Power, Gender, and Representation: A Multimodal Discourse Analysis of Selected Marvel Posters

Abstract

Movie posters are not only a means of artistic expression but also a tool of strategic consideration in the area of film marketing, as they are multimodal texts that appeal and capture audiences. This paper has examined the ways in which visual and language are combined in creating meaning in some of the Marvel movie posters namely Avengers: Age of Ultron, Thor: The Dark World and Captain America: The Winter Soldier. Based on the social semiotic theory by Kress and van Leeuwen and three-dimensional model of critical discourse by Teun A. van Dijk, the analysis examines how semiotic devices like use of color, layout, typeface, placement of characters and symbols are used to express ideological messages. In a qualitative, descriptive approach, this study exposes how film posters exhibit dominating discourse in regard to power, gender, race, and nationalism, and eventually shape the perception of the audience. The results reflect the importance of multimodal discourse analysis in the interpretation of how the visual culture creates and supports socio-political ideologies.

Keywords: MDA, Semiotics, CDA, Marvels, Superhero

https://doi.org/10.5281/zenodo.21807279