Barbie certainly has people talking, the commentary surrounding the film takes a variety of angles. A quick google search shows that Barbie’s ironic take on the patriarchy appears to have ruffled the fragility feathers with some viewers describing it as ‘man-hating’. I could not help but chuckle at a YouTube video titled; Barbie Bombs Innocent Families with Feminist Propaganda…because apparently, equality is such a bad idea.  

There have been some superficial and tokenistic attempts to ‘diversify’ the brand. Yet, at its core the imagery of Barbie still appears to be an obvious symbol of oppressive white feminism. The Barbie doll could be seen to project the white feminine beauty ideal, and the main character within the film, Margot Robbie, appears to embody this ideal. I.e., the appearance of a white, cis-gender, heterosexual women with the wealth to be able to afford all sorts of powdery pink capitalist goods and a body type which is impossible to achieve.  

In the contemporary era this ideal continues to be damaging. Even for the most privileged of women, it promotes the spending of much more of women’s income than men on items such as beauty, food and lifestyles, and encourages restrictive dieting practices, which can be damaging to physical and mental health (Naomi Wolf, 1990). For marginalised women there is damage caused due to living in a world which promotes the white privileged as normative. Some examples include, the advertising and selling of skin bleaching products to achieve this white or ‘light’ beauty ideal, to schools excluding Black and Brown school children for having afro textured hair (Emma Dabiri, 2019 and Ibram X. Kendi, 2019).         

Whilst the Barbie film apparently has a dig at capitalism, the film and the merchandise sold will produce huge profits by selling this particular brand of feminism. So those interested can buy into feminism and make the capitalists happy rather than being political or radical.  

Apparently, the film depicts a comedic take on the patriarchy, with Ken’s toxicity and Barbie having to deal with microaggressions when entering the ‘real world’. How far does the film go with illustrating patriarchal oppression? Is the intersectional oppression experienced by the most marginalised of women present? Does Barbie and Co have issues with femicide, police brutality, poverty, mental ill health, rape, incarceration, immigration detention, homelessness or drowning whilst in a boat whilst trying to seek refuge? Or is the patriarchy in film only palatable and profitable if it presents itself in the form of privileged women experiencing comedic microagressions?  

Maybe Barbie will lead to some (probably white and privileged) people thinking more critically or feeling empowered but it doesn’t seem to be a type of feminism ‘for all people’, so perhaps it’s not feminism at all (bell hooks, 1982).

I wonder what will happen to the profits made from the film… 

Note* I have not watched the Barbie film so apologies for the vague analysis and sketchy details* 

References:

Dabiri, Emma. (2020) Don’t touch my hair. United Kingdom: Penguin Books. 

hooks, bell. (1982) Ain’t I a Woman : Black women and feminism. London: Pluto.

Kendi, Ibram. X. (2019) How to be an antiracist. London: The Bodley Head.

Wolf, Naomi. (1991) The Beauty Myth : How images of beauty are used against women. New York: William Morrow and Company.