The Plastic Feminism of Barbie

verilybitchie

24 Jul 202327:18

EducationalLearning

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TLDRThis script critiques the commodification of feminism in the context of the Barbie brand and its new film. It explores how Mattel's attempts to rebrand Barbie as a feminist icon coexist with the company's controversial history and labor practices. The script questions the sincerity of corporate feminism, suggesting that it serves more as a marketing tool than a commitment to social change, while highlighting the cognitive dissonance between the brand's progressive image and the realities of its manufacturing processes.

Takeaways

🎤 Mattel, the company behind Barbie, initially disliked Aqua's 'Barbie Girl' song due to its perceived negative implications about the brand and its impact on body image.
🔄 In 2009, Mattel attempted to redeem the song by rewriting the lyrics to be more inoffensive and suitable for their brand's image.
🎬 The new Barbie film features a sample of the original song by artists Nikki Minaj and Ice Spice, with the original social commentary largely neutralized by Mattel.
💰 The power of capital allows companies like Mattel to control narratives and subdue criticism, as illustrated by the contrast between Black Mirror's satire and its availability on the platforms it criticizes.
💡 Margot Robbie's discussions with Mattel's CEO highlighted the public's mixed feelings about Barbie, suggesting that being part of the conversation is better than ignoring it.
🎭 Greta Gerwig, known for her feminist approach to film, was chosen to direct the Barbie movie, aiming to balance past criticisms with a modern perspective.
🤔 The film uses meta-commentary to position Barbie as a victim of Mattel's decisions and societal hatred, anthropomorphizing the brand and evoking sympathy.
🛍️ Barbie's evolution from a fashion model to a symbol of consumerism reflects the changing aspirations and roles of women, with the brand now embracing a 'woman can have it all' narrative.
🧩 Despite Mattel's efforts to introduce body diversity and promote empowering role models with their Inspiring Women doll series, the company seems to avoid labeling the film or brand as 'feminist'.
🔮 The script suggests that the Barbie brand's adoption of feminist themes may be superficial, serving more as a marketing strategy rather than a genuine commitment to social change.
🌐 The critique extends to the broader media landscape, where feminist movements can be commodified and diluted, turning radical ideas into mere aesthetics for mass consumption.

Q & A

Why did Mattel, the creators of Barbie, initially dislike Aqua's 'Barbie Girl' song?
-Mattel found the song offensive and damaging to their brand as it was about plastic surgeries and beauty standards that Barbie was seen to represent, which could lead people to feel they needed to change their bodies.
What was Mattel's attempt to make 'Barbie Girl' less controversial in 2009?
-Mattel tried to salvage the song by covering it with new, inoffensive lyrics that focused on fashion and fun rather than the original's themes of plastic surgery and unrealistic beauty standards.
How has the perception of Barbie changed with the release of the new Barbie film?
-The new Barbie film, featuring samples of the song by Nikki Minaj and Ice Spice, has attempted to neutralize any of Aqua's original social commentary, portraying Barbie in a more positive light and aligning with modern feminist standards.
What was Margot Robbie's approach when discussing the development of the Barbie movie with Mattel's CEO?
-Margot Robbie was blunt about the fact that many people dislike Barbie and believed that it's better to be involved in the conversation around Barbie's controversies rather than avoiding them.
How has Greta Gerwig's involvement influenced the perception of the Barbie movie?
-Greta Gerwig, known for her feminist twists in films like 'Lady Bird' and 'Little Women', has brought a careful balance to the Barbie movie, addressing past sexism while trying to meet current pop culture feminist standards.
What is the significance of the 'wacky loveable villain' character played by Will Ferrell in the Barbie movie?
-Will Ferrell plays the CEO of Mattel, a character that personifies the company's past problematic choices and positions Barbie as a victim of both Mattel and societal hatred, adding a meta-commentary on the brand's history.
How has the role of Barbie evolved from its inception to the present day?
-Barbie started as a modern woman and fashion model reflecting the teen culture of the 1950s, then evolved to represent a variety of careers and interests, and now is marketed as an influencer and a symbol of female empowerment with a focus on STEM and diverse body types.
What criticism does the script level against Mattel for their handling of the 'Inspiring Women' doll series?
-The script criticizes Mattel for using the images of historical women like Frida Kahlo for marketing purposes without accurately representing their beliefs or the criticisms these women faced, essentially commodifying feminism.
What is the script's view on the effectiveness of Mattel's attempts to address body image issues with new Barbie body types?
-The script suggests that Mattel's introduction of new body types was more about rebranding and media attention following a drop in profits rather than a genuine commitment to body diversity or addressing societal expectations.
How does the script describe the transformation of feminist movements into mainstream products?
-The script describes the process as 'commodification', where radical messages demanding systemic change are flattened into aesthetics, mass-produced, and sold, resulting in a 'plastic feminism' that lacks real substance or power.
What is the script's stance on the portrayal of the Barbie brand and its impact on women's rights?
-The script criticizes the Barbie brand for its artificial and appropriated feminism, which is designed to sell products rather than promote genuine social change, while ignoring exploitative labor practices in its factories.

