Always rooting for the anti-hero

A mixed-method social media analysis of Inter-Fandom Discourse in response to the Phase 4 Diversity Initiative in the Marvel Cinematic Universe

Authors

Keywords:

Social Identity, Collective Identity, Marvel, MCU, Film and Television, Textual Analysis, Twitter

Abstract

This study investigates the impact of Marvel Studios' Phase 4 diversity initiative on fan interactions and inter-fandom discourse on social media through a mixed-methods textual analysis of Twitter conversations in response to recent films in the Marvel Cinematic Universe (MCU). The qualitative analysis revealed three key themes: Representation as a Reflection of Self-Identity, Absolutism with Diversity, and The Myth of Closure. Subsequently, the sub-themes further identified four types of diversity-related conversations: Promoting, Praising, Defending, and Criticizing diversity. The quantitative analysis demonstrates a substantial increase in inter-fandom conflicts, particularly in discussions defending or criticizing diversity, within Phase 4 of the MCU. This research establishes a framework to investigate the challenges of integrating diversity in major franchises while navigating the expectations of existing fans. It underscores the evolving dynamics of fandom in an era where inclusivity is a central aspect of storytelling

 

Author Biographies

Chris DeFelice, University of Florida

Chris DeFelice is a Ph.D. student at the University of Florida’s College of Journalism and Communication. His research focuses on new media technology, social media, and the entertainment industry, with a specific interest in the cultural and industrial impact of streaming services and AI. 

Kyle Stanley, Louisiana State University

Kyle Stanley is a Mass Communication Ph.D. Candidate at Louisiana State University. His research focuses on popular culture in digital spaces and explores the intersections of fandoms, celebrities/ influencers, cultural trends, and the impact of media law on these communities. His research dives deep into the intricacies of online communities, examining the relationships and interactions between fans and their chosen media. Email: kstan16@lsu.edu

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Published

2024-12-31

Issue

Vol. 13 No. 2 (2024): Journal of Social Media in Society

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Articles

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