Mu 1975, 2 peresenti yokha ya zoseŵeretsa za m’kabukhu la Sears zinali za anyamata kapena atsikana. Koma masiku ano, tikamapita kukagula mphatso za ana, pafupifupi chirichonse chiri ndi mitundu: mafumu onse ndi apinki ndipo zoseweretsa za anyamata ndi zabuluu. Choncho, n’zosadabwitsa kuti mmodzi mwa akulu atatu alionse akupereka zoseŵeretsa potengera maganizo a amuna ndi akazi.
Komabe, ngakhale mafumu amtundu wa Barbie, omwe tsopano ali ponseponse m'gawo la zoseweretsa za atsikana zomwe, mwa zina, zadzetsa kusakhutira pakati pa makolo chifukwa cha mawonekedwe awo ndipo chinali chimodzi mwazoseweretsa zoyamba kukhazikitsa msika wamaluso potengera kutsatsa pawailesi yakanema, kunali kosowa kwambiri zaka za m'ma 70 zisanachitike.
Zotsatira zake, kutsatsa zidole masiku ano kumayang'ana kwambiri za jenda kuposa momwe zinalili zaka XNUMX zapitazo, pomwe kusankhana pakati pa amuna ndi akazi komanso kusankhana amuna ndi akazi kunali chizolowezi m'magulu, malinga ndi katswiri wa zachikhalidwe Elizabeth Sweet. Chidwi, chabwino?
Chifukwa chiyani tiyenera kusamala ngati zoseweretsa zikugulitsidwa molingana ndi jenda?
Anthu ambiri amaganiza kuti ngati zakhala chonchi, ngati pinki ndi ya atsikana ndipo buluu ndi ya anyamata, chifukwa chiyani tiyenera kusintha?
Koma sizinali choncho nthawi zonse. Ndipo ngakhale kuganiza kuti kusiyana pakati pa amuna ndi akazi kumeneku kwakhala kulipo nthawi zonse, si chifukwa chomveka chokhalirabe. Kafukufuku akutiuza kuti tikapatsa ana athu zoseweretsa zomwe zimagwirizana ndi zomwe anthu amangoganiza za jenda, timachepetsa maluso omwe angaphunzire m'tsogolomu, makamaka, zomwe amakonda.
Kafukufuku wopangidwa ku Rhodes College inavumbula kuti anyamata amakonda kuseŵera ndi zoseŵeretsa zomwe zimakulitsa nzeru zapamalo. Choncho siziyenera kudabwitsa kuti atsikana ang'onoang'ono amapeza zochepa pamayeso a nzeru za malo. Kumbali ina, zidole zogulitsidwa kwa atsikana, monga zoseweretsa zofewa, zidole kapena khitchini yaying'ono, zimalimbikitsa kulankhulana ndi chifundo, kotero n'zosadabwitsa kuti pamapeto pake amakulitsa luso limeneli kuposa anyamata ambiri.
Kafukufuku wina adachitika ku Oregon State University wapezanso kuti zoseweretsa zomwe zimatengera malingaliro a amuna ndi akazi zimakhudza chidziwitso chantchito cha ana azaka 4 mpaka 7. Ofufuzawa adapeza kuti atsikana omwe adasewera ndi Barbies adawonetsa mwayi wawo wocheperako kuposa anyamata ndi atsikana omwe adasewera nawo. Mayi Mbatata Head.
Choncho, zoseweretsa zomwe ana amakonda kusewera nazo ndizofunika kuti akule bwino. Sikuti amangopanga lingaliro la anthu, koma amatha kuchepetsa kuthekera kwake kapena, mosiyana, kulikulitsa. Kulola ana kusankha zoseweretsa zomwe zimawasangalatsa kwambiri, popanda kuletsa zosankha zawo malinga ndi jenda, zimawalola kuti azifufuza chilengedwe chonse ndikudzipeza okha, kupitirira maudindo okhwima omwe dziko lachikulire limayesa kuwakakamiza.
Zidole sizinali za atsikana nthawi zonse komanso magalimoto a anyamata
Zoseweretsa za atsikana kuyambira zaka za m'ma 20 mpaka m'ma 60 zinali makamaka pazochitika zapakhomo ndi zamaphunziro. Zoseŵeretsa zimenezi mwachionekere zinalinganizidwira kukonzekeretsa atsikana kaamba ka moyo monga mkazi wapakhomo ndi kusamalira ntchito zapakhomo. M’malo mwake, zoseŵeretsa za ana za nthaŵiyo zinali ndi cholinga chowakonzekeretsa kuloŵa m’dziko la ntchito limene chuma cha mafakitale chinawapatsa.
Zoonadi, sitingaiwale kuti masewera ndi zoseweretsa ndi galimoto yokonzekeretsa ana ku moyo wachikulire, kotero kuti pang'onopang'ono athe kupeza luso lomwe limawathandiza kuchitapo kanthu pa zosowa zenizeni za anthu.
