Stories told through different media forms feel very distinctive from each other, to such an extent that there are stories which can only be told through one media form - at least, if preserving the distinctive affective quality of the experience is a priority. By multiplying author figures and playfully disseminating authority, Vertigo authors question their own authorial control over the text, asserting instead the crucial role played by the reader. Upon closer examination, however, it becomes clear that their work in fact simultaneously asserts and destabilizes writerly authority, in a manner that is consistent with Linda Hutcheon's view of postmodernity. In a manner reminiscent of " auteur theory ", writers such as Neil Gaiman, Warren Ellis or Grant Morrison developed attractive authorial personae which they consistently displayed through interviews, letter columns or social media, but also, more importantly, by inserting their avatars within the comics they scripted.
In the 1990s, Vertigo gained its reputation as an innovative and progressive imprint by promoting the work of British scriptwriters, who were hailed as true author figures, despite the inherently collaborative nature of the mainstream comics industry. This article examines authorial performance in the context of DC's Vertigo line.
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