Abdul Halim, Muhammad Qayyum and Zainal Abidin, Ahmad Hisham and Ismail, Adzrool Idzwan (2025) Examining Transmedia Character Engagement: Malaysian Audiences’ Connections with Tony Stark, Phil Coulson and Matt Murdock in the Marvel Cinematic Universe. Journal of Creative Industry & Sustainable Culture (JCISC), 4 (9). pp. 130-141. ISSN 2976-2480

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Abstract

This study explores character engagement among Malaysian fans of the Marvel Cinematic Universe (MCU), focusing on three central transmedia figures: Tony Stark, Phil Coulson, and Matt Murdock. Constructed from theories of transmedia storytelling, parasocial interaction (PSI), and character identification, the research investigates how audiences emotionally, cognitively, and behaviorally connect with characters across platforms. Employing a quantitative survey design, data were collected from 300 respondents of MCU fans in Malaysia. The study used a validated instrument to measure four dimensions of character engagement namely interest in, knowledge of, identification with, and interaction with. The findings revealed that Tony Stark’s character obtained the highest level of engagement (M = 4.75), followed by Phil Coulson and Matt Murdock (both M = 4.60), with all three scores falling within the “high engagement” range. The study attributes Stark’s dominance to his complex moral value, emotional depth, and consistent presence across multiple media formats, which contributes to strong parasocial relationships. Results underscore the importance of cultural context in shaping character value and also highlighting how Malaysian audiences align with characters that display both vulnerability and heroic transformation. This research contributes to the growing body of knowledge on transmedia fandom and character driven engagement in Southeast Asia. Future research should consider a broader range of characters, a qualitative research design and cross-cultural comparisons to further explore the evolving nature of global media consumption

Item Type:	Article
Uncontrolled Keywords:	Transmedia Storytelling; Character Engagement; Parasocial Interaction; Audience Engagement.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Creative Industry Management and Performing Arts
Depositing User:	Mdm. Rozana Zakaria
Date Deposited:	10 Nov 2026 07:27
Last Modified:	10 Nov 2026 07:27
URI:	https://repo.uum.edu.my/id/eprint/34510

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