Be super, be white: perceptions of representation and inclusion in superhero films from a Mexican audience
Abstract
This study examines young Mexicans’ perceptions of representation in superhero films, revealing a paradox: While advocating for diversity, the films reinforce whiteness as the norm for representation. Using Stuart Hall’s identity framework, the findings highlight how Hollywood’s dominance and Mexico’s pigmentocracy shape audience views. Participants concluded that inclusion is accepted in secondary roles but perceived as forced when it comes to main characters, and authenticity is tied to cultural fidelity (and stereotypical representation) rather than racial diversity. Ultimately, superhero films sustain whiteness as the aspirational standard in Mexican and global media.
Fields of Study & Subjects
Media
Gender
and Advertising
Comics and Graphic Narratives
Cinema and Media Studies
Publication details
- Journal / source
- Critical Studies in Media Communication
- Publisher
- Informa UK Limited
- Volume
- 43
- Issue
- 3
- Pages
- 305–323
- Publication date
- 26 March 2026
- Language
- EN