Online cross-cultural communication strategies of Americanstreaming services: A comparative analysis of Netflix,Disney+ and HBO Max.
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2024-06-07
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en
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This study investigates how American streaming services (Netflix vs. Disney+ vs. HBO Max)
modify their online communication strategies based on high- and low-context communication,
power distance, and human conversational voice. As this research is cross-cultural, there is a
particular emphasis on how communication strategies are tailored to the Dutch, Spanish, and
American cultures. This study uses a content analysis to examine nine X accounts, with three
nationally targeted accounts per streaming service. The findings pertain to the content shared
in 2023 (January-December). The American and Spanish accounts of Netflix appeared to be
unique in adapting their communication strategies to high-context cultures. On the other hand,
only Spain’s Disney+ account appeared to have adapted to the country’s high power distance
culture. None of the accounts appeared to adopt a consistent communication style in terms of
a conversational tone. The tone of the writing style and the prevailing power distance per
culture, therefore, do not appear to be related. These findings contribute to the cross-cultural
communication dynamics in the online world and offer a better understanding of how global
brands deal with cultural diversity.
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