Graduation Year

2024

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Zimmerman School of Advertising and Mass Communications

Major Professor

Travis Bell, Ph.D.

Committee Member

Mildred Perreault, Ph.D.

Committee Member

Artemio Ramirez, Ph.D.

Keywords

Barbie, Media frames, Feminist Theory, Societal stereotyping

Abstract

This study qualitatively examined how newspapers and digital media sources frame the 2023 movie, Barbie, and how news media can either perpetuate stereotypes or uproot them. This was done by first facilitating a thematic analysis of newspaper articles from five major U.S news outlets, New York Times, Washington Post, The Wall Street Journal, Los Angeles Times, and Chicago Tribune, and then from four major digital news outlets, Newsweek, Reuters, BBC, and NewsNation. This study utilized framing theory to identify ten frames news outlets used to frame Barbie. Additionally, feminist theory was implemented to inform the findings and analyze the articles. Feminist theory is applied to critique and challenge the ways women and those who are marginalized are depicted within media calling out objectification, stereotyping, and exclusion while questioning patriarchal assumptions. Findings showed that frames can be broken down in two ways: general framing of the movie and framing engaged with feminist themes. The five frames used to generally frame the movie were gender roles, patriarchy, consumerism, identity, and cultural representation. The frames used by news outlets to engage with feminism were critique of gender norms, empowerment, intersectionality, representation and diversity, and the “perfect” woman. The study revealed that stereotypes in media portrayals of Barbie often center on gender norms, beauty standards, consumerism, and political messaging. While the film seeks to challenge many of these stereotypes, media coverage can still reinforce outdated views of femininity, diversity, and identity. Journalists may oversimplify the film's themes or lean on stereotypes when discussing its plot and significance, resulting in a limited or distorted understanding of its more profound messages.

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