Superhero Culture Wars: Politics, Marketing, and Social Justice in Marvel Comics

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The reactionary Comicsgate campaign against alleged forced diversity in superhero comics revealed the extent to which comics have become a key battleground in Americas Culture Wars. In the first in-depth scholarly study of Marvel Comics most recent engagement with progressive politics, Superhero Culture Wars explores how the drive towards greater diversity among its characters and creators has interacted with the companys commercial marketing and its traditional fan base. Along the way the book covers such topics as: Major characters such as Miles Moraless Spider-man, Kamala Khans Ms. Marvel, Jane Fosters Thor, Sam Wilsons Captain America and the Secret Empire series turncoat Captain America Creators such as G. Willow Wilson, Jason Aaron, Nick Spencer and Michael Bendis Marketing, the Marvel Universe, and online fan culture Superhero Culture Wars demonstrates how the marketing of Marvel comics as politically progressive has both indelibly shaped its in-world universe and characters, and led to conflicts between its corporate interests, its creators, and it audience.

Reviews

With its starting point that superhero comics are and have always been political, Superhero Culture Wars is a welcome examination of Marvels moves toward diversifying its characters in the 2010s. It illuminates not only the tensions between fans and storytellers, but also the tensions inherent in a companys neoliberal strategy of marketing its products and itself as progressive in order to increase its profits. -- Carolyn Cocca, author of Eisner Award-winning Superwomen: Gender, Power, and Representation (Bloomsbury 2016), SUNY College at Old Westbury, USA
Blatino Spidey. Muslim-American Ms. Marvel. Queer teen Hulk. For some, these and other superhero reincarnations ring the death knell to Western civilization. For others, they reflect a vitally attentive response to todays social make-up and the spirit of our times. With dazzling scholarly dexterity, Monica Flegel and Judith Leggatt take us on the rollercoaster ride of Marvel Comics: how its socio-politically alert contemporary stories entertain, incite incendiary debate, reveal deep sociopolitical chasms, and act as agents of change. Superhero Culture Wars forcefully reminds: Comics matter! -- Frederick Luis Aldama, Eisner Award winning scholar and Distinguished University Professor, Ohio State University, USA

Author Bio

Judith Leggatt and Monica Flegel are Associate Professors of English at Lakehead University, Canada.