[DISCLAIMER: This blog post is a condensed version of my research’s findings. If you’d like a copy of the complete dissertation paper, please e-mail firstname.lastname@example.org. If you’d like to read about my journey in writing this dissertation (including my personal motivations, challenges, and methodology), head over to Part 1]
After an insane amount of late nights and hard work, I managed to submit my final year dissertation consisting of 10,000 words during a global pandemic. Alhamdulillah, Newcastle University gave my research paper, “#DontSpoilTheEndgame: An Investigation Into Social Media Engagements With the Viral Phenomenon of Avengers: Endgame” a First Class grade of 78/100!
ABSTRACT: Avengers: Endgame was a film released in 2019, the finale of the Marvel Cinematic Universe’s Infinity saga, that not only became the highest-grossing film worldwide but broke records in terms of social media engagements, making it a viral phenomenon. This research explores the factors leading to high engagement with the film online, revealing social media’s role as a space for meaningful conversations about a beloved media franchise. To investigate this area, insights from 692 online questionnaire respondents as well as a sample of 1,000 random tweets posted during the film’s screening period were gathered. This data was then analyzed thematically to interpret the ways in which social media users interacted with Avengers: Endgame, and why they were inclined to post or share about the film. Drawing on theories of participatory culture, convergence culture, virality and cultural phenomena, the findings argue that meaningful social media engagement with Avengers: Endgame was influenced by psychological motivations – such as emotion, exclusivity, and secrecy. Other than that, this research discovered the powerful capacities of social media in uniting people across the world to interact with the film online through fandom communities, production of user-generated content, and interactive features. This communal genuine urge to share about Avengers: Endgame succeeded in spreading the word to a large audience and making content about the film go viral. However, the negative aspects of this, such as fan labour and spoiler-related anxiety, are also touched upon. Evidently, social media plays a huge role in elevating media audience participation in this digital era.
Keywords: Avengers: Endgame, Marvel Cinematic Universe, social media, engagement, fandom, participatory culture, convergence culture, viral, cultural phenomena, film marketing
As we all know, academic writing is often dull – it lacks humour, storytelling, personal experiences, and is full of hard-to-understand jargon. So please enjoy this condensed and more fun version of my dissertation findings! For every major finding, I’ve also provided an alternative example from a different real-life event for better understanding. It will take you about 15 minutes to read, if you can spare the time to do so.
Why choose Avengers: Endgame as a case study?
Well, other than the fact that I myself am a huge Marvel fan… the movie gained 40.5 social media engagements during release week, breaking internet records. It was also named as the most tweeted movie of all time in 2019. Also, director Joe Russo himself mentioned that Endgame couldn’t have achieved the numbers it did without social media.
The Marvel Cinematic Universe is also an extremely unique movie franchise in the sense it released 21 movies prior to Endgame are interconnected with each other. Every movie is a small part of a huge jigsaw puzzle, despite featuring different characters. This means that most people who regularly consume American entertainment are familiar with at least a few movies or characters even if they aren’t huge Marvel fans. That small sense of familiarity could have influenced them to watch Endgame, thus posting about it on social media.