Comparative Multimodal Discourse Analysis of Functional Roles of Technology in Barbie 2023: Given Contexts of Feminism and Hegemonic Masculinity

Abstract

This paper conducts a comparative multimodal discourse analysis of technology in Barbie (2023) by examining its roles in the feminist Barbieland and patriarchal Kenland to uncover the functional relationship between technology and gender ideologies. Guided by Critical Discourse Analysis (CDA) and Feminist CDA, the study employs Iedema’s (2001) film genre analysis for layering technological representations across scenes for data collection and Van Leeuwen’s (2008) Toy Social Actor Network for data analysis to assess how technologies signify gendered power structures. Through visual discourse coding, the research reveals three key findings. First, Barbieland’s technologies—used for careers, daily routines, and humanitarian purposes—promote inclusivity, collaboration, and feminist empowerment, reinforcing social equality. In contrast, Kenland’s technologies serve masculine exclusivity, domination, and competition, perpetuating hegemonic patriarchy. Second, while Barbies employ technology carefully for communal benefit, Kens weaponize it violently to assert sovereignty, masking underlying male insecurity. This distinction reflects how technology mediates gendered power: feminist collectivity versus patriarchal aggression. Third, aesthetic differences reinforce ideological divides. Barbieland’s pink, plastic, and smooth-textured technologies signify fantasy and benevolence, aligning with matriarchal ideals, whereas Kenland’s darker, concrete, and functional designs embody realism, rejecting Barbie’s utopianism. Additionally, naming practices reveal deeper ideological contrasts. Barbies’ generically labeled "dream houses" and vehicles signify inclusivity, while Kens’ specifically named "Mojo Dojo Casa House" and race car enforce exclusion. The renaming of vehicles to “K.B” signals feminist reconfiguration toward coexistence rather than reversed oppression. The study concludes that technology in Barbie operates as a semiotic tool to both reinforce and challenge gendered hierarchies.