INTERDISCIPLINARY ANALYSIS OF THE SERIES ÉLITE (NETFLIX): TRANSMEDIA STORYTELLILNG, Z GENERATION, CONSUMER TRENDS AND BRAND PLACEMENT

Abstract

The text analyses the characteristic features of audiovisual fiction series through the case study of Élite, the second Spanish series of the Netflix platform, from different aspects: transmedia narrative, defining traits of the characters as members of the so-called Z-generation, presence of current trends and values in the script and brand placement. From the content analysis of the eight chapters of the first three seasons of the series and its transmedia universe, we see how social media storytelling is used in the series with a promotional aim. Characters exemplify Z-generation features such as 24/7 use of mobile devices to be connected to their reference groups. The script features current topics such as class struggle and gender diversity, with the value of well-being as the most recurrent. Finally, branded locations are scarce, with luxury brands with natural type inserts, related to context. An interdisciplinary analysis model of fiction series is proposed, complementing it with the marketing strategy