It’s not all black and white: A text analysis of racially diverse versus legacy superheroes in Marvel and DC Comics

Comic-book publishers have responded to growing racial diversity by strategically creating multicultural superheroes to diversify their publishing lines. While extant research has examined representation and broader-level themes surrounding diverse heroes, limited research has focused on the story text in diverse titles. This is the first study to explore and analyse the story text to uncover themes in diverse versus legacy superhero comics. Through a Leximancer text analysis of superhero comic books from Marvel and DC Comics, this study (1) identifies the prominent themes exuded in legacy titles versus diversity titles, (2) examines the cultural authenticity of the themes, and (3) compares the themes with those in past research. Identifying the different themes and their authenticity is critical for creators and marketers appealing to diverse segments, who now represent 19 per cent of consumer spending in the USA. Findings indicate varying themes across diverse and legacy superhero comics. Diverse comics focus on time struggles between superhero-ing and school, family and home. Legacy comics evoke themes of mastering time and space and then returning home. In contrasting Marvel and DC diverse superhero comics, Marvel themes focus more on the personal journey of the hero from doubt to confidence, while DC themes focus on the resilience of the heroes in their downtrodden neighbourhoods. In comparing these themes with themes identified in past content analyses, there is similarity and authenticity. The paper concludes with strategic implications pertinent to cultural marketing and media representation and inclusion. Marketers trying to reach diverse segments must continue to present diverse youth with authentic stories developed by credible creators. They may also move beyond common themes to those embodying greater empowerment.