audience, position itself.