Taika Waititi is typically revered by those who lurk in the geekier corners of the internet, but since the release of 'Thor: Love and Thunder' the director has faced some backlash on Twitter.
being held up as pure artistic expression by Netflix—it’s not tough to see why audiences would want to find at least one person to latch onto as One of the Good Guys. Taika Waititi has been bestowed that honor and seems to enjoy playing around with the unique brand of attention that comes with his kind of fame. He cracks jokes about his handsomeness and money, he doesn’t take the red carpet seriously, and he’s fun in interviews in ways that directors often aren’t.
Of course, this makes the problem seem heavier and more widespread than it truly is. Waititi discourse is thoroughly the stuff of the Always Online community, just as it was for Miranda and Mulaney. For all the talk of them being “over,” all three men are still riding career highs and have endless doors of opportunity open to them. They’re still appreciated for their talents, and not every fan has invested high stakes ethical and moral quandaries into their very being.
Taika Waititi is an immensely charming and talented man who makes interesting creative choices, but he’s also just a guy. Coming to that realization is often a curiously tough task for many across the love/hate divide.
The best way to get people to latch onto your IP is to position it as something so personally special that one must commit their all to its success. That could mean getting audiences to rally around a new superhero film as a symbol of big-screen feminism, like the female-centered marketing for, or a comedian positioning himself as a leader against so-called cancel culture.
Waititi will be fine, and hopefully so will the next crowd of celebrities who undergo this strain of backlash, but it will continue long after we’ve noted how bad an idea the entire phenomenon is.
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