International Media A Semiotic Look at the Changes and Interactions Proposed by Netflix

Technology has shaped the communication and audiovisual forms, and concerning the popularization of streaming platforms like Netflix, there is a necessity to create a new narrative model that suits the requirements of the viewers while idealize a new experience of interaction. The aim of this research is to investigate how is set up this new narrative model of Netflix and how consumers have interacted with it, by analyzing one of its productions, House of Cards, considering the concept of binge-watching (marathons). Our analyses are set on the theoretical and methodological assumptions of French semiotics and the theory of social communication. From the perspective of semiotics, Netflix has used colors to define its character and by the communication field, it has used methods of tensive and syncretic semiotics in its productions in order to persuade its consumers to keep watching until the series is over. This research contributes in the field of linguistics and communication in order to understand how the interactive media shapes our daily lives.