How Netflix is Changing Media

full name / name of organization: 
Daniel Smith-Rowsey (Sac State) and Kevin McDonald (CSUN)

Collection Title: How Netflix is Changing Media
Co-Editors: Daniel Smith-Rowsey (Sacramento State) and Kevin McDonald (Cal State Northridge)

In little over a decade, Netflix has had a decisive impact on the media and entertainment industries. The company that started as an internet-based rental service has been at the forefront of several key shifts that have significantly altered the landscape of home entertainment, and it remains a central figure in ongoing debates about the intersection of media, technology, business and distribution models, and changing consumer preferences. This collection aims to critically analyze the role of Netflix in a rapidly changing industry, and to examine how its various strategies illustrate both the emergence of new possibilities and the persistence of underlining problems. In particular, the editors seek chapter-length original essays of 5,000-6,000 words that address specific issues pertaining to Netflix as a new business model, as a budding content producer, and as a leading proponent of digital streaming and media convergence.

Additional topics may include:
Netflix's opening forays into original content, and its evolving brand signifiers, as represented by shows such as House of Cards, Orange is the New Black, Arrested Development, and Firefly

Netflix's algorithms for user preferences (or 'granular marketing' as Netflix calls it), and implications for the future of TV and film production, distribution, and exhibition

Netflix's role in accounting for a disproportionate percentage (upwards of 30%) of all internet traffic and how this impacts its relationship with internet service providers and current debates about net neutrality

Netflix's overarching shift in focus from film to television, which further entailed the promotion of 'binge watching', the financing and production of original programming, as well as its current description as an Internet television network or streaming media company

Netflix's aggressive international expansion, beginning in 2010 with the launch of a streaming-only service in Canada

Netflix's ability to negotiate streaming rights even as major studios, other content producers, and multi-system cable operators attempt guide users to their own platforms, channels, and portals

Netflix's role in virtually eliminating the brick-and-mortar video rental business

If interested, please send a proposal of 400-600 words by July 11, 2014 to both Kevin McDonald [] and Daniel Smith-Rowsey []. Please include a brief bio or CV with your proposal. We plan to send out acceptance notices by August 8. Deadline for completed chapters is January 15, 2015. Feel free to contact us with any other questions about the collection.

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