Demystification of a Living Doll: Semiotics in Greta Gerwig’s Barbie

When Ruth Handler created the “Barbie Doll” for Mattel in 1959, she inexplicably created a living doll, at least in semiotic form. Manufactured to look like an adult woman so that little girls could see their future selves in the toy, Barbie’s image, lifestyle, and persona have become iconic, even mythological. Her hourglass physique, flawless hair and makeup, professional careers, and fashionable clothing and accessories contribute to the perceptions of Barbie as a cultured, attractive, and independent woman. Consequently, those same attributes have sparked debates of her role in shaping unrealistic or harmful perceptions of femininity, cultural representation, and gender roles. By dramatizing and parodying her iconicity, Gerwig’s 2023 Barbie attempts to expound the oppressive messaging, cultural nuances, and the inherent ideologies embodying this toy doll. This chapter explores how Gerwig’s Barbie movie uses the most recognizable symbols of Barbie’s mythos—her physique, careers, and clothing—to demystify Barbie for a modern audience. Analyzing Gerwig’s treatment of Barbie through semiotic analysis helps to unpack the multi-layered meanings attached to this iconic toy and deconstruct preconceived notions for critical examination.