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Authors
Advisor(s)
Abstract(s)
Para além de uma fonte de entretenimento, aprendizagem e desenvolvimento cognitivo e
físico das crianças, os brinquedos são também reflexo das mudanças sociais do mundo à nossa
volta, nomeadamente das construções sociais estereotipadas como papéis de género, padrões
de beleza ou discriminações raciais.
A boneca Barbie surge em 1959 como uma representação da mulher ideal, e cedo conquistou
um estatuto de ícone da cultura pop mundial. Apesar de visionária para a época, a boneca foi
rapidamente criticada por perpetuar um certo tipo de feminilidade e renegar todas as outras
representações da mulher.
Atualmente, numa Era dominada tanto pelo digital, como pela luta pela justiça social, a marca
Barbie reposicionou-se de forma a responder às necessidades dos consumidores, sobretudo
dos pais e mães millennials. Informados, criativos, utilizadores ativos de redes sociais e com
uma forte consciência social, estudos confirmam que procuram brinquedos para os filhos que
sejam tanto educativos como inclusivos.
Assim, a marca apostou numa estratégia de comunicação que combina o marketing de
conteúdos com uma estratégia de storytelling focada no consumidor de forma a conquistar o
seu público-alvo, aniquilar a visão misógina de feminismo que criou e aumentar a sua
relevância social.
Este estudo propõe-se a definir qual o papel que o marketing de conteúdos da Barbie tem na
perceção de responsabilidade social da mesma junto da geração millennial, através de uma
metodologia qualitativa.
ABSTRACT: In addition to being a source of entertainment, learning and cognitive and physical development for children, toys are also a reflection of the social changes in the world around us, namely stereotyped social constructions such as gender roles, beauty standards or racial discrimination. The Barbie doll appears in 1959 as a representation of the ideal woman, and soon became an icon of the world's pop culture. Although visionary for the time, the doll was quickly criticised for perpetuating a certain type of femininity and denying all other representations of women. Today, in an Era dominated by both digital and the fight for social justice, the Barbie brand has repositioned itself to meet the needs of the consumers, specially of millennial mums and dads. Informed, creative, active users of social media and with a strong social conscience, studies confirm that they seek toys for their children that are both educational and inclusive. Thus, the brand’s bet on a communication strategy that combines content marketing with a consumer-focused storytelling strategy in order to win over its target audience, annihilate the misogynistic vision of feminism it has created and increase its social relevance. This study aims to define the role that Barbie's content marketing plays in the perception of Barbie's social responsibility among the millennial generation, through a qualitative methodology.
ABSTRACT: In addition to being a source of entertainment, learning and cognitive and physical development for children, toys are also a reflection of the social changes in the world around us, namely stereotyped social constructions such as gender roles, beauty standards or racial discrimination. The Barbie doll appears in 1959 as a representation of the ideal woman, and soon became an icon of the world's pop culture. Although visionary for the time, the doll was quickly criticised for perpetuating a certain type of femininity and denying all other representations of women. Today, in an Era dominated by both digital and the fight for social justice, the Barbie brand has repositioned itself to meet the needs of the consumers, specially of millennial mums and dads. Informed, creative, active users of social media and with a strong social conscience, studies confirm that they seek toys for their children that are both educational and inclusive. Thus, the brand’s bet on a communication strategy that combines content marketing with a consumer-focused storytelling strategy in order to win over its target audience, annihilate the misogynistic vision of feminism it has created and increase its social relevance. This study aims to define the role that Barbie's content marketing plays in the perception of Barbie's social responsibility among the millennial generation, through a qualitative methodology.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Barbie (boneca) Reposicionamento Responsabilidade social Millennials Marketing de conteúdos Barbie (doll) Repositioning Social responsibility Content marketing
Citation
Barros, M.A. (2022). O papel do marketing de conteúdos na criação de relevância social de uma marca: O caso Barbie [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15663
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social