SUPERHEROES: IMPACT OF DC AND MARVEL FILMS ON PAKISTANI YOUTH

Abstract

The study focuses on understanding cross-cultural communication through DC and Marvel's superhero films and the influence of pop culture in Pakistan, with the intention of social development. The study aims to understand superhero films' psychological and cultural impact on Pakistani youth. This research adopts a qualitative approach; data is collected through in-depth interviews with semi-structured questionnaires. It's finding out that most youngsters are aware and familiar with the propaganda used in superhero films to have a large psychological and cultural impact. They accepted the adaptation and influence of superhero films in Pakistan is not limited to watching the films only but also promoting the superhero culture. The gender difference and violence in superhero films are also noticed by the audience with their perspectives. In addition, results demonstrate that superhero films also have a consumerism effect on Pakistani youth, shaping the consumer behavior that they love to buy superhero clothing, products, toys, stationary, etc.