Gender-biased toys: A multimodal analysis of gender roles portrayed in children's dolls

Abstract

This paper discusses how toys reflect dominant gender discourses and enable children to enact these discourses through play. Specifically, we examine the Brazilian doll Bebê Surpresa, using Social Semiotics as conceptualized by Halliday (1985) and the Grammar of Visual Design developed by Kress and Van Leeuwen (2006) to understand how gender ideologies are conveyed through language and visual design. While the doll is marketed as a modern recreation of baby shower practices, our analysis suggests that it reinforces binary gender roles and their associated social functions, perpetuating gender stereotypes. By analyzing the design and discourse of Bebê Surpresa, we aim to contribute to a broader understanding of how gender ideologies are communicated through children's toys and play.