Research Article

A semiotic analysis of the AI-driven reproduction of the superhero myth in marvel film posters

Volume: 23 Number: 2026 July 22, 2026
EN TR

A semiotic analysis of the AI-driven reproduction of the superhero myth in marvel film posters

Abstract

This study examined how the superhero myth was transformed when Marvel film posters were reproduced through generative artificial intelligence and to what extent character-specific heroic codes were preserved. The study is significant in demonstrating that AI-assisted visual production functioned not merely as a technical reproduction process but also as a field of meaning-making that reorganized mythological, ideological, and aesthetic codes embedded in popular culture images. This study was designed as a qualitative visual analysis, the research compared three original film posters featuring Iron Man, Captain America, and Thor with three AI-generated posters produced using the Gemini Nano Banana 2 model. The visuals were analysed through Roland Barthes’s concepts of denotation, connotation, and myth, focusing on character positioning, body posture, gaze, colour, lighting, costume, symbolic objects, background, and overall atmosphere. These categories were selected because they represent the main visual components through which superhero posters construct character identity, heroic meaning, and narrative atmosphere. The findings showed that artificial intelligence did not eliminate technological, national-military, and mythological heroic codes; instead, it reconstructed them through more explicit, symmetrical, intensified, and standardised visual patterns. Consequently, character-specific identities were partly preserved but shifted towards more generalised and easily recognisable superhero archetypes.

Keywords

Generative artificial intelligence, superhero myth, marvel film posters, semiotics

References

  1. Akgün, Ö. U. (2008). Kahraman olgusunun çizgi romandan sinemaya uyarlamadaki görünümü: Tarkan ve Conan örnekleri [Doktora tezi, İstanbul Üniversitesi].
  2. Avcı, Y. (2025). Film afişlerinde zıt tasarım yaklaşımları: Minimal ve maksimal. Modular Journal, 8(2), 334–357.
  3. Aydın, S. N., & Ege, Ö. (2022). Türkiye sinema afişleri üzerine göstergebilimsel bir inceleme: Pelin Esmer film afişleri. Sanat ve Tasarım Dergisi, (29), 67–94. https://doi.org/10.18603/sanatvetasarim.1137908
  4. Barthes, R. (1977). Image, music, text (S. Heath, Çev.). Fontana.
  5. Barthes, R. (2014). Çağdaş söylenler (T. Yücel, Çev.). Metis Yayınları.
  6. Becer, E. (2011). İletişim ve Grafik Tasarım. Ankara: Dost Kitapevi Yayınları.
  7. Bingöl, S. (2024). Roland Barthes’ta mit ve burjuva ideolojisi. Kilikya Felsefe Dergisi, (1), 33–49. https://izlik.org/JA83RS57UN
  8. Çeken, B., & Aypek Arslan, A. (2016). İmgelerin göstergebilimsel çözümlenmesi: “Film afişi örneği”. Bayburt Eğitim Fakültesi Dergisi, 11(2), 507–517.
  9. Doh, M., Gulati, A., Canali, C., & Oliver, N. (2026). Aesthetics as structural harm: Algorithmic lookism across text-to-image generation and classification. arXiv. https://arxiv.org/abs/2601.11651
  10. Eco, U., & Chilton, N. (1972). The myth of Superman. Diacritics, 2(1), 14–22. https://doi.org/10.2307/464920
APA
Yurtsever, N. İ. (2026). A semiotic analysis of the AI-driven reproduction of the superhero myth in marvel film posters. OPUS Journal of Society Research, 23(2026), 1-18. https://doi.org/10.26466/opusjsr.1970487
AMA
1.Yurtsever Nİ. A semiotic analysis of the AI-driven reproduction of the superhero myth in marvel film posters. OPUS JSR. 2026;23(2026):1-18. doi:10.26466/opusjsr.1970487
Chicago
Yurtsever, Nusret İbrahim. 2026. “A Semiotic Analysis of the AI-Driven Reproduction of the Superhero Myth in Marvel Film Posters”. OPUS Journal of Society Research 23 (2026): 1-18. https://doi.org/10.26466/opusjsr.1970487.
EndNote
Yurtsever Nİ (July 1, 2026) A semiotic analysis of the AI-driven reproduction of the superhero myth in marvel film posters. OPUS Journal of Society Research 23 2026 1–18.
IEEE
[1]N. İ. Yurtsever, “A semiotic analysis of the AI-driven reproduction of the superhero myth in marvel film posters”, OPUS JSR, vol. 23, no. 2026, pp. 1–18, July 2026, doi: 10.26466/opusjsr.1970487.
ISNAD
Yurtsever, Nusret İbrahim. “A Semiotic Analysis of the AI-Driven Reproduction of the Superhero Myth in Marvel Film Posters”. OPUS Journal of Society Research 23/2026 (July 1, 2026): 1-18. https://doi.org/10.26466/opusjsr.1970487.
JAMA
1.Yurtsever Nİ. A semiotic analysis of the AI-driven reproduction of the superhero myth in marvel film posters. OPUS JSR. 2026;23:1–18.
MLA
Yurtsever, Nusret İbrahim. “A Semiotic Analysis of the AI-Driven Reproduction of the Superhero Myth in Marvel Film Posters”. OPUS Journal of Society Research, vol. 23, no. 2026, July 2026, pp. 1-18, doi:10.26466/opusjsr.1970487.
Vancouver
1.Nusret İbrahim Yurtsever. A semiotic analysis of the AI-driven reproduction of the superhero myth in marvel film posters. OPUS JSR. 2026 Jul. 1;23(2026):1-18. doi:10.26466/opusjsr.1970487