In 2018, Disney launched a Marvel Rising transmedia campaign introducing a line of female superhero dolls and supporting media narratives across Disney XD, Marvel Comics, and Hasbro toys. Utilizing textual and industry analysis, we find that the concentration of ownership and the need to attract a new clientele resulted in a “commercialized feminism” text, one that thematically supports Disney’s prosocial messaging agenda, linking its products to what it perceives as the preferred social identity for its audience. As such, this work has implications for deeper understandings of how corporations can use transmedia rhetoric to mentor children, especially young women, toward confidence and self-empowerment while also allowing the corporation to maximize marketplace revenues.

中文翻译：

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自我认同与互助的企业肯定：漫威崛起的跨媒体修辞

2018 年，迪士尼发起了漫威崛起跨媒体活动，推出了一系列女性超级英雄玩偶，并支持迪士尼 XD、漫威漫画和孩之宝玩具的媒体叙事。利用文本和行业分析，我们发现所有权的集中和吸引新客户的需要导致了“商业化女权主义”文本，该文本主题支持迪士尼的亲社会信息议程，将其产品与其认为的首选社交媒体联系起来。其观众的身份。因此，这项工作对于更深入地理解企业如何使用跨媒体修辞来指导儿童，尤其是年轻女性，在实现自信和自我赋权的同时，让企业最大限度地提高市场收入具有重要意义。