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    Marvel tells / sells its own history: figureheads, promotion, curation, and application, 1982-1987

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    Author
    Bullinger, Jonathan M.
    Keyword
    Comic book historicization
    Marvel 25th anniversary
    Comic book history
    Marvel Saga
    Official Handbook of the Marvel Universe
    Journal title
    Journal of Graphic Novels and Comics
    Date Published
    2022
    
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    URI
    http://hdl.handle.net/20.500.12648/8504
    Abstract
    This research explores Marvel Comics Group’s (MCG) efforts to actively construct and sell its own history during the early-to-mid 1980s. This active historicization was achieved through persistent promotion by company figurehead Stan Lee and fans-turned-professionals actively curating the history in an official capacity. The historical reference products focused on the growing direct market-based older fan types of cultists, enthusiasts, and petty producers and younger, newer consumers and fans attracted to the authority of both history and official releases. These reference materials included encyclopaedias (Official Handbook of the Marvel Universe), a promotional arm (Marvel Age), an official history (The Marvel Saga), commemorative ceremony (1986ʹs 25th Anniversary), and New Universe that in contrast reaffirmed the specialness of the original Marvel Universe. MCG’s efforts from 1982 to 1987 provide a rare instance to watch history actively be constructed, curated, sold, and applied and to illustrate to us the power inherent within such actions.
    Citation
    Jonathan M. Bullinger (2022) Marvel tells / sells its own history: figureheads, promotion, curation, and application, 1982-1987, Journal of Graphic Novels and Comics, 14:2, 171-185, DOI: 10.1080/21504857.2022.2040555
    DOI
    https://doi.org/10.1080/21504857.2022.2040555
    ae974a485f413a2113503eed53cd6c53
    https://doi.org/10.1080/21504857.2022.2040555
    Scopus Count
    Collections
    SUNY Oneonta Scholarly and Creative Works

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