This paper analyzes the promotional strategies of Netflix, arguing that the company reinforces what Pierre Bourdieu has called the discourses of distinction. In particular, the streaming service highlights what Tryon calls the promises of plenitude, participation, prestige, and personalization. Netflix highlights these discourses in part through its ongoing engagement with subscription cable channel HBO, and in part through promotional materials such as its TV Got Better campaign, which sought to naturalize viewing practices such as binge watching as being part of a technological and narrative cutting edge.
Chuck Tryon (Sun,) studied this question.