Our recent embrace of Barbie as a feminist icon leaves out decades of discourse about feminism and consumerism. One episode of The Simpsons may offer the perfect response.
So excited for this ironic quasi-critique of consumerism that gets a lot of praise from critics, even though i know it'll just be pure unadulterated product placement.
Capitalism demands commodification. Gender identity issues themselves have been monetized. Last Christmas I recall this ad for whiskey that highlighted a closeted grandfather & his gender queer grandchild. https://youtu.be/oOVVgEtuybk
I LOVE THIS ESSAY! So many good lines and good points in here. I do think it's disconcerting that there's been no backlash at all, and I definitely have felt anxiety about suggesting I don't care and being accused of hating fun, but it's not the fun that I hate. I feel liberated now to admit that killjoy or not, it's baffling me how excited everyone is for the Barbie movie. I just don't get it! I truly did not realize this many adults had this kind of passion for Barbie. I liked plenty of the gender role models and beauty standards aimed at myself as a child (fairytale princesses for example) but Barbie was explicitly unattainable in a way I remember feeling uncomfortable with and that's apart from the very obvious point you make here that this is a commercial and Barbie is a product before she is a character.
First of all- great analysis!! we are in a place culturally where the act of consuming has become more important than the object itself in many ways and I think it's important to acknowledge the way brands can (and will) weaponize nostalgia. Like you said- this is a movie for adults about toys they played with as children. In a world that is overflowing with "cars of the future," AI generated art, and Black Mirror plots that seem to come to life before our eyes- it's easy to see how so many people would be willing to embrace Barbie again. Despite the fact that Barbie has always been an adult, she is a reminder of childhood, or "a simpler time." A time when we didn't have to pay bills or watch the rapid effects of climate change, etc. It makes me wonder what embracing Barbie again promises for us. Can we play pretend for a bit longer? Do we really have to grow up?
Also, I didn't think about dressing up for the Barbie movie before reading this, but now I most certainly will (I am not immune to nostalgia or hot pink). Thank you for sharing your thoughts with us!
you really highlight all my concerns with the public discourse around the movie (even though i’m excited for it & will be watching it) and “it’s marketing” (it’s not) and then some! absolutely fantastic piece! i’m shocked that mattel has a Hundred collaborations planned for this movie & i’ll be reading that linked article next.
I am kind of excited to see how postmodern this film will be...to analyse it while keeping Baudrillard in mind would be fun I think. But yeah, I agree with the rest. I loved the barbie posters and the memes but the fact that Margot Robbie is playing her still reinforces the fact that there’s an ideal of how women should look like. You said it perfectly, Barbie teaches us how to be women. Loved this essay! And also, I was also a Lisa Simpson growing up hahaha it’s nice to see someone relate to it too
Everything I have ever felt about my relationship to femininity you manage to write into your newsletter, including this essay about Barbie. That bit about femininity as consumerism should be required reading
Love this!! I had very much fallen under the influence of the marketing of the movie without thinking about all of the cons of it and the consumerism aspect
Still very excited to see it but also glad for this reminder to think about it more than just surface-level!
So excited for this ironic quasi-critique of consumerism that gets a lot of praise from critics, even though i know it'll just be pure unadulterated product placement.
Those tweets about loving the marketing for this movie make me sad
Capitalism demands commodification. Gender identity issues themselves have been monetized. Last Christmas I recall this ad for whiskey that highlighted a closeted grandfather & his gender queer grandchild. https://youtu.be/oOVVgEtuybk
I LOVE THIS ESSAY! So many good lines and good points in here. I do think it's disconcerting that there's been no backlash at all, and I definitely have felt anxiety about suggesting I don't care and being accused of hating fun, but it's not the fun that I hate. I feel liberated now to admit that killjoy or not, it's baffling me how excited everyone is for the Barbie movie. I just don't get it! I truly did not realize this many adults had this kind of passion for Barbie. I liked plenty of the gender role models and beauty standards aimed at myself as a child (fairytale princesses for example) but Barbie was explicitly unattainable in a way I remember feeling uncomfortable with and that's apart from the very obvious point you make here that this is a commercial and Barbie is a product before she is a character.
First of all- great analysis!! we are in a place culturally where the act of consuming has become more important than the object itself in many ways and I think it's important to acknowledge the way brands can (and will) weaponize nostalgia. Like you said- this is a movie for adults about toys they played with as children. In a world that is overflowing with "cars of the future," AI generated art, and Black Mirror plots that seem to come to life before our eyes- it's easy to see how so many people would be willing to embrace Barbie again. Despite the fact that Barbie has always been an adult, she is a reminder of childhood, or "a simpler time." A time when we didn't have to pay bills or watch the rapid effects of climate change, etc. It makes me wonder what embracing Barbie again promises for us. Can we play pretend for a bit longer? Do we really have to grow up?
Also, I didn't think about dressing up for the Barbie movie before reading this, but now I most certainly will (I am not immune to nostalgia or hot pink). Thank you for sharing your thoughts with us!
oh this is very interesting! love the structuring of the story and how you acknowledged the good and bads of the barbie brand..lovely read
you really highlight all my concerns with the public discourse around the movie (even though i’m excited for it & will be watching it) and “it’s marketing” (it’s not) and then some! absolutely fantastic piece! i’m shocked that mattel has a Hundred collaborations planned for this movie & i’ll be reading that linked article next.
“Are we so culturally starved that insurance commercials are the things that satiate our artistic needs?” so many good and thought-inducing points!!!
I am kind of excited to see how postmodern this film will be...to analyse it while keeping Baudrillard in mind would be fun I think. But yeah, I agree with the rest. I loved the barbie posters and the memes but the fact that Margot Robbie is playing her still reinforces the fact that there’s an ideal of how women should look like. You said it perfectly, Barbie teaches us how to be women. Loved this essay! And also, I was also a Lisa Simpson growing up hahaha it’s nice to see someone relate to it too
this is so well said! my excitement for ken ryan gosling really did distract me from critiquing anything about the new movie.
Won’t be watching the two hour Barbie commercial, but I do hate math... 🧮 lol and math class was hard. 😂 I’m old enough to remember that whole drama.
Have you seen the recent NYtimes piece on the evolution of the Barbie Dreamhouse? Was great.
Also, I’m disturbed by the older ages of the actors in the Barbie movie. Shouldn’t they be younger? How old are Barbie and Ken really supposed to be?
Excellent essay!
But she's got a new hat!
Everything I have ever felt about my relationship to femininity you manage to write into your newsletter, including this essay about Barbie. That bit about femininity as consumerism should be required reading
you are too good <33
Love this!! I had very much fallen under the influence of the marketing of the movie without thinking about all of the cons of it and the consumerism aspect
Still very excited to see it but also glad for this reminder to think about it more than just surface-level!
Thank you for this essay! I canțt wait for the movie, but I am wary of this let people enjoy things mentality around it.