Marvel exec: ‘Diversity’ push may be alienating comics readers, driving sales down

Marvel exec: ‘Diversity’ push may be alienating comics readers, driving sales down
(Image: Marvel via NYT)

[Ed. – Could be.  I tell you what’s alienating me: this BS non-word “performative.”  The next time I see it, someone’s going down.]

Marvel’s vice president of sales has blamed declining comic-book sales on the studio’s efforts to increase diversity and female characters, saying that readers “were turning their noses up” at diversity and “didn’t want female characters out there”.

Over recent years, Marvel has made efforts to include more diverse and more female characters, introducing new iterations of fan favourites including a female Thor; Riri Williams, a black teenager who took over the Iron Man storyline as Ironheart; Miles Morales, a biracial Spider-Man and Kamala Khan, a Muslim teenage girl who is the current Ms Marvel.

But speaking at the Marvel retailer summit about the studio’s falling comic sales since October, David Gabriel told ICv2 that retailers had told him that fans were sticking to old favourites. “What we heard was that people didn’t want any more diversity,” he said. “They didn’t want female characters out there. That’s what we heard, whether we believe that or not.” …

Writer of the Kamala Khan Ms Marvel series, G Willow Wilson…[wrote] that “diversity as a form of performative guilt doesn’t work” and criticis[ed] Marvel’s tendency to introduce the new iterations of fan favourites by “killing off or humiliating the original character … Who wants a legacy if the legacy is sh***y?”

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