Written by Mamata Kshemkalyani, Translated by Alka Gadgil
A beauty contest for girls between 4 to 15 will soon be announced. But for the sake of capitalistic propaganda, what kind of ideas will be planted into the mind of young girls?
All the decisions pertaining to your life are being influenced by the abominable capitalist system. When you buy clothes for your little daughter, the shopkeeper, by default, will show you light-pink and light-yellow coloured dresses. Additionally, it will have patterns of flowers, butterflies, reticular patches and show buttons. The curvaceous tees specially made for girls are particularly despicable.
The Influence Of Barbie Dolls On Girls’ Body Image
This market had earlier produced skinny Barbie Dolls. Generations of youngsters were influenced by the barbie mania. A group of UK researchers in 2006 found that young girls aged between 5 to 7 who were exposed to a storybook with Barbie doll images had greater body dissatisfaction and lower body esteem.
Young girls are being dragged into the vicious idea of body image created by a corporate. They painted their hair, wore high heeled sandals and used make-up. What kind of impressions would they be carrying at a tender age?
Even today, after worldwide backlash, the influence of the Barbie doll is perpetuated. The majority of girls play with dolls and their favourite colour is pink. But it’s not their fault; parents and capitalist advertising machinery are forcing you to make a choice.
The news of a beauty contest for children was broken on Facebook via a sponsored post. The post announced “a beauty contest for children between 4 to 15”. There were no further details. But should these 4-year-olds be participating in such a contest?
This reminds us of the reality shows of children. Gestures of bending, waist twisting and keeping hands on the chest are being taught to these children. The whistles and applause from the jury members and audience are nothing but dreadful. Reality shows and beauty contests are in the same league; we should be able to recognise the dangers in time.
Parents encourage their children to take part in these reality shows and by doing that, they try to live their dreams through their children. These shows will continue because there’s a market for them out there. One should pity the parents who encourage their underage girls to participate in these talent competitions.
Basically, children should play with pleasure without worrying about auditions and contests. The ideas about maintaining figures and the association of colours with gender are picked by children at a very young age. Hence, it’s the responsibility of adults to not burden them with ideas of discrimination.
Children will surely pick up these ideas from adults. Otherwise, why would an 8-year-old worry about her figure? At an age when one should enjoy all the colours, we are planting the ideas of gender discrimination in them.
Let us keep children away from skinny dolls and let them play outdoor games. Let’s give more importance to the intellect of a girl than beauty. Let them enjoy all colours.
How Capitalism Exploits These Gender Stereotypes
This strategy of the market is invading not merely our choices but our lives too. If we are unable to stop this tirade, our future will be awful. Our horrible attitude is going to have a negative impact on little girls. Their future will be nothing but dark.
Hence, while walking on the dark path as sensitive human beings and as responsible parents, we need to be perceptive. We should be able to recognise the motives and interests behind everything that comes our way. Before accepting anything, we should be able to recognise its impact. Let’s have a discretionary communication with ourselves.
We have easy access to multiple media platforms. We have to use those in appropriate ways and at an appropriate time. We should be able to speak out against irrational ideas. If we are able to use the platforms smartly, we will be able to create a pressure group.
At the same time, as conscious citizens of the system, we should keep a vigil so that no one is able to “use” us or appropriate our cause.
As a parent, we need to think about what we are giving to our children. As a next step, let’s not fall prey to market tactics and fill our child with sheer joy, a capital of lasting satisfaction and sensitive thinking.
We have to tell our children that there’s life beyond fleeting applause, claps and money. We have to communicate these thoughts with them in a language that they understand.
Some girls love the pink colour and there’s nothing wrong with it. But when it’s thrust on all the girls, then it’s problematic. We should oppose the division of colours based on gender. Let’s negate the colour coding of “pink is for girls and blue is for boys”. The idea that pink is feminine and blue is masculine has to be discarded.
When you go to a market with your toddler, you have to explain to them why it is necessary to buy certain things and the options available without getting bogged down in a specific framework. While talking about different colours, textures and sizes, tell them about how diverse our lives are due to these options.
When you strike a dialogue with your children, you are creating a space for them to express themselves. When children get exposure and space, they do not merely become sensitive they also develop their decision-making ability. Then they will not fall prey to market capitalism’s tactics.
Marketing plays an important role in a capitalist economy. It gets people to want to buy all the things that are made. For it to succeed, however, there must be enough buyers for all the goods and services that capitalism is capable of producing.
Marketing is responsible for developing several tools for stimulating the consumer’s desire to buy. If we are able to develop sensitivity to these issues, we’ll care less about marketing and advertising gimmicks.
It’s often said: what do children understand? But in reality, some parents do not pass on such discreet thoughts to their children. But if we dare to convey such thoughts to children, they will assimilate more and, on occasion, will also remind parents of their thoughts.
Parents have to introspect: “Am I unknowingly, inadvertently supporting capitalism?”
Marketing perpetuates the gender divide through its communication on clothes, toys and gadgets. It’s also responsible for perpetuating gender-based harassment and consumerist attitude through its communication and advertising.
Actually, it’s becoming almost difficult to stop the onslaught of capitalism which pervades all walks of life. No miracle is going to save us. Those who speak out against the market economy are branded as “regressive”.
But we have to give strength to those who are trying to create awareness of these issues. We need to be more vocal and active and we also need to come out of our ghettos. We need to start a public discourse on these issues. Only then will the health and gender-sensitive development of children be possible.
The writer is from Maharashtra. Share your feedback on features@charkha.org.