Keysha Mora Aurelie Hasibuan, . (2026) KONSTRUKSI IDENTITAS GENDER PEREMPUAN MELALUI BARBIE CAREER PERIODE 2020-2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (196kB) |
|
Text
AWAL.pdf Download (516kB) |
|
Text
BAB 1.pdf Restricted to Repository UPNVJ Only Download (315kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (263kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (173kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (544kB) |
|
Text
BAB 5.pdf Download (206kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (212kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (137kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (320kB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (25MB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (527kB) |
Abstract
This study examines how female gender identity is constructed through the representation of professions in the Barbie Career line during 2020–2024, amid increasing global demands for gender equality and normative pressure from the CEDAW Convention. The issue arises from the tension between Mattel’s claims of women’s empowerment as a multinational corporation and the potential commodification of feminism within market-driven strategies. The research focuses on the question how is female gender identity constructed through Barbie Career in the 2020–2024 period. The analysis employs Judith Butler’s theory of gender performativity, Cynthia Enloe’s feminist international relations framework, and Internalisation Theory to understand Mattel’s centralized control over symbolic production as an MNC. This study uses a qualitative method through document analysis, audiovisual materials, and data triangulation drawn from product catalogues released between 2020 and 2024. The findings of this study indicate that Barbie Career expands the representation of women into professional and masculinized occupations, particularly in STEM fields; however, this expansion continues to preserve traditional constructions of femininity by framing empowerment through feminized aesthetics and consumer-oriented narratives that are produced and managed within Mattel’s business framework. The construction of female gender identity in Barbie Career is therefore symbolic and commodified, reflecting global branding imperatives rather than structural change in gender stereotypes.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110412117] [Pembimbing: Raden Maisa Yudono] [Penguji 1: M. Chairil Akbar S] [Penguji 2: Nurfarah Nidatya] |
| Uncontrolled Keywords: | Barbie Career, gender identity, female representation, MNC |
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform J Political Science > JA Political science (General) J Political Science > JZ International relations |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Hubungan Internasional (S1) |
| Depositing User: | KEYSHA MORA AURELIE HASIBUAN |
| Date Deposited: | 24 Apr 2026 02:01 |
| Last Modified: | 24 Apr 2026 02:01 |
| URI: | http://repository.upnvj.ac.id/id/eprint/49956 |
Actions (login required)
 |
View Item |