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Notes -
Disney is back where it started:
Disney’s Boy Trouble: Studio Seeks Original IP to Win Back Gen-Z Men Amid Marvel, Lucasfilm Struggles
But we've been here before. Around the late '00s, Disney felt that it was shackled by its perception as a girl brand, and needed some boy-friendly properties. There were some that had had some success - Pirates of the Caribbean, Cars - but it wanted more. (Article 1, article 2 on marketing research in 2009 about this.)
They took a few gambles on intellectual property they already owned (or at least that wasn't too expensive) - Tron, The Lone Ranger, John Carter
of Marsand so forth - but those didn't give them the wins they wanted.So they bought Marvel and Lucasfilm and, over the 2010s, got a good many billions of dollars in box office returns from them both. But now both Marvel and Star Wars are sputtering at best, so it seems they think it's time to start up the search anew.
The obvious question is what happened to their last investments. The polite answer is that they stopped producing acceptable stories, or overexposed or overextended their franchises with TV shows and the like beyond general audiences' interest. But is that all? "To lose one strategic franchise may be regarded as a misfortune; to lose two looks like carelessness." What's to say that they won't make the same mistake again, whatever it was?
So there are less polite answers. That link leads to the /r/saltierthancrait discussion of the article (taken down now, by the looks of things. Too impolite even there!) where the poster summarizes their take on the story as "1. Buy new IP to have something for boys 2. Alienate them by pandering to girls 3. Repeat."
And even if it's so that both franchises' declines followed girl-power (or other identity-politics) pushes, that's still not a correlation that one's supposed to draw in polite company, not without a lot of throat-clearing. And true: the orthodox explanation of quality decline and overextension has much truth to it, and it's even possible to explain any alienation of target demographics as being due to such overextension: the same ambition that led Disney to want to give itself some appeal to boys also could lead it to try to make Marvel or Star Wars appeal more to girls. Maybe pure greed is the only explanatory factor needed.
Still, though, I have my doubts. I feel like there's a cultural undercurrent, much broader than just Disney, that it's a problem whenever anything is enjoyed by boys(/men) and not girls(/women). Perhaps there's an element of blank-slatism here: the belief that gender differences are all due to socialization, and in a perfect, prejudice-free world, male and female tastes would be the same.
That is: if there were any value to [something], then girls would see it. If they're not there with the boys, then either they're being kept away by something toxic or exclusionary, or there isn't any value to the thing and the boys shouldn't be having fun with it, either. Anything with predominantly male enthusiasts therefore should be either integrated or banned. (Going the other way, it seems much more easily accepted that boys are at fault for not being interested in something that girls are, for example.)
But if it's not true that, but for patriarchy, boys and girls would have the same interests, then the pursuit of this equalization can result in feeding a whole lot of interests or fields or value in general into the void. If lightsabers and starfighters appealing more to boys than to girls was not a problem that needed fixing, and Disney doesn't realize this, then they'll slide right back into this pit every time they try to escape. And if it is true, well - they'd better hope that they can somehow find fixes that work.
If you look at the Star Wars sequels, what male character can boys look up to? Can any of them be considered heroes? Look at Indiana Jones. They wheel him out, make him useless and is replaced by a woman. Marvel is the same. Robert Downey Junior retires, and they replace Iron Man with a sassy black lady.
In modern media, white men cannot be the hero, cannot do anything heroic. This fundamentally is why these boy brands are dying. They take these properties and then the only thing the creatives want to do is tear down the characters that people like.
Boys don't enjoy literature/films with female protagonists, while girls are okay with media with male protagonists. This has been demonstrated in numerous studies:
A 2022 analysis based on PIRLS data found that elementary school boys were significantly less interested in texts with female protagonists—even when the text was otherwise identical—while girls showed consistent interest regardless of protagonist gender - https://www.sciencedirect.com/science/article/abs/pii/S0959475222001013
A 2008 British study of about 4,000 children aged 4–16 found that only 5% of boys preferred books with a girl protagonist, while 22% of girls were comfortable with male protagonists. Boys were as interested in protagonists like robots or monsters as other boys, suggesting the issue isn't solely the female gender but perhaps relatable content or format - https://lisamartinbooks.com/articles/2016/11/26/where-the-boys-are
A long-standing pattern noted by children's literature professionals is the belief that “girls will read books with boy heroes, whereas boys won’t read books with girl heroes” - https://www.theguardian.com/books/2011/may/06/gender-imbalance-children-s-literature
It would be interesting to know why this is. My intuition is that, if I picked up a mass-market piece of adventure literature with a girl protagonist, there would be a greatly increased likelihood of there being some point in the story where the dramatic arc is sabotaged in the way that is so typical of female-protagonist stories - like the heroine actually had the power to solve all the problems in her if only she realised her own worth, or there was a solution that involves using emotional intelligence and likeableness to dissuade the villain from his villainous ways instead of defeating him, or whatever. I would find this disappointing and anticlimactic, especially in literature of a tier so low that I have no expectation of the victory-by-leveraging-wonderfulness-of-women being written in a remotely interesting way. Could a similar line of expectations dissuade other prospective male readers?
Indeed, it doesn't seem like boys avoid e.g. the Metroid series of video games; even if the protagonist is revealed to be female, the genre guarantees that Samus will still only defeat the final boss by getting gud. I also do not get the sense that the fandom of wildbow's Worm (whose female protagonist does not get treated well by the universe at all) leans female.
Worm was written by a man, and it shows. So was Practical Guide to Evil. It shows so hard that you can clock the author's sex just by reading the book, even when they use a totally sexless pseudonym and write an opposite sex protagonist.
A quick check confirms that Samus was created by a man as well.
If you've ever read chicklit, the difference is obvious. A female author of a female protagonist will linger on her interactions with every remotely relationship-appropriate male, to make sure the reader knows how desirable he is, and the flavor of his desire for the main character. Is he a good friend who respectfully hides it? A burning frenemy who offers aid even though he shouldn't? A simp?
As a man, reading that sort of book is alien in a way that few other things in sci-fi or fantasy manage. Like, you really go through life keenly aware that most men you interact with are at least some level of interested in you? Just because? As the default?
There is a male version of this, called "glazing", but it takes the form of gratuitous reaction shots to something impressive the male character has just done.
But women can more easily imagine being showered in attention and praise for doing something impressive than men can envision a world where they are loved and wanted just for existing.
Disclaimer: I think that last category might actually exist in anime, but I don't watch enough to know for sure.
Mate, in the last Culture War thread we had someone on here commenting about that immigrant case saying that sure, it's totes normal for an adult man to want to bang a 15 year old girl (because men are wired to be attracted to youth and fertility). Women do learn early that simply having boobs and a pulse gets you male attention in the "I'd hit that" sense. Not that they're interested in you as a person, that's where the fantasy wish-fulfilment comes in.
I'm not saying it isn't true, or at least very common. I'm saying that as a man who is usually invisible, it's not something I can easily relate to.
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