AN ANALYSIS OF THE COMMODIFICATION OF SUPERHEROES IN THE BOYS SERIES

Abstract

This study is an analysis of the Amazon Prime Video television series, The Boys (Season One) by Eric Kripke in order to identify how corporate capitalism is portrayed in the series and how the commodification of superheroes in a capitalist society can corrupt the concepts of heroes and superheroes. In a capitalist world, many big global companies gain profits through the exploitation of labour and ideas. Many companies implement corporate social responsibility projects and publicize them as an evidence of their contribution to social and community development, with the ultimate aim of building a positive public image of the company and making more money. Meanwhile, the exploitative nature of capitalism is rarely visible to the eyes of the public. The Boys depicts the exploitative nature of capitalism in parallel with the portrayals of corrupted superheroes. The series introduces a world in which superheroes do not selflessly save the world, they only perform their ‘heroic acts’ for money and popularity. Through an in- depth analysis and discussion of corporate capitalism, commodification and hero culture, the study concludes that Vought International has created a vicious cycle in which superheroes are created and commodified for the benefits of the company which spends the profits on the creation of more superheroes. The process results in a change in the consciences of the superheroes. Aiming for money and popularity, they become selfish and start to drift from their heroic path, and some even perform non- heroic acts to maintain their status in the society.

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