Netflix and What?

Naughty Netflix
Netflix has drastically changed the ways in which millions of people from all around the world view media content. The fact that the popularity of this online media streaming service led to the fall of so many video stores is no surprise; however, people did not expect the brand to be directly associated with the falling of pants as well. To elaborate, I'm referring to baby making, coitus, doing the deed, making whoopee, hanky panky, sinking the salami, and the list goes on. Thanks to the ever-increasing circulation of media content via millions of Netflix watchers and social media users, a new phrase can be added to this seemingly infinite list: Netflix and Chill.

Background
These three, now famous words began to show up on social media sites a few years after Netflix began to stream videos online in 2007, enabling people to watch more content with greater frequency and ease. This media update made Netflix much easier to access, which consequently increased the popularity of the site. Thus, the frequency of Netflix references on social media increased, the most common one being “Netflix and Chill”. The definition of "Netflix and Chill" at this time was indeed to simply watch Netflix and relax.


Due to the fact that millions of Netflix users are also communicating daily through sites such as Twitter, Facebook, Tumblr, etc., a semantic drift has taken place for this relatively new and once innocent phrase. The first change in its use began emerging on Twitter, as the phrase more or less turned into a compound noun around 2012.


Not long after the grammatical use of the phrase was altered, people, specifically young Americans, began attaching a new connotation to "Netflix and Chill". It now references engaging in sexual activities with Netflix in the background. Quite romantic.


                                         
                          Tinder, a hookup/dating app, is a fitting place to use the phrase.

2014 came around, and social media began to swarm with sexual innuendos under this once mundane phrase. On Twitter alone, there were over 430,000 "Netflix and Chill" references during the span of July–August 2015 (topsy.com). Simultaneously, "Netflix and Chill"'s new definition began spreading like wildfire via social media sites such as Facebook and Tumblr. The audience most aware of this new phenomenon primarily consisted of young adults who frequently follow posts or sites that cater to "internet humor" i.e. memes, gifs, and so on.


                             


Now in 2015, the phrase has become so popular that young people not only use it online but also in their daily conversations. Thanks to the global community that is active on the social media, "Netflix and Chill" has expanded beyond the borders of countries that offer Netflix. The fact that one does not necessarily need to be familiar with Netflix in order to include "Netflix and Chill" into his or her vocabulary indicates the profound ability of media to distribute influential ideas and concepts to people from all over the world.

Generational Gap
Don't expect to hear the phrase "Netflix and Chill" at a bingo tournament. The young audience primarily using the phrase is a prime example of how media consumption actively shapes the differentiation of generational norms. Many would agree that social media has generated a culture of its own, one can see this especially through the ever-expanding internet humor where there is no shortage of "Netflix and Chill" references. Almost any active Tumblr or Instagram user, for example, would be able to explain what a meme is and give a plethora of examples.

If I were to ask my parents if they knew what "Netflix and Chill" meant, the chances of them understanding its new meaning would be close to none since their social media activity is nearly nonexistent. Even the older generations that are very active on Facebook and/or Twitter are not likely get these references, as the content one sees is primarily generated through the followers or friends he or she has. Grandma is much more likely to scroll across a pie recipe rather than a John Cena gif. Thus, though "Netflix and Chill" has become a global phenomenon, there will always be limitations to how many people can use or be familiar with the phrase since internet access and/or interest is not relevant to everyone. 

                                        





                                   

The Bigger Picture
The new, widely accepted meaning of “Netflix and Chill” is just one of the many ways in which convergence takes place in the brains of the consumer as media consumption expands. Cultural practices are in part shaped by the distribution of services through which consumers alter and/or spread concepts and ideas. Specifically, “Netflix and Chill” is a prime example how the expansion of media is reshaping social norms about sex. Most would agree that teenagers and young adults are not only more informed about sex today, but they are also quite open about the topic.

The concept of using an entertainment medium as an entrance route to Sexyville is not new at all. Half a century ago, people were most definitely going to movies with the hopes of scoring at some point; however, there would likely be no public announcements made before or after. This normalization of casual hookup culture as seen online is one of the many indicators of how the subject is increasingly leaving the private sphere, especially within western societies. This evolution, or some might argue devolution, of social norms regarding sex shows how media convergence plays a crucial role in the reshaping of not just technology but the minds of millions as well.

 

                                     




Sources:

Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. Print.

"Twitter Search, Monitoring, & Analytics | Topsy.com." Twitter Search, Monitoring, & Analytics | Topsy.com. Topsy Labs, n.d. Web. 29 Nov. 2015.

Roose, Kevin. "How 'Netflix and Chill' Became Internet Slang for Having Sex." Fusion. Fushion Media Network, 28 Aug. 2015. Web. 29 Nov. 2015.

Photos taken from Tumblr