Unveiling Gendered Power Dynamics in Cinematic Posters: A Feminist Critical Discourse Analysis of Sci-Fi Movie Series “Avengers

Abstract

This study highlights how the “Avengers” sci-fi series portray power differences and gender discrimination in their movie posters by using Feminist Critical Discourse Analysis (FCDA), known as a feminist approach. By having its roots in the work of Michelle M. Lazar (2007), the research intends to analyze and expose how gender roles, power dynamics and typecasts are presented visually in the posters of the "Avengers" films for promotional purposes. the research intends to analyze and expose how gender roles, power dynamics and typecasts are presented visually in the posters of the "Avengers" films for promotional purposes. This study analyzes posters for each movie in this series to analyze character representation, appearance, posture, and power relations. This feminist research examines how visual representations reinforce power disparities and gender ideologies. This study shows the need of visual representations to evaluate, confront, and change restrictive concepts in Critical Discourse Analysis. Film posters should reflect gender equality and provide underprivileged groups a voice, according to the report. Overall, the study reveals the gendered power relations in “Avengers” movie posters and tries to discuss gender roles in popular culture. This research analyzes chosen Avengers posters, focusing on primary male and female protagonists, their body language, dress, and visual frame placement. The study also changes how female superheroes are portrayed. At these times, the study ignores societal gender conventions that only men can be protagonists. It stresses the necessity for diverse, authentic, stereotype-free depictions to create a more inclusive and empowering cinematic world.