Men of Tomorrow

Marvel Comics, identity, and consumer culture:

"Lee, Kirby, and Ditko dramatized what had been implicit in superheroes: the glory and torture of being unique, the divisions in modern identity, the ambivalence about the body that arises in an economy that makes physical labor less important as it makes body consciousness more so, the constant tension between self-indulgence and self restraint demanded by consumer culture."
p. 302