DC vs Marvel
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People often say that Marvel and DC are the same, but I've noticed that there's a pretty dramatic difference in how Marvel and DC readers think, and the ideologies their books present.
In DC, when a character compromises their morals to do bad things, they are wrong. Even when heroes like Batman do morally questionable things, it is presented in a way that vilifies that character- they believe that there should always be a better way, and when there isn't, that still doesn't make it right.
DC also has a very specific way they treat heroes. Heroes in DC are people given special gifts, and it is their responsibility to help everyone else with those gifts, or else it's something they specifically choose to do. One of the DC universe's most evil villains is a man who has incredible intellect and squanders it by not helping others. DC heroes exist to help elevate everyone else.
Marvel, however, has a very different ideology. In Marvel, heroes are people cursed with special powers, and tasked to save everyone else. The normal people around them hate them, and exist to hold the superhumans back. Heroes compromising their morals is justifiable because the ends justify the means. Additionally, the Marvel heroes are often presented as something like celebrities or reality TV starts. Personal drama and flaws are played up, rather than the inspiring elements of a character, meaning you're less likely to see a Marvel hero playing with a random kid than see their dirty laundry being aired. Marvel heroes are more akin to how we view the police- they are the people we don't trust or want around unless there's a bad guy ready to do harm.
There are exceptions, of course; The Dark Knight Returns is built upon the politics of a crazy person. Still, the underlying themes of both companies can't be ignored.