While DC did that, Marvel doubled down on its strategy of pushing leftist politics in its books. This seemed to flow from top-down editorial choices that started with changing the race, gender, and sexual orientation of its Intellectual Property. That in itself isn’t a problem. If Ms. Marvel is a Muslim whose family is from Pakistan, then hey that's great— as long as the story is good!
But, as the Rageaholic has pointed out, mainstream legacy comics have become preachier than a Catholic mass:
When I was a kid they had programs called “After School Specials.” These moralizing narratives were built around TEACHING A LESSON in big bold capital letters. Story was always meant to be subservient to the lesson. We made fun of these TV shows. We saw right through them, even when we were ten. Today, Marvel (and Archie!) editors seem to have taken their inspiration from these shows. They seem to believe that comics fans are bigoted buffoons who need to be TAUGHT A LESSON about diversity, white privilege, misogyny, Islamophobia, xenophobia, etc etc. And Thor and Captain America are just the Intellectual Property to push those enlightened values!
Politics—in particular left wing politics—have been around since comics’ inception. Superman, Wonder Woman, and Captain America were all New Deal Democrats who actively promoted big government progressive ideas. The difference was that the lectures let up on occasion, and they weren’t imposed on the stories by the publishers. A Superman story might feature a variation on the broken windows fallacy, or Wonder Woman might advocate for free milk for children, or Captain America might punch Adolf Hitler in the face to promote the US getting involved in World War II, but there would be other stories in the same volume that was preach-free.
It’s not like that today. Nearly everything Marvel produces is geared not toward entertainment, but leftist advocacy. And it’s so awkwardly shoehorned into the story that it almost ceases to be a story at all—it’s like someone transposed a Salon article.
These panels came to symbolize everything that was wrong with Marvel Comics over the last few years. Basically this is a Tumblr with pictures.
It’s possible that Marvel had decided to write off comics entirely, using them as trademark maintenance and workshopping story ideas/IP variations, as suggested by the loathsome “Moviebob.” According to this virtue-signaling dummy, “Furious fanboys are missing the point - but what else is new?”
Yes, Marvel can afford to lose money on their comics. DC can, too. But maybe, just maybe $3.99 is too much to pay to read a twenty-two page lecture with drawings. Maybe, just maybe we’ve reached a tipping point where the once mighty Marvel has come to dust off its once vaunted sense of pride and that old competitive spirit and decided that the plummeting sales of their flagship comics—the wellspring from whence their IP flows!—is seriously bad optics.
Because now Marvel has decided to de-emphasize the (leftist, it’s always leftist!) politics and get back to “meat and potatoes” storytelling.
And last week’s Marvel creative summit I am told by well connected sources who have proved themselves in that past there was more of a focus on what DC Comics internally called “meat and potatoes” comics that preceded their doubling down on the popular characters and bringing back old favourite takes with DC Rebirth.
I am told, as Marvel brings back the X-Men line with a bang, to expect a return to more of a status quo for titles such as Thor, Iron Man, Hulk and more. A more familiar looking Marvel Universe by the autumn – although, just as with Captain America, as classic-look-characters return, expect new characters to keep a number of their books.
This response to market forces isn’t just good news for Marvel fans—it’s good news for comics fans. Because Marvel’s leftist preaching wasn’t just killing it’s comics—it was killing the comic book industry.
...And if modern Marvel creators had been working in the 1940s, you'd get something like this.
Thanks to their movie, TV, animation, and video game products, neither Marvel nor DC really needs their comics to make money. They can publish their comics at a loss, and more than make up any difference with a hit movie. But no other publisher is in such a luxurious position. And if the top two content providers in an industry are willing to publish their material at a loss, and are perfectly content to watch sales dwindle while they “workshop” new material for other media, then other publishers are going to suffer. Marvel and DC have the Intellectual Property that drives sales. If more and more people feel that those companies aren’t producing material that speaks to them, they’re going to take their business elsewhere—away from he comic book shops that are the almost exclusive home to comics.
Which means that smaller books from independent publishers—already endangered thanks to the way Diamond distributes and comic shops order books (books are ordered three months in advance and small publishers who manage to get one or two people to pre-order their books often don’t sell any more than that, because the comic shops order ONLY those two books and don’t order any extra to put out on the shelves)—are going to see their sales drop even more. And they won’t be able to continue publishing, even on the vague hope that a movie producer might see the book and option it for a film.
Which means that the comic book industry has been dying a slow, painful death.
There is a very small, vanishingly small, but exorbitantly vocal minority of people who crave moralizing hectoring in their entertainment. If a comic doesn’t do something to advance their favored political narrative then it must be protested. If a piece of IP doesn’t head to a Congressional hearing to offer some kind of bon mot about, say, the wage gap, they’ll take to Tumblr or the Mary Sue or i09 or whatever to offer an impassioned, chin-stroking think piece. But do those people actually buy comics?
Well, Marvel has been pandering to them for awhile. And now they’re changing course because they’re getting trounced. Let’s hope that they’re fixing this in time to save the comics industry.
UPDATE: Mundane Matt has a video that comes close to making some of the same points I made: