Antifandom, toxic fandom and struggling for control in a field in dispute: review bombing and fan service in the Star Wars universe

Abstract

This research aims to examine the power dynamics within the Star Wars fandom by investigating the effects of review bombing and fan service as strategies employed by fans and the film industry. By delving into concepts such as fan activism, anti-fandom, and toxic fandom, this study establishes a foundation for understanding how fans interact with media franchises. Drawing on The Last Jedi and The Rise of Skywalker as case studies, the research utilizes thematic and critical discourse analysis of user reviews on Metacritic to unveil the manifestations of anti-fandom and toxic fandom through the practice of review bombing. It reveals that anti-fandom primarily manifests as deep disappointment with the trajectory of the Star Wars saga, while toxic fandom is characterized by offensive comments and personal attacks. Additionally, the study reveals that fans recognize and respond to the extensive utilization of fan service and nostalgia, generating both negative and positive reactions.