Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packages
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UFPB |
Texto Completo: | https://repositorio.ufpb.br/jspui/handle/123456789/18582 |
Resumo: | In view of the history of women in a world marked by patriarchy this present thesis revolves around the examination of women's representation by Barbie doll. Dolls have been described as “social actors” that through their design, movement, color schemes, etc. reflect the “social contexts and ideologies of the time of production” (CALDAS-COULTHARD; VAN LEEUWEN, 2002, p.91). This thesis is dedicated to looking at the semiotic elements of Barbie and her packaging in order to examine female representation in relation to traits of empowerment, and it is developed through a qualitative and interpretative approach since we intend to explore human experiences by analyzing the implicit meaning behind semiotic choices made by the producer for the production of a toy and its packaging. These data were collected during a research fellowship at the Strong Museum of Play by Prof. Dr. Almeida, coordinator of the GPSM, in October, 2017. Regarding the analysis of the data, it is centered on the representational and compositional metafunctions of the Grammar of Visual Design of Kress and van Leeuwen (1996 [2006]), and on the System of Transitivity which is within the ideational metafunction of Halliday’s Systemic-Functional Linguistics (1978; 1985). As for the result of the analysis, we acknowledge that the analyzed Barbie doll’s packages, especially the female representation attributed to Barbie, can be considered empowered, first, at the linguistic level since they presented power through the applicability of a variety of process; second, accordantly to what was claimed by women in each wave of feminism, the representations of these dolls showed us that the women represented by Barbie have the power over, that is, the power to be leaders and guide others who have less power in order to achieve their goals. But not only that, they have power to make decisions, to go after their dreams, find solutions to problems and to be creative. Also, they have power with others, they can share objectives with other for a common good to all. And, finally, they have the power within themselves, that is, to change their lives and the lives of others, evidencing the initial purpose of her creator Ruth Handler. |
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Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packagesBarbieRepresentação femininaEmpoderamentoSemióticaGramática visualWomen’s representationEmpowermentSemioticsVisual grammarCNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICAIn view of the history of women in a world marked by patriarchy this present thesis revolves around the examination of women's representation by Barbie doll. Dolls have been described as “social actors” that through their design, movement, color schemes, etc. reflect the “social contexts and ideologies of the time of production” (CALDAS-COULTHARD; VAN LEEUWEN, 2002, p.91). This thesis is dedicated to looking at the semiotic elements of Barbie and her packaging in order to examine female representation in relation to traits of empowerment, and it is developed through a qualitative and interpretative approach since we intend to explore human experiences by analyzing the implicit meaning behind semiotic choices made by the producer for the production of a toy and its packaging. These data were collected during a research fellowship at the Strong Museum of Play by Prof. Dr. Almeida, coordinator of the GPSM, in October, 2017. Regarding the analysis of the data, it is centered on the representational and compositional metafunctions of the Grammar of Visual Design of Kress and van Leeuwen (1996 [2006]), and on the System of Transitivity which is within the ideational metafunction of Halliday’s Systemic-Functional Linguistics (1978; 1985). As for the result of the analysis, we acknowledge that the analyzed Barbie doll’s packages, especially the female representation attributed to Barbie, can be considered empowered, first, at the linguistic level since they presented power through the applicability of a variety of process; second, accordantly to what was claimed by women in each wave of feminism, the representations of these dolls showed us that the women represented by Barbie have the power over, that is, the power to be leaders and guide others who have less power in order to achieve their goals. But not only that, they have power to make decisions, to go after their dreams, find solutions to problems and to be creative. Also, they have power with others, they can share objectives with other for a common good to all. And, finally, they have the power within themselves, that is, to change their lives and the lives of others, evidencing the initial purpose of her creator Ruth Handler.NenhumaTendo em vista a história das mulheres em um mundo marcado pelo patriarcado, a presente dissertação gira em torno do exame da representação feminina pela boneca Barbie. As bonecas têm sido descritas como “atores sociais” que por meio de seu design, movimento, esquemas de cores, etc. refletem os “contextos sociais e ideologias da época de produção” (CALDAS-COULTHARD; VAN LEEUWEN, 2002, p.91). Esta dissertação dedica-se a olhar os elementos semióticos da Barbie e sua embalagem para examinar a representação feminina em relação aos traços de empoderamento, e é desenvolvida por meio de uma abordagem qualitativa e interpretativa, uma vez que pretendemos explorar as experiências humanas através da análise do significado implícito por trás das escolhas semióticas feitas pelo produtor para a produção do brinquedo e sua embalagem. Esses dados foram coletados durante uma bolsa de pesquisa no Strong Museum of Play pela Profa. Dra. Almeida, coordenadora do GPSM, em outubro de 2017. Quanto à análise dos dados, está centrada nas metafunções representacionais e composicionais da Gramática do Design Visual de Kress e van Leeuwen (1996 [2006]), e do Sistema de Transitividade, que está dentro da metafunção ideacional da Linguística Sistêmico Funcional de Halliday (1978; 1985). Quanto ao resultado da análise, reconhecemos que as embalagens da boneca Barbie analisadas, especialmente a representação feminina atribuída à Barbie, podem ser consideradas empoderadas, em primeiro lugar, no nível linguístico por apresentarem poder pela aplicabilidade de diversos processos; em segundo lugar, de acordo com o que foi reivindicado pelas mulheres em cada onda do feminismo, as representações dessas bonecas nos mostraram que as mulheres representadas