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July 19, 2023
Expert Insights: Barbie's Cultural Impact and Marketing Strategy
As anticipation builds for the upcoming film Barbie, starring Margot Robbie as the iconic doll alongside Ryan Gosling as Ken, Dustin Kidd, a sociology professor at Temple University's College of Liberal Arts, and Sheri Lambert, marketing professor at Fox School of Business, offer their perspectives on how Barbie represents changes in American culture through her transformation over decades.
Barbie's evolution mirrors shifts in women's roles within society. As Kidd explns, The concept of the 'American dream' has shifted from focusing on hard work to achieving consumer aspirations. This reflects Barbie's growth curve, which now embodies empowerment and fearlessness for modern women compared to her less attnable standards during Kidd's childhood.
Lambert adds that Barbie's marketing strategy is unique in its direct targeting of women. The campgn includes collaborations with brands ranging from rbnb to Burger King and Crocs, indicating a focus on appealing to female consumers' purchasing power. It's not just about selling dolls, says Lambert; it's tapping into the emotional pull of happiness.
Barbie's storyline offers an exploration of feminism through her character arc. Sheri Lambert believes that Margot Robbie portrays Barbie as a symbol of empowerment, emphasizing that women can achieve anything with hard work and perseverance.
However, Kidd cautions agnst seeking definitive interpretations: Whether Barbie embodies feminism deps on the viewer's perspective. He argues for diversity in storytelling to foster more equitable narratives across industries.
Dustin Kidd acknowledges the film's potential impact: If fans are inspired by Barbie's world to create a more just society, then yes, Barbie can serve as an excellent role model.
In , the resurgence of Barbie in both toy and cinematic forms highlights her uring legacy, as well as her role in shaping contemporary cultural norms and inspiring women across generations. The film's marketing strategy successfully weaves together nostalgia for the doll with modern themes, offering a fresh perspective on the iconic character.
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Barbie Cultural Impact Analysis American Dream Evolution Discussion Marketing Strategy for Modern Women Feminism Representation in Film Barbie Diversity in Storytelling Critique Toy Icon Meets Cinematic Narrative