Your daughter/niece/friend’s child wants a doll, and although you have fond memories of the exploits of Ken and Barbie from your own childhood, you realize that Barbie really isn’t the best role model. And, of course, those brazen, anorexic Bratz things are out of the question. So, you turn to something like the American Girl dolls. Those seem pretty girl-power focused. Plus, they have dolls of different ethnicities. And, there’s a magazine and a series of historical books about each girl, so they inspire reading and learning about history. So, it seems like a pretty safe, pro-girl choice, event if AG does promote a lot of products, right? Not so fast.
The latest issue of Rethinking Schools magazine has a terrific analysis of the American Girl doll/book/movie/products/girl culture phenomenon. “Marketing American Girlhood“, by Elizabeth Marshall, searches underneath the initial layer of “girl power” and diversity that American Girl purports to promote and examines the actual messages and intentions. Here are three short excerpts from the article to tempt you to read the article:
“However, any potential ‘girl-power’ lessons are short-circuited in these books through the use of historical fiction to deliver traditional lessons about what girls can and should do. While the stories take place in key historical moments, such as the Civil War, and World War II, the girls rarely participate in historical events in any substantial way.”
“The American Girl historical girl collection also purports to be multicultural and includes African American (Addy), Latina (Josefina), and Native American (Kaya) characters. However, this inclusion is superficial and represents the ways in which ‘difference,’ like ‘girl power,’ has become a commodity that American Girl markets to its consumers.”
“Some might argue that American Girl is not as bad as other materials on the market, or as offensive as Barbie or Bratz dolls. This argument misses the key features of what makes this phenomenon so insidious: how corporations play on the feminist and /or educative aspirations of parents, teachers, girls, and young women and turn these toward consumption. American Girl is less about strong girls, diversity or history than about marketing girlhood, about hooking girls, their parents and grandparents into buying the American Girl products and experience.”
As a former youth librarian, when the AG books first came out, I was happy to see something to counteract the lure of licensed-character books and other stuff. Sure, they weren’t meaningful literature, but they had a positive spin and attracted a large number of readers. But then came the stuff: the magazine, the doll accessories that cost more than some real accessories, more dolls, more stuff. Under the guise of girl-power, AG is grooming another generation to become happy consumers, who don’t question the impact of all that stuff or the messages behind them. Check out the article and share it with parents and friends.
Filed under: children's books, Consumerism, marketing, media literacy | Tagged: American Girl, Books, Consumerism, corporations, critical thinking, feminism, gender issues, gender roles, girl power, girls, marketing, media literacy, products, Rethinking Schools | 1 Comment »