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I Want to Be Like Mary-Kate and Ashley

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I Want to Be Like Mary-Kate and Ashley Napoli "I want to be just like Mary-Kate.and Ashley": Young girls talk about popular teen icons in an after-school book club by Mary Napoli As I browsed the children's section of a More specifically, I wondered about the major bookstore chain, I noticed two implicit messages that the Mary-Kate and young girls, about nine years of age, in Ashley brand sells to girls regarding the front of a towering cardboard display of relationship of appearance to Mary-Kate and Ashley Olsen advertising romance, happiness, and Success. Since I their latest book in the "Real Books for wanted to know how these products help Real Girls" series. While the girls young girls interpret and make enthusiastically talked about Mary-Kate sense of their world and themselves, I and Ashley, I overheard the following formed an after-school book club with a conversation. group of eight girls between the ages of Girl I absolutely love Mary Kate 7-12. The book club convened over a #1: and Ashley. period of four months during the fall of 2001 at a local public library. As a Girl Me too! Look! (pointing to the participant researcher, I facilitated book #2: ad) You can win a birthday club discussions that provided insights party. about girls' desires to "be like Mary--Kate and Ashley." To present my Girl Yeah I saw that on their TV findings, I will provide a brief overview #1: show. Don't you watch their of the brand and share data gathered shows? through ethnographic methods, such as Everything they do is so cool! participant observation, interviews, and book club discussions. Girl I'm going to ask my mom to #2: buy this book for me. The Mary-Kate and Ashley brand (Field notebook, 2001) In terms of media coverage, the Olsen sisters have been among the most In an instant, they were off, giggling popular female personalities for young with excitement, book in hand, to ask adolescents. Since making their debut at their adult companion for purchasing nine months old, sharing the role of power.Intrigued by this exchange, Michelle Tanner during the late 80's on I became curious about the the television series Full House, the girls media's influence on young girls' have continued to be very visible to a beliefs, attitudes, and perceptions. growing fan pool. They have appeared Mary Napoli teaches undergraduate and graduate courses in Children's Literature at Penn State Harrisburg. Her research interests include gender and culture in children's literature. Currently, she is working on a project to examine girls' responses to popular culture themes in children's literature. WILLA 2004, Volume XIII 9 on the cover of countless magazines, Upon close examination of Mary- including Seventeen, Teen People, Kate and Ashley as “texts,” I Cosmo Girl and their own short-lived noticed that the themes of beauty, magazine, Mary-Kate and Ashley: Real romance popularity,self Talk for Real Girls. They are in control confidence, friendship, and empowerment intersect to offer of their billion-dollar empire, which particular messages about what it means includes direct holdings in their product to be a girl and, later, a woman. Given line from fashion to movies. Mary-Kate the importance of preadolescence as a and Ashley have been able to capitalize period where girls are beginning to on their wholesome image by offering establish ideas about becoming young various products aimed at toddlers, women, the implicit contradictions in preadolescent girls, and young adults. the Real Girl message offered by this Each of their products is accompanied brand is curious. On one hand, the by the Real Girl slogan that silently message celebrates girls by presenting communicates a particular subject empowering images of Mary-Kate and position for the reader ... that of a girl and Ashley solving problems and winning of a consumer. Similar to many other competitions. Yet, the branding of celebrity marketing campaigns, the fashion and beauty products reinforces a Mary-Kate and Ashley products are girl's desire for the ideal feminine advertised across their own media lines. image. For example, as readers examine the back of each book, they will notice The Mary-Kate and Ashley after-school advertisements and announcements book club. In an effort to obtain insights about other products in the brand, about how the girls responded to the including fashion (Real Fashion for Real messages presented in the books, I Girls), cosmetics (Real Beauty for Real established a community of readers with Girls), video games (Real Games for Real the girls who joined the Mary Kate and Girls), and dolls (Real Dolls for Real Ashley after-school book club. As a