AVENGERS ASSEMBLE. En kvalitativ innehållsanalys av mediefranchisen Marvels historiska användning av den transmediala berättarformen inom deras narrativa universum MCU.

Abstract

Executive summary The purpose of this bachelor thesis is to examine Marvel’s use of transmedia storytelling as a narrative tool within its cinematic universe, the Marvel Cinematic Universe (MCU). The thesis aims to understand how Marvel has overtime employed transmedia storytelling to structure the works within the MCU, and how this practice has influenced the narrative structure within the works. To achieve the purpose of the thesis three research questions were formulated; 1. How does Marvel’s use of transmedia storytelling manifest within the narrative structure? 2. How does Marvel encourage its audience, through their media texts, to consume content within the MCU? 3. Has the use of transmedia storytelling within the MCU contributed to a fragmentation of the central themes and messages in individual works within the universe? The thesis uses an Ethnographic Content Analysis case study to approach the subject, where the thesis analyzes the appearance of transmedia storytelling in the narrative structure of the films Avengers (2012) and Avengers: Endgame (2019) using theme-based protocols. The two films were chosen because of their similar narrative rolls as the climax of the overarching stories within the universe, and because of their clear use of transmedia storytelling within their narrative structure. The theoretical framework of the thesis is based on the media strategy and theory transmedia storytelling, mainly using transmedia structures and Henry Jenkins’ seven principles of transmedia storytelling. The framework also includes a chapter dedicated to previous research related to Marvel and media convergence, the active media consumer, and the potential consequences of transmedia storytelling. The results of the thesis indicate that throughout the seven years between the releases of the films Avengers (2012) and Avengers: Endgame (2019) Marvel’s has increasingly relied on transmedia storytelling, which has had a pronounced influence on narrative structures of individual works within the franchise. Over the duration of the franchise the company has placed greater emphasis on the interconnected work rather than the independent works, expecting their audiences to possess prior knowledge of the MCU to completely understand the plots of their movies. The reliance on transmedia storytelling has resulted in a more fragmented experience for new viewers who lack the necessary contextual background to experience a complete movie experience.