Consumer Behavior [MKTG. 301] Chapter 11 Discussion Topic: EVOLVING ETHNIC MULTI-CULTURAL VALUES, EXPRESSION & STYLE Chapter 11: WHICH CULTURE CONCEPT EXPLAINS THE SUCCESS OF BRATZ vs. BARBIE (A) CULTURE INFLUENCE Ethnicity/Race Religion/Belief Region/Nation (B) CULTURAL OUTCOMES Abstract/Behavioral Physical/Material (C) VALUES TRANSFUSION [Cultural Transfusive Triad+1] Family Religious Institution Education Early Childhood/Media (D) CORE & ETHNIC VALUES Anglo/Euro American African American Arab American Asian American Latino American (E) SOCIAL CLASS Economic Interaction Political  Distinction between race (physical) and ethnicity and affirmative cultural values  Changing notions of ethnicity over time, including changing religious and regional (urban) standards for appearance & behavior.  Religion plays a major factor under Cultural Influence because Barbie dolls have professional careers, dress conservatively,and expected to marry Ken dolls. Bratz dolls on the other hand wear lots of make-up, dress provocatively, which may be inappropriate for certain religious belief s.  Youth rebelling against elder’s norms is a cultural constant for each generation and so Bratz may be the same cultural motivation as Barbie in a more recent time  Parenting standards lessened in society  Media vs. family/church makes Bratz cool  Changing norms with younger ethnic parents  What separates Bratz from Barbie is the idea that Barbie was created back when American society was based on the "wholesome" family image because that was what the societal norm was back in the 50's and 60's. Bratz was created in the early 2000's when the societal norm has loosened its wholesome family values. Take for example, the Production Code for films, in American history films had harsh regulations imposed onto the production of films due to society's strict family values, yet with the production of movies today the Production Code is not even in existence anymore. So Barbie will always be like a great classic American film that will remain an iconic stable in history, yet Bratz will be what defies the past and starts making a name for itself as the times change. This will be a never ending cycle of companies producing the "hot" new trends, trying to reinvent and put a new spin on an old concept (i.e. Barbie doll), lets just hope for the sake of the future that America's society does not loosen anymore of its wholesome values & traditions.  Evolution of ethnic diversity in society from a history of white male dominated cultural hierarchy  Increasing presence and purchasing power of multiple minority ethic segments (“micro-cultures) has expanded the range of aesthetic tastes and embraced a wider variety of ethnic features which are reflected in Bratz doll appearance and attitudes.  Bratz appeals to the urban youth/market of today’s ethnically-shifting America. It clearly appeals to the minority youth of America today. I believe it is the ever-growing presence of new cultures and ethnicities in America that accounts for the success of Bratz. Had this doll been released say 50 years ago, I do not believe that it would have had the same kind of success by any stretch of the imagination. But over the past few decades, this country has seen an influx of immigrants from countries and continents as varied as Mexico and India, South America and Africa. These ethnicities see themselves in these Bratz dolls in a way they don't and cannot see themselves in say a Barbie doll. Whether it's the doll's skin color, which more closely resembles their own, or its the doll's body features, which more closely resemble their own, Bratz dolls speak to them. Many people believe that the Barbie doll does not fully represent the America of today. The history of the doll and America’s white superiority sparks contempt over Barbie’s racist connotations. So, new ethnicities help explain the success of Bratz vs. Barbie.  Barbie norm directly related to social class values of more professional, role model type behavior, wholesome, stable social structure, & aspiration  The controversy and differences of these dolls in my opinion is not based on physical appearances, but with how they are dressed and the image they are setting. Barbie generally dresses pretty modern and conservative while Bratz is following the "trends" being dressed in provocative clothing and covered in bling. In addition, Barbie goes out and is a teacher, doctor, and an astronaut; while, Bratz dolls like to go out to go shopping. I honestly do not this that is a positive message to be imposing to tweens. Tweens should be learned and being instilled with a good work ethic and learn to appreciate the value of a dollar earned.