Outlines

00:00

🎤 The Controversy and Transformation of Barbie's Image

Mattel, the company behind Barbie, initially found Aqua's song 'Barbie Girl' offensive due to its implications about plastic surgery and beauty standards that Barbie was seen to represent. In 2009, Mattel tried to rebrand the song with less controversial lyrics. The release of a new Barbie film featuring the song sampled by Nikki Minaj and Ice Spice seems to have further neutralized the song's original social commentary. Margot Robbie and Greta Gerwig's involvement in the film aimed to address and balance Barbie's past criticisms with a modern, feminist perspective. The film uses meta-commentary to position Barbie as a victim of Mattel's choices and societal hatred, anthropomorphizing the brand and suggesting that criticism of Barbie is equivalent to mistreatment of a person.

05:02

🛍️ Barbie's Evolution and the Illusion of Feminism

The script discusses how Barbie has evolved from a symbol of consumerism and a fashion model to a representation of various careers and interests, including STEM fields. Despite this, the empowerment of Barbie is tied to the purchase of her identity through dolls and accessories. The brand's shift towards a more 'feminist' image includes the release of diverse body types and dolls of historical women, but these changes are scrutinized as being superficial and profit-driven rather than genuine. The narrative criticizes the commodification of feminism, suggesting that Barbie's image is used to capitalize on the feminist movement without substantial change, reflecting a 'plastic feminism' that is more about appearance than substance.

10:05

🎸 From Riot Grrrl to Girl Power: The Co-Optation of Feminism

This paragraph explores the co-optation of feminist movements by mainstream media and corporations. It contrasts the Riot Grrrl movement, which was politically charged and focused on systemic change, with the Spice Girls' 'girl power' phenomenon, which commercialized and diluted the feminist message for mass appeal and profit. The narrative criticizes this transformation, suggesting that true feminist ideals are lost when they are commodified and reduced to a fashion trend or marketing tool, such as Barbie's 'GRL PWR' merchandise.

15:05

🎬 The Facade of Feminism in Media and Entertainment

The script examines the role of feminism in the film industry, focusing on Greta Gerwig's involvement with the Barbie film and her previous work. It critiques the superficial application of feminist themes in media, suggesting that these are used as a branding tool rather than a genuine commitment to social change. The narrative points out the cognitive dissonance between the progressive image of films and the exploitative practices in the real-world factories that produce the associated merchandise, such as Barbie dolls.

20:07

🏭 The Dark Reality Behind Barbie's Makeover

The final paragraph delves into the harsh realities behind the Barbie brand's facade of feminism. It discusses the poor working conditions and exploitation of female workers in Mattel's factories, as reported by China Labor Watch. Despite the film's attempt to present a progressive image of Barbie, the script argues that the company's practices are fundamentally at odds with true feminist values. The narrative concludes that the film's feminism is artificial and a marketing ploy, urging viewers to question the authenticity of the brand's social stance.

Mindmap

Keywords

💡Barbie

Barbie is a fashion doll created by Mattel, which has become a cultural icon and is often associated with beauty standards and consumerism. In the video, Barbie is discussed as a symbol of societal expectations for women's bodies and as a brand that has evolved over time to reflect changing social values, including attempts to address criticisms of its impact on girls' self-esteem and body image.

💡Feminism

Feminism is a social and political movement advocating for women's rights on the basis of the equality of the sexes. The video explores the concept of feminism in relation to Barbie, discussing how the brand has been criticized for not being feminist enough and how it has attempted to co-opt feminist language and symbols to market its products, such as with the 'STEM Barbie' and 'Inspiring Women' doll series.

💡Body Image

Body image refers to the way individuals perceive their own bodies and includes their thoughts and feelings about their appearance. The script addresses the impact of Barbie's unrealistic body proportions on girls' body image, noting the doll's influence on societal beauty standards and the subsequent introduction of more diverse body types in an attempt to counteract this criticism.

