Semiotic Analysis of Barbie Dolls Using Roland Barthes’ Mythologies

Document Type : Research Article

Authors

1 Assistant Professor of Faculty of Art and Architecture, University of Mazandaran , Babolsar, Iran.

2 Associate Professor of Literature and Humanities, Shahid Beheshti University, Tehran, Iran.

Abstract

Problem statement: In the present era, with the advancement of technology in design and construction, the toy industry has entered a new phase of mass production with a significant profit for the owners of this industry. In addition, branding and advertising Barbie dolls among the different toys have caused them to stand at the top of the supply and demand chain in the world market. The repetition of Barbie characters over several generations has made it a collective memory for users, especially girls. Therefore, most children and adults know this character and have used it in their games and plays during their growth time.
Research objective: This research investigates the functional effect of this best-selling toy in the formation of modern myths and the strengthening of the bourgeoisie around the world. In this regard, emphasizing Roland Barthes’ theory of mythologies, the human-object relationship is studied in the case of Barbie dolls. The objectives of the present research are to identify the signs related to the Barbie doll myth based on Roland Barthes’ theory and to find how the Barbie doll myth has been formed.
Research method: The research method used is descriptive-analytical. The bibliographic and Internet data were used as the research sample. In the first phase of the research, Barbie’s implications were mythologized to recognize the mythological language of the dolls as a meta-language. In the next phase, according to Barthes’ mythological criticism, meta-meta-language layers were identified and introduced. 
Conclusion: The research results show that mythologies have been used in the design, production, and sale of Barbie dolls. There are common implicit messages in the advertising and branding of Barbie dolls. They have hidden layers that affect the consumers’ subconscious and temporarily lead them to meta-Barbie consumption. Moreover, in the demythologization process, Barbie’s domination turned out to include a wave of political and commercial services as well as the film industry and multimedia.

Keywords

References

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The Monthly Scientific Journal of Bagh-e Nazar
Volume 19, Issue 112
October 2022
Pages 53-66

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