Reseach On Fandom Culture Of Marvel Superhero Movie

Superhero movies have become the most popular type of Hollywood commercial blockbuster in the world,and they have contributed the most from the superhero movies of Marvel.In the 20 years from 2000 to 2019,among the 96 superhero movies released worldwide,there were 55 superhero movies under Marvel,accounting for about 57.29%.The success of the "Marvel" superhero movie is inseparable from the business model of its movie universe.This article regards the "Marvel Movie Universe" as a new media practice of Hollywood industry under the background of media fusion.It is a cross-core with fan participation as the core.Media business model.According to the different roles played by the use value and symbolic value in individual behavior to distinguish between text consumption and text production,text consumption is the premise and basis of text production,and text production will in turn stimulate more text consumption behavior.As active consumers and producers,fans play an important role in the process of integrating cultural change.The fan identity practice includes two parts: text consumption and text production.Fans’ text production includes fan conversations and fan-like text creation(family videos,music and novels).The difference between fans and ordinary viewers is that fans are both text consumers and text producers.They have different consumer choices and consumption methods than ordinary viewers,and thus confirm their fan identity,including repeated viewing,egg culture and peripheral product purchase.Behavior with collections,etc.In addition to identity,fans also use the common text consumption activities as a link to gain a sense of belonging.This article takes the three fan communities of the "Marvel" superhero movie as an example,including "Marvel QQ group","Marvel WeChat group" and "Marvel",by examining the "Mart" fans in the text consumption and The practical activities in text production,combined with the 22 film works of "Marvel Movie Universe",analyze the youth subculture characteristics in the "Marvel" fan culture,and explore the dynamic relationship between producers and consumers.