💡Consumerism

Consumerism is the idea of acquiring goods and services in ever-increasing amounts as a cultural norm. The video discusses how Barbie was designed not just as a toy but as a catalyst for continuous consumer spending, with the doll serving as a symbol of modern womanhood tied to shopping and indulgence.

💡Plastic Surgery

Plastic surgery is a medical specialty that involves the reshaping or restoration of parts of the body. The script mentions plastic surgery in the context of the song 'Barbie Girl' by Aqua, which Mattel found offensive due to its implications about the doll's unrealistic beauty standards and the pressure on women to alter their bodies to conform to these standards.

💡Commodification

Commodification refers to the process of treating something as a commodity, especially something that is not typically treated this way. The video talks about the commodification of feminist ideals, such as the 'girl power' movement, which has been transformed into a marketable concept that can be sold as products, rather than a political stance or movement for change.

💡Riot Grrrl

Riot Grrrl is an underground feminist punk movement that emerged in the 1990s, characterized by a non-hierarchical, DIY culture and a focus on issues such as gendered violence and body image. The script contrasts the authentic feminist messages of Riot Grrrl with the mainstreamed, commercialized version of 'girl power' popularized by the Spice Girls, illustrating the dilution of radical messages for profit.

💡Mattel

Mattel is a major American multinational toy manufacturer, known as the creator of Barbie. The video discusses Mattel's response to criticisms of Barbie, including their attempts to rebrand the doll with more diverse body types and careers, and the company's internal struggles with labor exploitation and gender discrimination in their factories.

💡Greta Gerwig

Greta Gerwig is a renowned film director known for her works that often touch on feminist themes. The script mentions Gerwig in the context of her involvement with the Barbie film, suggesting that her reputation for feminist storytelling may have influenced public perception of the film's progressiveness, despite underlying issues with the brand's practices.

💡Plastic Feminism

Plastic feminism is a term used in the video to describe the superficial adoption of feminist language and symbols by corporations to market their products, without genuine commitment to feminist principles or social change. The video critiques the Barbie brand for engaging in plastic feminism, using the appearance of supporting women's empowerment to sell more products.

💡Labor Exploitation

Labor exploitation refers to the unfair treatment and use of workers for economic gain, often involving low wages, poor working conditions, and a lack of rights. The script highlights labor exploitation in Mattel's factories, where female workers are subjected to verbal abuse, poor living conditions, and unsafe working environments, illustrating the disconnect between the brand's public image and its private practices.

Highlights

Mattel's initial disdain for Aqua's 'Barbie Girl' due to its perceived negative implications about the brand.

The song's controversial themes of plastic surgery and societal beauty standards mirrored by Barbie's image.

Mattel's 2009 attempt to rebrand the song with less controversial lyrics to align with their marketing strategy.

The new Barbie film featuring a sample of the song by Nikki Minaj and Ice Spice, neutralizing the original social commentary.

The paradox of media companies criticizing their own practices while profiting from the content.

Margot Robbie's candid discussion with Mattel's CEO about the widespread dislike for Barbie and the decision to engage with the criticism.

Greta Gerwig's challenge of balancing feminist commentary with the traditional Barbie image in her film direction.

The meta-narrative of the Barbie film, positioning the doll as a victim of societal misogyny and Mattel's corporate decisions.

The film's portrayal of Barbie as an influencer and the evolution of her role in modern culture.

Barbie's rebranding to include various career paths and the illusion of empowerment through consumerism.

The criticism of Mattel's claim of the new Barbie film not being feminist, despite leveraging feminist themes.

The historical context of Barbie's introduction as a symbol of modernity and her impact on female aspiration and consumer culture.

The commodification of feminist ideals, reducing them to marketable aesthetics rather than substantive change.

The exploitation within Mattel's factories, contrasting with the brand's public feminist stance.

The film's superficial engagement with feminist issues, failing to address deeper systemic problems.

The cognitive dissonance of the Barbie film's message, leaving viewers feeling worse about their bodies despite its feminist pretenses.

The conclusion that the Barbie film's feminism is artificial, designed for product sales rather than genuine social change.

Transcripts

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Related Tags

Barbie History Feminism Critique Consumer Culture Brand Image Beauty Standards Social Commentary Mattel Controversy Media Satire Gender Roles Marketing Strategy Faux Feminism