Liberal Feminism and Masculinity in Greta Gerwig's Barbie: A Semiotic Analysis of Ken's Identity Crisis

Abstract

Films transcend their role as mere entertainment by serving as mediums to convey complex societal messages and ideologies. One such critical theme is feminist ideology, which addresses the entrenched power imbalance between men, traditionally perceived as strong, and women, often regarded as weak. Liberal feminism emphasizes women's rights to equality in education, income, and self-determination beyond domestic roles. Greta Gerwig’s Barbie delves into these themes, portraying Barbie as a symbol of women’s empowerment who surpasses societal limitations, contrasting sharply with Ken's subservient role. This study employs a qualitative descriptive method with causal analysis, utilizing semiotic code analysis to investigate the film's underlying messages. The findings reveal that the feminist ideology embodied by Barbie significantly impacts Ken's identity crisis. As Ken journeys with Barbie to the real world, he becomes exposed to patriarchal systems, leading him to internalize and introduce these ideologies to Barbie Land to redefine his self-worth. Ultimately, the study highlights the interplay between feminist and patriarchal ideologies, as well as their influence on individual identity formation within gendered narratives.