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Marketing Social Commentary Through Cinema: Exploring Mental Health, Inequality, and Injustice Highlighted in 2019 Joker Movie

Book Chapter

Authors: Muhammad Younus; Vijaya Kittu Manda; Theodore Tarnanidis; Andi Luhur Prianto

DOI: https://doi.org/10.4018/979-8-3373-0528-8.ch002

Book Name: Cultural Sensitivity, Cross-Border Logistics, and E-Commerce in Global Marketing

ISBN: ISBN13: 9798337305288|ISBN13 Softcover: 9798337305295|EISBN13: 9798337305301

Publisher: IGI Global, USA

Editor(s): Theodore Tarnanidis and Maro Vlachopoulou

Book Chapter Number: 2

Publication Date: April 17, 2025

Pages: 27 to 50 (23 pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: 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.

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Marketing Social Commentary Through Cinema: Exploring Mental Health, Inequality, and Injustice Highlighted in 2019 Joker Movie

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