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#Barbie and Social Media delves into Barbie s transformation from doll to global cultural icon one that is deeply embedded in contemporary social media discourse. It explores how digital platforms have given rise to a dynamic, participatory culture that both celebrates and critiques the Barbie doll and brand. From Mattel s strategic branding of Barbie as a symbol of diversity and empowerment, to individuals' use of social media to reimagine Barbie s identity and significance, this book offers a comprehensive examination of Barbie in the digital age. Through lenses including cultural studies, feminism, queer theory, and digital activism, #Barbie and Social Media highlights the continuous reshaping of Barbie s image as negotiated by Mattel, fans, critics, and activists. These digital discourses engage with broader topics like race, gender, sexuality, and identity, revealing Barbie s constancy as a contested site of meaning-making. By interrogating Barbie s uses as a complex symbol, this book contributes to broader understandings of the intersections of brand identity, cultural power, and social media influence in today s digital world.
List of contents
.- 1. Barbie and Digital Discourse: Brand, Identity, and Resistance in a Networked World Rebecca C. Hains and Emily R. Aguiló-Pérez.- Part I: Social Media Influencing and Barbie.- 2. She s Everything : Mattel s Re-branded Barbie Vlogger as Can-Do Girl Influencer Brilynn Janckila.- 3. She Can Be President: Exploring #Barbieforpresident s Social Media Campaign and Her Electability with Millennial Moms Andrea E. Hall & Lauren D. Furey.- 4. Barbie: The Original Brand Activist Andrea Bennet & Fernanda Muniz.- Part II: Digital Discourses about Barbie.- 5. There s Something about Midge: (Mis)remembering Pregnant Doll Controversies Online Hannah Maitland.- 6. #Barbiecore: The Cruel(?) Optimism of Postfeminist Nostalgia Jennifer Dawn Whitney.- 7. Barbie s Brazilian Parody: Deconstructing the Image of Mattel s Perfect Doll Petronilio Filipe-Ferreira, Vírnia Martins, and Giselly Martins da Horta.- Part III: Negotiating Identity in Digital Culture with Barbie.- 8. Reclaiming our Childhoods: Black Women s Engagement in Digital Black Barbie Doll Play Lakisha Odlum.- 9. Drag Queen Barbie as Influencer: Gender Expression and Drag Performance on Social Media Cecilia Cerja.- 10. #PlasticReligion: Barbie as a Religious Avatar on Social Media Emily R. Aguiló-Pérez, Emma Cieslik, and Mackenzie Taylo.
About the author
Rebecca C. Hains is a professor of Media & Communication at Salem State University, USA. She is an author and co-editor of numerous books and articles on children’s media culture, including Growing Up With Girl Power: Girlhood on Screen and in Everyday Life (2012); The Princess Problem (2014); Cultural Studies of LEGO: More than Just Bricks (2019); and Supernatural Youth in Media (2025).
Emily R. Aguiló-Pérez is a professor of English (Youth Literatures & Cultures) at West Chester University of Pennsylvania, USA. She has authored and co-edited numerous books and articles, including An American Icon in Puerto Rico: Barbie, Girlhood, and Colonialism at Play (2022); Islas Lectoras: Bibliografía infantil puertorriqueña (2023); and The Cultural Legacy of Disney: A Century of Magic (2024).
Summary
#Barbie and Social Media delves into Barbie’s transformation from doll to global cultural icon–one that is deeply embedded in contemporary social media discourse. It explores how digital platforms have given rise to a dynamic, participatory culture that both celebrates and critiques the Barbie doll and brand. From Mattel’s strategic branding of Barbie as a symbol of diversity and empowerment, to individuals' use of social media to reimagine Barbie’s identity and significance, this book offers a comprehensive examination of Barbie in the digital age. Through lenses including cultural studies, feminism, queer theory, and digital activism, #Barbie and Social Media highlights the continuous reshaping of Barbie’s image as negotiated by Mattel, fans, critics, and activists. These digital discourses engage with broader topics like race, gender, sexuality, and identity, revealing Barbie’s constancy as a contested site of meaning-making. By interrogating Barbie’s uses as a complex symbol, this book contributes to broader understandings of the intersections of brand identity, cultural power, and social media influence in today’s digital world.
