Lexical choices and gendered ideologies: a Critical Discourse Analysis of film reviews of Barbie

As part of a Critical Discourse Analysis (CDA) project, which focuses on a case study, this study examines how lexical choices influence gendered ideologies through a study of film reviews of Barbie (2003). The study looks at the language employed in critiques and how gender roles, stereotypes, and feminist themes are written and spoken in the discourse of the film. It looks at how Barbie and Ken get empowered and how Ken is subordinated through certain key choices of lexical meaning, as well as the way Barbie and Ken subvert the traditional norms of gender. It demonstrates that the study revolves around the same lines as those of empowerment vs. subordination, stereotypes, and resistance to gender norms. Barbie is always shown as an empowered and independent figure who challenges traditional femininity, whereas Ken always represents a passive and subordinate identity that mirrors traditional masculinity. While both characters seem to cast their roles at first, Barbie struggles with societal beauty standards, and Ken struggles with a crisis of masculinity. Further, the analysis also discusses the pressure between feminism and commercialization, pointing out how the film criticizes patriarchal structures even when the film takes place in a consumer-obsessive culture. Overall, the study indicates the extent to which language can bring out gendered meaning and contributes to our understanding of how media discourse influences social perception of gender.

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