Netflix Case Study: Recovering from the Global Cuties Crisis ​ ​

By Joy Blea, Maya Enos, Katelin Izumigawa, Stella Sanchez & Ell Tinsley Public Relations and Strategic Communication, Biola University PREL 460: Public Relations Leadership October 16, 2020

TABLE OF CONTENTS

EXECUTIVE STATEMENT 4

STAGE 1: LEADERSHIP IN PR ORGANIZATIONAL PROBLEM ASSESSMENT 5 ​ SYNOPSIS OF SITUATION 5 WHY THIS IS PUBLIC RELATIONS 5 PRIMARY PUBLICS 6 SITUATION BETWEEN NETFLIX AND THEIR PUBLICS 6 STAGE 2: ORGANIZATIONAL BACKGROUND & CASE STUDY 7 ORGANIZATIONAL CONTEXT & BACKGROUND 7 History with Stakeholders 9 Channels of Communication 13 SITUATIONAL BACKGROUND 19 Popular Press 19 Significant Academic Journals 21 STAKEHOLDER RESEARCH 23 COMPETITOR RESEARCH 26 Disney+: “Boycott Mulan” 26 ​ ​ ​ HBOMax: Euphoria 27 ​ ​ Hulu: Blackish “Please, Baby, Please” 28 ​ ​ Amazon Prime Video: Banning of A Child’s Voice 29 ​ Apple TV: Banker 29 ​ Competitor Opportunities 30 STAGE 3: SITUATIONAL ANALYSIS TIMELINE & IMPACT 31 ​ TIMELINE 31 ​ KEY METRICS 35 NETFLIX’S COVERAGE & MARKETING OF CUTIES 36 ​ Influencers & Social Media Influencers 37 ​ Main-stream Media 38 Top Sources 39 TRACKING OF SENTIMENT 39

STAGE 4: THEORETICAL CRITIQUE 42 ​ CURRENT OCCURRENCES: THE FRAMING THEORY 42 ​ FUTURE APPROACH: THE SITUATIONAL CRISIS COMMUNICATION THEORY 46 ​ STAGE 5: PR LEADERSHIP RECOMMENDATIONS & EXECUTIVE COUNSEL 50 ​ ​ GOAL 1 50 ​ GOAL 2 52 ​ GOAL 3 55 ​ PR LEADERSHIP COMPETENCIES 61 ​ Recovering from the Global Cuties Crisis | 2 ​ ​ ​

PR Ethics 61 ​ Diversity 62 ​ Organizational Listening 62 ​ Organizational Messaging 63 ​ APPENDIX 65 ​ GROUP SUMMARY 101 ​ HANDOUT 102 ​ REFERENCES 103 ​

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EXECUTIVE STATEMENT

August 18, 2020 marked the beginning of a crisis that ultimately led Netflix to lose more than 2.5 million subscribers in a matter of weeks. This portfolio serves as a complete analysis of the current scandal and will unfold exactly how, when and why

Netflix’s promotion of the Sundance award winning film, Cuties led to such a crisis. We ​ ​ begin with a situational analysis based upon academic theory coupled with a broader understanding of the organization and press coverage. Key considerations include company culture, its key stakeholders and their sentiment, as well as Netflix’s core competitors and their crisis response experiences. The following public relations counsel recommends Netflix’s best course of strategic action to recover from the events that unfolded over the past two months.

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STAGE 1: LEADERSHIP IN PR ORGANIZATIONAL PROBLEM ASSESSMENT

SYNOPSIS OF SITUATION ​ ​

The“#CancelNetflix” movement began trending on social media on August 18th, just shortly after Netflix had released the trailer and their original posters for the French film Cuties. The film is a controversial hot topic due to its supposed exploitative nature of ​ ​ what many saw as the sexualization of young girls. Regarding heavy topics, Netflix has joined multiple conversations to raise awareness over the past few years. However, the catalyst of this outrage was inappropriate marketing content, which ultimately served as a misrepresentation of the film. Upset stakeholders have actively shared their subscription cancellations via social media and are urging the streaming company to remove the film from their platform.

WHY THIS IS PUBLIC RELATIONS ​ ​

Netflix neglected to take the appropriate steps to ensure accurate promotion of the film. Additionally, they failed to listen to and address their stakeholders speaking up on the matter, leaving many feeling unvalued and unheard. The streaming giant’s actions encouraged harsh bias that prevented users from considering the film’s proper intent.

Netflix’s recent advocacy for social change is inconsistent with its audience’s perception of their brand as a sole distributor and creator of entertainment. Severed relationships with the brand are deeply rooted in a distrust for Netflix’s ethical discretion.

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PRIMARY PUBLICS ​ ​

Three key publics are most relevant to Netflix’s success and recovery. First, we will target those who participated in the #CancelNetflix movement. Secondly, we will look to the conservative Netflix subscribers (such as those involved in the Save the Children movement and the various politicians taking action, who may be or have previously been subscribers). Lastly we will focus on loyal Netflix subscribers. Despite their static nature through this controversy, Netflix cannot afford to ignore them.

SITUATION BETWEEN NETFLIX AND THEIR PUBLICS ​ ​

As a result of Netflix's uninformed promotion of Cuties film, the company has ​ ​ ultimately turned many of their stakeholders against them. Faulty advertising, an unthoughtful apology, and the continuation of regular social media postings implies an unwillingness to take responsibility for their actions. Netflix’s key stakeholders interpret the lack of serious action and praise for the director’s social commentary as a supportive stance for the sexualization of young girls. Users attacked Netflix for providing easily accessible, pornographic imagery of young girls undressing themselves, which ironically contributes to the very problem that the film stands in opposition toward. Stakeholders feel disregarded and perceive Netflix as unwilling to consider diverse perspectives.

Aside from marketing changes and empty apologies, Netflix remains firm in their stance, failing to humbly address subscribers’ concern and, instead, proclaims the wrongdoing of their audience in being uninformed until they watch the movie in full.

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STAGE 2: ORGANIZATIONAL BACKGROUND & CASE STUDY

ORGANIZATIONAL CONTEXT & BACKGROUND ​ ​

The global entertainment powerhouse that has taken the world by storm, Netflix

Inc. was founded in 1997 by serial entrepreneurs Reed Hastings and Marc Randolph.1 ​ With humble beginnings as a provider of movie rentals by mail, Netflix has seen a great amount of growth and success as a direct result of the rapid changes in technology and ultimately the entertainment industry as a whole. The American technology and media services provider has “toppled the movie rental industry with [an] ever changing approach to home entertainment, having shifted from DVD rental by mail to now providing the instant streaming of thousands of movies, television shows, and television

2 series via the internet. ​ Now operating on a global scale, the streaming platform is ​ currently available worldwide with an exception of mainland China (due to local restrictions), Syria, North Korea, and Crimea (due to U.S. sanctions) and employs nearly

9,000 employees around the globe.3 ​ Their mission is to entertain the world. “Whatever your taste, and no matter where you live, [Netflix] gives you access to best-in-class TV shows, movies and documentaries. [Netflix] members control what they want to watch, when they want it, with no ads, in one simple subscription. [They are] streaming in more than

30 languages and 190 countries, because great stories can come from anywhere and be loved everywhere. [Netflix is] the world’s biggest fan of entertainment, and [the provider

1 Netflix. (n.d.). Unlimited movies, TV shows, and more. Retrieved October 15, 2020, from https://www.netflix.com/ 2 Lüsted, M. A. (2013). Netflix: The company and its founders (p. 7). Minneapolis, MN: ABDO Pub. ​ ​ 3 Netflix (NFLX). (2020). Retrieved October 15, 2020, from https://www.forbes.com/companies/netflix/

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is] always looking to help you find your next favorite story.4 ​ Having recorded nearly 183 million global subscribers at the end of March 2020,

Netflix Inc. is considered the global leader in a saturated sea of streaming platforms.5 ​ They now have over 70 million followers on Facebook, 24.9 million followers on

Instagram, more than 10 million followers across the Twitter platform and sees a subscriber count of 17.3 million on their YouTube Channel. With the increased amount of exposure over the past two decades, Netflix worked tirelessly to provide entertainment that ranks as the best of the best. Netflix Inc. now has a dedicated publicity team that is responsible for supporting their “global original series, films, documentaries, docu-series and stand-up comedy specials via earned media worldwide” and plays a large role in the relationship that Netflix has continued to build with its subscribers and fans around the globe.6 ​ Netflix is not new to the controversial entertainment scene, having a recent history of content questioned by various audiences, yet a majority of their content is well-loved by subscribers. Because their platform is distinguished by original content, most of their coverage is focused here, regardless of sentiment. By expanding their library of Netflix

Originals films and series, Netflix offers substantial knowledge and insight on cultural and social issues. Netflix succeeds as an entertainment company but leaves members on edge with seemingly inconsistent and racy film distribution. Critics seem to have unwavering appreciation for Netflix’s decisions. Unfortunately, Netflix has a track record of making subscribers feel unheard due to unfavorable responses or a lack thereof, yet

4 Netflix. (n.d.). Unlimited movies, TV shows, and more. Retrieved October 15, 2020, from https://www.netflix.com/ 5 Barrabi, T. (2020, June 17). Who founded Netflix? Retrieved October 15, 2020, from https://www.foxbusiness.com/markets/how-was-netflix-founded-history 6 Netflix. (n.d.). Retrieved October 15, 2020, from https://jobs.netflix.com/team?slug=publicity

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never at the cost of compromising their bold organizational culture.

History with Stakeholders

Within the past year, Netflix has received massive praise for their top-hit originals.

These include Stranger Things, The Witcher, The Umbrella Academy, Sweet Magnolias, ​ Fuller House, Queer Eye, the Kissing Booth 2, Cobra Kai, Julie and the Phantoms, Tiger

King, and Alive to name a handful. Thanks to the release of Stranger Things season three ​ ​ ​ ​ ​ in July 2019, Netflix broke a record with nearly 41 million accounts watching the show

7 within its first four days. ​ Since Netflix announced that filming for season 4 resumed at ​ ​

8 the beginning of October, the media went crazy with excitement. ​ Further success ​ includes over 29 million households watching their original, Ozark, 30 million watchers ​ ​ for their reality show Love is Blind, and 64 million watchers for their documentary series ​ ​

9 Tiger King. ​ Most recently, The Umbrella Academy achieved the longest number one ​ ​ ​ ​ ​

10 streak for any scripted show distributed on Netflix's platform. ​ Subscribers favor Netflix's ​ ​ content, especially since their originals receive the most promotion, visibility, and space.

Not only does their content appeal to user taste but it appeals to mass user taste.

Netflix pleases their stakeholders by creating content specifically for mass interests and distributing it accordingly with their algorithm. Based on their Summer 2020 numbers, subscriber bias is heavily prevalent. From June through August 2020, Netflix Originals took up more than two-thirds of the 110 total titles that appeared on the top 10 list, where

7Burch, S. (2019, September 09). 'Stranger Things' Spurs 'Significant' Netflix Growth, New Report Shows. Retrieved from https://www.thewrap.com/stranger-things-spurs-significant-netflix-growth-new-report-shows/ 8 Robyn Merrett October 02, & Merrett, R. (2020, October 02). Stranger Things Resumes Filming on Season 4 amid COVID-19. ​ Retrieved from https://people.com/tv/stranger-things-resumes-filming-season-4-amid-covid-19/#:~:text=Stranger Things Resumes Filming on Season 4 amid COVID-19,-Netflix announced the&text=Stranger Things is back in,(COVID-19) pandemic 9 Lee, E. (2020, April 21). Everyone You Know Just Signed Up for Netflix. Retrieved from ​ https://www.nytimes.com/2020/04/21/business/media/netflix-q1-2020-earnings-nflx.html 10 Vrbas, R. (2020, September 17). REVIEW: 'Umbrella Academy' stands out amid flood of Netflix content. Retrieved from ​ https://www.kstatecollegian.com/2020/09/17/review-umbrella-academy-stands-out-amid-flood-of-netflix-content/

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The Umbrella Academy, 13 Reasons Why and Floor Is Lava each topped the chart for ​ ​ ​ ​ ​

11 days at a time (See Appendix A). ​ Users were happy and wanting more to say the least. ​ ​ ​ ​ Even those who do not subscribe are familiar with Netflix's fame as a record-breaking nominee during the December 2019 Golden Globes. Netflix bagged 34

Golden Globe nominations, including 17 leading in television as a statement to their

12 cinematic prestige - only in its third year of competing. ​ The Netflix Original Marriage ​ ​ Story took six nominations which was the most of any competing movie. Netflix also had ​ filmmakers singing their praises in January, thanks to their tremendous belief in their directors and consequent bestowed funding both for Marriage Story and another ​ ​

13 Original, The Irishman. ​ Netflix also touts an exponentially increasing subscriber count. ​ ​ ​ ​ They gained nearly 16 million subscribers in the first three months of 2020 and

14 forecasted $820 million in profit. ​ This number of satisfied customers skyrocketed to 193 ​ ​

15 million worldwide through the end of June, as more people were quarantined. ​ During ​ ​ the peak of stay at home orders between April and June, Netflix added 2.9 million subscribers in the U.S. and 7.2 million overseas.16 ​ Netflix's attractive library gained two-thirds more members than their biggest competitor in the U.S. Disney Plus. Netflix was repeatedly framed as better than their

11 Jarvey, N. (2020, September 17). From 'The Last Dance' to 'Umbrella Academy': Breaking Down Netflix's Summer Highlights. ​ Retrieved from https://www.hollywoodreporter.com/news/from-the-last-dance-to-umbrella-academy-breaking-down-netflixs-summer-highlig hts 12 Barnes, B., & Sperling, N. (2019, December 09). 'Marriage Story' and 'The Irishman' Propel Netflix to Most Golden Globe ​ ​ Nominations. Retrieved from https://www.nytimes.com/2019/12/09/movies/golden-globes-nominations.html 13 McNary, D. (2020, January 18). Netflix Praised by 'The Irishman,' 'Marriage Story' Filmmakers at Producers Guild Panel. Retrieved ​ from https://variety.com/2020/film/news/netflix-praised-by-the-irishman-marriage-story-filmmakers-at-producers-guild-panel-1203 471958/ 14 Linney, L., & Bateman, J. (n.d.). Everyone You Know Just Signed Up for Netflix. Retrieved from ​ https://www.nytimes.com/2020/04/21/business/media/netflix-q1-2020-earnings-nflx.html 15'Cuties' Backlash Led Netflix U.S. Cancellations to Spike Nearly Eightfold, Analytics Firm Says. (n.d.). Retrieved from https://finance.yahoo.com/news/cuties-backlash-led-netflix-u-125111691.html 16Zeitchik, S. (2020, July 16). Netflix added 10.1 million subscribers this spring as people around the world stayed home. Retrieved from https://www.washingtonpost.com/business/2020/07/16/netflix-subscriber-results-q2/

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competitors in light of the “Certified Fresh” scale created by Rotten Tomatoes for movies receiving a score of 75% or higher. As a company strategically concerned with quality and quantity, Netflix topped the competition with 15.5 percent of its library ranking as

Certified Fresh, which is nearly double its next top-rated competitor Amazon Prime Video

17 (See Appendix B). ​ Netflix establishes credibility by distributing elite movies and series ​ ​ ​ ​ that their users find relevant and engaging. Therefore, Netflix is known by subscribers for their esteemed variety, algorithm, and industry supported production.

Additionally, in efforts to align with their commitment to diversity, Netflix's participation in Asian American Pacific Islander (AAPI) Month was well received with three

18 AAPI movie releases during coronavirus rescheduling in April 2020. ​ Additionally, in ​ ​ September, Netflix was recognized for hosting 20 shows and movies both made by and

19 starring Latinx people just in time for Latinx Heritage Month. ​ Positive press clarifies their ​ ​ commitment to uplifting minority voices and appeals to both a diverse and global audience. Netflix simultaneously establishes their goal to unite the world with great entertainment as an industry leader.

Not surprisingly, their far-left movie distribution has left millions up in arms. The prominence of controversial topics are often subjectively understood as Netflix's political stance. For instance, Netflix was boycotted in March 2017 for distributing 13 Reasons ​

20 Why yet continued releasing new seasons through this past August. ​ They were ​ ​

17Netflix Has More Certified Fresh Movies Than Prime, Hulu, and HBO Combined. (2020, March 03). Retrieved from https://www.soda.com/news/netflix-movie-library-2019/ 18Randall, Randall, P. B (2020, April 20). UPDATED: Here are Asian American programs to watch while staying at home. Retrieved from https://asamnews.com/2020/04/19/films-and-programs-to-watch-for-asian-pacific-american-heritage-month/ 19 (n.d.). (2020, September 15). 20 Things You Can Watch On Netflix To Celebrate Latinx Heritage Month. Retrieved from ​ https://www.buzzfeed.com/evelinamedina/netflix-latinx-heritage 20Poteet, B., & Britt Poteet (62 Articles Published) Britt Poteet is a contributing writer for Screen Rant. She has a degree in Mass Communications from the University of West Georgia and is a social media correspondent as well as a freelance writer. She spends most of her free time obsessing over fictional characters and animals. She also writes for Screen Rant's sister site TheThings. More

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slammed for romanticizing mental illness and suicide. In an attempt to raise awareness for mental health, the show glamorized it and minimized the severity of depression and post-traumatic stress. Their graphic display of the main character taking her life put at-risk viewers in danger and reinforced unhealthy considerations. They also released

365 Days in February and kept it on the platform at the cost of receiving a reputation for ​ glamorizing “the brutal reality of sex trafficking, kidnapping and rape.”21 ​ Later, they touched on religious controversy by releasing The First Temptation of ​

22 Christ in December 2019, which features a Gay Jesus. ​ In January, Netflix touched ​ ​ Islam’s false messianic figure in The Messiah, where half of the circulating Twitter voices ​ ​

23 condemned Netflix for blasphemy. ​ In both situations, Netflix disregarded the feelings of ​ opposed viewers rather than addressing them directly, damaging their reputation.