Komabe, zotsatsa zamasewera potengera jenda zidatsika kwambiri koyambirira kwa zaka za m'ma 70 pomwe azimayi ambiri adalowa ntchito, zomwe zikugwirizananso ndi kulimbikitsidwa kwa gulu lachikazi. Chotsatira chake chinali chakuti mu 1975 zotsatsa za Sears, zosakwana 2 peresenti ya zoseweretsa zinagulitsidwa mwachindunji kwa anyamata kapena atsikana. Zowonadi, inali nthawi imeneyi pomwe malingaliro osagwirizana pakati pa amuna ndi akazi pakutsatsa zidole adayamba kutsutsidwa.
Kenaka chodabwitsa chotsutsana chinachitika: ngakhale kuti kusiyana pakati pa amuna ndi akazi m’dziko lachikulire kunapitirizabe kuchepa, kuchotsedwa kwa mapulogalamu a pawailesi yakanema a ana ku United States mu 1984 kunapangitsa opanga zoseŵeretsa kusiyanitsa mokulirapo pakati pa zotsatsa zawo ndi zoseŵeretsa zimene amatsatsa. M'zaka za m'ma 80, malonda a zidole osalowerera ndale okhudzana ndi kufanana pakati pa amuna ndi akazi adatsika, ndipo pofika 1995, zoseweretsa zogawikana ndi amuna ndi akazi zidapanga pafupifupi theka la zoseweretsa za Sears.
Kafukufuku wa zachikhalidwe cha anthu yemwe adachitika zaka khumi zapitazo, mu 2012, adawulula kuti zoseweretsa zonse zogulitsidwa patsamba la Disney Store zidalembedwa momveka bwino kuti "za anyamata" kapena "za atsikana." Panalibe njira yopulumukira kusiyana kwakukulu kumeneku, ngakhale zinali zoonekeratu kuti panali zoseweretsa zandale pamindandanda yonseyi. Pakadali pano, Disney yakonza kalozera wake ndipo sayikanso zoseweretsa zake pamitundu.
Sabata ino, malamulo atsopano odzilamulira okha a kutsatsa kwa zidole ku Spain aganiza zothetsa lingaliro lakuti zoseweretsa zili ndi jenda. Gulu lina la anthu likukweza kulira kumwamba poyesa kusintha zomwe zili muzoseweretsa ponena kuti kusalowerera ndale kwa amuna kapena akazi kungasandutse ana kukhala ochita masewera olimbitsa thupi omwe amatha kungosewera ndi zinthu zotopetsa zamitundu yonyansa.
Komabe, monga umboni wa utoto wonyezimira komanso mitundu yosiyanasiyana ya zoseweretsa zomwe zinalipo m'ma 70, kuzilekanitsa ndi jenda kumakulitsa zosankha zomwe ana angasankhe. Zimatsegulira mwayi kwa iwo kuti afufuze ndi kukulitsa zokonda zawo ndi luso lawo, popanda zoletsa zokhazikika zomwe zimakhazikitsidwa ndi malingaliro osagwirizana ndi amuna kapena akazi. Ndipo pamapeto pake, kodi izi sizomwe timafunira ana athu? Akhale omasuka kusankha njira yawoyawo.
Malire:
Spinner, L. et. Al. (2018) Sewerani Zoseweretsa Anzanu Monga Njira Yothandizira Kusinthasintha Kwa Amuna Kapena Akazi: Zotsatira za (Kauntala) Zithunzi Zosasintha za Anzanu M'mamagazini a Ana. Ntchito Zogonana; 79 (5): 314-328.
Jirout, JJ & Newcombe: NS (2015) Zomangamanga zokulitsa luso la malo: umboni wochokera ku chitsanzo chachikulu cha US. Psychol Sci; 26 (3): 302-310.
Sherman, AM & Zubriggen, EL (2014) "Anyamata Atha Kukhala Chilichonse": Zotsatira za Barbie Sewero pa Ntchito Za Atsikana. Ntchito Zogonana; 70: 195-208.
Sweet, E. (2014) Zoseweretsa Zimagawidwa Kwambiri ndi Amuna Kapena Akazi Panopa Kuposa Zaka 50 zapitazo. En: Nyanja ya Atlantic.
Auster, CJ & Mansbach, CS (2012) The Gender Marketing of Toys: Analysis of Color and Type of Toy pa Webusaiti ya Disney Store. Ntchito Zogonana; 67:375–388.
Wagner, A. (2002) Analysis of Gender Identity Kupyolera mu Chidole ndi Action Figure Politics mu Art Education. Maphunziro mu Maphunziro a Art; 43 (3): 246-263.
Pakhomo Zoseweretsa ndi zazikazi masiku ano kuposa momwe zinalili zaka 50 zapitazo idasindikizidwa koyamba mu Pakona ya Psychology.
