Social and Behavioral Sciences Commons^™

Cinematic Transmedia: A Physiological Look At Engagement With Marvel's Cinematic Universe As Measured By Brainwaves And Electrodermal Activity, Tabitha Cassidy

Masters Theses

This study looks at engagement levels within the Marvel Cinematic Universe (MCU) at physiological and neurological levels, and with self-reported measures. One show or movie in each of three categories of Marvel media (a movie, television show, and streaming show) were shown to participants who then had their brainwaves and galvanic skin response recorded to determine whether or not they were engaged with the transmedia aspects of the MCU. Results showed that participants were consistently engaged with the transmedia throughout all three media types, with brainwaves varying only slightly between each content. The Marvel movie, “The Avengers” was most engaging …