The Impact of Diversity in Disney's Ms. Marvel: An Analysis of YouTube Comments

Hardey, Mariann; Ahmed, Wasim; Khan, Imran

Abstract

This article examines the Disney+ streaming television series Ms. Marvel, as a case study in popular cultural representations of Muslim youth. By analysing YouTube comments on the shows trailer, this research explores how the series navigates the intersections of race, religion, gender, and Identity by drawing on primary social media data. Through a thematic analysis of YouTube comments, the study investigates the ways in which Ms. Marvel both challenges and reinforces dominant cultural discourses.. Themes identified include Culture and Identity where respondents appreciate the respectful depiction and cultural elements. Misrepresentation (34.2%) highlights concerns about the show’s inaccurate portrayal and criticisms that it caters more to Western audiences. Negative Views (17.4%) address stereotypes and criticisms of Marvel’s political motivations. Lastly, Unclassified Content (6.9%) encompasses responses lacking substantial content, often link-baiting or non-English text. A striking juxtaposition emerges between the show’s vibrant portrayal of a young Muslim woman and the significant volume of online hate speech and misogyny directed at it, highlighting the paradox of increased visibility and heightened vitriol. Ultimately, this research contributes to a broader understanding of how media representations influence identity formation and social change, particularly among marginalised communities. By investing in culturally grounded storytelling, producers can build a more loyal and diverse audience, fostering resonance and trust, which are essential for long-term viewer engagement and cross-cultural impact. The role of social media analysis, as demonstrated through the themes identified in YouTube comments, is an important medium for understanding audience perspectives on cultural representation in media.

Citation

Hardey, M., Ahmed, W., & Khan, I. (in press). The Impact of Diversity in Disney's Ms. Marvel: An Analysis of YouTube Comments. In W. Ahmed (Ed.), Oxford Intersections: Social Media in Society and Culture. Oxford University Press

• Deposit Date: Mar 3, 2025
• Publisher: Oxford University Press
• Peer Reviewed: Peer Reviewed
• Series Title: Oxford Intersections
• Book Title: Oxford Intersections: Social Media in Society and Culture
• Public URL: https://durham-repository.worktribe.com/output/3670444
• Publisher URL: https://academic.oup.com/intersections/pages/social-media
• Contract Date: Mar 28, 2025