Girls often 'torture' Barbies, researchers say
Last Updated Mon, 19 Dec 2005 16:28:18 EST
CBC News
Many young girls like to mutilate and "torture" Barbie dolls, including popping off their heads and microwaving them, a British study suggests.
Researchers at the University of Bath have been analyzing the effects of product branding and marketing on more than 100 children aged seven to 11.
They found that, of all the products tested, Barbie provoked the most violent emotions.
"The doll provoked rejection, hatred and violence," said Agnes Nairn, who teaches marketing in the university's school of management.
She said that regardless of age or school, children "gleefully" reported maiming the dolls.
"The girls we spoke to see Barbie torture as a legitimate play activity, and see the torture as a 'cool' activity in contrast to other forms of play with the doll," she said.
"The types of mutilation are varied and creative, and range from removing the hair to decapitation, burning, breaking and even microwaving."
The researchers offered a number of different motivations for the mutilations.
The most common was that the girls felt they had outgrown the doll.
"It's as though disavowing Barbie is a rite of passage and a rejection of their past."
Mattel, which manufactures Barbie, dismissed the study as very small sampling. Its annual sales of 94 million Barbies are proof that the doll is widely loved by children, it said.
Last Updated Mon, 19 Dec 2005 16:28:18 EST
CBC News
Many young girls like to mutilate and "torture" Barbie dolls, including popping off their heads and microwaving them, a British study suggests.
Researchers at the University of Bath have been analyzing the effects of product branding and marketing on more than 100 children aged seven to 11.
They found that, of all the products tested, Barbie provoked the most violent emotions.
"The doll provoked rejection, hatred and violence," said Agnes Nairn, who teaches marketing in the university's school of management.
She said that regardless of age or school, children "gleefully" reported maiming the dolls.
"The girls we spoke to see Barbie torture as a legitimate play activity, and see the torture as a 'cool' activity in contrast to other forms of play with the doll," she said.
"The types of mutilation are varied and creative, and range from removing the hair to decapitation, burning, breaking and even microwaving."
The researchers offered a number of different motivations for the mutilations.
The most common was that the girls felt they had outgrown the doll.
"It's as though disavowing Barbie is a rite of passage and a rejection of their past."
Mattel, which manufactures Barbie, dismissed the study as very small sampling. Its annual sales of 94 million Barbies are proof that the doll is widely loved by children, it said.
