Preferred Name

Colleen Caldwell

Date of Graduation

5-9-2024

Semester of Graduation

Spring

Degree Name

Master of Arts (MA)

Department

Department of History

Second Advisor

Jessica Davidson

Third Advisor

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.

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