Preferred Name
Colleen Caldwell
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Date of Graduation
5-9-2024
Semester of Graduation
Spring
Document Type
Thesis
Degree Name
Master of Arts (MA)
Department
Department of History
Advisor(s)
Emily Westkaemper
Jessica Davidson
Gabrielle M. Lanier
Abstract
This thesis examines the impact of the 1959 release of Barbie on white middle class American mothers. It works to show how the doll represented an idealized image of American womanhood and beauty standards, while also showing different careers women could potentially hold. This thesis analyzes popular culture from the time such as, magazines, television commercials, and newspaper editorials along with studying the actual dolls and outfits. Through studying these sources, it becomes clear that Mattel recognized that mothers were the people buying the dolls for their daughters and the company sought ways to appeal to them as buyers. The different sources show the complexity for both Barbie and women during this time, as the world was changing but many were still holding on to traditional values. Because of this Barbie in 1959-1965 can show both of those things at once, on one hand, she showed women they could hold a multitude of jobs while on the other she was reinforcing traditional values through different outfits. This study ends with connecting the 2023 Barbie Movie to the 1959-1965 Barbie. By connecting the past to the present, the impact that Barbie has had on mothers throughout her creation becomes clear.
Recommended Citation
Caldwell, Colleen, "Living in a Barbie world: Barbie's origins and her impact on the American mother, 1959-1965" (2024). Masters Theses, 2020-current. 288.
https://commons.lib.jmu.edu/masters202029/288
Included in
History of Gender Commons, Public History Commons, Social History Commons, United States History Commons, Women's History Commons