Without properly clarifying their values in light of these distributions, users are left unsure about Netflix’s moral stance and are left to make their own assumptions.

In 2019, users looked down on Netflix for reasons beyond content. For example,

Oscar- winning actress posting to her Instagram calling for a boycott of the streaming service based on “gender bias and color bias” because she and other female colored comedians were underpaid compared to their male white counterparts on the platform.24 ​

From Britt Poteet. (2018, March 27). 17 Netflix Controversies That Almost Ended The Service. Retrieved from https://screenrant.com/netflix-controversies-almost-ended-service/ 21Grater, T. (2020, July 02). Singer Duffy Writes To Reed Hastings Asking Netflix To Take Down Controversial Polish Film '365 Days': "It Glamorizes Rape". Retrieved from https://deadline.com/2020/07/singer-duffy-writes-reed-hastings-netflix-controversial-polish-film-365-days-glamorizes-rape-120297600 2/ 22Tyler Aquilina December 16, & Aquilina, T. (n.d.). Netflix comedy special featuring gay Jesus draws controversy. Retrieved from https://ew.com/tv/2019/12/16/netflix-gay-jesus-special-controversy/ 23Chambers, H. (2020, January 06). Here's What You Should Know Before Watching Netflix's New Series 'Messiah'. Retrieved from https://www.cosmopolitan.com/entertainment/tv/a30393401/netflix-messiah-plot-controversy-twitter-reactions/ 24Poteet, B., & Britt Poteet (62 Articles Published) Britt Poteet is a contributing writer for Screen Rant. She has a degree in Mass Communications from the University of West Georgia and is a social media correspondent as well as a freelance writer. She spends most of her free time obsessing over fictional characters and animals. She also writes for Screen Rant's sister site TheThings. More From Britt Poteet. (2018, March 27). 17 Netflix Controversies That Almost Ended The Service. Retrieved from https://screenrant.com/netflix-controversies-almost-ended-service/

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Netflix also entered the Cannes Film Festival despite the festival’s intent to celebrate

25 theatrical releases only and hold the belief that any publicity is good publicity. ​ They are ​ not immune to gender-pay disparity as the leading actress and main character of their

Original, The Crown, was paid less than her male counterpart for the first two seasons, ​ ​

26 which left fans up in arms. ​ To make matters worse, Netflix was nailed for their series ​ Atypical, which inaccurately and offensively depicted the life of a teenager on the autism ​

27 spectrum. ​ Child viewers were hurt and adults were disheartened by the execution. One ​ final recent error on production again perpetuated stereotypes as the Original, Step ​ Sisters was boycotted for their cultural appropriation as the president of a black sorority ​ teaches a white sorority how to step dance for a charity competition; Netflix was under

28 heat for being regressive on Twitter. ​ Netflix has a poor history of leaving audiences ​ feeling uninformed, displeased, and angry while enjoying any form of gain.

Channels of Communication

Supporting a movie like Cuties does not seem out of line with Netflix’s character ​ ​ considering the nature of their blunt and free culture. Fortunately, they do not stand for objective offense and discrimination, hence their alteration of the movie’s image and description. They stand for the most innovative and creative storytelling. They push limits purposefully and intentionally while upholding values of integrity, excellence, respect,

29 inclusion, and collaboration. ​ Based on their overall messaging, Netflix is very open to ​

25 Ibid. 26 ​ ​ Ibid. 27 Ibid. 28 Ibid. 29(n.d.). Retrieved from https://jobs.netflix.com/culture

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new ideas, plans to become a dominant presence in the global entertainment sphere.

They place a heavy emphasis on their leadership at the cost of lacking consideration for secondary audience voices whether they are large, strong, informed, or quite the opposite. Their tone carries notes of an inviting, uplifting, and open nature while presenting bold, empowering, direct, and confident forces behind their choice of words.

This aligns with their prominent interest in employees speaking their minds as a means of

30 building trust, preventing misunderstanding, and driving innovation. ​ Therefore, Netflix ​ is extremely clear and direct about who they are and what they stand for, which may blindside audiences without proper communication regarding the totality of their brand beyond the provision of entertaining content.

Netflix’s website is increasingly accessible and transparent, which speaks well of their global involvement. Their Newsroom is available in 19 different translations, while their jobsite is available in 14 different translations, with 12 being added in mid-August.31 ​ They additionally have sub-sites for their culture titled “We are Netflix” and for their investors titled “Netflix Investors” to maximize engagement with their most-informed stakeholders. Their culture site builds rapport and positions them as innovative thought leaders, while offering multiple avenues through which to learn about their philosophy:

Facebook, Twitter, Instagram, Youtube, LinkedIn, Apple Podcasts, Spotify. Netflix intertwines power behind their statements by continuously following up with statistics or facts about their progress (See Appendix C). Immediately after stating that great stories ​ ​ are universal they follow up with information on their investment in productions from a

30Ibid 31 WeAreNetflix. (n.d.). Retrieved from https://www.facebook.com/wearenetflix/photos/a.1709041202738402/2363225170653332

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variety of countries “including Spain (La Casa de Papel and Elite), India (Sacred Games),

Korea (Kingdom), United Kingdom (Sex Education), Taiwan (Nowhere Man), France

(Family Business), Germany (Dark), Mexico (La Casa de las Flores), Thailand (The

32 Stranded), Turkey (The Protector), Brazil (Sintonia) and Denmark (The Rain). ​ Their ​ website messaging is straightforward and consistent, leaving little room for misinterpretation, and covering an expanse of topics. It is aspirational in nature, taking a broad yet clear, approach to communication through these three key themes:

Including all and empowering all ● “Netflix is a global streaming entertainment service offering movies and TV series commercial-free, with unlimited viewing on any internet-connected screen for an affordable, no-commitment ​ ​ ​ monthly fee.” ● “There is no better example of this than our no-hassle online cancellation. Members can leave ​ ​ when they want and come back when they want.” ● “We are about the freedom of on-demand and the fun of binge viewing. We are about the flexibility ​ ​ of any screen at any time. We are about a personal experience that finds for each person the most pleasing titles from around the world.” ● “We are able to provide a home for more creative storytelling (varying run times per episode based ​ ​ on storyline, no need for week-to-week recaps, no fixed notion of what constitutes a "season").”33 ​ ● 14 Different Employee Resource Groups to proactively further equity: Pride, Black Employees at Netflix, Sosmos Netflix, Women at Netflix, Transgender at Netflix, Parents at Netflix, Asian Employees at Netflix, and Accessibility.34 ​

Everything is global-minded ​ Keywords: Universal, come from anywhere, everywhere, around the world, diverse, wide range ​ ● “Great stories are universal: they can come from anywhere and be loved everywhere.” ​ ​ ​ ​ ​ ​ ​ ● “To effectively serve our members, who come from all around the world, we strive for a diverse ​ ​ ​ ​ ​ workforce where employees - whatever their background - can do the best work of their careers. We’ve made progress over the last few years to increase the diversity of our workforce. As of 2019, ​ ​ ​ 49% of our global employees are women and 49% of our management are women.” ​ ● “At Netflix, we believe that great storytelling not only entertains but can also challenge prejudice ​ and increase empathy and understanding. We work with a wide range of creators to help increase ​ ​ ​ ​ the diversity of our content and to ensure more members have the opportunity to see their ​ ​ experiences on screen. A recent study by the University of Southern California Annenberg Inclusion Initiative (“Inclusion in the Director’s Chair”) found that 20 percent of Netflix’s original US ​ scripted films in 2019 were directed by women, nearly double the rest of the industry.”35 ​ ​

32 Community. (n.d.). Retrieved from https://about.netflix.com/en/community#our-footprint 33Long-Term View. (n.d.). Retrieved from https://www.netflixinvestor.com/ir-overview/long-term-view/default.aspx 34(n.d.). Retrieved from https://jobs.netflix.com/inclusion 35Community. (n.d.). Retrieved from https://about.netflix.com/en/community#our-footprint

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● “But we also believe in the growing ubiquity of the internet and rapid technological progress and that great, high-quality storytelling has universal appeal that transcends borders.”36 ​ ​ ​ ● “Netflix is a global company, with a diverse member base, which is why the content we produce ​ ​ reflects that: global perspectives, global stories. As we grow globally, we know that we must have the most talented employees with diverse backgrounds, cultures, perspectives, and experiences to support our innovation and creativity.”37 ​

VERY fast growth ● “We understand that awareness of Netflix in these new markets is mixed and that there are cultural differences and some variances in content tastes around the world.” ​ ​ ● “Netflix is available virtually everywhere except in China….In the 130+ new markets we launched in ​ ​ ​ ​ 2016…” ● “We are increasingly licensing and producing content all across the globe and Netflix members everywhere in the world can increasingly enjoy the same movies and TV series at the same time, ​ free of legacy business models and outdated restrictions.”38 ​ ​

In their most recent campaign, "One Story Away," launched at the beginning of

September, Netflix celebrated the power of storytelling with immense ethos at the beginning of September. Hitting 27 different countries, Netflix publicized their intent to unite the world through movies that help viewers see, feel, and connect more.39 ​ Unfortunately, this was overshadowed when the Cuties controversy began, which stifled ​ ​ momentum and engagement.

Regarding Netflix's social media presence, they have active accounts on Twitter,

Facebook, Instagram, and Youtube. Each platform's voice is somewhat mismatched as

Twitter and Facebook toggle between promotional and trending diction, Instagram takes a highly personal tone (inviting, funny, and relatable) as if their audience is their friend, and YouTube presents an energetic and informed tone when pitching supplemental video content. The content they promote on Instagram and YouTube consequently receives the most views and comments. Here, lie's Netflix's strongest understanding of

36Long-Term View. (n.d.). Retrieved from https://www.netflixinvestor.com/ir-overview/long-term-view/default.aspx 37(n.d.). Retrieved from https://jobs.netflix.com/inclusion 38Long-Term View. (n.d.). Retrieved from https://www.netflixinvestor.com/ir-overview/long-term-view/default.aspx 39'One Story Away' campaign celebrates the power of storytelling. (n.d.). Retrieved from https://about.netflix.com/en/news/one-story-away-campaign

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their audience's interests and heir best means of connection. Outside of frequent crossover between Twitter and Facebook content (See Appendix D), Netflix succeeds in ​ ​ diversifying their content across all platform so multi-platform followers are continuously engaged by a plethora of content. Major benefits include longevity of their interest, engagement and relationship with the brand.

Netflix's Twitter and Facebook feed alternates between using young adult slang in their commentary and promotional content (See Appendix E and F). When half of their ​ ​ content mimics an ad, Netflix loses half of their human touch. Rather than consistently sounding like a helpful friend, it creates dissonance and confusion. Netflix uses the platform for disseminating information rather than as a conversation enhancer. Their language positions themselves as the main character of the conversation, which leaves little room for audience contributions. Such is the difference between talking to someone and talking with someone; sometimes the first is a turnoff if done without clarifying the receiver's value. Taking somewhat of an impersonal tone, their interaction is too formal for the intended casual dynamic. While they are always informed and relevant, they convey little emotion. They respond when necessary and appropriate, but their presence communicates a greater care for enhancing their reputation. Nevertheless, they do not make the mistake of infrequent posting. Their presence is consistent and almost always accompanied with images or videos related to new releases. Unfortunately, users are repeatedly commenting about the Cuties outrage without receiving a response. ​ ​ Netflix's Instagram account is uniform, consistent, and engaging (See Appendix ​ G). Most notably, they creatively engage followers through their stories, where followers ​ get to choose the workout routine for famous "hot" male actors. Followers are also

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encouraged to share their voice through polls regarding which wallpapers they want

Netflix to post next. Both strategies wisely convey Netflix's interest in their community and amplifies their voice through the power of choice. Their stories lastly feature

Buzzfeed-like quizzes to test people's knowledge of their most popular Original series such as Stranger Things. Their messaging is well received as they highlight popular ​ ​ shows and actors through entertaining commentary and both aesthetic and hilarious visual elements. This platform also presents fan-favorite scenes and behind-the-scenes content with wit. Netflix builds lasting rapport through messaging that is authentic, emotion-filled, and realistic to the interests of their audience. However, lots of Cuties ​ comments were again ignored.

Netflix's YouTube account is highly successful due to their similarly personable and humorous content (See Appendix H). Every video and post to their feed hypes up ​ ​ their most recent films and top-rated actors while empathizing through language such as

"come into our world,” “meet the person behind your favorite character,” “see what’s next,” and “you need to see this!” They become a dedicated secondary source, developing audience demand for their supplemental material regarding their favorite content. Their feed is dominated by funny and relatable gifts, while their page is covered by frequent video releases. Currently, their most top-rated segments are behind the scenes interviews with favorite actors, compilations of the best scenes, trailers, and actors breaking down fight scenes. Because their content is diverse and up-to-date, users keep returning and increase engagement over time. Unfortunately, Cuties ​ comments are, again, continuously ignored just like on their Instagram page.

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SITUATIONAL BACKGROUND ​ ​

Essentially, the online boycott and protest against the streaming service is an ethical battle. The social media trend to #CancelNetflix is the driving force for enraged users to bring negative attention to the company’s promotion of Cuties. Netflix is ​ ​ destroying its reputation by responding to backlash with pushback and ignorance. They received immediate attention from their original movie monster and received more hate for an inaccurate depiction of the film. In short, “Criticism erupted in August over a promotional poster for Cuties depicting its young cast members in provocative poses and ​ ​

40 revealing costumes. Netflix at the time apologized for the image” ​ (See Appendix I). ​ ​ ​

Popular Press

Unfortunately, a mass amount of popular media outlets created a negative image of Netflix. One of the major media sources was CBS. They highlighted conservative politicians taking time to speak up on behalf of the controversy. CBS expressed that both

Republicans Ted Cruz and U.S. Sen. Tom Cotton of Arkansas called the Department of

Justice to investigate the distribution and production of the film. Cruz even went as far as writing a letter to determine if the filming and/or production of the movie broke any federal laws regarding child pornography. Along with these drastic measures being taken, Missouri Sen. Josh Hawley, also a Republican, sent a letter to Reed Hastings, the

Netflix CEO, to get the film removed.41 ​ The second platform creating a foundational image for this scenario is change.org.

40Spangler, T. (2020, September 11). 'Cancel Netflix' Backlash Grows Over 'Cuties' Film's Sexualization of Young Girls. Retrieved October 15, 2020, from https://variety.com/2020/digital/news/cancel-netflix-backlash-cuties-sexualized-girls-1234765747/ 41Bahr, L. (2020, September 15). Netflix's 'Cuties' becomes target of politicized backlash. Retrieved October 15, 2020, from https://www.cbs42.com/news/entertainment-news/netflixs-cuties-becomes-target-of-politicized-backlash/

Recovering from the Global Cuties Crisis | 19 ​ ​ ​

42 In a matter of days, there were 725,000 signatures to remove Cuties from Netflix. ​ This ​ ​ ​ original petition has since been taken down, but there are several petitions now in action to remove the film. The extent of negative attention threatens the company’s future plans for expansion.

Fox News is a prominent and large media source that continuously reports on the scandal. Nancy Grace boldly spoke out about her opinions on this issue and her

43 disgusted reactions while watching the film for herself. ​ Nancy explains her concerns ​ with the dichotomy of women speaking about the ideals of dressing modestly, then soon into the movie the young girls were seen undressing. Fox radio talk show host, Larry ​ O’Connor, spoke about the Obamas and how they “are enriched by the company that has presented this trash to the world,” but they “refuse to say anything … anything at all

44 about this horrible issue.” ​ Along with the major Fox source, ABC also spoke out about ​ their views of this movie on their hit television show, The View. The women on this show ​ ​ expressed how they dislike the sexualization of the young girls, but they disagree with the idea of cancelling Netflix as a whole.45 ​ Youtube is another major platform where news on the scandal is rampant. Soon after the release of the movie, Netflix posted an interview of the director’s perspective and insights on the film. This video entitled, “Why I made ‘Cuties,’” was supposed to give more background and understanding to viewers, but instead it became the playground

42 Wardak, N. (2020, August 14). Cancel CUTIES on Netflix. Retrieved October 14, 2020, from https://www.change.org/p/netflix-cancel-cuties-on-netflix 43 Grace, N. (2020, September 13). Nancy Grace on backlash over Netflix film 'Cuties'. Retrieved October 15, 2020, from ​ https://video.foxnews.com/v/6190355450001 44Phillips, M. (2020, September 15). Conservatives call on Obamas to use Netflix influence to nix 'Cuties'. Retrieved October 15, 2020, from https://www.foxnews.com/politics/conservatives-obamas-netflix-cuties 45 Flood, B. (2020, September 17). 'The View': 'Cuties' sexualizes young girls, but boycotting Netflix not necessary. Retrieved October 15, 2020, from https://www.foxnews.com/media/view-cuties-netflix-cancel-culture

Recovering from the Global Cuties Crisis | 20 ​ ​ ​

for many insulting arguments.46 ​

Significant Academic Journals

Netflix’s poor response resulted in extreme distrust from subscribers. Many publics unsubscribed, or at the least, questioned the company’s morals. The following academic journals describe the recommended relevant theories and strategies to mend broken relationships.

In order to remedy a loss in trust, we must understand the meaning of trust and how it is distinguished from mistrust, which are conceptual opposites. Trust is defined as ​ an individual’s confidence in another party’s intentions to behave as one would hope.47 ​ Another definition looks at trust as an individual’s optimistic expectations of the behaviors of another. Apart from trust, there is a distinct explanation for the word distrust.

