Pragmatics: heterogeneous globalizations, taste performance and networking in Avengers: End Game

Abstract

Avengers: Endgame was released in April 2019 and became Marvel's most lucrative movie in its cinematic history. In this article, we seek to investigate the ways in which Marvel, cinematically, articulates performances, subjectivities, taste constructions and networks assemblages. To achieve this, we investigated the opening night of the film at Shopping Recife, in Recife (PE), through three theoretical access keys: the first one being concerned with heterogeneous globalizations and senses of belonging; a second one that investigates performances of taste and constructions of self; and, finally, we discuss the crossings of networks of heroes, fans and experiences. In the end, we conclude that the way Marvel organizes itself narratively intertwines with productive and consumer networks. Those networks are also materialized in the opening night through constructions of senses of belonging.