Representation of the Female
Action Hero in Multi-Platform
Narrative
FIRST YEAR RESEARCH
JULIE BENSON
Purpose of Research
 To explore how female characters transfer from
original platforms to other media forms, with
reference to platform conventions and restrictions.
 To analyse audience responses to female characters
to inform own experimentation with current
conventions and models for creation of a new female
action hero (PAR).
Methodology
 Mixed methods
 Empirical approach
 Textual analysis
 Pilot focus group
 Virtual ethnography
 Script for TV drama series and other text (PAR)
Existing Studies
 Empowering & liberating (Innes; King &
McCaughley)
 Re-working gender systems (Hill; Brown)
 Re-enacting masculinity (Tasker; Clover)
 Is their sexuality controlled (Brown)
 Objects for voyeurism & sadism (Clover;
Herbst)
Textual Analysis
MARVEL’S BLACK WIDOW
AKA
NATASHA ROMANOFF
Comic Book
Characteristics
Highly sexualised
Large body shape,
big breasts, big
buttocks
Sado-masochistic
Bondage scenes
In control
Film
Characteristics
Femme fatale
Bondage scenes
Sado-masochistic
Slim body shape
In control
American accent
Game characteristics
Marvel Heroes:
 Choice of 4 x costumes
 Sexualised
 Violent
 Russian accent
Lego Marvel:
 Long eyelashes
 Unzipped suit
 Cute
Ultimate Alliance 1:
 NPC
 Practical costume
Ultimate Alliance 2:
 In control (voice
command to team)
 Sexualised
 Large body shape
 Russian accent
Ultimate Alliance 1 & 2
Character Summary of Black Widow
 Sado-masochistic
 A key team member
 Violent
 Motivated by duty , not
 Sexualised
compassion
 Recurring theme of
repayment of debts
 Expert marksperson
 Skilled combatant
 In control, fakes being
powerless
 3 x roles (on-duty, offduty, under-cover)
 3 x identities?
Transferable Elements Across the Platforms
 Sado-masochism
 In control
 Sexualised body & costume
 Background/history
 Skills and abilities
Sado-masochism (actions & dialogue)
Sexualisation (costumes)
Background/history
Skill set
Recognisable conventions of the
character
Conventions become
the brand of each platform
A Semiotic
Approach
 Marvel Entertainment is a parent




company owned by Disney
Its products/brands are synergised
across multi-platforms
Black Widow is recognised by the
conventions of her character
Conventions become the brand
If branding gives meaning to an
object, then what meaning is
implied through the presentation
of Black Widow?
Pilot Focus Group
Audience Response to Black Widow
 8 x mixed gender (5:3 M/F)
 Aged 17-27,
 Level 3 education, existing group
Responding to:
 Iron Man 2 - fight scene with Black Widow & Happy
 Avengers Assemble - interrogation scene
 Marvel Heroes game play
 Ultimate Alliance 1 game play
 Ultimate Alliance 2 game play
EXAMPLE OF GROUP DATA
Do you like Black Widow's
character?
Most frequent response was yes.
Would you choose to play her as a
game character?
Most frequent response was no.
Is character, story line or
platform most important to you?
Most frequent response was story line.
Is Black Widow character of value
to society?
Response split equally between yes and
no.
Do you prefer Black Widow in
comic, game or film?
Most frequent response was comic.
Q6
Are characters like Black Widow of value to society?
Gender Participant ID Responses
M
1
"Girls, women, nowadays, it's less stereotypical, talk to a girl who's into this
kind of stuff and then it's easier for them to relate. They have a strong
female character for them to relate to as well. Whereas most men, their
favourite character will be a man, probably"
M
1
"Yes…earlier on in the comics…most of the main heroes were all men, there
weren't that many [women]"
M
5
"Role models, I suppose"
F
3
"It gives girls something that's not the typical housewife sort of image to
look at"
F
4
"Not really cos she's a character. She hasn't actually done anything big. She's
just been in films, comic, games"
F
3
"And the way that she's drawn and the actors they get to play her, they don't
help as well"
F
3
"They create an image that everyone's got a perfect body and that's just not
true"
F
8
"I think women can find it quite offensive as well"
F
4
"Some women can find it quite sexist. The fact that you boys are going, oh
boobs, boobs, boobs, omg she's perfect, sort of thing. No, it's not always
Practice as Research
 Experiment with conventions of traditional female
heroes
 Explore whether non-traditional hero is acceptable
to mainstream audience
 Creation of new female hero to feature in drama
script (TV series)
 Experiment with character across the platforms
New Female Hero
 Red Dragon, a fire-




breathing acrobat in the
Circus of Freaks, embarks
on a journey of revenge.
A non-traditional female
hero in terms of both
appearance and
characterisation.
Realism in skill set and
levels of violence.
Involves issues of mental
illness and female sadism.
The heroes of the story are
outcasts in society.
References
 Avengers Assemble (2012) Directed by Joss Whedon [Film]. United

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States: Walt Disney Studios Motion Pictures.
Brown, J.A. (2011). Dangerous Curves: Action Heroins, Gender,
Fetishism, and Popular Culture.
Black Widow [Online]. Available at:
http://fc09.deviant.net/avengers_movie_black_widow_by_sean_zaak
se (Accessed:: 5 June 2014).
Black Widow [Online]. Available at:
http://2bp.blogspot.com/Black_Widow_Vol_1 (Accessed 6 June
2014)
Black Widow [Online]. Available at:
http://www.wallpaperfly.com/blackwidow (Accessed 5 June 2014).
Clover, C. (1992). Men, Women and Chainsaws. Princeton University
Press
 Gazillion Enterprises (2013) Marvel Heroes [Online Computer Game].
Secret Identities Studios.
 Jenkins, H (2007) Transmedia Storytelling. Available at :
http://henryjenkins.org/2007/03/transmedia_storytelling_101.html
(Accessed 28 May 2014).
 Herbst, C. (2004). Lara's Lethal and Loaded Mission: Action Chicks.
New Images of Tough Women in Popular Culture. PalgraveMacMillan. Hills, E. (1999). From Figurative Males to Action
Heroines: Further Thoughts on Active Women in the Cinema.
(Screen.oxfordjournals.org)
 Inness, Sherrie A. (ed. 2004) Action Chicks: New Images of Tough
Women in Popular Culture. Palgrave-MacMillan.
 Iron Man 2 (2010) Directed by Jon Favreau [Film]. United States:

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Paramount Pictures.
King, N & McCaughey, M. (2001 ) What's a Mean Woman Like You
Doing in a Movie Like This? Reel Knockouts: Violent Women in the
Movies. University of Texas Press. Marvel Ultimate Alliance [Online].
Available at: http://i1.ytimg.com/maxresdefault.jpg
Marvel Ultimate Alliance [Online]. Available at:
http://www.wallcoo.net/game/marvel_ultimate_alliance_images
Raven Software (2006) Ultimate Alliance 1 [video game]. Activision.
T T Games (2013) Lego Marvel Super Heroes [video game]. Warner
Bros Interactive Entertainment.
Vicarious Visions (2009) Ultimate Alliance 2 [video game]. Activision.