pela Barbie têm o poder sobre, ou seja, o poder de serem líderes e orientarem os que menos têm poder para para atingir seus objetivos. Mas não apenas isso, elas têm o poder de tomarem decisões, de irem atrás de seus sonhos, de encontrarem soluções para os problemas e de serem criativas. Além disso, elas também têm poder com os outros, elas podem compartilhar objetivos com outros para um bem comum a todos. E, por fim, elas têm o poder dentro de si, ou seja, de mudar suas vidas e a vida dos outros, evidenciando o propósito inicial de sua criadora Ruth Handler.Universidade Federal da ParaíbaBrasilLinguísticaPrograma de Pós-Graduação em LinguísticaUFPBAlmeida, Danielle Barbosa Lins dehttp://lattes.cnpq.br/3846654142638437Souza, Anderson Alves dehttp://lattes.cnpq.br/2714646338730914Rolim, Janaíne dos Santos2020-12-04T12:17:39Z2020-08-182020-12-04T12:17:39Z2020-07-20info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttps://repositorio.ufpb.br/jspui/handle/123456789/18582enghttp://creativecommons.org/licenses/by-nd/3.0/br/info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UFPBinstname:Universidade Federal da Paraíba (UFPB)instacron:UFPB2021-09-08T14:03:54Zoai:repositorio.ufpb.br:123456789/18582Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufpb.br/PUBhttp://tede.biblioteca.ufpb.br:8080/oai/requestdiretoria@ufpb.br|| diretoria@ufpb.bropendoar:2021-09-08T14:03:54Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB)false |
dc.title.none.fl_str_mv |
Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packages |
title |
Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packages |
spellingShingle |
Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packages Rolim, Janaíne dos Santos Barbie Representação feminina Empoderamento Semiótica Gramática visual Women’s representation Empowerment Semiotics Visual grammar CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA |
title_short |
Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packages |
title_full |
Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packages |
title_fullStr |
Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packages |
title_full_unstemmed |
Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packages |
title_sort |
Female empowerment: a multimodal analysis of representations of women in images of Barbie dolls’ packages |
author |
Rolim, Janaíne dos Santos |
author_facet |
Rolim, Janaíne dos Santos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Almeida, Danielle Barbosa Lins de http://lattes.cnpq.br/3846654142638437 Souza, Anderson Alves de http://lattes.cnpq.br/2714646338730914 |
dc.contributor.author.fl_str_mv |
Rolim, Janaíne dos Santos |
dc.subject.por.fl_str_mv |
Barbie Representação feminina Empoderamento Semiótica Gramática visual Women’s representation Empowerment Semiotics Visual grammar CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA |
topic |
Barbie Representação feminina Empoderamento Semiótica Gramática visual Women’s representation Empowerment Semiotics Visual grammar CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA |
description |
In view of the history of women in a world marked by patriarchy this present thesis revolves around the examination of women's representation by Barbie doll. Dolls have been described as “social actors” that through their design, movement, color schemes, etc. reflect the “social contexts and ideologies of the time of production” (CALDAS-COULTHARD; VAN LEEUWEN, 2002, p.91). This thesis is dedicated to looking at the semiotic elements of Barbie and her packaging in order to examine female representation in relation to traits of empowerment, and it is developed through a qualitative and interpretative approach since we intend to explore human experiences by analyzing the implicit meaning behind semiotic choices made by the producer for the production of a toy and its packaging. These data were collected during a research fellowship at the Strong Museum of Play by Prof. Dr. Almeida, coordinator of the GPSM, in October, 2017. Regarding the analysis of the data, it is centered on the representational and compositional metafunctions of the Grammar of Visual Design of Kress and van Leeuwen (1996 [2006]), and on the System of Transitivity which is within the ideational metafunction of Halliday’s Systemic-Functional Linguistics (1978; 1985). As for the result of the analysis, we acknowledge that the analyzed Barbie doll’s packages, especially the female representation attributed to Barbie, can be considered empowered, first, at the linguistic level since they presented power through the applicability of a variety of process; second, accordantly to what was claimed by women in each wave of feminism, the representations of these dolls showed us that the women represented by Barbie have the power over, that is, the power to be leaders and guide others who have less power in order to achieve their goals. But not only that, they have power to make decisions, to go after their dreams, find solutions to problems and to be creative. Also, they have power with others, they can share objectives with other for a common good to all. And, finally, they have the power within themselves, that is, to change their lives and the lives of others, evidencing the initial purpose of her creator Ruth Handler. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-12-04T12:17:39Z 2020-08-18 2020-12-04T12:17:39Z 2020-07-20 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://repositorio.ufpb.br/jspui/handle/123456789/18582 |
url |
https://repositorio.ufpb.br/jspui/handle/123456789/18582 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
http://creativecommons.org/licenses/by-nd/3.0/br/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
http://creativecommons.org/licenses/by-nd/3.0/br/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal da Paraíba Brasil Linguística Programa de Pós-Graduação em Linguística UFPB |
publisher.none.fl_str_mv |
Universidade Federal da Paraíba Brasil Linguística Programa de Pós-Graduação em Linguística UFPB |
dc.source.none.fl_str_mv |
reponame:Biblioteca Digital de Teses e Dissertações da UFPB instname:Universidade Federal da Paraíba (UFPB) instacron:UFPB |
instname_str |
Universidade Federal da Paraíba (UFPB) |
instacron_str |
UFPB |
institution |
UFPB |
reponame_str |
Biblioteca Digital de Teses e Dissertações da UFPB |
collection |
Biblioteca Digital de Teses e Dissertações da UFPB |
repository.name.fl_str_mv |
Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB) |
repository.mail.fl_str_mv |
diretoria@ufpb.br|| diretoria@ufpb.br |
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1801843019591188480 |