Continuing on from my previous research on Star Wars (and other related activities), I’ve had an article published in a special issue of the open access journal Film Criticism. I write about the Forces of Destiny Star Wars series on YouTube, addressing the tensions between Disney’s presentation of this girl-focused arm of the Star Wars universe and its reception by fans and consumers. In particular, I look at the ‘Adventure figure’ line of toys marketed with the series, tracing its ‘plastic representation’ within the broader contexts of Star Wars transmedia, commodity activism, and paratextual erasure.
The article is open access and free to read—you can find it at this link. You can also read a short excerpt from the article below:
Few films are more iconic and widely recognized than Star Wars (1977). Now an international franchise with a forty-year history and a multi-billion-dollar box office and merchandising legacy, Star Wars has become a global phenomenon. Amidst ever-intensifying waves of film and television content, transmedia tie-ins, and merchandising outreach, it has become common to speak of Star Wars as though it is a universal constant. Not only can it be found everywhere, the reasoning goes, it is also something that can be enjoyed together by people of diverse ages and backgrounds. As Rogue One (2016) reviewer Rohan Naahar writes for the Hindustan Times, “Star Wars is for everyone; every boy or girl who has ever looked up at the night sky and wondered if there are other worlds out there. It’s for every kid who has ever pretended to be a hero, saving the day, with his friends by his side. Star Wars belongs to us now.” But what parts of the franchise are we talking about when we speak of Star Wars? And is it the franchise’s omnipresence that allows it to appeal to the kid—or the boy, as Naahar’s use of personal pronouns suggests—in everyone?