Presentation on theme: "Catherine Hebert Michael Pieper Ryan Richardson Rhiannon Way Kim Whalen."— Presentation transcript:
Catherine Hebert Michael Pieper Ryan Richardson Rhiannon Way Kim Whalen
Ideology as Defined by Foss “A pattern of beliefs that determine a group’s interpretation of some aspects of the world. It is a system of beliefs that reflect a group’s fundamental social, economic, political or cultural interests.’”
Ideology as Defined by Foss “It represents who we are, what we stand for, what our values are and what our relationships with other groups, particularly groups that oppose what we stand for, threaten our interests and prevent us from accessing resources important to us.’”
Research Question What are some of the ideologies are presented by Mattel’s Barbie that help to support society’s gender roles? What are some of the strategies Mattel uses to support the ideology of gender roles?
Why is Barbie important? -Barbie dominates the market share. -99% of 3-10 year old girls in the U.S. own at least one Barbie -U.S. girls own an average 8 Barbie dolls -Every half second, a Barbie is purchased somewhere in the world
History of Barbie -Barbie was based off of a German doll named “Bild Lilli.” -“Bild Lilli” started as a comic in the Hamburg tabloid, Bild- Zeitung. -She was very popular among young men.
Products -These products are put to market by Mattel -They can be found at: http://barbie.everythinggirl.com/ -They reinforce gender roles and ideologies of how to be feminine
Products Barbie Doctor Play Set – “Wanna be a doctor when you grow up? This cute kit is perfect for playing check-up! Inside the multi-colored bag, you’ll find a pretend stethoscope for listening to heartbeats, a thermometer for taking imaginary temperatures, and an arm cuff for make- believe blood pressure checks. Keep ‘em healthy, doc!”
Products -Pink “athletic” shoes – “Mixin’ it up with sporty style! Six different sets of shoes, each with their own special flair - made for moving fast, and looking good while you do it! Trendy stitching, V-straps that are easy-to-use and add to its good looks…you'll want to wear them with everything!”
Products Sewing Machine – “Sew cool! Imagine creating original fashions, accessories, pillows and more with your very own sewing machine! The foot pedal and push button controls are easy to use. This pre- threaded, portable machine is great for learning how to get crafty. It really works! You’ll love the pretty pink design, too!”
Gender Roles -Barbie perpetuated the ideology of women being submissive to their male counter parts -Barbie is repeatedly show in a supportive role to Ken Commercial from 1963 http://www.youtube.com/watch?v=1D-aTM7Uv_w
Gender Roles -“Acceptable” female behavior is shown in Barbie commercials -Cutting and dying hair -Focus on physical beauty not person accomplishments -1965 Commercial http://www.youtube.com/watch?v=MF9dZdm8x94 -Hilary Duff Commercial http://www.youtube.com/watch?v=0J1m0pxYTfY
Gender Roles -Barbie is hyper-sexualized by Mattel -Lingerie – clad line of Barbie’s