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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.
What are some examples of "girl" stories that aren't cringe pandering softcore-relationship-porn wish fulfillment only (lame) women find appealing?
That isn't a leading question, it's an honest one, I'm sure they exist. But the people who write those don't get jobs at Disney. A lot of these girl stories seem to be made completely independent of everything that's been learned about basic storytelling structure, like they've been made up from scratch instead of being built on a foundation of previous works.
I Think the only woman author I've read extensively is the Dragonriders of Pern books by Anne McCaffrey, which was back in high school. While I remember those having female protagonists, they did heavily feature men, many of whom were genuinely loved by the author and characters in-universe (the master harper), for being men. There was the full spectrum of heroes and villains of whatever gender. I suppose some of the male characters had realistically male flaws that stuff written for dudes would normally leave out, almost like the author had, you know, known men in real life. But in McCaffrey is very obviously some kind of spergy horse girl, and wasn't writing to be in line with 2020s corporate intersectional feminism.
Oh and Harry Potter. Those are at least competently written, and are generally appealing to everyone without pandering to one gender or another.
Are you asking for "girl stories" (that aren't smut-adjacent) or "stories written by women that aren't girl stories"?
I would argue that Harry Potter is not a girl story. While Rowling has some problems writing adolescent boys (and for that matter, her adult Cormoran Strike novels sometimes show a bit of women-writing-men weaknesses), the Harry Potter series was very much a boy's adventure (and was sometimes even criticized for that, despite its fanbase being majority female). However, as a story that appeals to girls yet doesn't also alienate boys, it's probably the ur-example today.
Dragonriders of Pern is, as you say, something that appeals to spergy horse girls and I have seen female authors inspired by it refer to it as "girl-canon," but back in the day it had a broad cross-gender appeal. (The "Harper Hall" sequel trilogy was much more of a for-girls thing.)
There are a number of female authors who write decent novels that appeal to men: Lois McMaster Bujold, Elizabeth Moon, C.J. Cherryh. Leaning more towards "feminine perspective but still readable by a man," Leigh Bardugo, Cathrynne Valente (the author is insufferably woke and has one of the worst cases of TDS I have ever seen, but I really do recommend her Fairyland books, which are both very much "girl" stories but something I would totally read to a boy), Naomi Novik (a lot of people love her Napoleonic wars-with-dragons Tremaire series though personally I didn't), Ursula LeGuin. And outside the SFF genre, Alex Marwood, Sara Gran, Lisa Brackman.
Really, it isn't that hard to find good female authors who aren't writing didactic man-hating feminist novels or romantasy. Finding books that appeal to young readers of both sexes is harder but not impossible.
Aw, I liked Tremaire (although I didn't even think of the author's gender until now). Not a fan of how hard it leaned into the telecom tropes, or an issue the writing quality/plot pacing?
I can't really say; it just didn't grab me. Part of it is that frankly, the Napoleonic era is just not a setting that has ever interested me much.
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