The meme as a successful communication tool on Netflix Spain: The case of the fifth season of Money Heist

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Joana Doñate Ventura
Universitat Jaume I
https://orcid.org/0000-0003-4992-6843
Esteban Galán Cubillo
Universitat Politècnica de València
https://orcid.org/0000-0001-8718-0937
Javier Marzal Felici
Universitat Jaume I
https://orcid.org/0000-0002-2462-1122

The object of study is to outline the essential elements that are part of the social media communication strategy of Netflix Spain, focusing on the fifth season of Money Heist as a case study. The analysis covers both the offline and online strategies of Money Heist. The sample for analysis includes the release period of the final part, from September 2021 to January 2022, on Netflix Spain, with the previous seasons’ promotions as a reference. The analysis is complemented by in-depth interviews with professionals from Netflix and those close to the series. The essential elements that are part of Netflix’s social media communication strategy are outlined, specifying the use of humor as a promotional tool. The study concludes by affirming that memes are a new communicative language that allows reaching a younger audience and generating significant communicative buzz and feedback around the brand. The meme is established as the most effective communication tool both within and outside social media.

Keywords
Pop culture, Strategy, Original content, Social media, Netflix, Meme

Article Details

How to Cite
Doñate Ventura, Joana et al. “The meme as a successful communication tool on Netflix Spain: The case of the fifth season of Money Heist”. Hipertext.net, 2024, no. 28, pp. 105-28, doi:10.31009/hipertext.net.2024.i28.09.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

(c) Joana Doñate Ventura, Esteban Galán Cubillo, Javier Marzal Felici, 2024


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Author Biographies

Joana Doñate Ventura, Universitat Jaume I

Joana Doñate Ventura, PhD in Communication Sciences from the Jaume I University, master's degree in New Trends and Innovation Processes in Communication in Transmedia Creation and Production, graduated in Media Studies with Extraordinary Prize from the Jaume I University and the Valencian Generalitat. His doctoral thesis deals with the original production of Netflix Spain, focusing his analysis on the cases of Money Heist and Paquita Salas. He has worked professionally in various audiovisual production companies and national advertising agencies, developing production management, social media management and post-production work.

Esteban Galán Cubillo, Universitat Politècnica de València

Esteban Galan a lecturer and researcher of the group “Articom” (ITACA) in the Polythecnic University of Valencia. He has worked as a post-production technician and he has more than 15 years of experience as audiovisual producer in different TV broadcasters. He has been awarded with several academic prizes as the 3rd National Award (2003) and he has articles, courses, lectures and international conferences about Communication, Transmedia, TV Technologies and Media. He is fluent and has international teaching experience in English, Spanish, Catalan and French. Since 2017 he runs the podcast Transmedia and since 2018 he co-directs the international research project Fromideas.

Javier Marzal Felici, Universitat Jaume I

Full Professor of Audiovisual Communication and Advertising at Universitat Jaume I. Graduate in Audiovisual Communication and PhD from Universitat de València. Author of books and articles and co-editor of the book collection “Guías para ver y analizar cine” (63 titles, 2017-12-23), published by Nau Llibres of Valencia. Coordinator of Communication Sciences Doctorate Program in the Faculty of Humanities and Social Sciences at Universitat Jaume I in Castellón.  Professor Marzal is also director of the research group "Research in Technologies Applied to Audiovisual Communication" (ITACA-UJI), whose interests are focused on the study of visual culture, the relationship between technology and visuality, the theory of the image, the political economy of communication and the analysis of audiovisual texts.

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