Of gendered tales

An article of mine, titled The Barbification of India has recently been published on Womensweb. What is it about?

For the past couple of years, my daughter has been struggling a lot with this business of what’s cool and what’s not, as far as my daughter’s peers are concerned: it had been proclaimed cool to be in the know about the latest movies, television programmes, Bollywood actors, pop singers, pop teen idols and Gangnam style - not necessarily in that order - along with sporting those Hannah Montana tees and neon tights. One child actually had a beach scene complete with figures lolling around in bikinis in as cake decoration in a beach themed party for her birthday. One can imagine the messages being given to these children. Yes, they are children at 11-12 years, never mind the self-possession and worldly airs. By these standards, my book-loving child, who has more sober tastes in music, clothes and everything else, who does not consider dancing to 'Sheila ki Jawani' as particularly desirable and who does reasonably well at academics is labelled uncool, a nerd!

These are the same peers whose idols were Barbie and the Disney Princesses not so long ago. Barbie might have been originally a teen icon for feminists at a time (the late 50s) when most women were not expected to step out of the home for a career, but over time it has evolved into a feminist’s worst nightmares. For one, the demographics have changed from teens to pre-teens; sometimes even younger. With her impossibly top-heavy figure (if extrapolated to adult female size, the measurements of 36-18-38 are near impossible in real life), long slim legs and vacuous sexuality, Barbie sends a skewed body image message to girls who buy into the unhealthy eating patterns that this propagates. A friend’s 7 year old refuses to eat fruits because her peers say they will make her fat.

To top it all, most Barbies come with accessories, clothes and domestic items in pepto-bismol shades of pink and purple that has spawned an entire parallel range of girls’ merchandise in similar colours complete with glitter and bling. Since the past few years, Barbie is available in India in an Indian avatar, complete with traditional Indian costumes, families, and the 'great Indian Culture'.

Most of these problems are shared by the Disney Princesses. A brain-child of Disney’s marketing executive Andy Mooney at the beginning of this century, it was a masterstroke of franchise that spawned a multimillion-dollar industry in dolls, clothes, accessories and other merchandise, a model that manufacturers for children have repeated over and over again with many other popular fictional characters. Considering the cool quotient of the movies, television shows and such, this was a shrewd business move.

Pink for girls and blue for boys! This polarisation by gender ensures double the sales for companies with vested interests. Younger children playing with toys originally targeted towards an older group has also created a demand for clothes unsuitable for that age. As utbtkids, a fellow blogger puts it, “if you are looking for non-pink, non-Disney characters, slightly loose, appropriate clothing, something that will withstand the running and climbing, and something that is not a mini version of adult clothing you might as well grow your own cotton and weave your own clothes.” Boys, too, suffer due to these brand and franchise excesses. A neighbour refuses to let her one year old son associate with anything even remotely considered feminine, in his clothes or choice of toys. Everything has to be only in shades of ‘manly’ colours, and aggressively in the realm of the ‘boyish’!

Most people see nothing wrong with girls playing ‘house’ with dolls, dressing up, having idols that promote domestication along with a sexualised self-image, and boys, at the other end of the spectrum, being encouraged to be sporty, playing ‘out there’, indulging in large motor activities geared towards being powerful. It is perceived as perfectly natural. They couldn’t be more wrong.

Children’s play always reinforces cultural messages, as they learn patterns of behaviour through it. Peggy Orenstein, social psychologist and author of Cinderella Ate My Daughter, puts it wonderfully well: “At issue, then, is not nature or nurture but how nurture becomes nature: the environment in which children play and grow can encourage a range of aptitudes or foreclose them. So blithely indulging — let alone exploiting — stereotypically gendered play patterns may have a more negative long-term impact on kids’ potential than parents imagine.” 

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Also check out my review of the first part of Amruta Patil's retelling of the Mahabharat: Adi Parva, a feminist view, also on Womensweb. A wonderful book.