![]() In alignment with the Marvel machine, fans became increasingly vocal about their fandom identities, partly thanks to emerging, vibrant, and visible fandom communities on social platforms like Tumblr and Twitter. Geek culture became a new and intense form of consumerism, and superheroes, instead of being a nerdy fringe interest, became a standard model through which a plethora of fans could relate to pop culture. But because of Marvel’s steady rollout of films over the decade, fandom was suddenly, perpetually expected to be engaged in participating in the Marvel apparatus. And alongside that mainstreaming, fandom itself changed and evolved in dramatic, significant ways.īefore the Marvel Cinematic Universe, participatory fandom was something fans could only do publicly every once in a while performative geek culture was reserved for special events like Comic-Con or the newest sci-fi or fantasy film. ![]() That all started to change with the rise of the Marvel Cinematic Universe near the end of the Aughts, which kicked the gradual mainstreaming of geek culture into high gear. ![]() Though the word has been in use since the early 1900s, for most of the last 100 years or so, it’s been known mainly to people who considered themselves to be in fandom - a relatively niche number of people who self-identified as being part of a community of fans. At the start of this decade, “fandom” wasn’t a word most people knew, much less fully understood.
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