Abstract:he Matte1 Corporation's wonder doll, Barbie, is undoubtedly one of the toy phenomena of the second half of the twentieth century. The T first of her kind, Barbie helped create a whole new breed of dolls--the fashion dolls. These dolls, all of whom are about eleven or twelve inches tall, are intended to represent attractive, apparently teenaged girls, who, like most teenaged girls, require large wardrobes. These wardrobes are purchased separately from the dolls of course, and initially most of Barbie's appeal t… Show more
“…It was an ideal vehicle for the sale of related merchandise (accessories, clothes, friends of Barbie, etc.) and became popular, impacting on social values by conveying characteristics (Cox, 1977). From the 1970s onwards, Mattel marketed Barbie as a 'career woman' (Messner, 2000:776).…”
Section: Perusing the Academic Literature On Barbie Dollsmentioning
confidence: 99%
“…She was further inspired by encountering a German manufactured doll "Lilli" (a stereotypical blond bombshell) whilst on holiday. She purchased the doll and gave it to her husband Elliot, a founding member of Mattel (Cox, 1977). Controversially, Bignell (1999) tells us that "Lilli" was based on a risqué newspaper cartoon and sold as a sex toy in tobacconist shops.…”
Section: Perusing the Academic Literature On Barbie Dollsmentioning
confidence: 99%
“…It was an ideal vehicle for the sale of related merchandise (accessories, clothes, friends of Barbie, etc.) and became popular, impacting on social values by conveying characteristics of accessorised female independence, representing an idealised "upscale" lifestyle, which resonated with affluent children and their mothers (Cox, 1977). From the 1970s onwards, Mattel marketed Barbie as a "career woman" (Messner, 2000, p. 776) [6].…”
Section: Perusing the Academic Literature On Barbie Dollsmentioning
Purpose
This paper aims to examine the concepts of gendered, entrepreneurial identity and fetishism through an analysis of images of Barbie entrepreneur. It draws on the literature of entrepreneurial identity and fetishism to examine how such identity is socially constructed from childhood and how exposure to such dolls can shape and influence perceptions of entrepreneurial identity.
Design/methodology/approach
Using semiotic analysis the authors conduct a visual analysis of the Barbie to make observations and inferences on gendered entrepreneurial identity and fetishism from the dolls and artifacts.
Findings
The gendered images of Barbie dolls were influenced by societal perceptions of what an entrepreneur should look like, reflecting the fetishisation of entrepreneurship, especially for women. Mirroring and exaggerating gendered perceptions, the dolls express hyper-femininity reflected in both the physical embodiment of the doll and their adornments/accessories. This includes handbags, high-heeled shoes, short skirts, haute-couture and designer clothes. Such items and the dolls themselves become fetishised objects, making context and culture of vital importance.
Research limitations/implications
There are positive and negative implications in relation to how the authors might, as a society, present unrealistic gendered images and role models of entrepreneurship to children. The obvious limitation is that the methodology limits what can be said or understood, albeit the imagery mirrors socially constructed reality for the context examined.
Originality/value
This is original research in that no previous published studies have tackled gendered entrepreneurial identity in relation to fetishism. The value of the work lies in discussing the concepts and embeds them in the expanding conversation surrounding gendered entrepreneurial identities.
“…It was an ideal vehicle for the sale of related merchandise (accessories, clothes, friends of Barbie, etc.) and became popular, impacting on social values by conveying characteristics (Cox, 1977). From the 1970s onwards, Mattel marketed Barbie as a 'career woman' (Messner, 2000:776).…”
Section: Perusing the Academic Literature On Barbie Dollsmentioning
confidence: 99%
“…She was further inspired by encountering a German manufactured doll "Lilli" (a stereotypical blond bombshell) whilst on holiday. She purchased the doll and gave it to her husband Elliot, a founding member of Mattel (Cox, 1977). Controversially, Bignell (1999) tells us that "Lilli" was based on a risqué newspaper cartoon and sold as a sex toy in tobacconist shops.…”
Section: Perusing the Academic Literature On Barbie Dollsmentioning
confidence: 99%
“…It was an ideal vehicle for the sale of related merchandise (accessories, clothes, friends of Barbie, etc.) and became popular, impacting on social values by conveying characteristics of accessorised female independence, representing an idealised "upscale" lifestyle, which resonated with affluent children and their mothers (Cox, 1977). From the 1970s onwards, Mattel marketed Barbie as a "career woman" (Messner, 2000, p. 776) [6].…”
Section: Perusing the Academic Literature On Barbie Dollsmentioning
Purpose
This paper aims to examine the concepts of gendered, entrepreneurial identity and fetishism through an analysis of images of Barbie entrepreneur. It draws on the literature of entrepreneurial identity and fetishism to examine how such identity is socially constructed from childhood and how exposure to such dolls can shape and influence perceptions of entrepreneurial identity.
Design/methodology/approach
Using semiotic analysis the authors conduct a visual analysis of the Barbie to make observations and inferences on gendered entrepreneurial identity and fetishism from the dolls and artifacts.
Findings
The gendered images of Barbie dolls were influenced by societal perceptions of what an entrepreneur should look like, reflecting the fetishisation of entrepreneurship, especially for women. Mirroring and exaggerating gendered perceptions, the dolls express hyper-femininity reflected in both the physical embodiment of the doll and their adornments/accessories. This includes handbags, high-heeled shoes, short skirts, haute-couture and designer clothes. Such items and the dolls themselves become fetishised objects, making context and culture of vital importance.
Research limitations/implications
There are positive and negative implications in relation to how the authors might, as a society, present unrealistic gendered images and role models of entrepreneurship to children. The obvious limitation is that the methodology limits what can be said or understood, albeit the imagery mirrors socially constructed reality for the context examined.
Originality/value
This is original research in that no previous published studies have tackled gendered entrepreneurial identity in relation to fetishism. The value of the work lies in discussing the concepts and embeds them in the expanding conversation surrounding gendered entrepreneurial identities.
“…In addition to anti-psychological rhetoric it frequently implies some sort of cultural criticism: "Guns and other "war toys" are linked to violence and aggression in children [2]- [6], Dolls and "domestic role play" toys receive criticism for their perpetuation of traditional gender role behavior [9]- [12]. Video games and toys tied in with television programming are criticized for their negative effects on children"s imaginations and for the crassly commercialized nature of the play they promote…" [13].…”
“…… will [girls], like Barbie, resist the responsibility of having children, or, following Barbie's lead even more completely, resist the responsibility of marriage and family altogether?… Will [they] become… frustrated cynics if their private Barbie fantasies do not come true? (Cox 1977, p. 306)…”
Toys are a frequent subject of contemporary claims concerning social problems. Rooted in our culture's longstanding ambivalence regarding leisure and its concern5 about children's vulnerability, claims about troublesome toys also reflect anxiety about children's increased susceptibility to non-familial influences, their growing access to toys, and an expanded toy industry, as wefl as an active social movement sector. Typically, these claims argue that toys represent undesirable values, and that children who play with the toys acquire those values. Parallel arguments may be found in claims regarding other forms of popular and material culture. lnteractionists should be wary of making or accepting these claims, because rather than treating children's play as a topic for empirical study, such claims locate meaning in objects, rather than actors.
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