This case study examines cultural sensitivity in film marketing through an analysis of the movie Joker (2019). Using Arthur Fleck's character as a focal point, it explores how the film's marketing portrays systemic inequalities and social injustice. The research employs qualitative methods, combining critical theory and discourse analysis to examine how personal trauma transforms into collective unrest. Through the lens of Fleck's evolution into the Joker, the study analyzes themes of poverty, mental illness, class division, and social alienation. The findings reveal how the marketing campaign highlights marginalized populations' potential for destructive behavior when overlooked by society. The study demonstrates how economic disparity and institutional failures act as societal destabilizers, with the Joker serving as a mirror reflecting contemporary social issues. This analysis calls for investigation into policies that could prevent social alienation and unrest in modern society.
Authors: Muhammad Younus, Vijaya Kittu Manda, Theodore Tarnanidis, Andi Luhur Prianto, Halimah Abdul Manaf
DOI: https://doi.org/10.4018/979-8-3373-0528-8.ch002
Publish Year: 2025
