Transnational Audiences and Cultural Translation: Exploring the Global Appeal and Localization Practices of the Marvel Cinematic Universe

This study examines the global appeal and cultural translation of the Marvel Cinematic Universe (MCU), focusing on how the franchise adapts its audiovisual content to diverse cultural contexts in the age of globalization. Through a comprehensive survey of MCU audiences across multiple regions from Sino-foreigner universities in China, the research investigates the interplay between universal storytelling themes and localized adaptations, such as dubbing, subtitling, and marketing strategies. It explores the effectiveness of these localization practices in maintaining cultural authenticity while expanding the franchise’s global reach. The study also addresses the role of emerging technologies, such as AI-driven translations and automated subtitling, in shaping the consumption of MCU films worldwide. Additionally, the research delves into audience perceptions of cultural representation within the MCU, considering how the integration of diverse cultural elements—such as African traditions in Black Panther or Chinese mythology in Shang-Chi—affects viewer engagement and identification. By examining the MCU’s efforts to navigate the complexities of cultural hybridity, this study offers insights into the future of global media franchises and the evolving dynamics of cultural translation in audiovisual content. The findings aim to provide a deeper understanding of how media content transcends national boundaries and resonates with a diverse global audience, contributing to the ongoing discourse on the globalization of audiovisual media.