The Plastic Feminism of Barbie

Summary

The video script explores the controversial history of Barbie, from Mattel's initial aversion to Aqua's 'Barbie Girl' song for its critique of beauty standards, to their attempts to rebrand with more 'inoffensive' lyrics. It delves into the commodification of feminism in Barbie's marketing, critiquing the film's superficial nods to feminist issues while ignoring deeper systemic problems, such as labor exploitation in Mattel's factories. The script questions the authenticity of Barbie's feminism, suggesting it's a strategy to sell products rather than a commitment to social change.

Takeaways

• 🎤 The song 'Barbie Girl' by Aqua was initially seen by Mattel as offensive and damaging to the Barbie brand due to its commentary on plastic surgeries and beauty standards.
• 🔄 In an attempt to redeem the song's reputation, Mattel released a cover with less controversial lyrics, aiming to align the song with their brand's marketing strategy.
• 🎬 The new Barbie film features a sample of the song by Nikki Minaj and Ice Spice, with the original social commentary by Aqua being largely neutralized by Mattel's influence.
• 💰 The power of capital is highlighted in the ability of companies like Mattel to control narratives and criticism, as seen with the satirical availability of anti-Netflix content on Netflix itself.
• 💡 Margot Robbie's discussions with Mattel's CEO about the Barbie movie included acknowledging the brand's controversies and the importance of being part of the conversation surrounding them.
• 🎭 Greta Gerwig, known for her feminist approach in films like 'Lady Bird' and 'Little Women', was brought on to direct the Barbie movie, with expectations of her addressing the franchise's past sexism.
• 👩‍💼 The film portrays the CEO of Mattel as a comedic villain, using meta-commentary to position Barbie as a victim of Mattel's decisions and societal hatred, rather than criticizing the company directly.
• 🛍️ Barbie's evolution from a fashion model to a symbol of consumerism and shopping is discussed, highlighting how the brand was designed to encourage continuous purchasing of products.
• 🚀 The modern Barbie brand has shifted to include various career dolls and STEM toys, promoting an image of empowerment and diversity, although this is critiqued as potentially superficial.
• 🤔 The script questions the authenticity of Mattel's commitment to feminism, given their avoidance of the term and the commodification of feminist ideals for profit.
• 🌐 The broader issue of corporate feminism is critiqued, where companies like Mattel capitalize on feminist movements for marketing purposes while not necessarily supporting systemic change or improving conditions for their workers.

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 as reflecting, which could lead people to feel they needed to change their bodies.

What was Mattel's attempt in 2009 to change the perception of the 'Barbie Girl' song?

Mattel tried to salvage the song by covering it with new, inoffensive lyrics that were meant to fit their marketing of Barbie and make it something inoffensive for their brand.

How has the Barbie brand evolved in response to criticisms and changing societal norms?

The brand has introduced more body types, various career options for the doll, and has associated itself with influential women and feminist concepts to appear more inclusive and empowering.

What role did Greta Gerwig play in the development of the Barbie movie?

Greta Gerwig, known for her work in Lady Bird and Little Women, was involved in the movie to bring a careful balance and a feminist perspective to the Barbie franchise.

How does the script suggest the new Barbie film addresses the doll's controversial past?

The film uses meta commentary and self-awareness to position Barbie as a victim of Mattel's problematic choices and societal hatred, while also nodding to past sexism and trying to appease modern feminist standards.

What is the criticism regarding the 'Inspiring Women' doll series by Mattel?

While the series includes dolls of famous historical women, the criticism is that Mattel seems averse to the word 'feminism' and that the brand's actions, such as the release of these dolls, may be more about marketing and less about genuine social change.

How does the script describe the evolution of the 'girl power' concept from Riot Grrrl to the Spice Girls?

The script explains that the Riot Grrrl movement started the concept of 'girl power' with a focus on political and systemic change, but it was later commercialized and watered down by the Spice Girls for mainstream appeal, resulting in a loss of its original subversive power.

What is the script's view on the effectiveness of corporate feminism as portrayed by Mattel and the Barbie brand?

The script suggests that corporate feminism, as shown by Mattel, is artificial and appropriated to sell products rather than being a genuine effort to promote social change or challenge existing beauty standards.

How does the script relate the issues faced by workers in Mattel's factories to the brand's public image of promoting women's empowerment?

The script contrasts the brand's public image with the harsh realities faced by the female workers in Mattel's factories, highlighting the discrepancy between the company's marketing and its labor practices.

What is the script's final assessment of the Barbie film's portrayal of feminism?

The script concludes that the film's portrayal of feminism is superficial and designed to sell products, rather than being a meaningful contribution to feminist discourse or social change.

How does the script suggest that the Barbie brand has commodified feminist ideals?

The script implies that the Barbie brand has taken radical feminist messages and mainstreamed them into an aesthetic style that is mass-produced and sold as products, effectively turning feminist ideals into mere commodities.