From the laboratory to the feed

nostalgia, nuclear family, and mediatization in the promotion of Fantastic Four: First Steps on Instagram

Authors

DOI:

https://doi.org/10.5752/P.2237-9967.2026v15e37746

Keywords:

Mediatization, Nostalgia, Digital Culture, Nuclear Family, Marvel

Abstract

The article analyzes the promotional strategies employed on Instagram for the film The Fantastic Four: First Steps. The research is based on the understanding that the campaign activates references associated with the postwar American imaginary and the traditional nuclear family model, articulating affect, consumption, and cultural memory. Methodologically, the study adopts Bardin’s (2011) Content Analysis approach through the observation of posts published on the film’s official Instagram profile. The analysis highlights the strategic use of retro visualities, references to the American way of life, and affective narratives aimed at humanizing the characters. Furthermore, the campaign mobilizes processes of mediatization and media convergence to expand the symbolic circulation of the franchise. The study concludes that the film’s promotional campaign goes beyond a merely advertising function, operating in the production of affective bonds and cultural identifications mediated by contemporary logics of digital visibility.

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Author Biography

Débora Bruna Félix Gomes, Universidade do Estado do Rio Grande do Norte

Assistente Editorial na Editora Malque Publishing. Mestra em Ciências Sociais e Humanas pela Universidade do Estado do Rio Grande do Norte. Especialista em Educação e Contemporaneidade pelo IFRN. Graduada em Comunicação Social com hab. em Publicidade e Propaganda pela Universidade do Estado do Rio Grande do Norte (UERN). Licenciada em Geografia pela UERN.

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Published

2026-07-08

How to Cite

GOMES, Débora Bruna Félix. From the laboratory to the feed: nostalgia, nuclear family, and mediatization in the promotion of Fantastic Four: First Steps on Instagram. Dispositiva, Belo Horizonte, v. 15, p. e37746, 2026. DOI: 10.5752/P.2237-9967.2026v15e37746. Disponível em: https://periodicos.pucminas.br/dispositiva/article/view/37746. Acesso em: 14 jul. 2026.

Issue

Vol. 15 (2026): Tema Livre e Dossiê temático: Nostalgia(s) nas mídias

Section

Nostalgia(s) in Media

License

Copyright (c) 2026 Débora Bruna Félix Gomes

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