Catherine HebertMichael Pieper

Ryan RichardsonRhiannon 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.

History of Barbie

History of Barbie

Barbie was created by Ruth

Handler. Ruth thought of

creating an adult doll while

watching her daughter play

with paper dolls. She based

Barbie’s design off of the

“Bild Lilli” dolls.

History of Barbie

Ruth believed that it was

important for young girls to

be able to act out how they

imagined their adult lives.

History of Barbie

Ruth also believed thatit was important for younggirls’ self esteem to playwith dolls that have breasts.

History of Barbie

Barbie was introduced to the

American market on March 9,

1959, at the price of $3.

Barbie’s full name is

Barbara Millicent Roberts.

History of Barbie

Barbie’s boyfriend, Ken, was

introduced in 1961.

Many other dolls have been

introduced through the years

including, Midge, Skipper and

Christy.

Image of Barbie

If Barbie were human she would be;

6’2” – 7’5” tall

38’ bust

18’ waist

33’ waist

Image of Barbie

The body image of Barbie has changed very

little since she was introduced in 1959.

The only change to her body has been a

slight widening of her waist.

Image of Barbie

The only major changes to Barbie

dolls has been to Barbie’s hairstyles

and clothing style.

Image of Barbie

1959 2006

Culture/Ethnicity

- Mattel creates Barbies of many different ethnicities and cultures.

- All of the “ethnic” Barbie dolls are made by the same mold that the Caucasian Barbie is made from

Culture/Ethnicity

Cambodia India

Culture/Ethnicity

Middle Eastern African-American

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 1963http://www.youtube.com/watch?v=1D-aTM7Uv_w

Gender Roles

Dream DateBarbie and Ken

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