The Impact of Diversity in Disney's Ms. Marvel: An Analysis of YouTube Comments

Khan, Imran (2025) The Impact of Diversity in Disney's Ms. Marvel: An Analysis of YouTube Comments. Oxford Intersections. (In Press)

[thumbnail of SOM-workid-UKAC0050094-book-part-3_Hardey et al._The Impact of Diversity_FINAL.pdf]

Text
SOM-workid-UKAC0050094-book-part-3_Hardey et al._The Impact of Diversity_FINAL.pdf - Accepted Version
Restricted to Repository staff only
Download (188kB) | Request a copy

Abstract

This article examines the Disney+ streaming television series Ms. Marvel, as a case study in popular cultural representations of Muslim youth. By analysing YouTube comments on the shows trailer, this research explores how the series navigates the intersections of race, religion, gender, and Identity by drawing on primary social media data. Through a thematic analysis of YouTube comments, the study investigates the ways in which Ms. Marvel both challenges and reinforces dominant cultural discourses.. Themes identified include Culture and Identity where respondents appreciate the respectful depiction and cultural elements. Misrepresentation (34.2%) highlights concerns about the show’s inaccurate portrayal and criticisms that it caters more to Western audiences. Negative Views (17.4%) address stereotypes and criticisms of Marvel’s political motivations. Lastly, Unclassified Content (6.9%) encompasses responses lacking substantial content, often link-baiting or non-English text. A striking juxtaposition emerges between the show’s vibrant portrayal of a young Muslim woman and the significant volume of online hate speech and misogyny directed at it, highlighting the paradox of increased visibility and heightened vitriol. Ultimately, this research contributes to a broader understanding of how media representations influence identity formation and social change, particularly among marginalised communities. By investing in culturally grounded storytelling, producers can build a more loyal and diverse audience, fostering resonance and trust, which are essential for long-term viewer engagement and cross-cultural impact. The role of social media analysis, as demonstrated through the themes identified in YouTube comments, is an important medium for understanding audience perspectives on cultural representation in media.

Item Type:	Article
Dates:	Date Event 26 February 2025 Accepted
Uncontrolled Keywords:	Cultural Representation, Identity, Misrepresentation, Minority Audiences, Authenticity, Social Media Analysis, Audience Perception, Muslim Culture, YouTube Comments, Media Portrayal
Subjects:	CAH15 - social sciences > CAH15-01 - sociology, social policy and anthropology > CAH15-01-02 - sociology CAH24 - media, journalism and communications > CAH24-01 - media, journalism and communications > CAH24-01-05 - media studies
Divisions:	Faculty of Business, Law and Social Sciences > College of Business, Digital Transformation & Entrepreneurship
Depositing User:	Gemma Tonks
Date Deposited:	11 Mar 2025 10:37
Last Modified:	11 Mar 2025 10:37
URI:	https://www.open-access.bcu.ac.uk/id/eprint/16228