Growing up, I was never into comic books. I didn’t see myself reflected in the superhero world; it would seem unlikely that anyone who looked like me would fly around in a cape and save the world. But I was wrong.
Enter Ms. Marvel. Kamala Khan, a Pakistani American teen living in New Jersey, is Marvel Studios’ first on-screen Muslim hero. Watching the Disney+ series with my son, daughter and niece reminded me of what a different world they are growing up in. Because as Kamala Khan says in the show, “It’s not really the brown girls from Jersey City who save the world.” Until now.
Here are three lessons marketers can take away from the Ms. Marvel series.
Representation behind the camera is just as crucial as on-screen talent
While Ms. Marvel has received accolades for a diverse cast of actors on screen, we should equally applaud the series for representation behind the camera. The series is directed by an all-star team: Adil El Arbi and Bilall Fallah, a Muslim European director duo; Sharmeen Obaid-Chinoy, a Pakistani Canadian documentarian and two-time Academy Award winner; and Meera Menon, an Indian American director and writer. The creator and head writer for the series is Bisha K. Ali, a British Pakistani comedian and screenwriter—recently honored as one of Adweek’s Women Trailblazers.
As marketers, we must remember that who is behind the camera matters just as much as who appears on screen. Focusing on the diversity of representation when it comes to the writers, the directors and the crew must be a key focus. These members of the team are critical to ensuring we authentically portray lived experiences that are not our own and prevent ourselves from tokenizing or stereotyping characters.
Ensure authentic use of language and cultural nuances
As I watched Kamala Khan and her family speak both Urdu and English, it reminded me of my own experience growing up in the U.S. as a child of immigrant parents. There are times when her family speaks in Urdu and Kamala responds in English. You see both languages being interwoven into dialogue throughout the episodes.
Urdu words like Abu, Ammi, beta and chai are used without translation, seamlessly scripted into casual conversation. At one point, Kamala is speaking to Kamran and stops to explain to him what Ammi means in English. He interrupts her, smiles and says, “I know what Ammi means, you don’t have to explain it.”
As marketers, it’s an important reminder to ensure the authentic portrayal of language. In the case of Ms. Marvel, the interchangeable use of Urdu and English reflects Kamala’s experience as a Pakistani American teenager. Even the choice of music in the series reflects this as well.
Kamala Khan is not tokenized and not defined by either Urdu or English. The use of both languages celebrates who she is.
We have the power to shatter stereotypes and change the narrative
According to University of Chicago research, some Americans hold negative stereotypes of the Muslim community, which include themes around violence and lack of trustworthiness. After 9/11, I witnessed the intense rise of Islamophobia, a mix of fear, hatred and anger toward the Muslim community. Ms. Marvel shatters negative stereotypes about Muslims and gives us a window into a lived experience that may not be our own.
We see Islam seamlessly woven throughout the series, while also acknowledging the fact that Muslims are not a monolith. We see Kamala and her friend Nakia washing their faces, arms and feet before praying. We see prayer scenes at the masjid, where two girls are sneaking a quick snap of an Instagram selfie. We see part of both a beautiful Eid celebration and the wedding of Kamala’s brother. We hear Nakia express how she’s either labeled as “too white” by her community or labeled as “too ethnic” and othered. She talks about wearing a hijab and says, “When I put this on, I feel like me.”
The depiction of Kamala Khan, her family and her community in Ms. Marvel helps to continue shattering stereotypes about Muslim Americans. Remember that as marketers we have the power to change the narrative and perception of communities who have been too long overlooked or are too often ignored. The power of storytelling is an incredible responsibility we cannot take for granted.
