BALANCING GLOBAL VISIBILITY AND CULTURAL IDENTITY THROUGH TV SERİES EXAMPLES
Nowadays, especially since the
pandemic, digital platforms have become significant for watching films and TV
series. Platforms such as Netflix and Amazon Prime have the potential to
transfer local cultural structures onto a global stage. While this may seem to
contribute economically to local cinemas, shaping content according to platform
strategies can lead to the erosion of cultural authenticity.
Drawing on the perspectives of
globalisation and cultural hybridity theorists Homi K. Bhabha and Néstor García
Canclini, this phenomenon can be described as the creation of hybrid
narratives. As Bhabha argues, Western rationality constructs its own set of
cultural norms and values through binary thinking. In his 1994 work The
Location of Culture, Bhabha emphasises that cultures are never singular or
homogeneous; they cannot be reduced to simple dualities of “self” and “other.”
Hybridity emerges as a third space where different elements meet and
transform.
Hybrid cultural structures can
be observed particularly in Korean and Indian series and films distributed on
Netflix. While these productions incorporate distinctive elements such as local
cuisines and belief systems, they are blended with dominant global cultures and
religions, resulting in a syncretic form. In this way, national cinemas are
brought into visibility through international platforms, where local cultures
engage in a universal narrative language.
Positive Effects of National
Cinemas on Cultural Identities via International Digital Platforms
Thanks to platforms such as
Netflix, national cinemas can reach global audiences that were previously
inaccessible. Local cultures can be reinterpreted through new narrative forms
and thematic frameworks. These platforms also promote higher visual quality and
enhanced production opportunities.
Negative Effects of National
Cinemas on Cultural Identities via International Digital Platforms
Herbert Schiller’s theories on
cultural imperialism and the concept of soft power highlight the risk
that these platforms may impose Western values. Consequently, a tension arises
between the originality of national cinemas and the demands of global tastes.
Local authenticity may be
compromised when scripts, casting, and narrative styles are tailored to align
with dominant global preferences—often guided by algorithms such as Netflix’s
recommendation system. Local codes are altered and blurred, and productions may
even become instruments of global political influence.
Case Studies and Analytical
Insights
Squid Game, one of South Korea’s
most-watched series, tackles structural issues such as class inequality and the
debt spiral—deeply rooted in Korean society. However, its narrative language,
visual aesthetics, and survival game premise were adapted for the
Netflix platform. The series thus functions both as a vehicle for globalising
Korean culture and as an example of its commodification.
Christian religious symbols and
celebrations are often present in Korean series. Moreover, religious
syncretism—blending elements from various faith traditions—is frequently
observed.
A notable example appears in The
School Nurse Files, where the protagonist Ahn Eun-young says:
“To ward off evil spirits, I
paint my nails with henna, use the Egyptian ankh, Vatican rosary, prayer beads
from Buseok Temple, and amulets from a Kyoto shrine, allowing me to fire up to
28 bullets a day.”
Here, Korean shamanistic and
Buddhist elements are interwoven with other global religious symbols. Yet these
are packaged within a youth-oriented fantasy narrative, demonstrating what
Bhabha would call cultural hybridity.
From Indian cinema, Delhi
Crime—based on a real rape case—addresses local concerns such as gender and
justice. Netflix reshaped this local narrative into a global format using the
HBO-style crime drama approach. In this style, deep character analysis is
prioritised over action. In Delhi Crime, the lead character, Vartika
Chaturvedi, is portrayed not only as a police officer but also as a mother,
wife, and individual constrained by systemic structures. Her personal and
professional identities frequently clash. The series maintains a slow tempo,
minimal use of music, and frequent silence—particularly in interrogation
scenes, night sequences, and moments under media scrutiny—emphasising the
gravity of events.
Another example, Sacred Games,
incorporates Hindu mythology, the criminal underworld, and political
corruption. However, themes such as violence and drugs are presented in a
manner designed to appeal to global audiences, making them marketable in the
international streaming economy.
Conclusion
Digital platforms like Netflix
enhance the global visibility of national cinemas but also integrate them into
global economic and political systems, often transforming them into hybrid
cultural products. This dual process underscores the ongoing tension between
preserving local cultural identity and adapting to global market demands.
Note: This is the translation of
my article published in the technology column of Euhaber.com internet
newspaper.
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