Plastic fantastic? Self-objectification and the Bratz doll

Franklin, Alex

Abstract

This paper employ Heideggarian phenomenology to argue that the postmodern, post-industrial being’s relationship with their ‘bodily nature’ is fundamentally ‘unnatural’ in character and that the mediation responsible for this disruption begins in childhood: Postmodern Dasein [NB] is encouraged to conceive of its body as social ‘equipment’ and, as such, one that is subject to volitive change i.e. socially and scientifically sanctioned amendments and ‘enhancements’ that are actively willed upon it by Dasein itself.
Further, it will be argued that contemporary transitional objects, such as the Bratz doll – with their design, embedment in anthropomorphising narratives and attendant prescriptive forms of play - encourage an inauthentic engagement with the body, marked by Dasein’s internalising of an ideologically - rather than biologically - determined bodily schema.

Fundamentally this paper will argue that Bratz dolls not only contribute to an environment that promotes the early objectification and premature sexualisation of girls and young women, but that the internalizing of this message at a young age negatively effects their ability to be a fully authentic and ‘embodied’ Being-in-the-world.

NB Heidegger employs the term “Dasein” to denote that ‘entity which each of us is himself and which includes inquiring as one of the possibilities of its Being.’ (Being and Time, 1997,p.27)

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: Construct - The Body in Flux
• Start Date: Apr 28, 2011
• End Date: Apr 28, 2011
• Peer Reviewed: Not Peer Reviewed
• Keywords: bratz, embodiment, phenomenology, sexualisation
• Public URL: https://uwe-repository.worktribe.com/output/963366
• Additional Information: Title of Conference or Conference Proceedings : Construct - The Body in Flux