AbstractsBusiness Management & Administration

The following project report is a study into native advertising. The report will center around a paid post by Netflix, posted in the New York Times in 2013 as an attempt to promote the second season of the Netflix original; “Orange Is the New Black”. Through critical discourse analysis the text of the post will be understood from a societal and discursive standpoint. Combined with semiotics and particularly the signification system, we are able to present the argument that the paid post is trying to present a discourse about women in prison having a harder time than men, which becomes even more clear when looking holistically at the post. Throughout the analysis, we can see that Netflix uses what the advertising industry would call Native Advertising. Although they are not following the suggested guidelines of the industry completely, they manage to use all the tools with great success and create a great advertisement. By combining the critical discourse analysis, semiotic analysis and the industry guidelines and definitions, we gain a holistic understanding of how Netflix chooses to promote the second season of their series “Orange Is the New Black” and how this is done in relation to the emerging sub-genre of native advertising.