This blog post is for Persuasion (COMM 333). In this post, I will be critically analyzing Barbie based on three of the theories and topics I’ve learned thus far. I’ll be analyzing the persuasion both within the film and to the audience using the Social Comparison Theory, Social Judgement Theory, and ELM/TRA along with a few other notable mentions.
Social Comparison Theory
Social Comparison Theory explains how we compare ourselves to others in attempt to determine our own worth and capabilities (“Leon Festinger’s Social Comparison Theory,” 2021). The theory also serves as an explanation for how and why conformity happens within groups (Garcia, 2023c).
In the beginning of the film, Stereotypical Barbie was frantic after discovering her feet had become flat out of nowhere (Gerwig, 2023). Before this, she also has thoughts about death which are unheard of for Barbies to experience. In addition to her own concern, her fellow Barbies being to worry about her too (Gerwig, 2023). Stereotypical Barbie desperately wants her feet and feelings to go back to normal so she feels like she compares and belongs (Gerwig, 2023). While this was just a temporary change for Stereotypical Barbie, this is an example of an upward comparison of the Social Comparison Theory because Stereotypical Barbie compared herself to her similar peers she viewed as better than her and persuaded herself to feel like less than enough (Gerwig, 2023; “Leon Festinger’s Social Comparison Theory,” 2021).
Shortly after Stereotypical Barbie’s flat feet discovery, she is forced to visit Weird Barbie who lives on the outskirts of Barbieland because she is known as the land’s oddball (Gerwig, 2023). During Stereotypical Barbie’s encounter with Weird Barbie, it is evident that she is nonverbally judging Weird Barbie for not having the typical put together Barbie appearance (Gerwig, 2023). This is an example of a downward comparison of the Social Comparison Theory because Stereotypical Barbie is comparing herself to a peer she views as worse than her and convinced herself that she the better of the two (“Leon Festinger’s Social Comparison Theory,” 2021). While Weird Barbie wasn't persuaded to change her ways to fit in, this is a perfect example of how someone might be persuaded to change things about themself if the person perceived as popular looks down on them.
Social Judgement Theory
Social Judgement Theory helps us to understand how our attitudes on a topic can change based on our anchor point, other potential positions, and our ego (Garcia, 2023d).
In Barbieland, all thoughts are supposed to be about empowerment and happiness (Gerwig, 2023). This means the “allowed thoughts” in the latitude of acceptance would only be positive while thoughts in the latitude of rejection would be negative, or at least considered negative in Barbieland. During Stereotypical Barbie’s house party, she asks her fellow Barbies about death (Gerwig, 2023). The other Barbies and Kens who attend completely freeze and nonverbally reject the thought of death (Gerwig, 2023). This message from her peers persuades Stereotypical Barbie to shift her attitude to fall into the latitude of rejection as well (Gerwig, 2023).
This can also be seen when Stereotypical Barbie returns home from the real world with Gloria and Sasha and finds Barbieland has been turned into the Kendom (Gerwig, 2023). In Barbieland, Barbies ran the entire city. The Barbies and Kens latitude of acceptance was Barbies in charge, while their latitude of noncommitment, or possibly rejection, was Kens in charge. After Ken returned from the real world, he introduced his new learned ideas and persuaded the Barbies and Kens develop to a patriarchy where Kens were the rulers (Gerwig, 2023). This was a big attitude change for the Barbies as they were persuaded by the Kens to change their original latitude of Ken leadership to acceptance.
The audience is also persuaded based on the Social Judgement Theory. Many women feel like there are things they cannot do; these things fall into their latitude of rejection or noncommitment. The film places a huge emphasis on women being capable of doing whatever they want, hence the characters having almost any kind of job and the breaking of traditional gender roles (Gerwig, 2023). The message being sent persuaded viewers to be empowered and take ideas from their latitude of rejection, or noncommitment, to their latitude of acceptance.
Elaboration Likelihood Model/Theory of Reasoned Action
The Theory of Reasoned Action explains the factors that influence our attitudes that result in a behavior (Garcia, 2023e). The Elaboration Likelihood Model explains how we use central or peripheral processing and how that affects the messages we encounter (Garcia, 2023b).
