Netflix and the Filipino: the Story of the De Leon Family
Melodias, M.C. (2019). Netflix and the Filipino: the Story of the de Leon Family (Unpublished Undergraduate Thesis). College of Mass Communication, University of the Philippines Diliman, Quezon City.
This thesis is a case study on the social uses of video-on-demand platforms, namely Netflix, and the role it plays in the Filipino family. With the de Leon family as the subject of this study, it reconstructed Lull’s Social Uses of TV into that of Netflix. Furthermore, it contextualized the observed social uses of Netflix into the Filipino culture using Enriquez’ Filipino Value Structure, as well as his levels and modes of social interaction. With the use of ethnography, four social uses of Netflix were observed from the family: namely, communication facilitation, affiliation/avoidance, social learning, and competence/dominance. Under these social uses, various themes were observed that reflected the family’s dynamics and relationships. Furthermore, these themes also reflected the Filipino values which were present in the family.
Over the course of this study, the researcher inferred that Netflix has, in some instances, brought the family closer to one another. However, for those that do not use the platform, Netflix becomes the reason for their alienation. In studying Netflix, further insight was gained from the Filipino audience, specifically, from the Filipino family. Furthermore, the researcher hopes that this opens up new avenues for research into the family and new media delivery platforms.
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Keywords: ethnography, family, Filipino, social uses of media, Netflix