Girls). The products reveal participant researcher, I also wanted to patterns of socialization, body image, encourage the girls to begin to ask pleasure, and consumption and are critical questions about the texts and to accessible to many girls in Mexico, consider what the brand is selling to Germany, United States, London, consumers. In the Mary-Kate and Australia, New Zealand and Canada. Ashley book club, the girls read eight titles Their website, www.marykateand from the comprehensive list of over 50 ashley.com, receives over 270 available books. The Real books for Real million hits per year and features links Girls series, aimed at preteen girls, offer which invite consumers to collect, read, formulaic structures with and play with the various items in the predictable solutions. The element of brand. As Dan Hade (2001) indicated, fantasy in these books offers girls an "Brands represent ways of living. The escape from the apparent contradictions brand does not represent the product, of growing up female. Mary-Kate and the product represents the brand and a Ashley present themselves as ordinary bookbecomes one more kind of girls who struggle with the same product that carries meaning" (161). concerns as the average teenager. Yet, Mary-Kate and Ashley live a `fantasy' WILLA 2004, Volume XIII 10 Napoli lifestyle. They make their own movies, but that's a different kind of own their own fashion line and travel popular. I mean around the world. Even though they I don't have all that fancy claim that they are `real' girls, their stuff like some of the kids I lifestyle is not typical of most know. preadolescent and teenage girls who consume their products. The books Tricia Neither do I, but I think it present characters who are focused would be nice. on being popular and on meeting boys. In this sense, the books reinforce female Mary: So, are we saying that to be stereotypes, limiting girls' perceptions a girl you have to be popular about what they should look like and and dress nice what they should care about. As Valerie like Mary-Kate and Ashley? Walkerdine (1984) suggests, "Popular cultural texts directed at young women Britney: Well, son of. I think that position them to look for a `prince,' to you have to be yourself, but look for an escape route from the sometimes if I have tensions and contradictions of lived something really cool on, I gender relations in a patriarchal feel really good about society" myself (p. 175). Shane: I know what you mean. I Girls constructing a sense of self think that wearing the latest Throughout the after-school book club fashions sort of sessions, the girls shared various makes you popular, but it's thoughts and perspectives about their also other stuff too, like sense of self and their ways of having the right understanding their interest in Mary- friends and liking the right Kate and Ashley and the brand. In the things. I don't know. following excerpt, I invited the girls to consider the question, "What is a girl?" Chrissy: I don't know if it's really Shana: Girls have to be popular like important to have the Mary Kate and Ashley. popular clothes to be a Everyone likes them girl. and everyone wants to be their friend. I think that Shana: I know what you mean, but popular girls dress it just seems like it's really nice and have the latest important in my fashions. class. (Book club transcript 10/0 1) Chrissy: But what about us? We are girls who happen to like In this exchange, Chrissy resisted the Mary Kate and message of being popular solely on the Ashley, so doesn't that make premise of wearing the right clothing. us popular? Some of the girls wanted to dress like Mary-Kate and Ashley in an attempt to Amy: (Interrupted quickly) Yeah, WILLA 2004, Volume XIII 11 Napoli become more like them and to become Mary: Tell me one way that they more popular. Research findings help you to be confident. indicate a young girl's understanding of her place in the social world can be Ally: Well, there was this one time connected to the categories that are I had to do chores around the available to her in the contemporary house and I discourse of girlhood Gudgeon 1998). didn't really want to, so I Moreover, young girls' interest in thought about MK&A (that's displaying the right clothing on their what I call them bodies can be defined within a discourse for short) and I was like, well, of owning a subject position and a what would they do? culture, such as magazines, clothing, dolls, etc. (Driscoll 2002). Mary: So, you imagined that Mary- Kate and Ashley had to do Scholars such as Beal (1994) and Brown chores and that and Gilligan (1992) have noted that helped you make a decision? socialization into femininity begins at an early age and that the transition from Ally: Yeah.
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