Sound Matters: A Case Study of Marvel’s Avengers in Digital Film Promotion and Cross-Platform Audience Perception

Abstract

Taking The Avengers as a case study, this paper delves into the dissemination mechanisms and user perception traits of sound content in digital film and television promotion. Employing text analysis, comment summarization, case comparison, and in-depth interviews, it systematically categorizes the expressive forms, communicative functions, and user response patterns of sound elements across diverse platforms. The research reveals that sound symbols—such as iconic soundtracks, character voices, and sound effects—elicit varied emotional identifications and communicative behaviors in cross-platform contexts. These variations are notably shaped by platform-specific attributes (e.g., interactivity on social media vs. immersive playback on streaming sites) and user demographics (including age, media usage habits, and fan engagement levels). By unpacking these dynamics, the study enriches theoretical frameworks on the sonic dimension in communication studies. It offers actionable insights for crafting targeted, sound-based promotion strategies in the digital age, enhancing the effectiveness of cross-platform film and television marketing.