EXAMINING TRANSMEDIA CHARACTER ENGAGEMENT: MALAYSIAN AUDIENCES’ CONNECTIONS WITH TONY STARK, PHIL COULSON AND MATT MURDOCK IN THE MARVEL CINEMATIC UNIVERSE

Abstract

This study explores character engagement among Malaysian fans of the Marvel Cinematic Universe (MCU), focusing on three central transmedia figures: Tony Stark, Phil Coulson, and Matt Murdock. Construct from theories of transmedia storytelling, parasocial interaction (PSI), and character identification, the research investigates how audiences emotionally, cognitively, and behaviorally connect with characters across platforms. Employing a quantitative survey design, data were collected from 300 respondent of MCU fans in Malaysia. Using a validated instrument measuring four dimensions of character engagement namely interest in, knowledge of, identification with, and interaction with. The findings revealed that Tony Stark character obtain the highest level of engagement (M = 4.75), followed by Phil Coulson and Matt Murdock (both M = 4.60), with all three scores falling within the “high engagement” range. The study attributes Stark’s dominance to his complex moral value, emotional depth, and consistent presence across multiple media formats, which contribute to strong parasocial relationships. Results underscore the importance of cultural context in shaping character value and also highlighting how Malaysian audiences align with characters that display both vulnerability and heroic transformation. This research contributes to the growing body of knowledge on transmedia fandom and character driven engagement in Southeast Asia. Future research should consider a broader range of characters, qualitative research design and cross-cultural comparisons to further explore the evolving nature of global media consumption.