This week started off with some exciting news: I get to draft a chapter for Star Wars and the History of Transmedia Storytelling, a collection of academic essays on the franchise edited by Dan Hassler-Forest and Sean Guynes. This collection is scheduled for publication in 2017, to coincide with the 40th anniversary of the first film release.
In forty years a lot has changed for Star Wars, and my chapter focuses on the franchise’s feminist politics.
A recent YouTube video cut together all the lines spoken by women in the original Star Wars film trilogy, apart from Princess Leia. The total runtime was just over a minute. Women have been well represented among the ranks of Lucasfilm and LucasArts, but historically the franchise is not known for its groundbreaking portrayal of female characters on-screen. Even so, women have made up a significant and vocal portion of the franchise’s fanbase from early on. Though Princess Leia’s example is a powerful one, what else draws women to Star Wars, and how has the franchise adapted itself to tap into this market?
As you can read in the original call for papers, the focus of the collection is on transmedia revision both in and outside of the films:
The chapters in this collection will ultimately demonstrate that Star Wars laid the foundations for the forms of convergence culture that rule the media industries today. As a commercial entertainment property and meaningful platform for audience participation, Star Wars created lifelong fans (and consumers) by continuing to develop characters and plots beyond the original text and by spreading that storyworld across as many media platforms as possible.
From the myriad female-led stories in the Star Wars ‘Legends’ (Expanded Universe) novels, to the casting of stars Ewan McGregor and Liam Neeson in The Phantom Menace, to the popular success of female characters like Ahsoka Tano in The Clone Wars and Rey in The Force Awakens, the first half of my chapter will provide a survey of the tactics used to quietly cater to an imagined female audience, from the earliest days of Star Wars’ transmedia empire. This is a complex subject, and I won’t be able to cover everything in the 5,000 words I’m allotted, but I’ll be doing my best to highlight key examples.
In the second part of the chapter, I plan to tie things together by using the matriarchal planet of Dathomir – first depicted in the bonkers (and bestselling) ‘Legends’ novel The Courtship of Princess Leia (1994) and later re-imagined for the canonical Clone Wars animated series (2008-2014) – as an illustration of the franchise’s own evolving relationship with feminist discourse.
How You Can Help
While I have the wealth of the internet and my own experiences to draw on, as well as the invaluable research of people like Michael Kaminski, J.W. Rinzler, and Will Brooker, ideally I want to take this research further. The information available online about Star Wars‘ marketing and mythmaking is pretty sparse before 1995 – no surprise, given that the internet wasn’t really a big thing until then – and there’s no way I can buy up all the paper fanzines, adverts, articles, and reports I would like for this project on a PhD student’s salary.
So. Here’s where you come in. Do you remember reading anything that described Star Wars as a boys’ club, or recall seeing an appeal to female audiences either in storytelling or in marketing? What kinds characters, stories, or merchandise has the franchise marketed with a clear idea of ‘men’ or ‘women’ in mind? What are some of the ways (good, bad, and hilarious) in which the Star Wars franchise has tried to appeal to women over the years? What kinds of things have been perceived by the media as gender-pandering?
I’m particularly interested in concrete examples from before the prequels (so 1977-1999), and am prioritising officially sanctioned attempts to sell Star Wars to women over grassroots projects, but would welcome anything you can send my way.
Now obviously, on the surface this description seems to ignore all the queer Star Wars fans out there. Please don’t think you’re not also important! Your fandom is a vital part of this research, especially because you’ve long been ignored by marketers. As the previous paragraph states, what I’m looking at here is the perceived audiences for canonical Star Wars products, not the actual ones. I will be on the lookout for slippage between these two groups. I’m also interested in the way the franchise queers itself over time – allowing for multiple readings of the same characters and stories – in order to adjust to changing ideas about gender.