Make Ours Marvel: Media Convergence and a Comics Universe

Make Ours Marvel: Media Convergence and a Comics Universe

by Matt Yockey (Editor)


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The creation of the Fantastic Four effectively launched the Marvel Comics brand in 1961. Within ten years, the introduction (or reintroduction) of characters such as Spider-Man, the Hulk, Iron Man, Captain America, and the X-Men catapulted Marvel past its primary rival, DC Comics, for domination of the comic book market. Since the 2000s, the company’s iconic characters have leaped from page to screens with the creation of the Marvel Cinematic Universe, which includes everything from live-action film franchises of Iron Man and the Avengers to television and streaming media, including the critically acclaimed Netflix series Daredevil and Jessica Jones. Marvel, now owned by Disney, has clearly found the key to transmedia success. Make Ours Marvel traces the rise of the Marvel brand and its transformation into a transmedia empire over the past fifty years. A dozen original essays range across topics such as how Marvel expanded the notion of an all-star team book with The Avengers, which provided a roadmap for the later films, to the company’s attempts to create lasting female characters and readerships, to its regular endeavors to reinvigorate its brand while still maintaining the stability that fans crave. Demonstrating that the secret to Marvel’s success comes from adeptly crossing media boundaries while inviting its audience to participate in creating Marvel’s narrative universe, this book shows why the company and its characters will continue to influence storytelling and transmedia empire building for the foreseeable future.

Product Details

ISBN-13: 9781477312506
Publisher: University of Texas Press
Publication date: 06/20/2017
Series: World Comics and Graphic Nonfiction Series
Pages: 364
Product dimensions: 6.00(w) x 9.00(h) x (d)

About the Author

MATT YOCKEYToledo, OhioYockey is an associate professor of film and media studies at the University of Toledo. He is the author of Batman, a volume in the TV Milestones Series.

Table of Contents

AcknowledgmentsIntroduction. Excelsior! Or, Everything That Rises Must Converge, by Matt YockeyChapter 1. Reforming the “Justice” System: Marvel’s Avengers and the Transformation of the All-Star Team Book, by Mark Minett and Bradley Schauer Chapter 2. Man Without Fear: David Mack, Daredevil, and the “Bounds of Difference” in Superhero Comics, by Henry Jenkins Chapter 3. “This Female Fights Back!”: A Feminist History of Marvel Comics, by Anna F. Peppard Chapter 4. “Share Your Universe”: Generation, Gender, and the Future of Marvel Publishing, by Derek JohnsonChapter 5. Breaking Brand: From NuMarvel to MarvelNOW! Marvel Comics in the Age of Media Convergence, by Deron Overpeck Chapter 6. Marvel and the Form of Motion Comics, by Darren Wershler and Kalervo A. Sinervo Chapter 7. Transmedia Storytelling in the “Marvel Cinematic Universe” and the Logics of Convergence-Era Popular Seriality, by Felix BrinkerChapter 8. The Marvel One-Shots and Transmedia Storytelling, by Michael GravesChapter 9. Spinning Webs: Constructing Authors, Genre, and Fans in the Spider-Man Film Franchise, by James N. Gilmore Chapter 10. Playing Peter Parker: Spider-Man and Superhero Film Performance, by Aaron TaylorChapter 11. Spotting Stan: The Fun and Function of Stan Lee’s Cameos in the Marvel Universe(s), by Dru JeffriesChapter 12. Schrödinger’s Cape: The Quantum Seriality of the Marvel Multiverse, by William ProctorNotes on ContributorsIndex

What People are Saying About This

Derek Kompare

"In an age of Marvel dominance in popular culture, there are almost no academic books about the comics brand. This book is a significant, and needed, contribution to the field, in locating Marvel—and its tumultuous universe and corporate history—at the center of global popular culture. To the book’s strength, it is not a ‘film studies’ or ‘comics studies’ anthology, but both, and much more."

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