Using Content Analysis to Analyze Issues in the Development of the Marvel Cinematic Universe and Their Impacts

Faculty of Humanities and Social Sciences, University of Nottingham Ningbo China, Ningbo, 315199, China

^* Corresponding author: biyhq4@nottingham.edu.cn

Abstract

The Marvel Cinematic Universe has become one of the most successful and popular franchises worldwide due to its continuous development. Therefore, this essay employs content analysis to investigate the worldbuilding and character develop issues in the Marvel Cinematic Universe productions. The findings reveal that the dense interconnections within the productions of the franchise makes it challenging for new audiences to enter. The repetition and declined quality of the plot of the Marvel Cinematic Universe’s productions after Avengers: Endgame (2019) has also made old fans begin to lose interest. The imbalance between old and new characters leads the franchise to an awkward situation. To address these problems, Marvel can slow down the pace of new releases, so that the new audiences will be given more time to know the fictional world by catching up previous productions. Besides, Marvel Studios can have more time to improve the quality of their works to maintain the attraction to old audiences. Furthermore, they should focus on balancing the development of both old and new characters to better serve different audiences.