Objectifying Men: Genuine Ken

 

So, for those of you who are going... what on Earth is this? Here is some backstory.  In 2004, Barbie and Ken broke up, she wanted to date a surfer, her career(s) had clearly outstripped his and she wanted to move on with her life, sew wild oats, etc... Regardless, she was IMMEDIATELY dating a blonde Australian surfer. Don't believe me? Here's an article for BusinessWeek that goes into the whole thing in more depth. 

So, years later, the Internet age has led to Barbie and Ken going... transmedia. Barbie Tweets, Ken Tweets, and now Ken has launched a nationwide multi platform marketing campaign to get her to take him back. Now, with Barbie flying to Mercedes Benz Fashion Week and Valentines Day Monday, we're all wondering... Will They Get Back Together????? 

At least some people are, people who post to Ken's facebook page and respond to his tweets and who are voting in the online polls and so on. His facebook page also aggregates all the content being created (suspiciously all licensees of Mattel's) to support the campaign to get her back. You can vote here at BarbieandKen.com

 ... and this phenomenological display at Dylan's Candy Bar in Manhattan  

Anyway, you get the gist of all this. Something is going down at fashion week and 

Barbie and Ken are really familiar to people the world over, have been for decades.  With that and they've been parodied and played with endlessly by millions. Toy Story 3 did some great things with the pair. 

They're just now getting "voices" of their own online, though Barbie has been defining herself more clearly to her audience in narratives for years in films and television spots and games. This is a natural progression of marketing efforts and one I have talked about at some length given that this sort of thing is my job.

All of this is cute, and interesting to a wide fan base, most notably that of Adults rather than children. Kids overall don't need to be sold on Barbie, but if you want to expand Barbie's market demographics it's sensible to look towards those who once loved her rather than trying to sell boys on the pink plastic dream house. 

Ultimately, very few people need to learn that Barbie and Ken exist, the marketplace is saturated. But as icons, they have grown stale and people have forgotten why they exist and why they're popular. Why they played for hours with them as kids, and why their children probably would. This is not an intellectual process but an emotional one and while it is cheesy and direct that is exactly what Ken and Barbie are all about.

Ken has always been a secondary character in the Barbie Franchise, one who is the butt of so many "no genitals underwear painted on his pants" comments that it doesn't even need to be said anymore. He has always been Barbie's match and has always filled a role that men in the modern era find themselves in more often than it seems they once did, with wildly successful interesting girlfriends with a variety of interests, who often take the spotlight and who want a partner who isn't threatened by that. It is a piece of the zeitgeist that is not explored as thoroughly as it might in other narrative franchises, and that sets the stage for some big things from Barbie.

Ken's love of Barbie has lacked a clear voice for Barbie and it's a great argument to make for the Barbie brand to put Ken forward in this way because he can articulate all the reasons why a person would love Barbie, because he does. So, you have a solid campaign in the narrative universe, what other kinds of stories fit here? 

 

If you're anything like me, your gut reaction to this reality show is horror, mixed with fascination, mixed with a feeling of nausea and a bit of terrified awe. But that is my reaction to every reality show I've ever heard of so it's a dismissible reaction.

So. These guys are all competing for the title of "Great American Boyfriend" in the mold of Ken. Explicitly. It's clearly branded, immediately identifiable and yet, is really down to earth when it comes to the actual tasks presented. It's clearly not designed for the 5-9 set, though I don't think I'd be uncomfortable if someone that age saw it.

It has the feel of other 28 minute dating shows and is fairly wholesome. After getting over my initial terror of the whole thing (the things I do for you, blog) and actually watching it, I have to say, in the reality genre, it's solid. It's very well produced, very high quality for a web show, and they obviously were extremely considerate in the way the put it together. Admirable attention to detail.

There is a certain joy that comes from watching guys objectified in the same way women often are on reality shows, and there's nothing abnormal about any of the portrayals. There is less emphasis on sex because there's no one object of the contestants' affection to seduce directly. Instead, the focus seems to be on the guys various personalities and components of romance. That is actually somewhat refreshing in the genre and totally tone perfect for the Barbie and Ken romance. (insert joke about Ken's underwear here)

I found myself laughing out loud in the judging ceremony at the end of the show too, because in classic reality show fashion, they receive tokens that say they are moving forward. Those tokens:

Full Sized Ken Tags.

This whole campaign is extremely well done. It's really highlighting strong points in its brand, while not pushing against the grain and trying to take the brand into places that don't fit. It's playing to its strengths, but doing them carefully and considerately. I have never been the biggest fan of Barbies, as a kid I preferred dolls that were action figure sized because boys toys and girls toys were notoriously hard to play with together. Barbie was too tall for G.I. Joe, Batman was a little too short to play with She-Ra, and I liked the action figures a lot more than I cared about Ken.

