Muna 1975, 2 muzana bedzi yematoyi ari mubhuku reSears akanga akagadzirirwa zvakananga vakomana kana kuti vasikana. Asi mazuva ano, patinoenda kunotenga zvipo zvevana, zvinenge zvinhu zvose zvine mavara-mavara: madzimambo ose ane pink uye matoyi evakomana ibhuruu. Nokudaro, hazvishamisi kuti mumwe muvatatu vakuru anopa matoyi zvichienderana nemafungiro evanhukadzi.
Nekudaro, kunyangwe maBarbie-style princess, izvo zvino zvave kuwanikwa muchikamu chematoyi evasikana uye izvo, pakati pezvimwe zvinhu, zvaunza kusagutsikana pakati pevabereki nekuda kwechitarisiko chavo uye yaive imwe yematoyi ekutanga kuita musika wezano unobva pane. kushambadza paterevhizheni, kwainyanya kushoma pamberi pema70.
Nekuda kweizvozvo, kushambadzira kwematoyi kwanyanya kutarisana nevakadzi nhasi kupfuura zvazvaive hafu yezana ramakore rapfuura, apo rusarura rwevarume nevakadzi zvaive zvakajairika munzanga, sekureva kwenyanzvi yezvemagariro Elizabeth Sweet. Unoda kuziva, handiti?
Nei tichifanira kuva nehanya kana matoyi akatengeswa zvinoenderana nerume?
Vanhu vazhinji vanofunga kuti kana zvagara zvakadaro, kana pink iri yevasikana uye yebhuruu ndeyevakomana, nei tichifanira kuchinja?
Asi zvakanga zvisiri izvo nguva dzose. Uye kunyangwe tichifunga kuti misiyano yevarume iyi yagara iripo, hachisi chikonzero chekuzvichengeta. Zvidzidzo zvinotiudza kuti kana tichipa vana vedu matoyi anoenderana nemaitiro evanhukadzi, tiri kudzikisira hunyanzvi hwavanogona kudzidza mune ramangwana uye, zvakanyanya kukosha, zvavanofarira.
Tsvakurudzo yakaitwa pa Rhodes College yakaratidza kuti vakomana vanowanzotamba nematoyi anokudziridza njere dzomunzvimbo. Saka hazvifanirwe kushamisa kuti vasikana vadiki vanowana zvibodzwa zvakaderera pabvunzo dzeungwaru hwenzvimbo. Nekune rimwe divi, matoyi anotengeserwa vasikana, akadai sematoyi akapfava, zvidhori kana makicheni madiki, anokurudzira kutaurirana nekunzwirana tsitsi, saka hazvishamisi kuti vanopedzisira vakudziridza hunyanzvi uhu kupfuura vakomana vazhinji.
Chimwe chidzidzo chakaitwa ku Oregon State University akatoona kuti matoyi anotevedzera maonero evanhukadzi anokanganisa ruzivo rwebasa rwevane makore mana kusvika kumanomwe. Vatsvaguri ava vakaona kuti vasikana vaitamba naBarbies vakaratidza mashoma emabasa emunguva yemberi kwavari kupfuura vakomana nevasikana vaitamba navo. Ms. Mbatata Musoro.
Naizvozvo, matoyi ayo vana vanofarira kutamba nawo akakosha pakukura kwavo kwese. Havasi ivo chete vanoumba pfungwa yavo yenzanga, asi vanogona kudzikamisa kugona kwayo kana, ukuwo, kuiwedzera. Kuita kuti vana vasarudze matoyi anovafarira zvikuru, pasina kuganhurira zvavanosarudza maererano nomurume kana mukadzi, zvinovabvumira kuongorora chisiko chapose pose uye kuzviwana ivo vamene, kupfuura mabasa akaoma ayo nyika yavakuru inoedza kuita pavari.
Zvidhori zvaisagara zvevasikana uye marori evakomana
Matoyi evasikana kubva kuma20 kusvika kuma60 aive akanyanya kutenderedza nzvimbo dzemumba nedzedzidzo. Aya matoyi akagadzirirwa nenzira yakajeka kugadzirira vasikana upenyu hwomumba uye kuita mabasa epamba. Panzvimbo pezvo, matoyi evana enguva iyoyo aivavarira kuvagadzirira kupinda munyika yebasa iyo upfumi hwokugadzira zvinhu hwaivapa.
Zvamazvirokwazvo, hatigoni kukanganwa kuti mitambo namatoyi motokari yokugadzirira vana nokuda kwoupenyu hwavakuru, kuti vagogona kuwana zvishoma nezvishoma unyanzvi hunovagonesa kuita zvinodikanwa chaizvo zvenzanga.
