Objects and images are sources of meanings to consumers. These meanings have pragmatic implications as consumers interpret them, influencing cultural discourses, consumer behavior and gender role ideologies in the society. In this paper, we semiotically analyzed 48 collectible action figures called Magiki, which are humanized animals or mythological figures that live in a magic land. These very affordable toys are targeted to girls 4-8 years old and are sold in newsstands. In addition, we analyzed drawings made by 64 preschool children and conducted interviews with them, both collective and individually. Our analysis focused on stressing how such toys reproduce traditional and post-modern female roles, as well as their differences compared to male roles and on how children understand, reproduce and modify such roles. A role matrix is illustrated to show that female roles are expressed by these popular toys and interpreted by children as “mother-care taker” or “beauty-queen”, while male role are represented by “lively children” or “assertive hero”. A discussion of the possible pervasiveness of such roles is made and the relationships between these roles are illustrated.
Mothers or beauty-queens: girls in the Magiki world and female stereotypes
Borghini Stefania;Prestini Stefano
;
2015
Abstract
Objects and images are sources of meanings to consumers. These meanings have pragmatic implications as consumers interpret them, influencing cultural discourses, consumer behavior and gender role ideologies in the society. In this paper, we semiotically analyzed 48 collectible action figures called Magiki, which are humanized animals or mythological figures that live in a magic land. These very affordable toys are targeted to girls 4-8 years old and are sold in newsstands. In addition, we analyzed drawings made by 64 preschool children and conducted interviews with them, both collective and individually. Our analysis focused on stressing how such toys reproduce traditional and post-modern female roles, as well as their differences compared to male roles and on how children understand, reproduce and modify such roles. A role matrix is illustrated to show that female roles are expressed by these popular toys and interpreted by children as “mother-care taker” or “beauty-queen”, while male role are represented by “lively children” or “assertive hero”. A discussion of the possible pervasiveness of such roles is made and the relationships between these roles are illustrated.
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