Media Breakthrough and Visual Communication Strategies of Marvel from the Perspective of Chinese and American Culture

Abstract

With the advancement of the globalization wave, Marvel has successfully established a global cultural influence through its superhero series, becoming a typical case in the field of film and television media dissemination. China and the United States have significant differences in historical traditions, value systems and media ecosystems. Such differences not only pose challenges to the cross-cultural dissemination of Marvel works but also prompt it to constantly innovate media strategies to achieve breakthroughs. This article takes Marvel Studios as the research object, focusing on its media breakthroughs and communication strategies in the two core markets of China and the United States. By analyzing its construction of visual hegemony in the "hypermedia universe" in the US market, as well as the cultural challenges and localization attempts it faces in the Chinese market, this paper reveals the realization of cross-cultural communication by visual art as a carrier of cultural soft power. Through research on Marvel's media breakthrough and communication strategies, it provides strategic references for Chinese film and television enterprises to go global.