Why we think Disney has a role to play in gender stereotyping.
On this International Women’s Day, and in light of the AHRC's Respect@Work and WGEA reports that talk to the critical need for a shift in gender stereotyping, I thought I would share the theme of a keynote talk I have given a few times on women in leadership.
The Disney Company released its first animated film in 1937 and has built an empire based on lead female characters that are passive, dependent on men, antagonised by other women and find purpose only in love.
From its iconic princesses, brave and courageous princes and magical Edens, Disney has shaped the imaginations of generations. However, beneath the magic lies a concerning legacy of gender stereotyping and I wonder how much of this has left a lasting impact on how we gender stereotype today.
The films present a narrow and limiting portrayal of women. Princesses are frequently depicted as vulnerable, with no agency and in need of rescue by a strapping man. The princess's 'sisterhood' is nasty and hell-bent on her demise. The prince is heroic, dominant, strong, always in control and driving the agenda. These stereotypes send a message to young audiences, girls and boys alike: women are damsels in distress searching only for love and in need of saving; they are not agents of their own destiny; and the other women in their lives are antagonists. All men must be courageous leaders who are the only ones capable of fixing all dire circumstances. It is my view that this portrayal sets a narrative for young people about traditional gender roles.
And it's not just the storyline, it is also the imagery. Disney princesses are flawless, flowing locks of hair, and painting an ideal of beauty. Princes are imposing with chiselled features, a sword, a horse, and an ideal of strength. These images create a mental model of power distinction and researchers suggest this can have an impact on young people’s self-identification and self-esteem. Self-esteem and self-confidence are critical for effective leadership and it develops in the formative years.
The legacy of Disney's gender stereotyping shapes a culture for men and women in subtle or maybe profound ways, including how women support other women.
Disney's gendered marketing strategies are designed to entrench these stereotypes. Products and merchandise are segregated along binary lines, with princesses marketed to girls, action and adventure reserved for boys, reinforcing the notion that certain interests and activities are inherently masculine or feminine.
I don’t have girls, all boys for me, but I bought my boys dolls when they were little. I encouraged them to dress up in my clothes if they wanted and worked hard to blur the lines of traditional gender play. I remember distinctly the surprise and judgement from other parents who wondered if I was trying to “make them gay”.
Whilst this societal norm isn’t completely the fault of Disney, it is an example of gender stereotyping that extends beyond childhood into adulthood – maybe influenced by inputs like Disney's themes. Research suggests that many women and men who grew up watching Disney films internalise these stereotypes, leading to a subconscious acceptance of traditional gender roles and a reluctance to challenge societal expectations. This is why we believe that unconscious bias and emotional intelligence training are critical for all leaders.
Disney's lack of female representation in leadership positions (broadly defined), both on-screen and behind the scenes, also sends a strong message about power and influence. I wonder what would have transpired if Walt Disney was a woman? When women rarely see themselves in positions of influence or leadership, controlling our own destiny, in popular culture or real life, the void is filled with role models like princesses from Disney movies where life starts in domesticity until we are sprinkled with dust and a man saves us from ourselves! This perpetuates gender inequality.
When women rarely see themselves in positions of influence or leadership, controlling our own destiny, in popular culture or real life, the void is filled with role models like princesses from Disney movies.
As we become more sophisticated about the detrimental impacts of gender stereotyping, societal pressure has forced Disney to write more empowered lead female characters. In 2012, they got the memo and released 3 films, “Moana”, “Brave” and “Frozen”, and although these films present lead female characters that are a departure from the Disney formula, they don’t go far enough.
Moana is not a traditional princess aesthetic; Frozen conveys sisterhood rather than a traditional love story; Brave presents the opposite of domestic dependence. But these female characters still don't rule the roost in the truest sense and their destiny is still one of fate rather than independent choices. It's merely a thin veil that when lifted, we still see lead female characters who are inferior to male characters on the measures of strength, independence and capability. Moana, Elsa and Brave still have to rely on, or battle with, male characters to help them reach their goal, and women who are judgemental or trying to bring them down.
We are not saying we should completely disengage with Disney culture - it's not realistic or necessary. But given we are so tuned in to appropriate content and being aware of what is being consumed, Disney content deserves the same scrutiny and shouldn’t be assumed as safe or benign.
Whenever I see young girls in the supermarket in their princess costumes or boys in their prince and superhero costumes, I can’t help but hope that there is a conversation going on. When I see a boy in a princess costume I smile! Challenging the stereotypical norms in any way can only be a good thing.
The legacy of Disney's gender stereotyping persists, shaping the mindset of women and men in subtle or maybe profound ways, including how women support other women. By recognising the impact of these stereotypes, and challenging and ultimately eliminating them, we can create a more inclusive and equitable world for future generations.
Malcolm Gladwell, in his podcast “Revisionist History” rewrites the ending of “The Little Mermaid”, check it out, it’s excellent!
