the phenomenon of multiculturalism

Considering my previous posts about Kiri Davis and the beauty standard, Mattel’s Dolls of the World, the Cheetah Girls, and the Bratz dolls, I’d like to point out a trend in tween consumerism: multiculturalism.  (See also this post involving a Hilary Duff music video)

What is multiculturalism?  Wikipedia provides a comprehensive summary of its history, but it’s basically the idea that modern societies should “embrace and include distinct cultural groups with equal cultural and political status.”  Basically, it’s the ‘melting pot’ (or more recently, ‘mosaic’ or ’salad bowl’) ideal of American society that I know I grew up learning about in school.  The multicultural idea posits that a society should not only ’tolerate’ different cultures, but that people can in fact benefit from diversity, as we saw in the examples of “Cheetah Sisters” and Bratz the Movie.

The multicultural phenomenon in popular culture really took off in the mid-1990s in the U.S., which makes sense demographically, given the rising numbers of immigrants, especially from Latin America and Asia–remember when Madonna wore a bindi?  And remember the macarena?  Well, a decade later, we have ample evidence that marketers have kept multiculturalism in mind while creating products for tweens to consume:

• May I point out the more obvious examples from the 90’s, Pocahontas and Mulan?  And Princess Jasmin, Aladdin’s one true love?
• More recently, Disney announced plans to create its first black princess, Maddy, featured in the upcoming movie The Frog Princess.  Set in New Orleans during the Jazz Age, the film will be Disney’s first hand-drawn one since 2004.  Reappropriate and Racialicious both express hope and some apprehension about this.  On one hand, why didn’t this happen sooner?  And will this end up being stereotypical (Racialicious mentions the possibility of “jive-talking frogs and voodoo priests”)?  But on the other hand, isn’t putting a black lead character that girls from all backgrounds will presumably relate to (since Disney will no doubt market it as best as it can) a step in the right direction?
• Also recently, Nickelodeon has announced plans to create an animated series called “Ni Hao, Kai-lan,” in which viewers will follow young Chinese-American Kai-lan around as she interacts with the world and with her multigenerational household.  According to this article that describes the process that found the voice of Kai-lan (to be played by Canadian 10-year-old Jade-Lianna Peters), the show will be “about what it’s like to be bicultural in America.”  And much like Dora the Explorer teaches kids basic Spanish, Kai-lan will teach kids Mandarin Chinese.

So through these examples (which are just a limited sample of a much bigger field), I can see two beneficial effects of consumerism.  For one, it seems like the use of ‘multicultural’ characters, no matter how big a role they play (though ideally, different characters could play the lead no matter what their background was), can positively influence the development of young nonwhite girls.  It seems pretty simple: seeing yourself represented on screen (or as a doll, or in a magazine) tells you that you exist, and that people like you matter.  This applies not only to race, but also to different body types and personal styles.  By incorporating this ‘diversity’ into media in a nonstereotypical manner (e.g. without Kai-lan and her family being portrayed as the ‘yellow peril’ about the take over America, or without fat women in the media always being portrayed as crazed for sex), society can come closer to making everyone feel welcome and appreciated.

But critics will ask, ‘Why does it matter if there’s a cartoon character of such-and-such race?  Doesn’t that just promote the idea that people should only relate to people who look like them?  Why can’t they relate to the characters we have already?’  First of all,

ha! aka, mattel does india

After writing the last post about young girls of color and which dolls they prefer, I was bothered by the fact that I couldn’t remember what the Indian Barbie doll I had when I was little looked like (maybe when I get home once the semester is done, I’ll look through all the closets in the house for it…).  So I did some research on Mattel’s history of releasing South Asia-related Barbie dolls, and found these two:

India Barbie - released in 1982, as a Special Edition, part of the ‘Dolls of the World – Asia’ line

India Barbie 2nd Edition, released in 1996, as part of the Collector Edition for the same ‘Dolls of the World’ line:

Is it just me, or is

kiri davis, a girl like me, tweens, race, and beauty

Recently, Kiri Davis’ short film, “A Girl Like Me,” has been garnering a lot of attention.  The documentary explores the issue of beauty and how it is raced within the African-American community, and how that affects young black girls and their perception of beauty.  Here is the film:

Davis recreates an experiment from the 1940’s in which the majority of black children, given a choice between a white doll and a black doll, preferred the white doll–and found that the same results hold true today.  This shows that the standard of beauty, overwhelmingly, is still an extraordinarily white one.  Blonde hair, blue eyes, long legs–all features that we are all supposed to acknowledge as the ultimate representation of female perfection, simply by the knowledge we accumulate as members of a society.  I know from my experience with kids that this standard of beauty can reach the youngest members of our society; I remember an incident from a few years ago, when my little cousin was visiting and insisted on playing with the ‘regular’ Barbie instead of the special-edition Mattel Indian Barbie (who was still pretty pale) because it was more ‘beautiful and blonde.’  And who else can represent the female ideal better to young girls than Barbie can?

So nonwhite women are marked from the get-go as being something ‘other’ than the norm of  beauty, as shown by the fact that Mattel has to release a ’special edition’ Barbie doll to represent them.  And even then we know it’s just an effort to get our money (and one that I apparently suckered my parents into giving in to).

So why not embrace our difference in an effort to see ourselves as beautiful?  Why not exoticize ourselves?  Well,