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Brinker, Felix. "Reader mobilization and the courting of fannish consumption practices in 1970s Marvel superhero comic books." Participations 17. 2 2020. Accessed 4Dec. 2020. <https://www.participati ... e%2017/Issue%202/13.pdf>. 
Added by: joachim (12/4/20, 10:45 AM)   
Resource type: Web Article
Language: en: English
Peer reviewed
BibTeX citation key: Brinker2020
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Categories: General
Keywords: Fandom, Marvel, Reception, Seriality, Superhero, USA
Creators: Brinker
Collection: Participations
Views: 73/830
Attachments   URLs   https://www.partic ... 7/Issue%202/13.pdf
This article examines Marvel superhero comic books of the 1970s and their mobilization of fannish consumption practices. It argues that the 1970s Marvel comic book is best understood as a multi-purpose medium that, in addition to carrying narrative content, served as a mail-order catalog for comics and novelty products, as a forum for the moderated exchange between producers and consumers, and as a starting point for an ongoing engagement with comics fandom and a larger commodity culture that clustered around superhero comics. To make this case, the article considers the non-human agency of comics, takes stock of period comic books’ references to other issues and media, surveys different types of advertisements, discusses the role of letters pages and editorials, and addresses parallels between the practices of 1970s comic books and the intentional courting of fan audiences in the digital era.
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