It highlights that, “Contrary to the traditional conceptualization of viewing distrust as the mere absence of trust, this result demonstrates the relevance and usefulness of distrust that is present among the highly engaged members of the public.”48 ​ In the journal, Public Relations Crisis and Social Media: An Investigation into ​ Extant and Prospective Consumers´ Perceptions through the Lens of Attribution Theory, they highlighted the power of social media’s electronic word of mouth also known as

49 e-WOM. ​ In a generation where a reputation can be destroyed in seconds and it is a ​

46Netflix Film Club. (2020, September 9). Why I Made Cuties | Maïmouna Doucouré Interview - YouTube. Retrieved October 15, 2020, from https://www.youtube.com/watch?v=Q8dsjAoazdY 47 Kang, M., & Park, Y. E. (2017). Exploring trust and distrust as conceptually and empirically distinct constructs: Association with ​ symmetrical communication and public engagement across four pairings of trust and distrust. Journal of Public Relations ​ Research, 29(2/3), 114–135. https://doi.org/10.1080/1062726X.2017.1337579 ​ ​ ​ 48 Ibid. 49 Zamani, Efpraxia D.; Giaglis, George M.; Kasimati, Anna E.. Journal of Theoretical & Applied Electronic Commerce Research , 2015, ​ ​ ​ Vol. 10 Issue 2, p33-52, 20p. Publisher: Universidad de Talca., Database: Supplemental Index

Recovering from the Global Cuties Crisis | 21 ​ ​ ​

trend to cancel people for their wrongdoings, companies face the brutal task of fighting off negative e-WOM. This journal asserts that, ​ “Developing a direct dialogue with online users can help a company be proactive ​ in the case of a PR crisis, by adopting an empathetic approach. At the same time, a firm can leverage its online social presence to smooth out the echo effect deriving from a crisis and use e-WOM to its advantage.”50 ​

Netflix could benefit from re-evaluating their communication strategy, or lack thereof during this crisis. The range of people that have interacted with Netflix on social media asking them to respond to their wrongdoings is shocking, and Netflix chose to remain silent. It might be beneficial for them to reassess their apologies and begin creating more dialogues with frequent users. Essentially, the power of the company is not in Netflix’s hands, but has shifted to the subscribers hands. Another suggestion for assessing the issue according to this journal is considering attribution theory. This theory recognizes that individuals feel the need to ascribe responsibility for occurring events by pinpointing the location of the cause of the crisis.51 ​ The last journal is necessary to help Netflix in their commitment to upholding and repairing their trust with subscribers is one discussing the strategies in image repair theory. This journal defines a crisis as an event that is sudden or unexpected which potentially threatens the operation, financial and reputational security of a company.52 ​ Then, there were five strategies to respond such as denial, evading responsibility, reducing offensiveness, corrective action and mortification. Ultimately, when a crisis occurs, it is important to utilize strategies that help determine the level of responsibility

50 Ibid. ​ 51 Ibid 52 Feguson, D., P., Wallace, J. D., & Chandler, R. C. (2018). Hierarchical consistency of strategies in image repair theory: PR practitioners’ Perceptions of effective and preferred crisis communication strategies. Journal of Public Relations Research, 30 (5/6), ​ 251-272. https://doi.org.10.1080/106276X.2018.1545129 ​ ​ Recovering from the Global Cuties Crisis | 22 ​ ​ ​

the company has and how much responsibility the company should take.

STAKEHOLDER RESEARCH ​ ​

Netflix is a world leader in the entertainment and streaming industry. 85% of all

53 U.S. streaming subscribers have subscribed to Netflix. ​ They have a total of 69.9 million ​

54 subscribers in the U.S. and 182.8 million subscribers in total. ​ Netflix leads the streaming ​ entertainment industry and is currently 20% ahead of the following competitor (see

Appendix J). The majority of Netflix subscribers fall under the 34-44 age bracket ​ ​ ​ according to the Business of Apps. The majority of these adults also have a bachelor's

55 degree and are considered middle to the upper-middle class. ​ Netflix does not just have ​ great success in the U.S., but also in other countries. Netflix’s growth abroad has steadily increased over the years (see Appendix K). Their subscribers primarily reside in the U.S., ​ ​

56 Australia, the U.K., and Brazil. ​ Netflix is slowly shifting their focus overseas. ​ The specific audiences within the subscribers are particularly interesting. One impactful audience which may be an odd one is those who binge-watchers.57 ​ Binge-watchers are those who watch five or more episodes at a time as well as those who watch the entirety of a series as soon as it is released, as defined by Business

Insider. Netflix benefits from the excitement of new content by this specific audience.

Another segment of their stakeholders that is interesting is those who are seen as,

53 Iqal, M. (2020, June 23). Netflix Revenue and Usage Statistics (2020). Retrieved October 15, 2020, from https://www.businessofapps.com/data/netflix-statistics 54 ​Lee E. (2020, April 21). Everyone You Know Just Signed Up for Netflix. Retrieved October 15, 2020, from https://www,nytimes.com/2020/04/21/business/media/netflix-q1-2020-earnings-nflx.html 55 Ibid. 56 Ibid. 57 McAlone, N. (2016, March 26). Netflix has revealed an elite category of binge-watcher, and they honestly sound a bit terrifying. Retrieved October 15, 2020, from https://www.businessinsider.com/netflix-describes-elite-binge-watchers-2016-3?utm_source=feedly

Recovering from the Global Cuties Crisis | 23 ​ ​ ​

58 “cord-cutters.” ​ These subscribers who completely cancelled their cable and now solely ​ get their entertainment via streaming services makeup a large part of Netflix’s

59 community. ​ For Netflix, it is important to recognize that their content makes up a ​ majority of their subscriber’s screen time.

An important group of stakeholders in Netflix are those who access Netflix through other people's accounts. Comparitech writes, “41% of Netflix users are watching

60 without paying thanks to password and account sharing.” ​ This is nearly half of Netflix’s ​ users. Comparitech also reported that 66 percent of Netflix’s users share their usernames and password with others. This is important to recognize because even those who do not directly have a Netflix account still have some buy-in, into the company. They still use their service which makes any kind of situation more personal. These could also possibly include college students who use their parents, but soon will be on their own.

Identifying Primary Publics

For this controversy in particular, three publics threaten Netflix’s future. The first public are those who participated in #CancelNetflix, specifically in relation to Cuties. ​ ​ Many of these groups include those who are a part of the Save the Children movement.61 ​

62 This group is also associated with a conspiracy theory group called QAnon. ​ This ​ conspiracy group believes there are a deep ring of people sex trafficking children,

58 Perez, S. (2018, July 25). U.S. cord cutters to reach 33 million this year, faster than expected. Retrieved October 15, 2020, from https://techcrunch.com/2018/07/25/u-s-cord-cutters-to-reach-33-million-this-year-faster-than-expected/ 59 Ibid. 60 Cook, S. (2020, September 08). 50+ Netflix Statistics, Facts and Figures (2020 Version). Retrieved October 15, 2020, from https://www.comparitech.com/blog/vpn-privacy/netflix-statistics-facts-figures/ 61 Falcon, R. (2020, September 13). 'Cancel Netflix' trends over claims 'Cuties' film sexualizes children, Ted Cruz joins call for investigation. Retrieved October 15, 2020, from https://wgntv.com/news/cancel-netflix-trends-over-claims-cuties-film-sexualizes-children-ted-cruz-joins-call-for-investigation/ 62 Ibid.

Recovering from the Global Cuties Crisis | 24 ​ ​ ​

63 particularly in Hollywood and within the Democratic party. ​ While the hashtag was ​

64 trending, petitions appeared calling for Netflix to remove the film from their site. ​ These ​ petitions gained tens of thousands of signatures within just a few days and eventually

65 reached 626,689 thousand signatures. ​ Not only were petitions formed, but several ​ ​ political leaders spoke into the conversation, the most outspoken of them being the

66 Senator from Texas, Ted Cruz. ​ Other political leaders speaking out on the issue are, ​ “Sen. Josh Hawley, R-Mo., Sen. Tom Cotton, R-Ark., Rep. Jim Banks, R-Ind. and Rep. Tulsi ​

67 Gabbard, D-Hawaii.” ​ A second public in this situation are the upset conservatives ​ Netflix’s subscribers. We saw that in states like Idaho, Utah and Nebraska (see Appendix ​

68 L). ​ The film has also gained attention from “groups including the Parents Television ​ ​ Council, the National Center on Sexual Exploitation, and the Council on American-Islamic

69 Relations.” ​ They must be heavily considered as voices of high authority and influence. ​ Lastly, a public that could easily be overlooked are the Netflix subscribers who have remained loyal and supportive throughout the controversy. By addressing this sector,

Netflix will build a firm foundation for future expansion.

63 Ibid. 64 Alexander, J. (2020, September 11). Why 'Cancel Netflix' is trending. Retrieved October 15, 2020, from https://www.theverge.com/2020/9/11/21431174/cancel-netflix-cuties-movie-maimouna-doucoure-backlash-petition 65 Dhaliwal, S. (2020, September 14). Netflix Bleeding Subscribers Over 'Cuties,' Exodus May Worsen: Report. Retrieved October 15, 2020, from https://finance.yahoo.com/news/netflix-bleeding-subscribers-over-cuties-020650433.html 66 Ibid. 67 Schultz, M. (2020, September 13). Ted Cruz calls for DOJ investigation into 'Cuties' filmmakers and Netflix. Retrieved October 15, 2020, from https://www.foxnews.com/politics/ted-cruz-calls-for-doj-investigation-into-netflix-promotion-of-cuties 68 Spangler, T. (2020, September 25). 'Cuties' Controversy: Surge in Netflix Cancellations Was Short-Lived, Data Shows. Retrieved October 15, 2020, from https://variety.com/2020/digital/news/cuties-cancel-netflix-account-surge-data-1234783460/ 69 Ibid.

Recovering from the Global Cuties Crisis | 25 ​ ​ ​

COMPETITOR RESEARCH ​ ​

According to various articles Netflix is currently the top streaming service in 2020.

But it’s five biggest competitors are Disney+, HBOMax, Hulu, Amazon Prime Video, and

Apple TV.

Disney+: “Boycott Mulan” ​ ​

The #BoycottMulan began in August 2019 when lead actress Liu Yifei re-shared a post on Weebo, Chinese social media platform in support of the Hong Kong police. This was upsetting to many because the Hong Kong police has been known for their strong use of force against protestors. She later posted on the app, “I support the Hong Kong

70 police too.” ​ Although this sparked #BoycottMulan it is important to note that, ​ “entertainers who depend on the Chinese market tend to stay away from politics or

71 support the government’s view.” ​ With that being said, the majority of Liu Yifei’s ​ audience was based in China.

However, this was not the end of #BoycottMulan. After the film was released on

September 4, 2020, #BoycottMulan began trending again. According to Fox Article, a native Chinese scholar, Raleigh stated that the new Mulan movie, “misses the original ​ ​ point and emphasizes the blind allegiance of the Chinese Communist Party demands of

72 its citizens.” ​ On top of missing the original point, portions of the movie were filmed in ​ Xinjiang, a province known for its widespread human rights abuses and it’s reeducation

70 Victor, D. (2019, August 16). Calls to Boycott 'Mulan' Reignite Over Star's Support for Hong Kong Police. Retrieved from ​ https://www.nytimes.com/2019/08/16/world/asia/boycott-mulan.html 71 Ibid 72 Givas, N. (2020, September 15). Chinese scholar leads effort to boycott Disney's 'Mulan' due to ties with Communist party. Retrieved ​ from https://www.foxnews.com/entertainment/native-chinese-scholar-leads-effort-to-boycott-disney-mulan-communist-party

Recovering from the Global Cuties Crisis | 26 ​ ​ ​

camps of the Uyghur Muslims. In the Mulan credits Disney specifically thanked the CPC ​ ​ Xinjiang Uyghur and Turpan Public Security in Xinjiang - a public security bureau that has been deeply involved in the concentration camps. Due to the Boycott Mulan buzz ​ ​ Congress have sent a bipartisan letter asking Disney about their relationship with Xijiang authorities and the region.

This second wave of #BoycottMulan has also brought up Liu Yifei’s tweet once again. Joshua Wong tweeted, "It just keeps getting worse! Now, when you watch #Mulan, ​ ​ ​ not only are you turning a blind eye to police brutality and racial injustice (due to what the lead actors stand for), you're also potentially complicit in the mass incarceration of

Muslim Uyghurs," (see Appendix M).73 ​ ​ ​ In response to the backlash that Disney has received they haven’t publicly made a statement. However, Chief Financial Officer Christine McCarthy has acknowledged publicly that the Mulan has brought issues for the company. But she did not specify what ​ ​ those issues were. This statement was made on September 11, 2020 (a week after the film came out) and nothing else has been addressed since.

HBOMax: Euphoria ​

In June 2019, season 1 of HBO’s Euphoria was released. Euphoria’s creator said ​ ​ that his inspiration came from his own life struggles and drug addiction. Throughout the season, Euphoria features various nudity and adult content. One actor even quit the ​ ​ show mid-filming due to discomfort uncomfortable with certain subject matters.

73 O'Kane, C. (2020, September 9). "Boycott Mulan" trends on Twitter after credits reveal the region of China where the movie was ​ filmed.

Recovering from the Global Cuties Crisis | 27 ​ ​ ​

The controversial show’s first episode was supposed to include graphic scenes of a woman giving birth but that didn’t make the cut. However, the show’s first episode does include a gruesome rape scene between a young trans female and an older male. It also includes explicit male parts, a horrific overdose, and a sex scene that involves choking. A controversial scene that caught the attention of many was a graphic animated scene that included One Direction members, Louis Tomlinson and Harry Styles.

Tomlinson even tweeted that he was never contacted nor did he approve the scene (see

Appendix N). Thus, causing many One Direction fans to be upset with the Euphoria ​ ​ show.

Parents Television Council said, “HBO appears to overtly, intentionally marketing extremely graphic adult content - sex, violence, profanity and durg use to teens and

74 preteens.” ​ Thus, the council has urged HBO to cancel the show. However, the show is ​ still up for a second season that has been postponed due to COVID-19.

Hulu: Blackish “Please, Baby, Please” ​ ​

TV show, Blackish episode, “Please, Baby, Please” was originally pulled out of ​ ​

75 season 4 back in February 2018 due to “creative differences.” ​ In August 2020, the ​ controversial episode aired on Hulu after the director, Kenya Barris, had asked Walt

Disney to reconsider airing the episode. According to an Instagram post made by Kenya

Barris, “Please, Baby, Please” highlights what many Americans were grappling with one ​ ​

74 Torres, L. (2019, June 17). Everything you need to know about HBO's controversial new show 'Euphoria'. Retrieved ​ from https://www.insider.com/hbo-new-show-euphoria-everything-you-need-to-know-about-2019-6 75 Thorne, W. (2020, August 11). 'Black-ish' Episode 'Please, Baby, Please' Released on Hulu After Being Shelved by ​ ABC. Retrieved from https://variety.com/2020/tv/news/black-ish-episode-please-baby-please-released-hulu-shelved-abc-1234730838/

Recovering from the Global Cuties Crisis | 28 ​ ​ ​

year into Donald Trump’s presidency (see Appendix O). The episode includes both social ​ ​ and political issues. For example, controversial comments being made about Trump and an argument over the rights of athletes kneeling during the national anthem.

Amazon Prime Video: Banning of A Child’s Voice ​

Soon after the Cuties film came out in September, Amazon banned film, A Child’s ​ ​ ​ Voice that’s purpose was to bring awareness to child sex trafficking. In an interview with ​ the directors of this movie they stated that their movie had been taken down for,

76 “performance metrics and other issues”. ​ However, the director said they were quite ​ puzzled by this since it was one of their top movies and had been growing in popularity within the last year and a half. However, this isn’t the only movie that Amazon has banned, it has also taken down other films surrounding issues like child abduction, prostitution, human trafficking and etc.

Apple TV: Banker ​

Apple TV’s, “The Banker” a movie “about two black businessmen circumventing racist practices during the 1950s and 1960s, it seemed to throw the new streaming

77 service into awards-show contention.” ​ The movie was set to release in December but ​

78 was delayed due to “concerns surrounding the film”. ​ However, one of the film’s ​

76Case, J., & NSA, H. (2020, September 16). Netflix Promotes "Cuties", Amazon Bans Movie Raising Awareness About Child Sex Trafficking! - Must Video: Opinion - Conservative: Before It's News. Retrieved from https://beforeitsnews.com/opinion-conservative/2020/09/netflix-promotes-cuties-amazon-bans-movie-raising- awareness-about-child-sex-trafficking-must-video-3543111.html 77 Izadi, E. (2019, November 26). Explaining the controversy over 'The Banker,' the big Apple TV Plus movie that has ​ been delayed. Retrieved from https://www.washingtonpost.com/arts-entertainment/2019/11/26/explaining-the-banker-controversy-big-apple-tv-plus-movie-that-has-b een-delayed/ 78 Ibid

Recovering from the Global Cuties Crisis | 29 ​ ​ ​

producer’s Bernard Garret Jr., a son of one of the businessmen the story is based off of, was accused of sexually abusing his half sisters. In addition, he was also accused of misrepresenting his father, Bernard Garret Sr.’s story. Garret Jr. has denied the accusations and stepped down to save his father’s legacy. Since the allegations, the movie’s release date has been pushed back but is not explicitly due to these allegations.

Competitor Opportunities

Netflix’s five main competitors have all put out or plan to put out controversial films between 2019-2020. Therefore, we can concur that the entertainment world is full of controversy and has consistently been putting out films and shows that portray different social and political issues in a new light. It is not unusual for an organization to be targeted in this sort of media nor is it unusual for the entertainment industry to put out controversial films and/or tv shows. Therefore, the majority of the entertainment industry struggles with the idea of trust on a daily basis.

However, the #CancelNetflix trend gives competing subscription streaming services an opportunity to increase their subscriber base with Netflix’s old users. They also have the opportunity to build trust with their audience and a new audience to cover controversial and important topics. For instance, they could promote their brand values and new deals. Connection and convenience are key influences for change.

