Serial Ms. Marvel Dalam Perspektif Global Value Chain: Menilik Lebih Jauh Rantai Nilai Global Pada Produk Kreatif
Examining the Global Value Chain of Creative Products
Abstract
The rising demand for streaming services, particularly during the COVID-19 pandemic, has driven entertainment companies to maximize the use of streaming platforms for distributing their products, including The Walt Disney Company. Through Disney+, Disney’s subsidiaries are able to distribute content via this application, such as Marvel Entertainment’s Ms. Marvel series. This study aims to examine the value chain of Ms. Marvel using the Global Film Value Chain concept. This framework enables the mapping of processes ranging from creation to exhibition. The research employs a descriptive-qualitative method to elaborate on the Global Film Value Chain phenomenon within the Ms. Marvel series. Findings reveal that the production of Ms. Marvel has gone through all major stages—creation, production, distribution, and exhibition—while collaborating with multiple studios. Based on these results, the production pattern of creative works shows similarities to the manufacturing process of goods. Furthermore, cross-border interactions among actors emerged during production as a result of specialization.
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Copyright (c) 2026 Putri Nauli Sinaga, Adiasri Putri Purbantina
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