Towards the end of the film, Stereotypical Barbie and Ken have a heartfelt conversation where she tells Ken that he needs to figure out himself, and he doesn’t need her to do that (Gerwig, 2023). Ken finally has a moment where he realizes he doesn’t need Barbie to be Ken (Gerwig, 2023). This is reflective of the Elaboration Likelihood Model because Ken is finally using his central processing to understand and focus on the message Stereotypical Barbie is saying rather than using peripheral processing to think his sole purpose is being Barbie’s boyfriend (Garcia, 2023b). This is also reflective of the Social Judgement Theory because Ken’s attitude of Barbie and Ken NOT being a couple went from his latitude of rejection to his latitude of acceptance after receiving persuasive messages.
The Elaboration Likelihood Model also played a huge role for the audience watching the film. The film was extremely controversial among viewers, and this was heavily dependent upon whether the viewer was using central or peripheral processing. Those who used central processing understood the main messages of women empowerment, discovery of the self, and being enough as you are while those who used peripheral processing focused on the past portrayal of Barbie who was perfect in all aspects of life (Garcia, 2023b; Gerwig, 2023). After watching this film, those who used central processing, including myself, were persuaded by the messages in the movie and ultimately had a more positive attitude towards Barbie and her purpose.
After watching the film, many viewers found themselves wanting to be more like Barbie. This is where the Theory of Reasoned Action comes into play. Based on the change in attitude towards Barbie from the Elaboration Likelihood Model, viewers feel positive about the behavior she engages in such as self-discovery. They feel self-discovery could also benefit them, and their friends agree, so their intention is to work towards discovering who they are. Ultimately, the final behavior is going to be engaging in behavior that encourages self-discovery. This was the behavior that I engaged in after watching the film, however, this could be applied to any of the persuasive messages told in the film.
Notable Mentions
Product placement is also a form of persuasion used in the film. Both Birkenstock and Chevy made appearances in the film (Gerwig, 2023). Both brands are popular amongst consumers and are also trusted. The Chevy placement is seen during an intense driving battle between Mattel and Gloria (Gerwig, 2023). This scene is intended to show that new Chevy will keep you and your passengers safe. As for the Birkenstocks, Stereotypical Barbie initially rejects wearing them, but as the end of the film, she can be seen wearing them in the real world (Gerwig, 2023). These ad placements are acts of persuasion using ethos to connect emotionally with the viewers.
Ruth Handler is see at the end speaking to Barbie as she contemplates where she goes next (Gerwig, 2023). Ruth is credible; she is Barbie’s creator (Gerwig, 2023). She is the expert when it comes to Barbie which means her credibility is primary (Garcia, 2023a). Both Barbie and the audience feel that she is credible and trustworthy. She ultimately reinforces the credibility of the entire message by encouraging and persuading Stereotypical Barbie to do what she wants to do (Gerwig, 2023).
Reflection
After watching Barbie and learning about theories and topics in persuasion, I am more easily able to understand the influences media have on me. Social Comparison Theory helps me to differentiate between the qualities of myself and people in the media and use those comparisons to positively motivate myself rather than tearing myself down. Social Judgement Theory explains how I can be influenced by the media I consume to change the way I feel about topics just like the feeling of empowerment I felt to do things I typically wouldn’t after watching Barbie. ELM/TRA help to explain the persuasive elements that influence my attitudes and behaviors after viewing media. I’ve also learned how I can recognize the tactics being used, such as product placement and credibility, to persuade me to make financial decisions or place trust in someone.
References
Garcia, I. (2023a). Dimensions of credibility [Canvas post]. Old Dominion University. https://canvas.odu.edu/
Garcia, I. (2023b). Elaboration likelihood model (ELM) [Canvas post]. Old Dominion University. https://canvas.odu.edu/
Garcia, I. (2023c). Social comparison theory [Canvas post]. Old Dominion University. https://canvas.odu.edu/
Garcia, I. (2023d). Social judgement theory [
Canvas post]. Old Dominion University. https://canvas.odu.edu/
Garcia, I. (2023e). Theory of reasoned action [Canvas post]. Old Dominion University. https://canvas.odu.edu/
Gerwig, G. (Director). (2023). Barbie [Film]. Warner Bros. Pictures.
Leon Festinger’s social comparison theory. (2021). The Psychology Notes Headquarters. https://www.psychologynoteshq.com/leonfestinger-socialcomparisontheory/
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