Recalling McLuhan: The Power of Netflix and Digital Platforms in the Age of Digital Capitalism

This study examines how digital platforms have transformed media consumption habits through the theoretical framework of Marshall McLuhan and Neil Postman. In line with McLuhan's proposition that "the medium is the message," the study emphasizes that platforms such as Netflix are not merely content providers but also structures that shape the user experience. Netflix constructs a structure that passivates users' media consumption through interface designs, automatic play mechanisms, and algorithmic recommendation systems, putting viewers in a continuous cycle of consumption. By analyzing the structural features of Netflix and digital media platforms, the study reveals how such platforms guide and control media consumption. Within the context of concepts such as the attention economy and surveillance capitalism, Netflix and similar platforms are shown to transform users into computable data points and manipulate their media preferences. Users' choices are determined through algorithms, and individual media consumption is progressively shaped in line with the interests of platforms. Additionally, the study examines Netflix's role in constructing popular culture. In a globalized media environment, platforms are seen to prioritize certain content and confine audiences within specific narratives. The study discusses, from a theoretical perspective that rather than promoting cultural diversity, these platforms disseminate content shaped by commercial objectives, thereby directing audiences’ media consumption habits in line with economic interests. Digital platforms, such as Netflix, not only produce content that captures viewers' attention but also function as powerful agents of popular culture, guiding media consumption processes and redefining individuals' relationships with the media. In this context, this study aims to critically evaluate the impact of digital media platforms on today's media ecosystem and to reveal the structural transformations taking place in media consumption.