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@article{206742,
        author = {S.ABINAYA and SANGEETHA S},
        title = {Representation, Identity, and Power: A Cultural Studies Analysis of Greta Gerwig’s Barbie},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {2639-2642},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206742},
        abstract = {This research paper examines Greta Gerwig’s Barbie (2023) through the theoretical framework of Cultural Studies, focusing on the intersections of representation, gender identity, consumer culture, and ideological power. Cultural Studies provides a critical approach for analyzing how meanings are produced and circulated through popular culture, media, and everyday social practices. Drawing upon the theories of Stuart Hall, Raymond Williams, Antonio Gramsci, and Michel Foucault, this study explores how Barbie challenges and reinterprets dominant cultural narratives surrounding femininity, masculinity, capitalism, and social identity. The paper investigates the film’s representation of gender roles and its critique of patriarchal structures through the transformation of Barbie Land and the experiences of its characters. It also analyzes the relationship between popular culture and ideology, examining how a globally recognized commercial product becomes a space for negotiating feminist ideas and social criticism. Furthermore, the study considers how audiences participate in creating meanings through digital discussions, social media responses, and contemporary cultural debates surrounding the film. Through a Cultural Studies perspective, Barbie is understood not merely as entertainment but as a cultural text that reflects and influences contemporary conversations about equality, identity, and power relations. The paper argues that the film demonstrates the continuing importance of popular media as a site where dominant ideologies are questioned, reconstructed, and transformed.},
        keywords = {Cultural Studies; Representation; Gender Identity; Popular Culture; Ideology; Feminism; Consumer Culture; Media Studies; Power Relations; Greta Gerwig},
        month = {July},
        }