Technology can be defined in many different ways but according to dictionary.com, “technology is a branch of knowledge that deals with the creation and use of technical means and their interrelation with life, society and the environment, drawing upon such subjects as industrial arts, engineering, applied science, and pure science.” When technology comes to mind most of us immediately think of the Internet, cell-phones, and similar devices. Although, when digging deeper, a childhood toy can be considered a technological device; Barbie is defined as a brand of doll representing a slim, shapely young woman, especially with blonde hair, blue eyes and fair skin. Barbie is so much more than this. This year Mattel released Barbie Video Girl. This doll consists of the typical looking Barbie, but with one ridiculous addition, a digital camera within the doll. This allows children to capture photos and even record short videos with access to upload them to the computer with ease. The idea of giving a child a digital camera is frowned upon, so why does Barbie make this acceptable? To me, the Barbie doll is the disguise for the technological device at hand. (Wikipedia) The first Barbie was released on March 9, 1959. Mattel, the very famous toy company can be thanked for the fashionable, leggy, blonde doll. Ruth Handler is the co-founder of Mattel. She introduced the Barbie to the toy company with the idea for the name coming from her daughters’ Barbara. Mattel has managed to create the image that there is a Barbie for everyone. From Hispanic Teresa to Blaine the Australian, they attempt to target each one of us. 
Since the release of the video girl Barbie, my feelings have changed about how seemingly innocent the doll appears to us as consumers. Barbie is no longer just a doll, she is now a device. Barbie as a technological device restricts an individuals freedom. Barbie Video Girl restricts the amount of privacy an individual could have in a negative way. Barbie is targeted towards children. This means that Mattel believes that it is ethical for children to own digital cameras. In turn, robbing the innocence away from the children of today. Barbie as a technology restricts an individual’s freedom to privacy and safety. The camera allows for photos to be captured and then uploaded onto the computer for the world to see. The packaging for the Barbie is marked for ages six years and up. This means that the privacy of a six year old is no longer what it used to be. This encompasses the idea that Big Brother is always watching and in this case, Mattel. There is also the argument that children could view Barbie as a role model. Children do not know any better as to which toys are acceptable to play with so this means it falls into the hands of their parents/caregivers. This issue here is that the adults of today, were the girls and boys of yesterday that also played with Barbie. The Barbie that our parents were comfortable playing with is not the same Barbie of today. From doll to device in no time, the ethical implications are endless.
The result of Barbie changing over the years, mirrors how the people of Western world have changed. An example of someone who has taken the image of Barbie and attempted to make it her reality is Cindy Jackson, “…a famous Barbie doll human.” http://otal.umd.edu/~vg/mssp96/ms07/cult.htm. Jackson founded the Cosmetic Surgery Network. “She had more than 20 operations and dispensed more than 55 000 dollars in her attempts to look like Barbie.”
Barbie represents a negative role model that has attempted to “define the ‘perfect woman’.” Most argue the effects of this on young girls, but the effect on boys is just as noticeable. Girls want to be Barbie, and boys want to find their trophy wife, Barbie. When the winter season hits, and Christmas is around the corner, it is easy to notice the lengths consumers will go to attain the Barbie. People will fight and idolize for this doll. As Barbie changes we adapt. Cindy Jackson is an extreme case, but most of us in some form or another can relate to the craving to look or live like this attainable doll but unattainable person and lifestyle. Barbie prays on the weak with in turn has the ability to affect our self-concept and self image.
The appearance of Barbie isn’t the only aspect of the doll that we as consumers crave, but also her created personality and lifestyle. Barbie always desires more. She has cars, horses, houses, clothes and the list of materialistic items is endless and being added to everyday. The device is impossible to keep up with, not only is her physical appearance unattainable but so is her lifestyle. This has the ability to instill the idea that what we have is never enough. This is marketing at its’ best. With the right amount of money people of today can have the capacity to become very close to ‘her’ fake plastic appearance and make up Barbie facilitates with modern cosmetic surgery, but this robs us the value of being an individual.
“Barbie is a direct reflection of the cultural impulses that formed us. Barbie is our reality. And unsettling though the concept may be, I don’t think its hyperbolic to say: Barbie is us.” MG Lord.
If devices like Barbie are used wisely and proper values are taught to our children, the doll can simply be what she started as, a toy. It is our moral responsibility to be aware of the ethical implications so we only use it for what it is worth, entertainment and nothing else. The day Barbie was released was the day individualism died. Now it can be viewed as an effort for some of us to maintain our own image. This past year Barbie celebrated her 50th birthday, but she doesn’t look a day over 20 and never will.
Love Yourself.
Love Yourself.
By: Lauren Ashley Cruz
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