The female family finds powerful cultural material to construct and express itself through the American Girl brand, a powerful example of the corporate symbiosis of marketing brands and family identities. A diverse, multi-gendered, multidisciplinary ethnographic team finds that complex brand narratives are used by girls, their mothers and grandmothers as elements in the co-construction of personal mythologies, family mythologies, and cultural connections. Female families use them as the foundation to construct their own stories, and they synthesize new stories from the combination of commercial and personal tales.
American Girl: The Family Brand
BORGHINI, STEFANIA;
2005
Abstract
The female family finds powerful cultural material to construct and express itself through the American Girl brand, a powerful example of the corporate symbiosis of marketing brands and family identities. A diverse, multi-gendered, multidisciplinary ethnographic team finds that complex brand narratives are used by girls, their mothers and grandmothers as elements in the co-construction of personal mythologies, family mythologies, and cultural connections. Female families use them as the foundation to construct their own stories, and they synthesize new stories from the combination of commercial and personal tales.
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