The exaggerated death of Marge Simpson

Why would the falsely reported demise of a cartoon character create a kerfuffle?

Shock! Horror! The internet has reported the death of Marge, the beloved matriarch on The Simpsons.

The stories were so persistent that producers of the long-running animated show issued a denial, reassuring fans that Marge remains very much alive — in as much as she never actually was alive, being a fictional character and all.

Quoting executive producer Matt Selman, Variety reports:

Despite a sudden uptick in online hot takes that the Simpson matriarch died in the show’s Season 36 finale, she has done no such thing… producers confirm that Marge is still very much alive and will be around for years to come.

The over-the-top reporting — this non-story got more coverage than many actual celebrity deaths — draws our attention to something surprisingly profound: many of us have a deep emotional investment in fictional characters.

It’s a variation of a phenomenon my father became aware of one day when he overheard two neighbours chatting solemnly about an incident apparently involving a mutual friend. He was about to inquire more about the circumstances when he realised they were talking about events on a radio serial (yes, it was a long time ago).

The advent of television, where characters can be seen as well as heard, has only added to the sense of attachment loyal audiences have to the people who populate imaginary worlds. Even when they are cartoon characters with yellow skin and improbable blue beehive hairdos, we feel we know them, and we care about them.

And when the people we love are unwell or otherwise in peril, it can cause us real distress.

Over the years, television has delivered some gut-wrenching character deaths that stirred fan outrage and mourning.

Consider the emotional toll of losing Ned Stark in Game of Thrones — a shocking twist that set the tone for the series’ now-notorious unpredictability. Or when fans were devastated by the death of Brian Griffin, the dog from Family Guy, even prompting an outcry that led to his resurrection (which, let’s face it, was probably planned all along).

More recently, the plot twists in the final episodes of Succession left many fans reeling.

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So, why do we care so deeply about people who don’t technically exist? The answer lies in how storytelling works on our brains.

Humans are hardwired to connect with narratives. We empathise with struggles, celebrate triumphs and internalise moral lessons. Over time, characters can feel like trusted friends or family members. Their journeys reflect our own challenges, joys and losses.

And television shows — especially ones as long-running as The Simpsons — are immersive. Watching a series over years turns characters into familiar presences in our lives. Losing them can feel like losing a part of our daily routine or even our identity.

In the case of Marge Simpson, she’s more than just an animated character; she’s a cultural icon who has been part of our lives for 35 years.

And the rumours may have rung true because the show has “killed off” characters before, starting with Maude Flanders, first wife of the Simpson family’s annoying neighbour, Ned.

In this case, fans of the show can emit a sigh of relief. But it’s only temporary, because the day will inevitably come when the show will be cancelled and all the characters will be “dead”.

Except, of course, in television, unlike real life, you always live on — in reruns!