As an adult though, I find myself intrigued by this whole campaign and feel a bit more inclined towards the content for my daughter as a result, it shows that there is thought going into the franchise and what the dolls mean. I am not running out to buy Barbie, but I probably wouldn't keep my daughter from getting one if she wanted one.

Sex and the City

Tracy Scott, from Emory University, discussing the cultural impact 

and contradictions of the SATC franchise

Cracked.com takes on Disney Princess Romance

Cracked.com has a fairly entertaining topic page on "Classic Disney Movies" I recommend checking it out, the site is NSFW because of nudity, language and... you've already clicked haven't you?

Pirates in Romance Novels

Welcome to my first Pirateologist General/ Mystery of Girls Media cross-post! what's it about, Pirates and Romance Novels! Prompted by People Magazine's hottest bachelors spread (one such pictured above).

Two serious cash cows for the entertainment industry. Why do they fit together like Peanut Butter and Jelly? Because they both embody an idealized noble savage, a man who is both wild, independent and rustic, but also, domesticatable and able to maintain hunkiness after months at sea being made leathery, amazingly gross and maintaining his heterosexuality in the face of well, months at sea, saving himself (in a lusty fashion) for an idealized woman who happens upon his path. While he may be a brute he secretly desires both feminine companionship, but also, feminine domination.

Now here's the rub,

Fantasy:

Reality: Ok, so also fictional and from a movie, but don't try to google an image of "dirty pirate" it just doesn't find an image that helps my point.

The romance of the pirate in the romance novel is an abduction fantasy, where the brutish lustful pirate takes the noble lady (often in spirit and lineage) and then takes the noble lady. In the process, often revealing his inner turmoil and desire for a more meaningful relationship with her, in which she makes many decisions for him, he reads her mind and while still humping like amazingly endowed bunnies, build a life for themselves in an idealized future where they fill in the blanks of one another's lives. As fantasy, excellent, wish fulfilling and fulfilling all the way to the bank.

While historically questionable, and until holding one's escapist fantasies to strict standards of historical accuracy is en vogue, it's not going to change any time soon. But! that doesn't mean that there isn't much to be done with the formula to make it new again. While there are some classic governor's daughter romances with randy swashbucklers being remade, the true test of the genre is the megalithic Pirates of the Caribbean franchise.

Look at that! you have two heartthrobs one dirty and hunky, one clean and hunky! they have a seriously tempestuous love triangle with a Governor's Daughter who is obsessed with the romantic notion of pirates, who eventually becomes Pirate King herself. Nice. Covers every base, and plays with the genre, satirizing it at points without abandoning its conventions.

Why does Pirates of the Caribbean fit the romantic pirate fantasy and say... Cutthroat Island, fail so miserably? Well, aside from the cleverness of the writing in general, the problem in Cutthroat Island is primarily one of the power dynamic.

In Pirates of the Caribbean, the protagonist, Elizabeth Swann, is a real match for the men around her while being able to handily maneuver through social currents of polite society and impolite society. This factor is an important aspect of the modern lady's aspirations. She is an equal member of the pirate crews and the shifts in power did not make her too weak or put any male in a position over her that she had no hand in creating. This creates an air of choice and real validation of her as a character and a person, rather than a waif or a harpy.

Cutthroat Island's protagonist, Morgan Adams, is a bit of a shrew. She's caustic and constantly coming at people from a position of inferiority because of her gender that undermines her aspirational qualities. Her crew doubts her and undermines her, but she's also a captain without having risen through the ranks, there is a sense that she hasn't earned the post. Where Elizabeth tends to defer to other people's knowledge but stand up for what she knows to be true and right, giving her a greater sense of legitimacy than Morgan, who tries to bulldoze her way through most problems.

What does this have to do with Romance Novels? a lot. Romance novels are all about the fantasy, who you want to be, who your idealized mate might be, and how that might come together in a volcano of fiery passion. They are a strong example of aspirational driving, the desire to be beautiful, desired, noble, and powerful in the face of other powerful people (even if that only manifests as making a man a slave to his lust), but also the desire for a man to be strong, a leader of others, to be passionate and to have something going on underneath his ruggedly handsome exterior.

So, what have we learned from Romance Novels and Pirates that can be applied to franchises for women in general? 1) Aspirational Fantasy Sells, 2) A man who can be hunky while caked in gross dirt is REALLY hot, 3) when considering power dynamics, gender equality trumps female supremacy.