Toxic fandom is becoming increasingly problematic.
Toxicity has spread throughout fan culture, sparking outrage over a real Black man being the protagonist in Assassin’s Creed Shadows, a coven of ‘lesbian space witches’ in Star Wars: The Acolyte, the presence of a woman in Ghost of Yotei, and two women kissing in House of the Dragon causing a significant drop in user review scores. The pushback manifests as relentless online abuse, including death threats and continuous displays of prejudice in comment sections, fueled by influencers (or rather, opportunists) who profit from provoking outrage. In a recent interview with Variety, several studio executives expressed concern about the rise of toxic fandoms, describing the current situation as "deafening." They acknowledged that while most fans are casual, the internet has amplified the voices of the more volatile subgroup, allowing them to create echo chambers.
As a result, studios are now considering forming superfan focus groups to anticipate potential backlash and avoid toxicity altogether. The focus groups are intended to evaluate marketing materials for major franchises. Despite this, one executive remarked, “If it’s early enough and the movie isn’t finished yet, we can make those changes.” Consequently, studios are open to modifying films based on feedback to prevent potential backlash. However, this approach doesn't solve the problem; it exacerbates it significantly.
This method effectively validates toxic fans and implies that if they are loud enough, their demands should be heeded. This raises the question: why would they remain silent? By demonstrating a willingness to alter films to avoid criticism, studios essentially signal to the instigators that they can pressure studios into compliance. They may censor inclusive content rather than rectify issues like the unappealing Sonic design. The issue at hand fails to tackle the underlying problem.
Toxic fans have always been present, with one executive even suggesting that the situation may not be much different from 1995. What has changed is the amplification of these voices through social media and content creators, giving rise to communities built around bigotry and hatred and perpetuating a culture that was previously shunned. This shift has allowed their ideas to gain prominence and influence, exacerbating the problem. Numerous content creators and once-disgraced public figures have ingeniously reclaimed the spotlight by embracing an "anti-woke" stance, engaging in a lucrative culture war. Whether their convictions are genuine or not, they have tapped into a market of embittered fans who feel disenfranchised by changes in their beloved franchises. Surprisingly, these creators are seldom held accountable for their involvement in the ensuing harassment campaigns.
Star Wars Theory sparked controversy by criticizing Daisy Ridley, who portrayed Rey in Star Wars, for speaking out against toxic fans. This sheds light on Daisy Ridley's struggles during the filming of The Last Jedi, where she reportedly developed stomach wall issues due to anxiety. The lack of consideration for the impact of riling up fans for views is concerning, with no apparent consequences.
The modern toxic fandom surrounding Star Wars has its roots in the refusal to accept The Last Jedi's attempts to challenge preconceived notions of heroes, instead perceiving them as personal insults. Driven by the influence of content creators, fans unleashed vitriolic campaigns in a cultural battle targeting Kathleen Kennedy, Rian Johnson, Kelly Marie Tran, and Disney, which soon permeated various forms of entertainment. The situation escalated when Disney seemingly validated these sentiments by undoing The Last Jedi's narrative in The Rise of Skywalker, a predictable movie that seemed to cater exclusively to Reddit's desires, ultimately failing to satisfy anyone. It's clear that this misstep only emboldened the most toxic fanbase even further.
Embracing diverse representation in media often sparks backlash, evident in examples like a Black man in Assassin’s Creed Shadows, a woman in Ghost of Yotei portrayed by a genderfluid actor, a lesbian kiss in House of the Dragon, and a Black non-binary lead in Star Wars: The Acolyte.
The term 'woke' has become a blanket label for marginalized groups, and the suggestion to avoid hate campaigns seems to be to cease telling their stories altogether. It's concerning to witness major studios yielding to public pressure, with reports suggesting that Pixar attributed Lightyear's underperformance to a same-sex kiss and received feedback to minimize LGBTQ+ representation in Inside Out 2. This unwelcome behavior alienates LGBTQ+ fans and jeopardizes the progress made in diversifying media. Such actions only embolden toxic fan culture, which hinders genuine progress and perpetuates negativity within fandoms. Studios face a challenging dilemma of whether to engage or disregard bigoted fans, as content creators advise, but giving in to them is never the solution. These fans thrive on outrage, and trying to meet them on their terms is futile when their demands keep changing. Giving legitimacy to these voices through focus groups will only encourage them further, leading to potential disaster. Superfan Focus Groups Won't Get Rid Of Toxicity (thegamer.com)