Amazon Prime Video has a specific opportunity since banning child sex trafficking movie, “A Child’s Voice” along with other movies surrounding issues of child abduction, prostitution, and more. Since they have already taken the steps to remove such movies, they can market their platform to conservative consumers, specifically those who have

Recovering from the Global Cuties Crisis | 30 ​ ​ ​

canceled their Netflix subscription because of the Cuties film. ​ ​

Recovering from the Global Cuties Crisis | 31 ​ ​ ​

STAGE 3: SITUATIONAL ANALYSIS TIMELINE & IMPACT

TIMELINE ​ ​

*bolded text identifies key campaign tactics

1st WAVE: INTRODUCTION TO THE PLATFORM ● Aug 18: Netflix released Cuties artwork and trailer79 ​ ​ ​ ● Aug 19-20: #CancelNetflix began on Twitter and negative reviews were posted to IMDB80 ​ ​ ​ ● Aug 20: An online petition asking Netflix to remove Cuties from Netflix gathered more ​ ​ ​ ​ than 40,000 signatures saying it "sexualizes an eleven year old"81 ​ ● Aug 20: Netflix released an apology for “inappropriate artwork,” and updated the film's description. The apology was copied and pasted in response to #CancelNetflix posts on Twitter.82 ​ ● Aug 20: Actress Tessa Thompson and film critics come to Netflix’s defense83 ​ ● Sept 3: The Director of Cuties received death threats and received an apology from ​ ​ Netflix’s CEO84 ​ ● Sept 6-11: A variety of journalists come to Cuties’s defense85 ​ ​ ​ ● Sept 7: Netflix’s shares fell by 1.34%86 ​ ● Sept 7: Online petition against the film gained over 614,000 signatures (petition taken down) ● Sept 8: The Council on American-Islamic Relations issued a statement calling on Netflix to remove Cuties from its platform “due to the movie’s disturbing sexualization of children as well as its offensive and stereotypical depiction of Islam and Muslims.”87 ​

2ND WAVE: FILM RELEASE ● Sept 9: Cuties premiers on Netflix88 ​ ​ ​

79Cuties Official Netflix Trailer [Video file]. (2020, August 18). Retrieved from https://www.youtube.com/watch?v=M0O7lLe4SmA ​ 80Editors, V. (2020, October 07). Wait, What's Going on With Netflix and Cuties? Retrieved from https://www.vulture.com/2020/09/netflix-cuties-twerking-poster-drama-explained.html 81Fordham, E. (2020, August 20). Netflix 'deeply sorry' after using 'inappropriate artwork' for film about young girls. Retrieved from https://www.foxbusiness.com/lifestyle/cuties-netflix-apologizes-artwork-petition 82 Ibid. 83Sharf, Z. (2020, September 12). Tessa Thompson and More Defend 'Cuties,' Criticize Netflix's Marketing for Creating Outrage. Retrieved from https://www.indiewire.com/2020/08/tessa-thompson-critics-defend-cuties-upset-netflix-marketing-1234581573/ 84Grater, T. (2020, September 03). 'Cuties' Director Says She Received Death Threats After Netflix Poster Backlash; Ted Sarandos Called Her To Apologize. Retrieved from https://deadline.com/2020/09/cuties-director-death-threats-netflix-poster-backlash-ted-sarandos-called-apologize-1234569 783/ 85 (n.d).. (2020, September 11). How media came together to defend paedophile movie Cuties on Netflix. Retrieved from https://www.opindia.com/2020/09/cuties-netflix-review-mainstream-media-defends-paedophilia/ 86Manfredi, L. (2020, September 17). Netflix's 'Cuties' prompts 'churn' as domestic subscribers flee. Retrieved from https://www.foxbusiness.com/markets/netflixs-cuties-prompts-record-churn-as-subscribers-flee 87'Cuties' Backlash Led Netflix U.S. Cancellations to Spike Nearly Eightfold, Analytics Firm Says. (n.d.). Retrieved from https://finance.yahoo.com/news/cuties-backlash-led-netflix-u-125111691.html 88 Petition demands Netflix remove French film accused of sexualizing young girls. (n.d.). Retrieved from ​ https://www.foxbusiness.com/lifestyle/netflix-cuties-trailer-controversy-petition

Recovering from the Global Cuties Crisis | 32 ​ ​ ​

● Sept 10: Netflix releases a statement supporting the film89 ​ ● Sept 10: Conservative Parents Television Council Calls on Netflix to remove Cuties90 ​ ​ ​ ​ ● Sept 10: Netflix subscriber churn rates began to rise and the hashtag91 ​ ​ ​ ● Sept 10: “#CancelNetflix” was in the top-trending spot on Twitter with more than 200,000 tweets with #BoycottNetflix close behind, mostly by people who had not seen the film.92 ​ ● Sept 10: Netflix stock drops 3.9%93 ​ ● Sept 11: Calls to remove the film were amplified by #Save the Children right-wing ​ conspiracy theorists who believe that top Democrats and celebrities are behind a global ​ child trafficking ring; they decided that “decided that Cuties is yet another example of ​ ​ ​ child sex abuse in Hollywood,” and spread it to thousands on social media.94 ​ ● Sept 11: The National Center on Sexual Exploitation (NCOSE) called out Netflix for providing a platform to a film that permitted the sexual exploitation of children95 ​ ● Sept 11: Republican congressional candidate from Georgia, Angela Stanton who has tweeted QAnon slogans in the past, called on her more than 250,000 Instagram followers to cancel their subscriptions96 ​ ● Sept 11: Democrat Representative Tulsi Gabbard of Hawaii, a former Democratic presidential candidate, said that the film “will certainly whet the appetite of pedophiles and help fuel the child sex trafficking trade.”97 ​ ● Sept 12: Republican Sen. Josh Hawley urged Netflix CEO, Reed Hastings, to take down the film “for appearing to "sexually exploit children and endanger child welfare."98 ​ ● Sept 12: Republican Sen. Ted Cruz is calling for a criminal investigation into Netflix, urging the Justice Department to investigate whether executives and filmmakers violated federal laws against the production and distribution of child pornography99 ​ ● Sept 12: Senator Tom Cotton, Republican of Arkansas, called on the Justice Department to “take swift action.”100 ​

89Spangler, T. (2020, September 14). Netflix Defends 'Cuties' as 'Social Commentary' Against Sexualization of Young Children. Retrieved from https://variety.com/2020/digital/news/netflix-defends-cuties-against-sexualization-young-girls-1234766347/ 90PTC Says Netflix's Cuties Perpetuates Sexualization of Children. (n.d.). Retrieved from https://www.parentstv.org/press-releases/ptc-says-netflixs-cuties-perpetuates-sexualization-of-children 91 Ibid. 92Mallenbaum, C. (2020, September 13). 'Cuties' controversy: Does Netflix's new movie deserve the backlash? Retrieved from https://www.usatoday.com/story/entertainment/movies/2020/09/08/cuties-controversy-is-new-netflix-film-inappropriate/341445001/ 93(n.d.). Retrieved from https://www.instagram.com/tv/CE9-PtpAMLL/?utm_source=ig_embed 94McNeal, S. (2020, September 16). The Netflix Movie "Cuties" Has Become The Latest Target Of #SaveTheChildren Conspiracy Theorists. Retrieved from https://www.buzzfeednews.com/article/stephaniemcneal/netflix-cuties-qanon-target 95STATEMENT - Netflix Must Stop Providing Platform to Film That Has Sexually Exploited Children. (n.d.). Retrieved from https://endsexualexploitation.org/articles/statement-netflix-must-stop-providing-platform-to-film-that-has-sexually-exploitedchildren/ 96(n.d.). Retrieved from https://www.instagram.com/tv/CE9-PtpAMLL/?utm_source=ig_embed 97T. G. (2020, September 12). .@netflix child porn "Cuties" will certainly whet the appetite of pedophiles & help fuel the child sex trafficking trade. 1 in 4 victims of trafficking are children. It happened to my friend's 13 year old daughter. Netflix, you are now complicit. #CancelNetflix pic.twitter.com/GI8KFH7LFq. Retrieved from https://twitter.com/TulsiGabbard/status/1304587833584226305 98Manfredi, L. (2020, September 17). Netflix's 'Cuties' prompts 'churn' as domestic subscribers flee. Retrieved from https://www.foxbusiness.com/markets/netflixs-cuties-prompts-record-churn-as-subscribers-flee 99 Ibid. 100Cotton, T. (2020, September 12). Like any parent, I find @netflix decision to peddle child pornography disgusting. And it's criminal. @TheJusticeDept should take swift action. https://t.co/ReEVk7F8t9. Retrieved from https://twitter.com/SenTomCotton/status/1304763865637548034

Recovering from the Global Cuties Crisis | 33 ​ ​ ​

● Sep 12: Congressman Ken Buck of Colorado tweeted that he and Rep. Andy Biggs of Arizona also want the Department of Justice to investigate101 ​ ● Sept 12: “Netflix’s cancellation rate in the U.S. jumped to nearly eight times higher than the average daily levels recorded in August 2020 — reaching a multiyear high”102 ​ ● Sept 14: Cuties becomes No. 7 on Netflix's list of the top 10 programs in the U.S.103 ​ ​ ​ ● Sept 14: A petition demanding that the film be removed from Netflix, and the streaming platform be charged with “Distribution of Inappropriate Child Material,” gained 626,689 signatures104 ​ ● Sept 14: Over 640,000 accounts have signed the petition calling on users to cancel their ​ Netflix accounts over the film105 ​ ● Sept 14: In a joint letter, Ohio Attorney General Dave Yost, Florida Attorney General Ashley Moody, Louisiana Attorney General Jeff Landry and Texas Attorney General Ken Paxton “urged Netflix CEO Reed Hastings to pull the movie, saying Cuties is ‘fodder for ​ ​ those with criminal imaginations, serving to normalize the view that children are sexual beings’”106 ​ ● Sept 14: Republican Florida Congressman Vern Buchanan blasted the film for “exploiting young girls” after introducing legislation to "ban the sale of lifelike child sex dolls used by pedophiles."107 ​ ● Sept 14: More Netflix subscribers begin to watch the movie; more come to criticize while others become supporters108 ​ ● Sept 15: Netflix was losing five times as many subscribers in the five days following the film's release than it had in the previous 30 days.109 ​ ● Sept 15: Cuties became the No. 4 most popular film in the U.S. on Netflix110 ​ ​ ​

101Bahr, L. (2020, September 14). Netflix's 'Cuties' becomes target of politicized backlash. Retrieved from https://apnews.com/8fe2ce34c1618a352d3d8e1e4884fd21 102'Cuties' Backlash Led Netflix U.S. Cancellations to Spike Nearly Eightfold, Analytics Firm Says. (n.d.). Retrieved from https://finance.yahoo.com/news/cuties-backlash-led-netflix-u-125111691.html 103 Manfredi, L. (2020, September 17). Netflix's 'Cuties' prompts 'churn' as domestic subscribers flee. Retrieved October 16, 2020, from https://www.foxbusiness.com/markets/netflixs-cuties-prompts-record-churn-as-subscribers-flee 104Dhaliwal, S. (2020, September 14). Netflix Bleeding Subscribers Over 'Cuties,' Exodus May Worsen: Report. Retrieved from https://www.yahoo.com/news/netflix-bleeding-subscribers-over-cuties-020650433.html 105Sign the Petition. (n.d.). Retrieved from https://www.change.org/p/netflix-i-want-netflix-to-remove-the-new-movie-cuties-as-it-promotes-child-pornography 106Moniuszko, S. M. (2020, September 15). State attorneys general ask Netflix to pull controversial 'Cuties' as director defends 'feminist' film. Retrieved from https://www.usatoday.com/story/entertainment/movies/2020/09/14/netflix-cuties-controversy-florida-congressman-calls-exploitative/5 792457002/ 107Buchanan Slams Netflix Film "Cuties" for Exploiting Young Girls. (2020, September 18). Retrieved from https://buchanan.house.gov/media-center/press-releases/buchanan-slams-netflix-film-cuties-exploiting-young-girls?_ga=2.232132184. 610048046.1600119226-1138836832.1591752773 108Moniuszko, S. M. (2020, September 15). State attorneys general ask Netflix to pull controversial 'Cuties' as director defends 'feminist' film. Retrieved from https://www.usatoday.com/story/entertainment/movies/2020/09/14/netflix-cuties-controversy-florida-congressman-calls-exploitative/5 792457002/ 109Antenna. (2020, September 17). @AntennaData can confirm that Netflix experienced a meaningful Spike in Churn Rate due to the 'Cuties' Backlash https://t.co/mW8hb8AhLY pic.twitter.com/8DNT01KJXZ. Retrieved from https://twitter.com/AntennaData/status/1306585607427194883 110'Cuties' Backlash Led Netflix U.S. Cancellations to Spike Nearly Eightfold, Analytics Firm Says. (n.d.). Retrieved from https://finance.yahoo.com/news/cuties-backlash-led-netflix-u-125111691.html

Recovering from the Global Cuties Crisis | 34 ​ ​ ​

● Sept 23: Netflix was “indicted by grand jury in Tyler Co., Tx for promoting material...which depicts lewd exhibition of pubic area of a clothed or partially clothed child who was younger than 18 yrs of age which appeals to the prurient interest in sex”111 ​ ● Sept 29: Georgia Republican Senator Kelly Loeffler has “formally asked the Senate Judiciary Committee to conduct a hearing into the ‘increasing prevalence of child exploitation and trafficking.’”112 ​ ● Oct 1: Netflix lost an increasing count of 2.5 million subscribers113 ​ ● Oct 12: Netflix Co-CEO, Ted Sarandos, defended the movie, saying the film is “very misunderstood with some audiences, uniquely within the United States”114 ​

The Crisis Unfolds

While Netflix purchased Cuties just prior to its 2020 Sundance Film Festival ​ ​ Premiere the public controversy struck late in summer of 2020 when Netflix released

“its poster for the film [on August 18, 2020] which featured the four lead girls in booty shorts and crop tops striking provocative poses — a vastly different image from the movie's original French 115 poster, which showed the girls frolicking in the streets with shopping bags in-hand” ​ See ​ Appendix P.116 ​ ​

It was only a matter of minutes after the controversial poster made its debut before the Twittersphere joined in the conversation and a Twitter rage began. This poster that was released in tandem with the film’s trailer sparked the beginning of the

#CancelNetflix movement and made for the enormous number of negative reviews on

IMDB that presented themselves before the film had even premiered.

111Madani, D. (2020, October 07). Netflix indicted in Texas over 'lewd' depiction of children in 'Cuties'. Retrieved from https://www.nbcnews.com/pop-culture/pop-culture-news/netflix-indicted-texas-over-lewd-depiction-children-cuties-n1242304 112(11Alive), A. J. (2020, September 17). In wake of 'Cuties' outcry, Georgia senator requests hearing on child exploitation. Retrieved from https://www.11alive.com/article/news/politics/kelly-loeffler-letter-requests-judiciary-hearing-cuties-child-exploitation/85-7631f35c-ec53- 42e9-a833-cb43a82ab10b 113Paluska, J. (2020, October 01). Netflix Loses 2.5 Million Subscribers over Cuties. Retrieved from https://www.christianheadlines.com/contributors/john-paluska/netflix-loses-25-million-subscribers-over-cuties.html 114 Kanter, J. (2020, October 12). Netflix Chief Ted Sarandos Fires Back At 'Cuties' Controversy: "It's Surprising In 2020 America That ​ We're Having A Discussion About Censoring Storytelling". Retrieved from https://deadline.com/2020/10/netflix-co-ceo-ted-sarandos-fires-back-at-cuties-controversy-1234595815/ 115 Dale, M. (2020, January 14). Netflix Buys World Rights to Maimouna Doucouré's Sundance-Player 'Cuties'. Retrieved October 15, 2020, from https://variety.com/2020/film/global/netflix-buys-world-rights-to-maimouna-doucoures-sundance-player-cuties-1203467013/ 116 Editors, B. (2020, September 16). People Are Up In Arms Over This New Netflix Movie Without Having Seen It. Retrieved October 15, 2020, from https://www.bustle.com/entertainment/netflix-cuties-controversy-explained

Recovering from the Global Cuties Crisis | 35 ​ ​ ​

By August 20th, just two days after the release of the ad posters and film trailer, an online petition asking Netflix to remove the French film Cuties entirely had gathered ​ ​

117 more than 40,000 signatures, claiming the film "sexualizes an ELEVEN year old". ​ With ​ the world beginning to join in a force against Netflix, the streaming company took to

Twitter the morning of August 20th to issue an apology for the inappropriate artwork that was used to market the film and announce that the imagery had been updated, as well as

118 the description ​ (See Appendix I). ​ ​ ​

KEY METRICS ​ ​

119 On September 10, the #CancelNetflix trend took off. ​ After the release of the ​ controversial film Cuties, Netflix’s stock dropped 3.9 percent the following day, selling at ​ ​

120 $480.76 per share that day. ​ Their stock price has yet to return to the height it was at ​ the day of the film release, but it has begun to recover since the dive on September 10.121 ​ Along with the dropping stock, a petition has gained over 614,000 signatures to have the

122 film taken down. ​ It has yet to reach a million signatures, but it is well on its way to. ​ Although there has been quite an uproar in the U.S. about the movie being released, it is

117 Fordham, E. (2020, August 20). Netflix 'deeply sorry' after using 'inappropriate artwork' for film about young girls. Retrieved October 15, 2020, from https://www.foxbusiness.com/lifestyle/cuties-netflix-apologizes-artwork-petition 118 Netflix. (2020, August 20). Twitter Apology. Retrieved October 15, 2020, from https://twitter.com/netflix/status/1296486375211053057 =en 119 Ali, R. (2020, September 17). Is Netflix losing subscribers over 'Cuties'? Maybe. Retrieved October 16, 2020, from https://www.usatoday.com/story/entertainment/movies/2020/09/17/is-cuties-controversy-costing-netflix-subscribers-analytics-compani es-report-decline/3482464001

