Understanding the Social and Cultural Significance of Science-Fiction and Fantasy Posters

This research was designed to explore science-fiction and fantasy (SFF) posters, specifically those related to films and television shows, from the perspective of their owners, examining their potential as sources of social and cultural significance and meaning. The research explored these in terms of the content of the poster, placement, media texts they reference, morals, behavior, identity, sense of self, well-being and self-expression. Data collection took place between 2020 and 2022 via an online survey (N = 273) and follow-up semi-structured interviews (N = 28) with adult science-fiction and fantasy film and television show poster owners. The significance and meaning of SFF posters were framed by two conceptual models: ‘The Three Significances’—esthetics, functionality, and significance (both spatial and personal)—and ‘The Big Three’—content, design, and color. Among these, content held the greatest significance for owners. Posters served as tools for self-expression, reflecting their owners’ identities, affinities, and convictions, while also reinforcing their connection to the media they reference. Posters helped to reinforce a sense of self and fan identity and evoke emotional responses, and the space in which they were displayed helped shape their meaning and significance. The paper sets out some suggestions for future research in this important topic.