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The Fulla Doll, Identity, and Consumption in a Globalizing Arab World

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The Fulla Doll, Identity, and Consumption in a Globalizing Arab World University of Alberta Boxes Fulla Fun: The Fulla Doll, Identity, and Consumption in a Globalizing Arab World by Lena O. Saleh A thesis submitted to the Faculty of Graduate Studies and Research in partial fulfillment of the requirements for the degree of Master of Arts Department of Political Science ©Lena O. Saleh Fall 2013 Edmonton, Alberta Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of these terms. The author reserves all other publication and other rights in association with the copyright in the thesis and, except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission. For Ummi and Abbi: I love you both. ABSTRACT: This thesis uses the case study of the Arab-Islamic Fulla doll to examine the relationships among globalization, consumption and cultural identities. Beginning with the question of how cultural products like the Fulla doll come to exist, I argue that the Fulla doll serves as an example of the process of creolization whereby non-Western peoples mobilize local customs and beliefs to transform globally-distributted consumer goods, thus re-contextualizing and assigning new meanings to these goods. Through an analysis of thirteen animated Fulla doll advertisements, I argue that the Barbie doll’s ethnic, religious and gendered identity has been re-contextualized to transform her into an Arab-Muslim woman, the Fulla doll. The final chapter of this thesis discusses the socio- political significance of dolls and their participation in processes of socialization and identity-formation in children. The thesis concludes with a brief discussion of the Fulla doll’s challenge to Samuel Huntington’s Clash of Civilizaions theory. I would like to thank everyone who has helped me complete this project. Dr. Lois Harder: Thank you for all your patience, support, and enthusiasm. I could not have asked for a better supervisor. I would also like to thank Drs. Greg Anderson, Don Carmichael, Michael Polushin, Linda Trimble, and Ian Urquhart. Thank you so, so much for all your honest advice and positive encouragement. I will never forget the kindness you have all shown me throughout my undergraduate and graduate studies. A special thanks also goes to all my friends in the Department of Political Science. In particular: Monty Bal: Thanks so much for being a true friend and all-around great guy. But mostly, thanks for agreeing to be my life-coach. Mariam Georgis: Thanks for always supporting me and reminding me to “do better.” I am so glad we grew on each other. Janet Phillips: Thank you so much for always keepin’ it real and supporting me when I needed it the most. You are an amazing friend. Above all, I would like to thank my family: Mom and Dad: Thank you for all your unwavering support and love over the years. I owe you both the world and could not have gotten this far without you. Jamal and Mohammed: Thanks for being two really cool brothers. I am so proud of all your achievements. I love you guys. Table of Contents Introduction: An Arab Coup de Toys ............................................................................. 1 Chapter 1: Globalization, Homogenization, and Cross-Cultural Consumption ........ 8 Introduction ..................................................................................................................... 8 The McWorld Monster ................................................................................................. 10 The ABCs: Arabs, Barbies, and Creolization ............................................................... 18 Methodology ................................................................................................................. 22 Conclusion .................................................................................................................... 28 Chapter 2: Transforming the Transnational and Consuming the Local .................. 31 Introduction ................................................................................................................... 31 Ethno-Religiosity: From Malibu to the Arab Middle East ........................................... 32 Fantastical Femininity: Bye-Bye Bikini, Hello Hijab ................................................... 46 i) Full-a Family Time: Fulla’s Social Bonds .......................................................................... 47 ii) Full-a Kindness: Fulla’s Behavior and Demeanor ....................................................... 52 iii) Full-a Passion for Fashion .................................................................................................... 55 Conclusion .................................................................................................................... 60 Chapter Three: Fulla Matters: Identity, Television and Doll-Play ............................ 66 Introduction ................................................................................................................... 66 Part 1: Identity and Satellite Television News .............................................................. 67 Bringing Children into Fulla’s Televised Arab Fold ......................................................... 74 Part 2: Plastic People, Plastic Selves ............................................................................ 79 Skinny Dolls, Skinny Selves ........................................................................................................ 84 Diverse Dolls, Diverse Selves ..................................................................................................... 86 Control the Doll, Control the Self ............................................................................................. 91 Conclusion .................................................................................................................... 94 Fulla Finale ................................................................................................................... 97 Conclusion: What Were Fulla’s Boxes Full-a? .......................................................... 101 References ...................................................................................................................... 108 Appendix A: Translated Advertisements ................................................................... 117 List of Figures Figure 1: "The Dream of every Arab girl." ....................................................................... 33 Figure 2: Nada and Yasmeen - Fulla's Friends. ................................................................ 35 Figure 3: Fulla and her Arab friend. ................................................................................. 35 Figure 4: "She is tanned like my homeland..." .................................................................. 36 Figure 5: Fulla is shown folding her arms over her chest during prayer. ......................... 37 Figure 6: Fulla is shown touching her forehead directly to the ground during prayer. .... 37 Figure 7: Fulla is shown standing in front of the Minaret of Samarra in Iraq. ................. 40 Figure 8: Fulla is shown riding past the Great Temple at Petra, Jordan. .......................... 40 Figure 9: Fulla is shown riding in front of the Great Sphinx of Giza in Egypt. ............... 40 Figure 10: Fulla is shown standing in front of the Martyrs' Memorial in Algeria. ........... 40 Figure 11: Fulla is shown collecting flowers for her bouquet. ......................................... 42 Figure 12: Fulla cries upon entering the grounds of the al-Aqsa Mosque. ....................... 42 Figure 13: Fulla prays beside her flowers in front of the al-Aqsa Mosque. ..................... 43 Figure 14: Fulla enters the professional world, but only to interact with children. .......... 49 Figure 15: Fulla's "ultimate goal" is to make children smile. ........................................... 49 Figure 16: Fulla is shown waking up her younger siblings for the morning prayers. ...... 51 Figure 17: Fulla is shown standing by an easel instructing her siblings on the ritualistic washing before prayer in Islam. ................................................................................ 51 Figure 18: Fulla is shown entertaining her younger siblings. ........................................... 51 Figure 19: Fulla deserves the "best kisses" - ahla qubla - from children. ......................... 51 Figure 20: "My light lights up the world around me; I try and try and never give up; I smile even when I am sad." ...................................................................................... 53 Figure 21: "In the light, my secrets are happy." ................................................................ 53 Figure 22: "I tell her my secrets; and she keeps them safe." ............................................ 53 Figure 23: "She never complains, and she is never lazy." ................................................ 54 Figure 24: "She pleases her God." .................................................................................... 55 Figure 25: "Even though she is beautiful, her clothing makes her more beautiful." ........ 56
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