Streaming Channel Brand’s Rhetoric through @NetflixID Twitter Account

Hamdiki Ainur Roziqi, Nia Ashton Destrity


This research aims to analyze the rhetoric of @NetflixID, well-known as a brand's Twitter account using Selzer's rhetorical analysis approach. Data was collected in January 2020 through documentation using the text analysis technique. The objective of this research is to analyze @NetflixID's rhetoric and show that @NetflixID was found to be embodied the human character by using humor, emojis and emoticons, authorship and personal pronouns, non-formal language style, choice of words, anecdote, and non-standard vocabularies in giving information and showing emotions. Canon style and canon memory help find the pathos and logos of @NetflixID. Furthermore, this research found the potential uses of conversational tone, authorship, and personal pronouns as a marketing communication tool in initiating social interactions, generating affective responses from the audience, creating emotional bonds with the consumer, and attracting the consumers' attention similarly to humor. After all, this research discovers @NetflixID's rhetoric in promoting the products and engaging with audiences.


Brand's rhetoric, social media, streaming channel, twitter

Full Text:



Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356.

Astari, N. (2021). A Literature Review : Digital Marketing Trends in Indonesia During the COVID-19 Pandemic. Channel: Jurnal Komunikasi, 9(2), 125–134.

Aviles, G. (2019). Netflix jumps in on sex meme, creates path for other companies to follow suit.

Baker, C. (2018). How Twitter Has Changed the Way Advertisers Communicate [Bridgewater State University].

Blanchard, O. (2011). Social Media ROI. Pearson Education, Inc.

Bryman, A. (2016). Social research methods. Oxford University Press.

Canhoto, A., & Clark, M. (2013). Customer service 140 characters at a time: The users’ perspective. Journal of Marketing Management, 29(5–6), 522–544.

CNN Indonesia. (2019). Netflix Andalkan Promosi Mulut ke Mulut di Indonesia.

Cyca, M. (2019). 10 Brands that Excel at the Art of the Comeback on Social Media.

Davis, K. A. (2017). Attributing rhetorical agency: Corporate social media interactions on Twitter [Iowa State University].

Gantiva, C., Sotaquira, M., & Arajuo, A. (2019). Cortical processing of human and emoji faces: an ERP analysis. Behaviour and Information Technology, 39(1), 1–9.

Gunawan, I. (2014). Metode Penelitian Kualitatif: Teori dan Praktik. Bumi Aksara.

Hartelius, E. J., & Browning, L. (2008). The application of rhetorical theory in managerial research: A literature review. Management Communication Quarterly, 22, 13–39.

Jamison, K. (2021). 9 eCommerce Brands Winning With Twitter Images.

Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science, 60(11), 2169â€2188.

Kelleher, T., & Miller, B. M. (2006). Organizational blogs and the human voice: Relational strategies and relational outcomes. Journal of Computer-Mediated Communication, 11(2), 395–414.

Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 37, 18–25.

Kwon, E. S., & Sung, Y. (2011). Follow me! Global marketers’ Twitter use. Journal of Interactive Advertising, 12(1), 4–16.

Labrecque, L. I. (2014). Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing, 28(2), 134–148.

Meyer, J. C. (2000). Humor as a Double-Edged Sword: Four Functions of Humor in Communication. Communication Theory, 10(3), 310–331.

Miles, C., & Nilsson, T. (2018). Marketing (as) rhetoric: an introduction. Journal of Marketing Management, 34, 1259–1271.

Nelzén, A. (2017). Aristotle on social media? Investigating non-profit organizations’ usage of persuasive language on Twitter and Facebook [Linnéuniversitetet].

Primanto, A. B. Dharmmesta., B. S. (2019). What Happens After They Laugh How Humorous Advertisements Have an Effect on Consumers’ Attitudes, Word of Mouth Intentions, and Purchase Intentions, With the Need for Humor Playing a Moderating Role. Journal of Indonesian Economy and Business, 34(2), 113–127.

Purwaningwulan, M. M. (2013). Daya Tarik Pesan Iklan Humor. Majalah Ilmiah UNIKOM.

Safnil. (2010). Pengantar Analisis Retorika Teks. FKIP UNIB PRESS.

Selzer, J. (2004). Rhetorical Analysis: Understanding how texts persuade readers. In & P. P. Bazerman (Ed.), What writing does and how it does it: An introduction to analyzing texts and textual practices (pp. 279–307). Erlbaum.

Sloane, T. O. (2001). Encyclopedia of Rhetoric. Oxford University Press.

Stevanovich, M. (2012). Rhetorical Analysis of Successful Brands in Social Media Discourse [Gonzaga University].

Torp, S. M., & Andersen, L. P. (2018). Marketing rhetoric and the rhetoric of marketing: Manipulation or Mutuality. Aalborg University.

Zachry, M. (2009). Rhetorical analysis. In F. Bargiela-Chiappini (Ed.), The Handbook of Business Discourse (pp. 68–91). Edinburg University Press Ltd.

Zhang, X. (2017). Effects of Twitter communication styles on consumers’ brand personality perceptions, attitudes and purchase intentions. Int. J. Internet Marketing and Advertising, 11(2), 158–182.



  • There are currently no refbacks.

Copyright (c) 2022 Universitas Ahmad Dahlan

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


Published by Universitas Ahmad Dahlan in collaboration with Ikatan Sarjana Komunikasi Indonesia (ISKI) and Asosiasi Penerbit Jurnal Ilmu Komunikasi Indonesia (APJKI).

ISSN 2339-2681 (print) and ISSN 2621-2579 (online)

Creative Commons License

Channel: Jurnal Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View my stats