120 Netflix Inc. stock falls Thursday, underperforms market. (2020, September 10). Retrieved October 16, 2020, from https://www.google.com/amp/s/www.marketwatch.com/amp/story/netflix-inc-stock-falls-thursday-underperforms-market-01599769524 121 NFLX. (n.d.). Retrieved October 16, 2020, from https://www.nasdaq.com/market-activity/stocks/nflx 122 Manfredi, L. (2020, September 17). Netflix's 'Cuties' prompts 'churn' as domestic subscribers flee. Retrieved October 16, 2020, from https://www.foxbusiness.com/markets/netflixs-cuties-prompts-record-churn-as-subscribers-flee

Recovering from the Global Cuties Crisis | 36 ​ ​ ​

important to recognize that the majority of Netflix’s growth has come from overseas.123 ​ Because of this, the 8x usual rate of cancelations Netflix has been experiencing is not anticipated to cause a lasting effect on the company.124 ​

NETFLIX’S COVERAGE & MARKETING OF CUTIES ​ ​ ​

In preparation of the premiere of this movie, Netflix changed the name of the winning Sundance Film, “Mignonnes,” and created new imagery for marketing. This was originally a French film that spoke out of the experience of Maimouna Doucoure’s experience growing up in a conservaive Islamic household. While this was supposed to bring awareness about the sexualization of young girls especially in families with different cultural backgrounds, the movie did not convey this effect once brought to the

Netflix streaming service. Unfortunately, Netflix created large issues with users by using marketing imagery that obviously sexualized the children in the movie (See Appendix R). ​ ​ In efforts to make amends, they apologized and changed the photo, but this did more

125 damage because the movie now has no real representation of what it is truly about. ​ In ​ all, they did little to nothing to market this movie, and in preparation to introduce it to U.S, users, they changed the actual name of the movie and original imagery that depicted young girls transitioning into womanhood.126 ​ Along with the trailer, they filmed the director answering explaining why she

123 Canal, A. (2020, September 19). Netflix cancellations surge 'materially' in the wake of 'Cuties' controversy, data shows. Retrieved October 16, 2020, from https://www.google.com/amp/s/finance.yahoo.com/amphtml/news/netflix-cancellations-surge-following-cuties-controversy-data-shows -114312558.html 124 Ibid. 125 Miles, M., & Priestrem. (2020, September 24). Cuties’ creators miss mark on messaging. Retrieved October 15, 2020, from https://xaviernewswire.com/2020/09/24/cuties-creators-miss-mark-on-messaging 126 ​Graham, M. (2020, August 20). Netflix Stepped On A Landmine Of Controversy With Their Botched 'Cuties' Marketing Campaign. Retrieved October 15, 2020, from https://decider.com/2020/08/20/netflix-cuties-controversy/

Recovering from the Global Cuties Crisis | 37 ​ ​ ​

made this movie. This was not helpful in displaying the message in the movie, but led to her being bashed for entertaining the wrong crowds. This documentary was hurtful to

Netflix’s company because it highlighted the creation of the movie meaning they are exemplifying further responsibility for the creation of the movie than necessary.127 ​ While Netflix Newsroom is frequently posting press releases, trailers, and other news revolving around the company, they neglected to announce the trailer of cuties to the world. They posted the trailer on Youtube on August 18th 2020, but according to the newsroom there was no press release or accompanying article discussing the

128 importance of this film. ​ While the initial marketing strategy seemed like an afterthought ​ to Netflix, their apology and declaration of the movie being a “social commentary” also

129 did not sit well with their publics. ​

Influencers & Social Media Influencers

We have compiled a list of influencers varying from top politicians to conspiracy theorists that have spoken out about Netflix and their thoughts on the problem (See

Appendix Q). There were strong public figures such as Laura Ingraham and Matt Walsch ​ who used news sources like Fox to share their views. There was also commentary in an article stating the suspicion people have with the Obamas’ choice to remain voiceless, despite their strong ties to Netflix.

Politicians and social media accounts used their platforms with large followings to

127 Netflix Film Club. (2020, September 9). Why I Made Cuties | Maïmouna Doucouré Interview - YouTube. ​ 128 Netflix Newsroom. (n.d.). Newsroom. Retrieved October 15, 2020, from https://about.netflix.com/en/newsroom 129 Hayes, D. (2020, September 12). 'Cuties' Pile-On Adds Ted Cruz, Laura Ingraham; Netflix Defends Film As "Social Commentary" – Update. Retrieved October 15, 2020, from https://deadline.com/2020/09/cuties-netflix-backlash-streaming-save-the-children-1234575565/

Recovering from the Global Cuties Crisis | 38 ​ ​ ​

influence them to either cancel their Netflix account, bring attention to the issue, or

130 create traction about the controversial conversation. ​ An anonymous instagram account ​ with a handle of “@the.little.miss.patriot” was kicked off of Instagram for vocalizing that

Cuties promotes pedophilia to their 300,000 followers. Democrat politician, Tulsi ​ Gabbard, tweeted, "@netflix child porn Cuties will certainly whet the appetite of ​ ​ ​ pedophiles & help fuel the child sex trafficking trade. 1 in 4 victims of trafficking are children. It happened to my friend's 13 year old daughter. Netflix, you are now complicit.

#CancelNetflix.” The number of tweets resembling this one is overwhelming.

Along with the use of social media, influencers with a large concern for this issue

131 took their actions as far to write letters, ​ call to initiate an investigation on the filming of ​ ​

132 the movie, and create petitions ​ to have people cancel their subscriptions so Netflix will ​ hear the concerns of their viewers.

Main-stream Media

In efforts to understand how drastic the crisis actually is and the level of attention

Netflix received from the media, we created a search for the most searched terms from before the time of the movie release until now (See Appendix R). Multiple terms such as ​ ​ #cancelNetflix and Netflix Cuties were used in this search. As you can see in this graph, these search terms spiked in media exposure from September 9th to September 12th.

130 Ogles, J. (2020, September 24). Are Florida Republicans obsessed with pedophilia in the age of QAnon? Retrieved October 15, 2020, from https://floridapolitics.com/archives/369492-are-florida-republicans-obsessed-with-pedophilia-in-the-age-of-qanon 131 Romboy, D. (2020, October 05). Why Sen. Mike Lee says Netflix lacks 'moral standing' on cultural issues because of 'Cuties'. Retrieved October 15, 2020, from https://www.deseret.com/utah/2020/10/5/21502998/netflix-cuties-child-pornography-mike-lee-cease-distribution-federal-investigation- moral-standing 132 Cotton, T. (2020, September 15). Cotton on Fox News "Netflix's 'Cuties' is child pornography hiding in plain sight ? it is Hollywood exploitation". Retrieved October 15, 2020, from https://www.cotton.senate.gov/?p=op_ed&id=1423

Recovering from the Global Cuties Crisis | 39 ​ ​ ​

This is the exact time period of the movie release and proves how the movie has caused

Netflix to receive a lot of negative attention. Looking at the beginning of this scandal until now there has been a calming in the media exposure of Netflix, but the #cancelNetflix still exists gaining daily traction.

Top Sources

While analyzing the Netflix Cuties controversy, it was significant for us to identify ​ ​ the top sources that are covering the story. There is a wide variety of sentiment within these articles, videos, and social media posts, but the most common sentiment is negative. In this recent meltwater report, it identifies the top sources that are currently covering stories surrounding the Netflix Cuties scandal. The above report highlights that ​ ​ the promotion of this movie and the problems associated with it has received a lot of top source coverage which proposes a threat to the Netflix Crisis management team. With

News sources like Yahoo news and MSN.com pressing in on the controversy, it is expected for the company to gain attention from a significant amount of people. In our earlier section titled popular press, we discussed how Netflix has gathered a lot of attention from media sites such as Fox News, ABC, Youtube, and more. In our meltwater report (See Appendix S), there are distinct results showing some major sources that seek ​ ​ to share information about Netflix and its recent endeavors.

Recovering from the Global Cuties Crisis | 40 ​ ​ ​

TRACKING OF SENTIMENT ​ ​

This section is broken down into six different categories: Netflix Cuties news, ​ ​ Netflix Cuties social, #CancelNetflix news, #CancelNetflix social, Netflix news, and Netflix ​ ​ social (See Appendix T-Y). Within each of these categories it summarizes the sentiment ​ ​ of the following dates: August 18-25 (1st wave of #CancelNetflix), September 9-16

(Release of Cuties and the 2nd wave of #CancelNetflix), and August 18-October 14 ​ ​ (Timeline from 1st wave of #CancelNetflix to present day).

From the sentiment data we can conclude that Cuties itself has more of a negative ​ ​ impact overall but especially in social media (see Appendix T and U). When breaking ​ ​ down the sentiment for Netflix Cuties only 7.7% of the news was negative from August ​ ​ 18-October 14 (see Appendix T). Whereas on social media we see an uptake in results ​ ​ (65 to 8,347 results) and negative sentiment (19.5%) during the same duration of time

(see Appendix U). However, it is important to consider that social media allows for ​ ​ people to express their opinions more openly than a journalist and/or news station can.

Therefore, we see this reflect in the data that has been collected since more people were active in voicing their opinions about the film.

#CancelNetflix overall had the lowest percentage of positive sentiment than any other category since it was a trend that sparked as a result of negative feelings (see ​ ​ Appendix V and W). However, it wasn’t until the second wave of #CancelNetflix that ​ ​ ​ news stories began to pick it up based on the sentiment graphs (see Appendix U and V). ​ ​ A similar situation occurred throughout social media. #CancelNetflix saw a huge spike the week of the movie’s release and an increase of negative sentiment by 4.2% (see

Recovering from the Global Cuties Crisis | 41 ​ ​ ​

Appendix V and W). These results are important because it shows once again that ​ people took their concerns about the film to social media.

When analyzing the data from just Netflix news and social categories, the majority of the news stories and social media posts were not about Cuties even the week the film ​ ​ was released. But rather the media coverage and social media posts focused on new ​ ​ releases to the Netflix platform, movies/tv shows that were being taken down, new trailers, and etc. Within Netflix news and social data we see the highest negative sentiment from August 18-25 (see Appendix X and Y) which is when the first wave of ​ ​ #CancelNetflix occurred. Whereas the other four categories see an increase the week

Cuties was released (see Appendix T-W). Lastly, it is important to note that the majority of ​ ​ ​ the positive sentiment social media posts surrounding Cuties in both Netflix news and ​ ​ social media actually has a negative connotation.

Recovering from the Global Cuties Crisis | 42 ​ ​ ​

STAGE 4: THEORETICAL CRITIQUE

CURRENT OCCURRENCES: THE FRAMING THEORY ​ ​

In efforts to identify Netflix’s public relations downfalls and positive attributes, our team analyzed various theories helpful to this process. According to our research and consistent monitoring of their current public presence, we found that Netflix has a common issue with the theory of framing. Framing is known as a message focused theory which describes how content elements (frames) prompt audience members to recall certain already established, shared and persistent stereotypes, metaphors or social qualities. These predispositions shape how audience members interpret messages and respond to narratives and events. To better understand framing, listen to this example given in the article titled Framing in Public Relations by Chris Calabrese.

“Imagine a town that wants to run a campaign against drug use brings in a public relations practitioner to draw up a strategy. During the first meeting, the practitioner brings in plans with a stellar strategy, a perfect target audience analysis, a solid set of objectives and a fresh set of tactics. He or she then presents a huge piece of paper with the mantra “DON’T DO DRUGS” written in bold font. The message is clear, direct and to the point, but the town kicks the practitioner out of the room. What is the problem here? The practitioner is not using the research he or she performed to write the message, but instead turns to a tired slogan that the town’s people have ignored a hundred times. The issue here is framing.”133 ​

The Cuties scandal reflects this embarrassing example of framing and displays ​ ​ how the messaging was the first step in their pr crisis. When planning the messaging of the Cuties film, it might have been helpful for Netflix to reflect on the three primary types ​ ​ of framing known as valence, semantic and story framing. Valence framing refers to putting information in a positive or negative light. Semantic framing is the simple alternative phrasing of terms. Story framing involves selecting key themes or ideas that

133Calabrese, C. (2016, February 08). Framing in Public Relations. Retrieved October 15, 2020, from https://sites.psu.edu/cpcalabrese/2016/02/08/framing-in-public-relations/

Recovering from the Global Cuties Crisis | 43 ​ ​ ​

are the focus of the message and incorporating a variety of storytelling or narrative techniques that support that theme. After identifying the type of framing, the Netflix team should have crafted the message with structures that highlight the meaning and significance of the film.134 ​ Finally, each of these options for framing are important to consider and choose wisely. In order to ensure proper framing, PR professionals should start with the main goals of your messages, think about your most important segment and only provide information that is critical. It is helpful to think about the process of framing as an outline of a story. First, think of the storyline and values within the story, then think of the problem also known as the climax, develop the solution and establish an action to execute the solution. These are the steps that reflect the process of framing and convey what Netflix should have understood prior to their marketing efforts for Cuties.135 ​ ​ ​ Sadly, Netflix did not take preventative measures to prepare audience members for engagement with the uncomfortable material. The silence and decontextualized movie description on their website resulted in audience members projecting their subjective initial impressions onto Netflix’s ethics.

Contrary to its Netflix premiere, the movie’s original showing at the 2020

Sundance Film Festival was accompanied by a playful poster and a holistic description.

This accurately presented the film as a stark social commentary in the World Cinema

Dramatic Competition to set appropriate expectations. It was widely accepted because it was framed as a boundary-pushing content that bluntly depicts the worst of society for a

134 Ibid. 135 Rehkopf, F. (2019, November 21). Framing and Counter-Framing in PR - Strategies, Tactics, and Tools. Retrieved October 16, 2020, from https://www.ubermetrics-technologies.com/blog/framing-and-counter-framing-in-communications-strategies-tactics/ /

Recovering from the Global Cuties Crisis | 44 ​ ​ ​

136 category favoring “fresh perspectives and inventive styles.” ​ The description reads, ​ “Eleven-year-old Amy lives with her mom, Mariam, and younger brother, awaiting her father to rejoin the family from Senegal. Amy is fascinated by disobedient neighbor Angelica’s free-spirited dance clique, a group that stands in sharp contrast to stoic Mariam’s deeply held traditional values. Undeterred by the girls’ initial brutal dismissal and eager to escape her family’s simmering dysfunction, Amy, through an ignited awareness of her burgeoning femininity, propels the group to enthusiastically embrace an increasingly sensual dance routine, sparking the girls’ hope to twerk their way to stardom at a local dance contest.

With a keen eye for and an understanding of adolescent behavior, Maïmouna Doucouré—whose short film Maman(s) won the Short Film International Fiction Jury Award at the 2020 Sundance Film Festival—focuses tightly on her rowdy protagonists, crafting a spirited film that nimbly ​ depicts the tweens’ youthful energy and vulnerabilities while exploring their fumbling eagerness to be identified as sexualized. Fathia Youssouf captivates as Amy, shifting like a ​ chameleon between the different identities her character is juggling and deftly anchoring the film’s immensely watchable, vivacious young cast.” 137 Netflix differed in approach with a sudden release as done with movies prior. A lack in sensitivity initially described the movie as follows: “Amy, 11, becomes fascinated with a twerking dance crew. Hoping to join them, she starts to explore her femininity, defying

138 her family’s traditions.” ​ Combined with misleading imagery, audiences associated ​ 11-year-old girls and twerking with promoting sexualization. Moving forward, they easily rejected Netflix’s YouTube interview explaining the director’s vision and research - if they even saw it. Moreover, the movie was depicted as tasteless entertainment.

While Netflix was accused of inaccurate promotion and promoting pedophilia, in addition to being the target of numerous petitions calling for the film’s removal, immediately after releasing the poster and trailer for Cuties, Netflix merely apologized for ​ ​ improper artwork. The apology was timely, but the singular address communicated ignorance to the larger controversy. Its brevity and dissemination on a single platform communicated a “quick-fix” mentality that undermined the message’s sincerity and

136 2020 Sundance Film Festival Program Guide. (n.d.). Retrieved from ​ https://www.sundance.org/2020-sundance-film-festival-program-guide 137 Ibid. 138 A Sundance survival guide. (n.d.). Retrieved from https://www.thefreelibrary.com/A Sundance survival guide.-a0277270038 ​ Recovering from the Global Cuties Crisis | 45 ​ ​ ​

empathy toward stakeholder concern. Unfortunately, Netflix did not verbally take responsibility for framing the movie as a hypersexualization of young girls, stating only that “it was not OK, nor was it representative.” The immediate push for action appeared impulsive since it lacked remorseful insight into their understanding of the situation as well as details regarding the reasoning behind their decision. Though well intended,

Netflix’s method of communication minimized the issue and left audiences both questioning and unaware of their company values.

In the coming weeks, Netflix attempted to defend the movie in spite of backlash from politicians and the cancel culture. Yet again, their language was a disservice, despite its factual nature, because it failed to speak to concerned perspectives:

“Cuties is a social commentary against the sexualization of young children,” a Netflix spokesperson said in a statement to TheWrap. “It’s an award-winning film and a powerful story about the pressure young girls face on social media and from society more generally growing up — and we’d encourage anyone who cares about these important issues to watch the movie.”139 ​ ​ ​

This spokesperson implied the audience’s error and invalidated their feelings. While

Netflix had reason to encourage informed comments, it was done in a near condescending tone to uplift the movie. Here, the movie was correctly framed, yet Netflix unintentionally creates an “us versus them” dynamic. While they stood by their beliefs, their short and direct word choice frames their message as superior, rather than supportive, to a biased and angry audience who already feels unheard.

Since then, Netflix has continued to push social content as usual, despite angry comments dominating every social media post. Unfortunately, this conveys ignorance and reinforces poor care for loyal, confused, and uninformed subscribers. The lack of

139 Editors, B. (2020, September 16). People Are Up In Arms Over This New Netflix Movie Without Having Seen It. Retrieved from ​ https://www.bustle.com/entertainment/netflix-cuties-controversy-explained

Recovering from the Global Cuties Crisis | 46 ​ ​ ​

damage control positions the company far from taking the appropriate responsibility required of a distributor. Regardless of some public knowledge of Netflix’s liberal values, they present themselves as unwilling to engage in conversations they begin, and therefore, biased. Additionally, continuing their scheduled push for original movies communicates viewership and profit as main priorities, potentially in particular about the manner in which it happens, leaving them vulnerable to ethical questions by their audiences.

