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| A line of Barbie dolls sit
on a shelf, in this July 19, 2004 file photo, in a toy store in New
York. |
Barbie, beware. The iconic plastic doll is often
mutilated at the hands of young girls, according to research published by
British academics.
"The girls we spoke to see Barbie torture as a legitimate play
activity, and see the torture as a 'cool' activity," said Agnes Nairn, one
of the University of Bath researchers. "The types of mutilation are varied
and creative, and range from removing the hair to decapitation, burning,
breaking and even microwaving."
Researchers from the university's marketing and psychology departments
questioned 100 children about their attitudes to a range of products as
part of a study on branding. They found Barbie provoked the strongest
reaction, with youngsters reporting "rejection, hatred and violence,"
Nairn said.
"The meaning of 'Barbie' went beyond an expressed antipathy; actual
physical violence and torture towards the doll was repeatedly reported."
she said.
While boys often expressed nostalgia and affection toward GI Joe錕斤拷renouncing Barbie appeared to be a rite of passage for many girls, Nairn said.
"The most readily expressed reason for rejecting Barbie was that she
was babyish, and girls saw her as representing their younger childhood out
of which they felt they had now grown," she said.
Nairn said many girls saw Barbie as an inanimate object rather than a
treasured toy.
"Whilst for an adult the delight the child felt in breaking, mutilating
and torturing their dolls is deeply disturbing, from the child's point of
view they were simply being imaginative in disposing of an excessive
commodity in the same way as one might crush cans for recycling," she
said.
Manufacturer Mattel, which sells 94 million Barbies a year worldwide,
said the doll remained the "No. 1 fashion doll brand."
Mattel U.K. said that despite the findings of "this very small group of
children, we know that there are millions of girls in the U.K.
and across the world that love and enjoy playing with Barbie and
will continue to do so in the future."
(Agencies) |
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(錕叫癸拷錕秸憋拷錕斤拷站錕斤拷錕斤拷) |
Updated: 2005-12-22 09:17
