
Jessica Stoller, Pony Girl Bedroom, makeup, mirrors, mdf and paint, 7' x 7' x 10', 2006.
Artists who question feminine gender roles in a consumerist society often either tackle or touch upon the question of whether girls are led to the limited view of femininity consisting of princess worship, beauty and pink innately, or due to advertising's manipulation.
The disconnect that I've always felt within this issue is between its public and private realms. Using the dictates, expectations and trends of the media world (whether subversively or not) as tools for making personal decisions about the gender roles that we adopt, how we choose to make ourselves feel attractive and what turns us on are matters I've always considered self-reliant and private, even in this flattened out world of total obscenity.
Theoretically, Baudrillard's obscenity describes the world we live in as having no private realm, because even the most private of desires, actions, thoughts, etc. are feeding ground for the media. But in practice, individuals in a free society have the right to make their own decisions based on an interpretation of the environment they live within - with all of its many complications. Basically I feel the navigation to be two-fold: People don't have to buy into anything that they don't want to, and they must keep their eyes open at all times to the manipulation and methodologies of marketing to understand what "buying into" really concerns.
I compare this argument to the argument that comes to mind when considering how television is so often criticized for its mind-mushing qualities and conglomerated views. Once you've agreed to partake in and navigate the complicated world that is capitalism and consumerism, you can blame television for barely anything; you can only turn it off.
The type of promotion of "princess worship" (which most American girls choose to take part in at some point in their lives) has an unsettling edge to it. Manipulating children just seems unforgivable. Sexualizing roles through the branding and marketing of children's entertainment is utterly obscene, in every interpretation of the word. To me, it is the final frontier of privacy.
Obviously retailers and contributors to the promotion of such gender roles will argue that the attraction to "princess worship" is innate and they are capitalizing on it rather than creating it. The answer to the debate can never be absolutely decided, but either way the results of such marketing need to be explored and questioned because there is something terrifying and extremely angering about being coerced, or worse, locked into a sexual or gendered role as a child, a time when there is no responsibility or ability for control in the world of business and marketing, and in a time of extreme emotional and physical vulnerability.
Historian Miriam Forman-Brunell theorized that there is a rise in "princess worship" during periods of upheaval. And incidently, as Rebecca Bengal points out in the July/August issue of Print, "Sales of lipsick doubled in the months after September 11."
On the surface, a retreat to the child-like innocence of fairy tales, pretty pictures and dress-up seems a harmless and understandable reaction to world war. But if by retreating one is also accepting her placement into a sexually typified position, we as a culture need to question both our tendencies as consumers and our tactics as retailers. For all individuals interested in forward movement (in whatever direction they believe in) within this society, it is their responsibility to find and realize the resonance between the subconscious tendencies of the public and the covert moves of the marketing world, and then act accordingly.
Further, for a consumer to incite social change, one needs to find, realize and then illuminate such covert moves. And in a world where individuals have access to more information and more screens into once clandestine businesses, the transition of private to public takes on a reciprocal function: aiding in social change for the public.
For example (just stay with me while I abruptly throw some bioengineering subject matter into the mix), Thomas L. Friedman summarizes a Washington lobbyist of a major global biochemical company on the paradigm shift:
"The old paradigm, she explained, was simple: Your company develops a product, government approves the product, people buy the product, and everyone is happy. New paradigm: You develop the product, you test the product, government approves the product, farmers buy the product, consumers say, 'Hey, wait a second, we don't like this product!' and suddenly there is a vast Internet campaign against bioengineering directed at your company, with people all over the world demanding: 'Who are you to play with my food?'"
The relevance is that the world today holds the potential to make being an activist-entrepreneur easier, as long as we pay attention to everything we possibly can, at every level of every process that occurs. This makes the hugest hurdle, in my mind, not the ability to create change, but the ability to not become emotionally and mentally overwhelmed.
And as for young girls and "princess worship" during periods of upheaval, along with the many other responsibilities for monitoring that fall upon parents, the responsibility of monitoring every choice that one's children make and every media that they are exposed to falls on them the hardest.