I think it's always important for academics to study popular culture, even if the thing they are studying is idiotic. If it's successful or made a dent in culture, then it is worthy of study to find out why.
Joss WhedonI've seen [Donald Trump] appear in a film or a TV show cameo or the tabloids, and he's a grotesquely distasteful human being and always has been, always made me want to take a shower. But other people fell in love with him as a reality star. So does that mean that the entertainment industry is doing something wrong? I think reality TV answered that question a long time ago: Yes, it's doing something terribly wrong. But there's some great reality TV, and I'm not bagging on it completely.
Joss WhedonI respect the rules of TV, the rules of keeping things commercial and interesting and pop-y and fun.
Joss WhedonIf you're going to make a science fiction movie, then have a hover craft chase, for God's sake.
Joss WhedonI am a huge fan of what Marvel has established. But when they first came to me, Thor and Captain America were not even close to being finished. I thought to myself, 'Okay, you have all these moving parts, but how can you possibly bring them together?' Iron Man, Hulk, Thor and Captain America don't seem like they could co-exist, and ultimately that is what intrigued me and made me think, 'This can be done and this should be done.' You can't put these characters in a movie together without a certain amount of humor. It's an inoculation against the unreality.
Joss Whedon