FUTURE APPROACH: THE SITUATIONAL CRISIS COMMUNICATION THEORY ​ ​

In light of the poor framing that took place on Netflix’s behalf in regards to the

Cuties release and it’s respective advertisements, much consideration has been given to ​ the best possible way to move forward. Now, nearly two months after the controversy first began, the company needs much healing to work towards a better future relationship with its stakeholders. The company must identify who was responsible for causing this crisis as well as understand how significant of a threat the outcome might be for business. The SItuation Crisis Communication Theory (SCCT), coined by Timothy

Coombs, best frames our recommendations.

“SCCT utilizes attribution theory to evaluate the reputational threat posed by the crisis [at hand] and then recommends crisis response strategies based on the

140 reputational threat level.” ​ It suggests that “crisis managers must begin by addressing ​ ​ ​ the concerns of victims and potential victims before addressing their own reputational

140 Coombs, W. T. (2019). Ongoing crisis communication planning, managing, and responding (p. 149). Los Angeles. ​ ​ Recovering from the Global Cuties Crisis | 47 ​ ​ ​

141 concerns.” ​ Coombs’ Situational Crisis Communication Theory claims that stakeholders ​ ultimately decide whether or not an organization is responsible for the crisis at hand and step one in moving forward is for Netflix to accept that their stakeholders have certainly deemed them responsible. The system of assessment that SCCT revolves upon and which we will lay our focus on is two fold and it will ultimately provide Netflix with the necessary strategies to help handle the Cuties crisis. The two step process that ​ ​ evaluates the reputational threat presented by the crisis will first look at the general type of crisis that Netflix is encountering and from there will modify the initial assessment based on contextual modifiers. The contextual modifiers are such factors that have the potential to intensify the situation and attribute greater responsibility to Netflix.

In looking at the general type of crisis one can see that the crisis Netflix is facing from the Cuties backlash falls into the category of a preventable cluster, as this particular ​ ​ crisis produces strong attributions of organizational responsibility, meaning that Netflix willfully engaged in behaviors that led to the crisis unfolding, as can be seen through the company’s creation of original marketing materials. In looking to the second step of this assessment, both crisis history and prior negative reputation are present and these are the two most thoroughly researched contextual modifiers. This unfortunately is not the first time that Netflix has been accused of sharing inappropriate content, but the streaming giant was under similar fire for its streaming of 13 Reasons Why, a series ​ ​

142 depicting several other hard to swallow topics such as self-harm, rape and suicide. ​ All ​ this to say, Netflix has faced their fair share of crises in the past and is still working past

141 Ibid. 142 Goldberg, L. (2019, July 17). Netflix Alters Graphic '13 Reasons Why' Suicide Scene After Controversy. Retrieved October 16, 2020

Recovering from the Global Cuties Crisis | 48 ​ ​ ​

the negative reputation around such topics that they have built up from past incidents.

Now that the reputational threat has been assessed, from here the recommended crisis response strategy can be selected. “The belief is that communication (words and actions) affect how stakeholders perceive [an] organization in crisis,” which is key to keep in mind as one moves forward in this theory and begins to identify strategies which will

143 be successful in responding to Netflix’s hurting stakeholders. ​ Coombs’ Situational ​ Crisis Communication Theory “demands a theoretical link between crisis situations and crisis response strategies. Logically, we cannot match crisis response strategies to the reputational threat of a crisis if there is no conceptual connection between the two.

144 Responsibility provides the conceptual link in SCCT.” ​ “Responsibility requires ​

145 accountability and [Netflix] must answer for its actions.” ​ The crisis response strategies ​ termed in this theory are the organization's way of answering.146 ​ The primary SCCT crisis response strategies fall under three solid groups: denial, diminish and rebuild, each being appropriate for different kinds of crises where the initial assessment results in unique outcomes. For the purpose of recovering from the Netflix

Cuties crisis which falls into the preventable cluster discussed above, it can be ​ concluded that because “rebuild strategies are used for crises that present a severe reputational threat such as intentional crises or accidental crisis coupled with a crisis

147 history and/or unfavorable prior relationship reputation” ​ that the response strategies ​ for this crisis will fall under the rebuild category. “The key [here] is to offset the negatives

143 Coombs, W. T. (2019). Ongoing crisis communication planning, managing, and responding (p. 149). Los Angeles. ​ ​ 144 BR. Agle, R., R. Ahluwalia, R., MW. Allen, R., Alsop, R., Barton, L., Benoit, W., . . . J. Yioutas, I. (1999, January 01). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. 145 Ibid. 146 Ibid. 147Ibid.

Recovering from the Global Cuties Crisis | 49 ​ ​ ​

from the [Cuties] crisis with current or past good works. Rebuild strategies are the main ​ ​

148 avenue for generating new reputational assets.” ​ In moving forward with our strategic ​ public relations counsel, our recommendations will be framed upon objectives and strategies that attempt to improve the reputation of Netflix by “offering material and/or

149 symbolic forms of aid to victims” in order to offset the crisis. ​ Coombs’ advises that in a ​ crisis such as the one that Netflix is facing as a result of their misrepresentation of the

French film Cuties, offering compensation of sorts “or a full apology both are positive ​ ​

150 reputational actions” ​ and it is with this that our team will unfold our recommendations ​ for recovery (See Appendix Z and AA).151 ​ ​ ​

148Ibid. 149Ibid. 150 BR. Agle, R., R. Ahluwalia, R., MW. Allen, R., Alsop, R., Barton, L., Benoit, W., . . . J. Yioutas, I. (1999, January 01). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Retrieved October 15, 2020, from https://link.springer.com/article/10.1057/palgrave.crr.1550049 151Ibid.

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STAGE 5: PR LEADERSHIP RECOMMENDATIONS & EXECUTIVE COUNSEL

GOAL 1 ​ ​

Rebuild trust: Establish that Netflix understands the severity of misrepresenting the film ​ Cuties and is committed to serving their stakeholders. ​ ​ ​ Targeted publics: #CancelNetflix Participants and Upset Conservative Netflix ​ subscribers

Objective 1: Attract those who had previously cancelled their subscription, ​ specifically those from states who had the highest cancelation rate. 1. Strategy: Bring back tv shows and movies to demonstrate that Netflix is ​ listening to the public. Expected Outcomes: ​ ● Boost stock prices ● Make headlines with positive sentiment ● Netflix viewed as a less of a target for conservatives

Objective 2: To reduce the number of people participating in #CancelNetflix. ​ 1. Strategy: Engage with the top tweets using that hashtag each day to ​ demonstrate organizational listening 2. Strategy: Releasing a statement about protecting human dignity in their ​ content and committing to accurate marketing Expected Outcomes: ● Decrease negative sentiment ● Amplify positive talk about new originals or added content ● Continued efforts to build community

The first goal is for Netflix to rebuild trust with its audience. To achieve this goal,

Netflix must establish that they understand the severity of misrepresenting the film Cuties and are committed to serving their stakeholders. The targeted public for this goal is those who participated in #CancelNetflix and upset conservative subscribers.

Specifically, those who are from the states with the highest cancellation rates.

One of the strategies for this goal is to bring back old Netflix original TV show

Recovering from the Global Cuties Crisis | 51 ​ ​ ​

favorites to demonstrate Netflix listens to its audience. The Wall Street Journal writes about how Netflix grows their subscriber base through adding new content to its library,

“Netflix, which is trying to evolve into an online competitor of cable networks, said it

152 would make up those losses with alternative content.” ​ The shows Netflix has cancelled ​ like The Patriot Act and The Society, have caused many to be upset (see Appendix BB). ​ ​ ​ ​ ​ ​ By bringing these back they could gain some trust with their audience.

Out of this change, we expect to see more positive sentiment directed towards

Netflix. Partnered with the increase of positive sentiment, it is anticipated that there will also be an increase in positive headlines. These headlines will be discussing how Netflix has brought old titles or created new ones. Stock prices are also expected to rise since

153 this usually is partnered with new or added content. ​ This would help them recover from ​ the drop they had when Cuties was released. ​ ​ The second objective is to reduce the number of people participating in

#CancelNetflix. Despite the hashtag no longer tending, there are still plenty of people using the hashtag. Netflix needs to engage in the conversation. Using the Two Way

Communication model, Netflix can be a part of the current conversations and address any concerns. This demonstrates to the public Netflix is aware and cares about what is being said about their brand and content. Along with implementing the Two Way communication model, Netflix should add more titles about the over-sexualization of young girls to demonstrate their commitment to having meaningful conversations. As they add these titles to their content library, they must release a statement about

152 Woo, S., & Sherr, I. (2012, January 26). Netflix Recovers Subscribers. Retrieved October 15, 2020, from https://www.wsj.com/articles/SB10001424052970203806504577183303393083214 153 Ibid.

Recovering from the Global Cuties Crisis | 52 ​ ​ ​

protecting human dignity. It is important to protect those who are marginalized and

154 protect the subjects from any potential harm. ​ Since these topics are particularly ​ sensitive, it is important to have protection in place.

As Netflix makes these changes, it is anticipated that there will be a decrease in the momentum behind #CancelNetflix. Decreased use of the hashtag will give room for a more positive sentiment to come to the forefront. Along with this, we also expect there to be people to be more accepting of Netflix’s content library as new and old titles are added to their site.

GOAL 2 ​ ​

Refine reputation: Articulate Netflix’s mission as a streaming platform committed to ​ advancing conversations surrounding social issues and other controversial topics. Targeted publics: All publics ​

Objective 1: Build awareness of netflix’s position in the entertainment space ​

Strategy: Incorporate an “unfiltered” viewing category (much like the “Just ​ for kids” section) to give viewers an opportunity to sift through titles surrounding hard-hitting topics Expected Outcomes: ● Gain an audience of viewers who are interested in controversial content ● Disassociate Netflix with conspiracy theory and support of pedophilia ● Prevent loss of more subscribers and decrease turnover (churn?) rate of subscribers (if another scandal happened, more people would be on their side) ● Gives them a competitive advantage over other streaming platforms - people know why they're going to netflix -- establish them as a thought leader, build their credibility

154 Alexander, J. (2020, September 11). Why 'Cancel Netflix' is trending. Retrieved October 15, 2020, from https://www.theverge.com/2020/9/11/21431174/cancel-netflix-cuties-movie-maimouna-doucoure-backlash-petition

Recovering from the Global Cuties Crisis | 53 ​ ​ ​

Objective 2: To publicly clarify that Netflix stands behind every selection chosen ​ ​ ​ for its streaming service. Strategy: Create a revised mission/value statement that will be accessible ​ to viewers on the main streaming platform and the general public Expected Outcomes: ● Decrease polarization -- supports conversation not specific stances; shows their openness to other perspectives/ support for uninitiated conversations ● Creates distinct platforms for users to support and engage with Netflix - maybe will spark more community initiatives and collaboration ● Audience could better empathize with netflix’s choices regarding what movies to distribute

Objective 3: To secure media placements to cover Netflix’s revised mission/value ​ statement. Strategy: Secure coverage by distributing personalized pitches sharing a ​ press release detailing the revisions made by Netflix Expected Outcome: ● More people informed gives people more reasons to love Netflix than to hate ● Proof of organizational listening - directly addresses users feeling unheard ● Promotes Netflix’s ability to adapt - reflects their commitment to innovation ● Reinforces relationships with journalists who wrote negative articles ● Give Netflix a seat at the table in larger controversial conversations - they’re recognized as an informed, influential presence, people know to turn to them

Secondly, our goal is to refine Netflix’s reputation by articulating its mission to promote conversations surrounding social issues and other controversial topics. We want to ensure that our audience is feeling heard by addressing their concerns, yet holding to

Netflix’s core mission and values as a company. Our recommendations are not for Netflix to change what their belief is as a company but instead emphasizes how they can relay this information to their audience. Therefore, we want to first start by incorporating an unfiltered viewing section because it would allow us to hone in on a specific audience of

Recovering from the Global Cuties Crisis | 54 ​ ​ ​

viewers who are interested in controversial content. This would be similar to the Netflix section, “Just for Kids” which is available for parents to create a user for their child that keeps them both entertained and safe.

Our second objective requires Netflix to take a bold stance by publicly clarifying that they stand behind every title on their platform, but also gives the company an opportunity to vocalize why they believe these titles spark conversations that are both important and necessary. If Netflix as a company wants to continue to produce and release hard-hitting content they need to create a revised mission/value statement that is available to both the general public and mainstream users. This allows Netflix members specifically to know and understand exactly what type of community they are stepping into when they decide to buy a Netflix subscription. We want Netflix to continue to ​ ​ release films that they believe in and surround hard-hitting topics without people being confused with their intention behind it. Therefore, our recommendation is expected to help bridge this gap of confusion that has occurred when Netflix has put out movies like

Cuties.

Lastly, in an effort to refine the company’s reputation, we plan to secure media placements to share Netflix’s revised mission/value statement by distributing personalized pitches which detail its mission statement. This recommendation highlights both organizational listening and messaging. By securing media placements Netflix has the opportunity to address their audience. In past statements, Netflix has shared that they defend the film, but has yet to address their audience. Therefore, this recommendation is intended to reignite a positive relationship with their audience by showing them that they are listening and are adapting.

Recovering from the Global Cuties Crisis | 55 ​ ​ ​

GOAL 3 ​ ​

Emphasize stewardship (relationship nurturing element): Personally express the value ​ of current Netflix users and reward their loyalty Targeted publics: Loyal Netflix subscribers ​

Objective 1: Establish a personal connection with newly released content. ​ Strategy: Monthly recommendations for upcoming Netflix Originals that ​ relate to each member’s viewing habits Expected Outcomes: ● Stay: Decreased rate of unsubscriptions ● Binge: Greater trust in Netflix acting with the best interests of their publics in mind ● Advocate: More positive buzz about Netflix originals online and by word-of-mouth

Objective 2: Develop exclusive member opportunities to engage with the brand. ​ Strategy: Elevate member prestige through quarterly early-access to ​ Netflix Original content. Expected Outcomes: ● Increase positive conversations about Netflix ● Turn members into ambassadors for the brand ● Motivate longer memberships and brand referrals ● Entice non-subscribers and increase subscriptions ● Why? Makes people feel valued and seen by offering them special insider access to shows and movies that are related to their tastes.

Lastly, we recommend an emphasis on stewardship, specifically focused on relationship nurturing, to ensure that all of Netflix subscribers are confident in their value to Netflix. While silent and pleased subscribers do not demand attention like those who are unhappy, we do not want to leave them out of the greater conversation as those deserving of appreciation. Not only does this promote trust, but it furthers it and increases loyalty as well. According to Dr. Kathleen S. Kelly, APR, "stewardship ensures

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continuity in the PR process and promotes ethical behavior by practitioners and their

155 organizations". ​ Following the execution of this goal, Netflix users will have firm reasons ​ to trust Netflix's ethical standards.

Stewardship is additionally inherent in their organizational culture. Their core philosophy "people over process" encompasses the priority of caring for their members,

156 treating them both humanely and as humans. ​ Further, their values of selflessness, ​ innovation, inclusion and integrity align with intentions to initiate a relationship with their subscribers, providing more than just an efficient selection experience through their

157 algorithm. ​ In order to maintain their positioning as the global leader in streaming ​ ​ entertainment, Netflix must do more than provide quality shows as do their competitors.

Netflix must establish a safe environment where audience voices and opinions matter.

The end result will be increased memberships and more subscribers, which ultimately increases the bottom line. Moving forward, we never want users to feel ignored and disregarded again.

We begin by personalizing the Netflix experience through adaptations in the way that Netflix markets their upcoming content. Especially in light of their "One Story Away" campaign, which clarifies their goal to unite the world with entertainment that helps people see, feel, and connect more, their Original content should remain at the core of

158 relationship building efforts. ​ This both extends the lifespan of their content's impact ​ ​ while nodding toward their wholesome purpose in dominating the industry.

155 SAGE Reference - Handbook of Public Relations. (n.d.). Retrieved from ​ https://sk.sagepub.com/reference/handbook-of-public-relations/n21.xml 156(n.d.). Retrieved from https://jobs.netflix.com/culture 157 Ibid 158'One Story Away' campaign celebrates the power of storytelling. (n.d.). Retrieved from https://about.netflix.com/en/news/one-story-away-campaign

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In order to establish a personal connection with newly released content, we recommend that Netflix distributes monthly recommendations for upcoming Originals related to each member's documented viewing habits. Our hope is to reward their viewing habits and create intimacy with the brand by clarifying how much Netflix considers their interests when producing their content - content was made specifically with them in mind. As soon as members open the platform, they will be greeted with curated trailers and descriptions of upcoming originals that best fit their viewing habits, similar to the way we were greeted by their Black Lives Matter collection before viewing our dashboards. These trailers will also run at the end of users’ viewing Selections. This takes place monthly starting at the end of November as an early holiday gift. Execution is timely and communicates that members are worth investing the extra effort.

This method closes the gap in human connection and prevents a missed opportunity for buzz by combatting mass media updates. Because users expect data-collecting companies to act on their engagement with the platform, presenting anything outside of that framework is deemed less relevant and uninteresting. Currently, news about upcoming releases are distributed through mass media in lists stating sometimes as little as titles and release dates alone. Depending on the source, users may find titles accompanied by synopses and trailers (if Netflix has already released it).

On Netflix's mobile and web platforms, However, this compromises the way users usually engage with the brand: receiving trusted recommendations. We instead want to create consistency and showcase Netflix's commitment to innovation, stewarding data mining, and providing top-quality entertainment.

