|All-New insults, All-Different standards|
In a recent interview with ICv2, Marvel's Senior Vice President, David Gabriel, addressed the massive slide in company sales. And to be honest, he really had to. As of the most recent figures in February this year, Marvel only had two books in the top ten comics. Both of them were Star Wars books. To find a Marvel superhero book, you need to get to number 13, where Spider-Man #24 sits. By contrast, DC takes seven of those top ten spots.
So why are Marvel so far behind? It's not like the company's presence isn't felt everywhere you look. Marvel characters are more popular than they've ever been. Regardless, Gabriel's answer has left many unsatisfied, to say the least. According to IGN.com;
Essentially Gabriel said that, according to retailers he talked to and sales data, Marvel's push towards diversity was the reason for the sales drop. "What we heard was that people didn't want any more diversity. They didn't want female characters out there. That's what we heard, whether we believe that or not. I don't know that that's really true, but that's what we saw in sales." Gabriel later elaborated on those comments in an interview with ICv2. There he said, "We saw the sales of any character that was diverse, any character that was new, our female characters, anything that was not a core Marvel character, people were turning their nose up against. That was difficult for us because we had a lot of fresh, new, exciting ideas that we were trying to get out and nothing new really worked."
Now, the IGN article in the link above goes on to say that it isn't diversity that is hurting Marvel's bottom line, but bad business practices; namely, putting out 5USD per issue for series' that have absolutely zero traction (see Red Wolf- what? You forgot who that was? Exactly!). That's a fair point, but Marvel have been pricing themselves out of the market for months before trying the Red Wolf Schtick. Others have pointed to event fatigue, but that's a pretty old chestnut for Marvel and again, it never hurt them before.
I suggest that Marvel's problem is on a creative level, not a business one. No, I'm not saying that making characters diverse is the problem. DC have plenty of books featuring people of colour, women and LGBT+. The problem is more perverse than that.
Let me demonstrate. In the early stages of the Mighty Thor, we saw this moment:
|And here I am, at the height of "punch a Nazi", posting this.|
I must have a death wish.
To some, this was where Marvel made it very clear that having unfavourable opinions on feminism was worse than an actual, literal felony. I'll admit, I was on board for the new Thor until this happened. Once it did, I wasn't so sure. I have no problem with feminism (though I find it unsettling that the face of pop culture feminism is Anita Sarkeesian- it really should be Liana Kerzner), but this felt mean-spirited and petty. Like it was the author acting out their own fantasies and shaming people who felt uncomfortable with what passed for Feminism in pop-culture.
Last year, we got this from All-New Captain America;
|Quick, put them in shadows or we won't know they're evil!|
In case you're not sure, that's the Serpent Society in the background, who have now become anti-immigrant. You can be sure, though, that Sam Wilson dispatched them with extreme prejudice. Again, I am actually pro-immigration (I am Australian, however, and immigration here looks different to what it does on the US border), but even I could see the unfair strawmanning of an opinion that the writer clearly didn't like.
And least you assume that I'm saying that comics need to "be more conservative", this moment from Captain America: Sam Wilson was equally concerning:
|Someone actually wrote this as dialogue... and an editor approved it.|
On the other hand, it means you can probably achieve anything!
As I said, the problem isn't that Marvel leans left- they and nearly every mass media company in the world has done so for the last fifty-or-so years to relatively little blowback. The problem is that the writers have been given license to routinely mock others and then be praised for doing so. I'm a teacher in a high school as my day job, so I find myself dealing with reports of bullying from students. For something to be considered bullying, it has to be regular and targeted. Sadly, Marvel seem to be meeting both criteria.
And before people start telling me "objectivity doesn't mean treating all opinions as valid"- let me make it very clear that I'm not saying that it does. What I am saying, very loudly, is that it also doesn't mean giving page space to mocking those ideas. The opinion being put forth by these writers- at least, the one common theme amongst the above examples- is "people I don't like deserve relentless ridicule" followed, according to Marvel, by "and I expect those people to pay me to do so".
In my job, we also teach students who are being bullied to leave the situation; that getting away is far better than being violent. How does this relate? Well, readers have been leaving Marvel. And why shouldn't they? Why should readers stay for material that makes them feel like dirt. That's not why we read superhero comics?
|I miss these two so much!|
X-Men, traditionally, have also been a great way to showcase the struggles of minorities to those who, without the assistance of the superhero genre, have found it hard to sympathise otherwise.
Please note; I have only mentioned Marvel books in the above paragraphs because in the past, Marvel have been excellent at dealing with a range of social issues. Hopefully, the books I've mentioned above are proof that they can be again.
Most comic fans are familiar with Stan Lee's slogan; "Excelsior!" The word is Latin. It means "ever upward". If that's truly the direction in which Marvel wish to travel, they have no space to stoop to lower levels.