Gender, assemble : the social construction of gender, audience perception, and the Marvel Cinematic Universe : a thesis presented in partial fulfilment of the requirements for the degree of Master of Arts in Sociology at Massey University, Albany, New Zealand
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2022
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Massey University
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Abstract
Film and media have long been a domain in which patriarchal systems of power and control have flourished. This is particularly true in the superhero genre, where exaggerated bodies and fantastical abilities have long enabled men to take charge and save the world, while women have been relegated to being the over-sexualised damsels in distress. In the digital age, mediatisation has introduced a changing landscape to the social construction of gender with more convenient audience access to film and media converging with the rise of the serialised transmedia entity, of which the Marvel Cinematic Universe (MCU) is the largest and most successful. While considerable analysis of MCU content has occurred there has yet to be substantive work examining the audience’s views of gender represented in this world, which is surprising given the long and dedicated relationship they develop with it. This research examines audience perception of gender through its representation in the MCU and how this influences individual gender understandings and constructions. I used a novel, multi-method, weekend long 'MCU camp' research design to best reflect the issues and values embedded in social constructionism. Group discussions, video diaries, poster analysis, along with other creative and social activities were used to explore how committed fans make sense of gender representation in this superhero world and how this impacted their own gender constructions. The research reveals that avid MCU fans grapple with a fictional world dominated by male superheroes monopolising the spotlight, while consigning women to supporting roles, and ultimately reinforcing patriarchal power and control. Sustained and committed parasocial relationships are simultaneously at the core of the audience’s passion for this universe and a source of tension regarding the way gender is represented. While there is some evidence that the portrayal of gender in the MCU is changing there are opportunities for Marvel to lean into its more progressive existing source material, and further investigation into the influence and role of parasocial relationships is recommended.
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