Netflix must also continue advancing the way that they deliver content because

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it’s one of the top three reasons that people stay and watch (See Appendix CC).159 ​ ​ ​ Otherwise, they risk driving subscribers to the competition through failure to combat disatisfaction, since the top reason for subscribing to more than one streaming service is

160 to expand their library of content (See Appendix DD). ​ While they do not have the most ​ ​ ​ ​ content available compared to their competitors, their success comes from the quality of their content, having had 600 Certified Fresh movies, which is more than half that of their competitors (See Appendix B).161 ​ ​ ​ We recommend pushing original content to align with Netflix's efforts to become a primarily independent platform and to serve the interests of Netflix's most loyal users.

Considering that Netflix beat all of their competitors by a whopping 60% when users were surveyed about the best selection of original content, this is one of the main reasons that people subscribe and maintain subscriptions (See Appendix EE).162 ​ ​ ​ Therefore, we also want to maximize the accessibility of these selections. In response to

21 percent of users who give up searching and/or move to another platform when unable to find satisfactory content and the average adult's patience lasting for 7.4 minutes, this strategy aims to minimize search time and increase retention by providing titles before users even feel the need to start searching - they will always have a movie or series on reserve. Greater dependence on Netflix’s data gives people more reason to stay, binge, and advocate to their friends. While we initiate a greater connection to members, we

159Peter Kafka, R. M. (2019, April 08). Millions of Netflix users are using someone else's password, but that's not bad for Netflix. Retrieved from https://www.vox.com/2019/4/8/18300256/netflix-password-sharing-14-percent-survey-content-experience-moffettnathanson 160Which Consumer Attitudes Will Shape the Streaming Wars? (2020, November 02). Retrieved from https://www.nielsen.com/us/en/insights/article/2020/playback-time-which-consumer-attitudes-will-shape-the-streaming-wars/ 161Netflix Has More Certified Fresh Movies Than Prime, Hulu, and HBO Combined. (2020, March 03). Retrieved from https://www.soda.com/news/netflix-movie-library-2019/ 162John Dick [email protected]. (2019, November 04). Netflix Original-Content-Lovers. Retrieved from https://civicscience.com/netflix-original-content-lovers/

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build authority as a greater thought leader. The end result is elevated trust, a greater reputation, and longer memberships.

Our second approach is developing exclusive member opportunities to engage with the brand in efforts to maximize the reasons that members have to habitually watch

Netflix. By elevating the prestige of being a loyal one-year member, they promote their dedication to their community and communicate the depth at which they are treasured.

Aside from content, users receive the same access to supplemental content online and receive communication from the same news sources. By treating members with special care, Netflix minimizes any question of their loyalty to the community. Gone are the days of waiting for late previews like a nonmember because we want members to feel chosen and understood. Member perks instill timeless pride in the brand and remains at the forefront of their mind. We then empower brand ambassadors in social and interpersonal conversations. With more opportunities to listen and respond, we bring more human connection to the brand.

We recommend that Netflix elevates membership perks through quarterly early-access to Netflix Original Content. These gifts would be infrequent enough to maintain regular interest yet frequent enough to continuously advance relationships with the brand. At the start of 2021, users would expect to receive one-time access to their top recommended Netflix original movie or TV series two months before it’s official release. We are increasingly confident in the enticement of Netflix originals because they dominated the 2020 summer season. They took up more than two-thirds of Netflix’s top

10 slots, and held half of those slots for the longest periods, and held a majority of

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163 Netflix’s top 20 slots. ​ Such timing would align this new tradition with the New Year, ​ while ensuring that subscribers receive early access from the most-anticipated release periods: summer and the holidays.

An added perk for Netflix would be the by-product of increased memberships due to incentive caused by the fear of being left out, similar to Spotify's Wrapped campaign strategy. According to June Sauvaget, Spotify’s global head of consumer and product marketing, their campaign annually "creates this FOMO effect that happens and that

164 inherently entices new users to consider Spotify, so it’s a flywheel effect.” ​ Members ​ want to be a part of something bigger than ourselves and individualized attention clarifies their belonging in Netflix’s larger community. Netflix is supposedly investing $17 billion toward original content, yet needs more than aggressive funding to continue

165 leading entertainment around the world. ​ In order to maintain steady growth and fuel ​ ​ exponential growth across the globe, they need the support of their members to spread the word about their must-have experiences. By touting their original content, users would engage content unavailable on any other platform in highly personal forms. With a

U.S. saturation goal of 90 million homes and a current saturation of 72.9 million homes,

Netflix must continue delivering high-quality content using innovative methods specifically restated to user interests.

163Jarvey, N. (2020, September 17). From 'The Last Dance' to 'Umbrella Academy': Breaking Down Netflix's Summer Highlights. Retrieved from https://www.hollywoodreporter.com/news/from-the-last-dance-to-umbrella-academy-breaking-down-netflixs-summer-highlights 164Zhang, B. (2020, June 30). How Spotify Nets Millions of Hits With Their Annual "Wrapped" Campaign. Retrieved from https://medium.com/better-marketing/how-spotify-nets-millions-of-hits-with-their-annual-wrapped-campaign-f4057f377db6 165Morris, C. (2020, January 16). Netflix will spend over $17 billion on content this year: Analyst. Retrieved from https://fortune.com/2020/01/16/netflix-spending-content-2020-17-billion/

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PR LEADERSHIP COMPETENCIES ​ ​

PR Ethics

Initially when beginning our research for this situation, we found it helpful to define what kind of a problem is actually occurring. According to the Certificate of ​ Principles of Public Relations study guide, “Ethics connotes the process you follow to ​

166 decide what is right or wrong.” ​ After much contemplation, we found that the main issue ​ ​ is ethical, so it is crucial to consider the tools and guidelines public relations professionals rely on when their ethics are questioned. A crucial device in our executive counsel’s research is the PRSA Code of Ethics. When reflecting on the values of advocacy, honesty, expertise, independence, loyalty and fairness, it is easy to see the elements in which Netflix has fallen short of and where they have remained strong.167 ​ One way Netflix has failed to uphold these ethical standards is through the lack of independence. This value requires the organization to take control of their actions, but unfortunately we saw how Netflix’s apology deflected responsibility. Another area of failure is their commitment to loyalty throughout this event. While Netflix did promote the statement that they will remain loyal to the movie and continue to support it, this caused division among their subscribers who felt unseen in their thoughts and opinions. Despite their failures, Netflix did uphold fairness in allowing the Cuties film freedom of expression on their platform, and Netflix continues to fight for advocacy by being the location for voices to be heard. In lieu of our recommendations to Netflix, we relied on theories such as framing, and the ethical-decision making process to guide our insights.

166 Universal Accreditation Board. (n.d.). Study Guide for the certificate of public relations examination. 66-68. https://www.praccreditation.org/resources/documents/Certificate-Principles-PR-StudyGuide.pdf 167 ​PRSA. (2020). PRSA Code of Ethics. Retrieved October 15, 2020, from https: //www.prsa.org/about/prsa-code-of-ethics Recovering from the Global Cuties Crisis | 62 ​ ​ ​

Diversity

Diversity is defined by the Commission on Public Relations Education as, “diversity ​

168 is defined as all differences that exist between and among people.” ​ This includes race, ​ background, gender, skill sets, and even interests. Our publics are diverse, particularly in their interests. Some loyal subscribers have remained with the organization through the controversy, as well as those who canceled their subscription. Both have different views of the movie Cuties. In adding Cuties to their library, they are attempting to implement ​ ​ ​ ​ what they have said they stand for, “Netflix is a global company, with a diverse member ​ base, which is why the content we produce reflects that: global perspectives, global

169 stories.” ​ Cuties was filmed and directed in France, not in the U.S. This already ​ ​ ​

170 demonstrates Netflix’s desire to tell “global stories.” ​ Diversity is found clearly in this ​ controversy. It is evident in the addition of Cuties to the content library, Netflix was ​ ​ attempting to spark conversation about this topic, but the misrepresentation of the film hindered conversations from happening.

Organizational Listening

Organizational listening - a concept that seems implied and yet is missed by so many organizations. The lack of attentive organizational listening is the very subject that ultimately led to the escalation of this crisis that Netflix faced in relation to the Cuties ​ marketing mishap. While the original messaging happened to be what triggered the crisis, the poor listening is what fueled the fire. “In a crisis [like this], people expect the

168 Prsaweb. (n.d.). Diversity. Retrieved October 15, 2020, from http://www.commissionpred.org/commission-reports/the-professional-bond/diversity/ 169 Netflix (n.d.). Retrieved October 15, 2020, from https://jobs.netflix.com/inclusion 170 Ibid.

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organization to hold itself accountable and responsible” and Netflix has failed to do exactly that. As a result of the poor organizational listening, Netflix subscribers have been left feeling unvalued and unheard. Netflix must learn to listen to their stakeholders actively on a much deeper level and take what they are saying into consideration. In order for a relationship to function properly both parties must feel as if they are being

171 understood and that their feelings and opinions matter. ​ In an effort to claim ​ responsibility for this crisis, Netflix must do as the Situational Crisis Communication

Theory recommends and look at both the strategies of compensation and apology in an effort to show their accountability for their actions.

Organizational Messaging

Netflix’s initial failure to address the audience has led to a global crisis for the company. Therefore organizational messaging is the key to bridging this gap between the organization and their publics. According to the most recent Netflix statement made by co-CEO, Ted Sandros on Monday, October 12, “the film is ‘very misunderstood with

172 some audiences, uniquely within the United States,’” ​ Majority of the statements that ​ Netflix has put out has been about the idea that the company is misunderstood and defends the film. However, these statements fail to address the real issue of addressing their audience. By directly creating a message that involves the audience and that shows organizational listening they can begin to bridge this gap. This statement should be

171 Agnes, M. (2018). Crisis ready. Herndon, VA: Mascot Books. ​ ​ 172 Porterfield, C. (2020, October 12). Netflix's Sarandos Defends 'Cuties,' Calling The Controversial Film ​ 'Misunderstood.' Retrieved from https://www.forbes.com/sites/carlieporterfield/2020/10/12/netflixs-sarandos-defends-cuties-calling-the-controv ersial-film-misunderstood/

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made by next week Monday, October 19, at the latest because we want to avoid a third wave of #CancelNetflix trending. Some words that should be used in this message are,

“we care, we are listening, we are adapting.” These words show that the organization is not only listening but pivoting their messages to address the audience. This message can still defend the film, Cuties, but it must be done in a way that informs people of the ​ ​ company’s position within the entertainment industry.

Some words that should not be used in their messaging is the word

“misunderstood”or the phrase “our purpose was”. Although this may be the case, Netflix has already addressed these issues and now needs to focus on addressing their audience and rebuilding their trust. Otherwise, defensive claims will create a greater divide between the organization and their publics.

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APPENDIX A: Netflix’s Summer 2020 Rankings

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APPENDIX B: “CERTIFIED FRESH” COMPARISON

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APPENDIX C: TONE ON NETFLIX’S WEBSITE

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APPENDIX D: TWITTER & FACEBOOK CROSSOVER

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APPENDIX E: NETFLIX’S TWITTER ACCOUNT

Posts:

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Engagement with Followers:

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APPENDIX F: NETFLIX’S FACEBOOK ACCOUNT

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APPENDIX G: NETFLIX’S INSTAGRAM ACCOUNT

Stories:

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Posts:

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Ignored Comments:

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APPENDIX H: NETFLIX’S YOUTUBE ACCOUNT

Posts:

Ignored Comments:

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APPENDIX I: NETFLIX’S APOLOGY

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APPENDIX J: NETFLIX LEADS THE INDUSTRY

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APPENDIX K: NETFLIX’S INTERNATIONAL GROWTH

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APPENDIX L: CANCELLATION HEAT MAP

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APPENDIX M: #BOYCOTT MULAN TWEET

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APPENDIX N: LOUIS TOMLINSON TWEET

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APPENDIX O: KENYA BARRIS INSTAGRAM POST

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APPENDIX P: NETFLIX VS. SUNDANCE’S POSTER

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APPENDIX Q: INFLUENCER CHART

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APPENDIX R: MAIN-STREAM MEDIA GRAPH

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APPENDIX S: TOP MEDIA SOURCES

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APPENDIX T: “NETFLIX ‘CUTIES’” NEWS SENTIMENT

August 18-25, 2020: 23 Results Positive: 0% (0) | Neutral: 100% (23) | Negative: 0% (0)

September 9-16, 2020: 14 Results Positive: 28.4% (4) | Neutral: 64.3% (9) | Negative: 28.6% (4)

August 18-October 14, 2020: 65 Results Positive: 1.5% (1) | Neutral: 90.8% (59) | Negative: 7.7% (5)

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APPENDIX U: “NETFLIX ‘CUTIES’” SOCIAL SENTIMENT

August 18-25, 2020: 2,420 Results Positive: 1.9% (41) | Neutral: 93.3% (2,047) | Negative: 4.9% (107)

August 9-16, 2020: 4,645 Results Positive: 4.2% (183) | Neutral: 71.2% (3,067) | Negative: 24.6% (1,058)

August 18-October 14, 2020: 8,347 Results Positive: 76.9% (274) | Neutral: 76.9% (5,790) | Negative: 19.5% (1,466)

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APPENDIX V: #CANCELNETFLIX NEWS SENTIMENT

August 18-August 25, 2020: 3 Results Positive: 0% (0) | Neutral: 100% (3) | Negative: 0% (0)

September 9-16, 2020: 1,344 Results Positive: 1.6% (21) | Neutral: 93.1% (1,251) | Negative: 5.4% (72)

August 18-October 14, 2020: 65 Results Positive: 1.4% (27) | Neutral: 93.6% (1,801) | Negative: 5.0% (96)

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APPENDIX W: #CANCELNETFLIX SOCIAL SENTIMENT

August 18-25, 2020: 3,768 Results Positive: 0.4% (13) | Neutral: 88.2% (3,247) | Negative: 11.5% (422)

September 9-16, 2020: 164,081 Results Positive: 1.9% (3,152) | Neutral: 82.4% (133,733) | Negative: 15.7% (25,473)

August 18-October 14, 2020: 178,823 Results Positive: 1.9% (3,429) | Neutral: 82.6% (145, 924) | Negative: 15.5% (27,317)

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APPENDIX X: “NETFLIX” NEWS SENTIMENT

August 18-25, 2020: 28,657 Results Positive: 12.1% (3,493) | Neutral: 81.4% (22,966) | Negative: 6.2% (1,748)

September 9-16, 2020: 31,854 Results Positive: 12.1% (3,849) | Neutral: 84.8% (27.0k) | Negative: 3.2% (1,005)

August 18-October 14, 2020: 65 Results Positive: 11.5% (24,493) | Neutral: 84.4% (179,752) | Negative: 4.1% (8,713)

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APPENDIX Y: “NETFLIX” SOCIAL SENTIMENT

August 18-25, 2020: 1,346,591 Results Positive: 18.1% (223,748) | Neutral: 67.5% (836,443) | Negative: 14.4% (178,356)

September 9-16: 1,708,640 Results Positive: 10% (161k) | Neutral: 77% (1.24M) | Negative: 12.9% (208k)

August 18-October 14: 8,826,225 Results Positive: 15.1% (1,221,106) | Neutral: 73.9% (5,978,645) | Negative: 11% (891,941)

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APPENDIX Z: SITUATIONAL CRISIS COMMUNICATION STRATEGIES

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APPENDIX AA: SITUATIONAL CRISIS COMMUNICATION STRATEGY GUIDELINES

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APPENDIX BB: @CANCELNETFLIX

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APPENDIX CC: IMPORTANCE OF CONTENT

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APPENDIX DD: IMPORTANCE OF DIVERSE CONTENT

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APPENDIX EE:

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GROUP SUMMARY

Executive Statement: Joy, Stella ​ Stage 1: Joy, Stella ​ Stage 2:

● Organizational Context: Katelin, Stella ● Situational Background: Joy ● Stakeholder Research: Ell ● Competitor Research: Maya Stage 3:

● Dates: Stella ● Key Metrics: Ell ● Media Coverage: Joy ● Key Campaign Tactics: Katelin ● Tracking of Sentiment: Maya

Stage 4:

● Theory 1: Joy, Katelin ● Theory 2: Ell, Maya, Stella

Stage 5:

● Goal 1: Ell ○ Strategies: Stella, Ell, Maya ○ Expected Outcomes: Joy, Katelin ● Goal 2: Maya ○ Strategies: Stella, Ell, Maya ○ Expected Outcomes: Joy, Katelin ● Goal 3: Katelin ○ Strategies: Stella, Ell, Maya ○ Expected Outcomes: Joy, Katelin ● Leadership Competencies: ○ Ethics: Joy ○ Diversity: Ell ○ Organizational Listening: Stella ○ Organizational Messaging: Maya

Plagiarism Check: Katelin ​

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HANDOUT

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REFERENCES

*Academic sources are in Red

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Falcon, R. (2020, September 13). 'Cancel Netflix' trends over claims 'Cuties' film sexualizes children, Ted Cruz joins call for investigation. Retrieved October 15, 2020, from https://wgntv.com/news/cancel-netflix-trends-over-claims-cuties-film-sexualizes-chi ldren-ted-cruz-joins-call-for-investigation/

