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Mass Communication Commons

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Theses and Dissertations

Gender, Race, Sexuality, and Ethnicity in Communication

STEM

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Painting The Leaky Pipeline Pink: Girl Branded Media And The Promotion Of Stem, Juniper Patel May 2019

Painting The Leaky Pipeline Pink: Girl Branded Media And The Promotion Of Stem, Juniper Patel

Theses and Dissertations

This thesis provides a critical feminist analysis of girl branded media depictions of girls in STEM. Through close textual analysis of three case studies—Disney Fairies films, Barbie: Dreamhouse Adventures, and My Little Pony: Equestria Girls media—I found that such STEM promotion tends to emphasize traditional gender roles and neoliberal market values. Disney Fairies films promote traditional gender roles via portrayals of play STEM, white hegemony, and western beauty standards. Additionally, these films promote the neoliberal ideal of industrialization as consequence free. Dreamhouse Adventures depicts STEM in relation to traditional gender norms such as caretaking, heteronormativity, and girl culture ...