Netflix and Cringe – Consuming Conflict As Transformative Consumer Identity-Work

Using collaborative autoethnography, we explore consumers’ experiences of “cringe” watching through a viewing of Netflix’s Indian Matchmaking. By processing the tensions associated with media’s dualities, such as “past/present” and “sacred/profane,” we argue that media consumption can revolve around conflict that one incites as an act of transformative identity-work


Carly Drake and Anuja Pradhan (2021) ,"Netflix and Cringe – Consuming Conflict As Transformative Consumer Identity-Work", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 394-394.


Carly Drake, North Central College
Anuja Pradhan, University of Southern Denmark


NA - Advances in Consumer Research Volume 49 | 2021

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