Ferguson, D. P., Wallace, J. D., & Chandler, R. C. (2018). Hierarchical consistency of strategies in image repair theory: PR practitioners’ perceptions of effective and preferred crisis communication strategies. Journal of Public Relations Research, ​ ​ 30(5/6), 251–272. https://doi.org/10.1080/1062726X.2018.1545129 ​ Flood, B. (2020, September 17). 'The View': 'Cuties' sexualizes young girls, but boycotting Netflix is not necessary. Retrieved October 15, 2020, from https://www.foxnews.com/media/view-cuties-netflix-cancel-culture Fordham, E. (2020, August 20). Netflix 'deeply sorry' after using 'inappropriate artwork' for film about young girls. Retrieved October 15, 2020, from https://www.foxbusiness.com/lifestyle/cuties-netflix-apologizes-artwork-petition Givas, N. (2020, September 15). Chinese scholar leads effort to boycott Disney's 'Mulan' due to ties with Communist party. Retrieved from https://www.foxnews.com/entertainment/native-chinese-scholar-leads-effort-to-bo ycott-disney-mulan-communist-party Grace, N. (2020, September 13). Nancy Grace on backlash over Netflix film 'Cuties'. Retrieved October 15, 2020, from https://video.foxnews.com/v/6190355450001 Graham, M. (2020, August 20). Netflix Stepped On A Landmine Of Controversy With Their Botched 'Cuties' Marketing Campaign. Retrieved October 15, 2020, from https://decider.com/2020/08/20/netflix-cuties-controversy/ Grater, T. (2020, July 02). Singer Duffy Writes To Reed Hastings Asking Netflix To Take Down Controversial Polish Film '365 Days': "It Glamorizes Rape". Retrieved from https://deadline.com/2020/07/singer-duffy-writes-reed-hastings-netflix-controversi al-polish-film-365-days-glamorizes-rape-1202976002/ Grater, T. (2020, September 03). 'Cuties' Director Says She Received Death Threats After Netflix Poster Backlash; Ted Sarandos Called Her To Apologize. Retrieved from https://deadline.com/2020/09/cuties-director-death-threats-netflix-poster-backlas h-ted-sarandos-called-apologize-1234569783/ Goldberg, L. (2019, July 17). Netflix Alters Graphic '13 Reasons Why' Suicide Scene After Controversy. Retrieved October 16, 2020, from https://www.hollywoodreporter.com/live-feed/netflix-alters-graphic-13-reasons-why -suicide-scene-controversy-1224489 Hayes, D. (2020, September 12). 'Cuties' Pile-On Adds Ted Cruz, Laura Ingraham; Netflix Defends Film As "Social Commentary" – Update. Retrieved October 15, 2020, from https://deadline.com/2020/09/cuties-netflix-backlash-streaming-save-the-children- 1234575565/ Instagram. Retrieved from https://www.instagram.com/tv/CE9-PtpAMLL/?utm_source=ig_embed

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Iqbal, M. (2020, June 23). Netflix Revenue and Usage Statistics (2020). Retrieved October 15, 2020, from https://www.businessofapps.com/data/netflix-statistics/ Izadi, E. (2019, November 26). Explaining the controversy over 'The Banker,' the big Apple TV Plus movie that has been delayed. Retrieved from https://www.washingtonpost.com/arts-entertainment/2019/11/26/explaining-the-ba nker-controversy-big-apple-tv-plus-movie-that-has-been-delayed/ Jarvey, N. (2020, September 17). From 'The Last Dance' to 'Umbrella Academy': Breaking Down Netflix's Summer Highlights. Retrieved from https://www.hollywoodreporter.com/news/from-the-last-dance-to-umbrella- academy-breaking-down-netflixs-summer-highlights John Dick [email protected]. (2019, November 04). Netflix Original-Content-Lovers. Retrieved from https://civicscience.com/netflix-original-content-lovers/ Kanter, J. (2020, October 12). Netflix Chief Ted Sarandos Fires Back At 'Cuties' Controversy: "It's Surprising In 2020 America That We're Having A Discussion About Censoring Storytelling". Retrieved from https://deadline.com/2020/10/netflix-co-ceo-ted-sarandos-fires-back-at-cuties-cont roversy-1234595815/ Kang, M., & Park, Y. E. (2017). Exploring trust and distrust as conceptually and empirically distinct constructs: Association with symmetrical communication and public engagement across four pairings of trust and distrust. Journal of Public Relations ​ Research, 29(2/3), 114–135. https://doi.org/10.1080/1062726X.2017.1337579 ​ ​ ​ Lee, E. (2020, April 21). Everyone You Know Just Signed Up for Netflix. Retrieved October 15, 2020, from https://www.nytimes.com/2020/04/21/business/media/netflix-q1-2020- earnings-nflx.html Linney, L., & Bateman, J. (n.d.). Everyone You Know Just Signed Up for Netflix. Retrieved from https://www.nytimes.com/2020/04/21/business/media/netflix-q1-2020- earnings-nflx.html Long-Term View. (n.d.). Retrieved from https://www.netflixinvestor.com/ir-overview/long-term-view/default.aspx Lüsted, M. A. (2013). Netflix: The company and its founders (p. 7). Minneapolis, MN: ABDO ​ ​ Pub. Madani, D. (2020, October 07). Netflix indicted in Texas over 'lewd' depiction of children in 'Cuties'. Retrieved from https://www.nbcnews.com/pop-culture/pop-culture-news/netflix-indicted-texas-ov er-lewd-depiction-children-cuties-n1242304 Mallenbaum, C. (2020, September 13). 'Cuties' controversy: Does Netflix's new movie deserve the backlash? Retrieved from https://www.usatoday.com/story/entertainment/movies/2020/09/08/cuties-controv ersy-is-new-netflix-film-inappropriate/3451445001/ Manfredi, L. (2020, September 17). Netflix's 'Cuties' prompts 'churn' as domestic subscribers flee. Retrieved October 16, 2020, from https://www.foxbusiness.com/markets/netflixs-cuties-prompts-record-churn-as-sub scribers-flee

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McAlone, N. (2016, March 26). Netflix has revealed an elite category of binge-watcher, and they honestly sound a bit terrifying. Retrieved October 15, 2020, from https://www.businessinsider.com/netflix-describes-elite-binge-watchers-2016-3?ut m_source=feedly McNary, D. (2020, January 18). Netflix Praised by 'The Irishman,' 'Marriage Story' Filmmakers at Producers Guild Panel. Retrieved from https://variety.com/2020/film/news/netflix-praised-by-the-irishman-marriage-story-f ilmmakers-at-producers-guild-panel-1203471958/ McNeal, S. (2020, September 16). The Netflix Movie "Cuties" Has Become The Latest Target Of #SaveTheChildren Conspiracy Theorists. Retrieved from https://www.buzzfeednews.com/article/stephaniemcneal/netflix-cuties-qanon -target Miles, M., & Priesterm. (2020, September 24). Cuties' creators miss mark on messaging. Retrieved October 15, 2020, from https://xaviernewswire.com/2020/09/24/cuties-creators-miss-mark-on-messaging/ Moniuszko, S. M. (2020, September 15). State attorneys general ask Netflix to pull controversial 'Cuties' as director defends 'feminist' film. Retrieved from https://www.usatoday.com/story/entertainment/movies/2020/09/14/netflix-cuties-c ontroversy-florida-congressman-calls-exploitative/5792457002/ Morris, C. (2020, January 16). Netflix will spend over $17 billion on content this year: Analyst. Retrieved from https://fortune.com/2020/01/16/netflix-spending-content-2020-17-billion/ Netflix. (2020, September 11). How media came together to defend paedophile movie Cuties on Netflix. Retrieved from https://www.opindia.com/2020/09/cuties-netflix-review-mainstream-media-defend s-paedophilia/ Netflix Film Club. (2020, September 9). Why I Made Cuties | Maïmouna Doucouré Interview - YouTube. Retrieved October 15, 2020, from https://www.youtube.com/watch?v=Q8dsjAoazdY Netflix Has More Certified Fresh Movies Than Prime, Hulu, and HBO Combined. (2020, March 03). Retrieved from https://www.soda.com/news/netflix-movie-library-2019/ Netflix Inc. stock falls Thursday, underperforms market. (2020, September 10). Retrieved October 16, 2020, from https://www.google.com/amp/s/www.marketwatch.com/amp/story/netflix-inc-stock -falls-thursday-underperforms-market-01599769524 Netflix Newsroom (n.d.). Newsroom. Retrieved October 15, 2020, from https://about.netflix.com/en/newsroom Netflix. (n.d.). Retrieved October 15, 2020, from https://jobs.netflix.com/team?slug=publicity Netflix (n.d.). Retrieved October 15, 2020, from https://jobs.netflix.com/inclusion Netflix (NFLX). (2020). Retrieved October 15, 2020, from https://www.forbes.com/companies/netflix/ Netflix. (2020, August 20). Twitter Apology. Retrieved October 15, 2020, from https://twitter.com/netflix/status/1296486375211053057

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Netflix. (n.d.). Unlimited movies, TV shows, and more. Retrieved October 15, 2020, from https://www.netflix.com/ Netflix. Retrieved from https://jobs.netflix.com/inclusion NFLX. (n.d.). Retrieved October 16, 2020, from https://www.nasdaq.com/market-activity/stocks/nflx Ogles, J. (2020, September 24). Are Florida Republicans obsessed with pedophilia in the age of QAnon? Retrieved October 15, 2020, from https://floridapolitics.com/archives/369492-are-florida-republicans-obsessed-with- pedophilia-in-the-age-of-qanon O'Kane, C. (2020, September 9). "Boycott Mulan" trends on Twitter after credits reveal the region of China where the movie was filmed. 'One Story Away' campaign celebrates the power of storytelling. (n.d.). Retrieved from https://about.netflix.com/en/news/one-story-away-campaign Paluska, J. (2020, October 01). Netflix Loses 2.5 Million Subscribers over Cuties. Retrieved from https://www.christianheadlines.com/contributors/john-paluska/netflix-loses-25-milli on-subscribers-over-cuties.html Perez, S. (2018, July 25). U.S. cord cutters to reach 33 million this year, faster than expected. Retrieved October 15, 2020, from https://techcrunch.com/2018/07/25/u-s-cord-cutters-to-reach-33-million-this-year-f aster-than-expected/ Peter Kafka, R. M. (2019, April 08). Millions of Netflix users are using someone else's password, but that's not bad for Netflix. Retrieved from https://www.vox.com/2019/4/8/18300256/netflix-password-sharing-14-percent-surv ey-content-experience-moffettnathanson Petition demands Netflix remove French film accused of sexualizing young girls. (n.d.). Retrieved from https://www.foxbusiness.com/lifestyle/netflix-cuties-trailer-controversy-petition Phillips, M. (2020, September 15). Conservatives call on Obamas to use Netflix influence to nix 'Cuties'. Retrieved October 15, 2020, from https://www.foxnews.com/politics/conservatives-obamas-netflix-cuties Porterfield, C. (2020, October 12). Netflix's Sarandos Defends 'Cuties,' Calling The Controversial Film 'Misunderstood.' Retrieved from https://www.forbes.com/sites/carlieporterfield/2020/10/12/netflixs-sarandos-defen ds-cuties-calling-the-controversial-film-misunderstood/ Poteet, B., & Britt Poteet (62 Articles Published) Britt Poteet is a contributing writer for Screen Rant. She has a degree in Mass Communications from the University of West Georgia and is a social media correspondent as well as a freelance writer. She spends most of her free time obsessing over fictional characters and animals. She also writes for Screen Rant's sister site TheThings. More From Britt Poteet. (2018, March 27). 17 Netflix Controversies That Almost Ended The Service. Retrieved from https://screenrant.com/netflix-controversies-almost-ended-service/ Prsaweb. (n.d.). Diversity. Retrieved October 15, 2020, from http://www.commissionpred.org/commission-reports/the-professional-bond/diversi ty/

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PTC Says Netflix's Cuties Perpetuates Sexualization of Children. (n.d.). Retrieved from https://www.parentstv.org/press-releases/ptc-says-netflixs-cuties-perpetuates-sex ualization-of-children Randall, Randall, P. B (2020, April 20). UPDATED: Here are Asian American programs to watch while staying at home. Retrieved from https://asamnews.com/2020/04/19/films-and-programs-to-watch-for-asian-pacific-a merican-heritage-month/ Rehkopf, F. (2019, November 21). Framing and Counter-Framing in PR - Strategies, Tactics, and Tools. Retrieved October 16, 2020, from https://www.ubermetrics-technologies.com/blog/framing-and-counter-framing-in-c ommunications-strategies-tactics/ Robyn Merrett October 02, & Merrett, R. (2020, October 02). Stranger Things Resumes Filming on Season 4 amid COVID-19. Retrieved from https://people.com/tv/stranger-things-resumes-filming-season-4-amid-covid-19/#:~: text=Stranger Things Resumes Filming on Season 4 amid COVID-19,-Netflix announced the&text=Stranger Things is back in,(COVID-19) pandemic Romboy, D. (2020, October 05). Why Sen. Mike Lee says Netflix lacks 'moral standing' on cultural issues because of 'Cuties'. Retrieved October 15, 2020, from https://www.deseret.com/utah/2020/10/5/21502998/netflix-cuties-child-pornograp hy-mike-lee-cease-distribution-federal-investigation-moral-standing SAGE Reference - Handbook of Public Relations. (n.d.). Retrieved from https://sk.sagepub.com/reference/handbook-of-public-relations/n21.xml Schultz, M. (2020, September 13). Ted Cruz calls for DOJ investigation into 'Cuties' filmmakers and Netflix. Retrieved October 15, 2020, from https://www.foxnews.com/politics/ted-cruz-calls-for-doj-investigation-into-netflix-pr omotion-of-cuties Sharf, Z. (2020, September 12). Tessa Thompson and More Defend 'Cuties,' Criticize Netflix's Marketing for Creating Outrage. Retrieved from https://www.indiewire.com/2020/08/tessa-thompson-critics-defend-cuties-upset-n etflix-marketing-1234581573/ Sign the Petition. (n.d.). Retrieved from https://www.change.org/p/netflix-i-want-netflix-to-remove-the-new-movie-cuties-as -it-promotes-child-pornography Spangler, T. (2020, September 11). 'Cancel Netflix' Backlash Grows Over 'Cuties' Film's Sexualization of Young Girls. Retrieved October 15, 2020, from https://variety.com/2020/digital/news/cancel-netflix-backlash-cuties-sexualized-gir ls-1234765747/ Spangler, T. (2020, September 14). Netflix Defends 'Cuties' as 'Social Commentary' Against Sexualization of Young Children. Retrieved from https://variety.com/2020/digital/news/netflix-defends-cuties-against-sexualization- young-girls-1234766347/ STATEMENT - Netflix Must Stop Providing Platform to Film That Has Sexually Exploited Children. (n.d.). Retrieved from

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https://endsexualexploitation.org/articles/statement-netflix-must-stop-providing-pla tform-to-film-that-has-sexually-exploited-children Thorne, W. (2020, August 11). 'Black-ish' Episode 'Please, Baby, Please' Released on Hulu After Being Shelved by ABC. Retrieved from https://variety.com/2020/tv/news/black-ish-episode-please-baby-please-released- hulu-shelved-abc-1234730838/ T. G. (2020, September 12). .@netflix child porn "Cuties" will certainly whet the appetite of pedophiles & help fuel the child sex trafficking trade. 1 in 4 victims of trafficking are children. It happened to my friend's 13 year old daughter. Netflix, you are now complicit. #CancelNetflix pic.twitter.com/GI8KFH7LFq. Retrieved from https://twitter.com/TulsiGabbard/status/1304587833584226305 Torres, L. (2019, June 17). Everything you need to know about HBO's controversial new show 'Euphoria'. Retrieved from https://www.insider.com/hbo-new-show-euphoria-everything-you-need-to-know-a bout-2019-6 Twenty-twenty Sundance Film Festival Program Guide. (n.d.). Retrieved from https://www.sundance.org/2020-sundance-film-festival-program-guide Tyler Aquilina December 16, & Aquilina, T. (n.d.). Netflix comedy special featuring gay Jesus draws controversy. Retrieved from https://ew.com/tv/2019/12/16/netflix-gay-jesus-special-controversy/ Universal Accreditation Board. (n.d.). Study Guide for the certificate of public relations examination. 66-68. https://www.praccreditation.org/resources/documents/Certificate-Principles-PR-St udyGuide.pdf Victor, D. (2019, August 16). Calls to Boycott 'Mulan' Reignite Over Star's Support for Hong Kong Police. Retrieved from https://www.nytimes.com/2019/08/16/world/asia/boycott-mulan.html Vrbas, R. (2020, September 17). REVIEW: 'Umbrella Academy' stands out amid flood of Netflix content. Retrieved from https://www.kstatecollegian.com/2020/09/17/review-umbrella-academy-stands-out -amid-flood-of-netflix-content/ Wardak, N. (2020, August 14). Cancel CUTIES on Netflix. Retrieved October 14, 2020, from https://www.change.org/p/netflix-cancel-cuties-on-netflix WeAreNetflix. (n.d.). Retrieved from https://www.facebook.com/wearenetflix/photos/a.1709041202738402/236322517 0653332 Which Consumer Attitudes Will Shape the Streaming Wars? (2020, November 02). Retrieved from https://www.nielsen.com/us/en/insights/article/2020/playback-time-which-consum er-attitudes-will-shape-the-streaming-wars/ ​ Woo, S., & Sherr, I. (2012, January 26). Netflix Recovers Subscribers. Retrieved October 15, 2020, from https://www.wsj.com/articles/SB10001424052970203806504577 183303393083214

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Zamani, Efpraxia D.; Giaglis, George M.; Kasimati, Anna E.. Journal of Theoretical & ​ Applied Electronic Commerce Research , 2015, Vol. 10 Issue 2, p33-52, 20p. ​ Publisher: Universidad de Talca., Database: Supplemental Index Zaragoza, E. M. (2020, September 15). 20 Things You Can Watch On Netflix To Celebrate Latinx Heritage Month. Retrieved from https://www.buzzfeed.com/evelinamedina/netflix-latinx-heritage Zeitchik, S. (2020, July 16). Netflix added 10.1 million subscribers this spring as people around the world stayed home. Retrieved from https://www.washingtonpost.com/business/2020/07/16/netflix-subscriber-results-q 2/ Zhang, B. (2020, June 30). How Spotify Nets Millions of Hits With Their Annual "Wrapped" Campaign. Retrieved from https://medium.com/better-marketing/how-spotify-nets-millions-of-hits-with-their-a nnual-wrapped-campaign-f4057f377db6

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