Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)

2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)

📍Kunming, China🗓️ 12-14 June 2026
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The Global Fan Community Construction Strategy of the Marvel Cinematic Universe

Authors
Xinyu Zhao1, *
1Faculty of Arts, Design and Architecture, The University of New South Wales, Sydney, Australia
*Corresponding author. Email: xinyu750618@gmail.com
Corresponding Author
Xinyu Zhao
Available Online 4 September 2026.
DOI
10.2991/978-2-38476-609-3_2How to use a DOI?
Keywords
Global Fan Community Construction; Marvel Cinematic Universe; Fan Culture
Abstract

With the development of the Internet and the popularization of participatory culture, the fan community has become a crucial support for brand operations. Some researchers assert that the success of Marvel Studios cannot be achieved without the support of the fan community. However, the formation mechanism behind the success still lacks a unified explanation. Therefore, this paper utilizes qualitative research methods to systematically examine the construction strategy of the Marvel Cinematic Universe (MCU)’s global fan community. It analyzes theories such as fan culture, participatory culture, and cultural reproduction to deeply understand the logical basis of the construction of the fan community. This paper suggests that creating an interconnected narrative universe, promoting digital publicity, and shaping diversified roles are important strategies for the construction of the MCU’s global fan community. Based on this, this paper recommends that the cultural industry should attach importance to the significant commercial potential and cultural influence of the fan community, regarding it as a long-term cultural resource, rather than a short-term consumption tool.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
4 September 2026
ISBN
978-2-38476-609-3
ISSN
2352-5398
DOI
10.2991/978-2-38476-609-3_2How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xinyu Zhao
PY  - 2026
DA  - 2026/09/04
TI  - The Global Fan Community Construction Strategy of the Marvel Cinematic Universe
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 4
EP  - 12
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_2
DO  - 10.2991/978-2-38476-609-3_2
ID  - Zhao2026
ER  -