Zvakadaro, kushambadza kwematoyi nevakadzi kwakadzikira zvakanyanya mukutanga kwema70 sezvo vakadzi vazhinji vakapinda mumabasa, zvichifambirana nekusimudzirwa kwesangano revakadzi. Somuuyo, muziviso dzekataudha yeSears dza 1975, isingasviki 2 muzana yematoyi yakatengeswa nenzira yakajeka kuvakomana kana kuti vasikana. Zvechokwadi, yakanga iri panguva ino apo maonero evanhukadzi mukushambadzira kwematoyi akatanga kupikiswa.
Ipapo chimwe chiitiko chinopokanidza chakaitika: kunyange zvazvo kusaenzana kwevakadzi munyika yevakuru kwakaramba kuchiderera, kudzorwa kwepurogiramu yeterevhizheni yevana muUnited States muna 1984 kwakaita kuti vagadziri vematoyi vasiyanise nenzira inowedzera pakati peziviso dzavo nematoyi avaishambadza. Mumakore ekuma80, kushambadza kwezvimatoyi zvisina kwayakarerekera kwevarume nevakadzi kwakadzikira, uye pakazosvika 1995, matoyi akapatsanurwa akaumba hafu yezvipo zvekatalogi yeSears.
Ongororo yezvemagariro evanhu yakaitwa makore gumi apfuura, muna 2012, yakaratidza kuti matoyi ese anotengeswa paDisney Store webhusaiti akanyorwa zvakajeka se "zvevakomana" kana "zvevasikana." Pakanga pasina nzira yaizopukunyuka iyi musiyano wakajeka, kunyangwe zvaive pachena kuti paive nematoyi asina kwaakarerekera pane ese ari maviri. Parizvino, Disney yakagadzirisa katalog yayo uye haicharongedze matoyi ayo nemhando.
Vhiki rino, iyo nyowani yekuzvitonga kodhi ye matoyi advertising muSpain akasarudza kugumisa pfungwa yokuti matoyi ane murume kana mukadzi. Chimwe chikamu chenzanga chinosimudza kuchema kumatenga pakuedza kushandura mamiriro ezvinhu mumatoyi nokutaura kuti kusarerekera kwevarume nevakadzi kwaizoshandura vana kuva maoutomaton akashata anogona kungotamba nezvinhu zvinofinha zvemavara anotyisa.
Zvisinei, sezvinoratidzwa neruvara rwakajeka uye kusiyana-siyana kwematoyi aivapo muma70, kuzviparadzanisa nevarume kunowedzera sarudzo dziripo kuvana. Inovhura mukana wekuti vaongorore nekuvandudza zvavanofarira uye hunyanzvi, pasina zvirambidzo zvakaomesesa zvinotemerwa nemaitiro evanhukadzi. Uye pakupedzisira, handizvo here zvatinoda kuvana vedu? Ngavave vakasununguka kusarudza nzira yavo.
Zvinyorwa:
Spinner, L. et. Al. (2018) Peer Toy Tamba Senzira Yekuchinjika kweVana Gender: The Effect of (Counter)Stereotypic Portrayals of Peers in Children's Magazines. Zvepabonde Roro; 79 (5): 314-328.
Jirout, JJ & Newcombe: NS (2015) Mabhuroko ekuvaka ekuvandudza hunyanzvi hwenzvimbo: humbowo kubva kune hombe, inomiririra US sample. Psychol Sci; (26): 3-302.
Sherman, AM & Zubriggen, EL (2014) "Vakomana Vanogona Kuva Chero Chinhu": Mhedzisiro yeBarbie Tamba paVasikana'Basa Cognitions. Zvepabonde Roro; 70: 195-208.
Sweet, E. (2014) Matoyi Akanyanya Kupatsanurwa neGender Zvino Kupfuura Zvazvaive Makore 50 Apfuura. En: The Atlantic.
Auster, CJ & Mansbach, CS (2012) The Gender Marketing of Toys: Ongororo Yeruvara uye Rudzi rweToyi paDisney Store Webhusaiti. Zvepabonde Roro; 67:375–388.
Wagner, A. (2002) Kuongororwa kweGender Identity Kuburikidza neDoll uye Action Figure Politics muArt Education. Zvidzidzo muArt Education; 43 (3): 246-263.
Kupinda Matoyi atova murume kana mukadzi kupfuura zvazvaive makore 50 apfuura yakatanga kubudiswa muna Kona yePsychology.
