Teaching girls to consume. Marilú Child magazine (1933-1937)

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By the end of 1932, the doll “Marilú” was introduced in the argentinian market for the first time. So as to promote it, a number of strategies were used, among which, the publication of the magazine Marilú, la mejor amiga de las niñas (Marilú, the gilrs´best friend) stands out. In this article, I wi...

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Autor principal: Bontempo, María Paula
Formato: Artículo revista
Lenguaje:Español
Publicado: Investigaciones Socio-Históricas Regionales (ISHIR) Consejo Nacional de Investigaciones Científicas y Técnicas (CONICET) Universidad Nacional de Rosario (UNR) 2015
Materias:
children´s magazine
doll
consumption
gender
Acceso en línea:https://ojs.rosario-conicet.gov.ar/index.php/AvancesCesor/article/view/v12n13a06
Aporte de:
Avances del CESOR (CONICET) de Universidad Nacional de Rosario
id I15-R237-article-555
record_format ojs
spelling I15-R237-article-5552020-12-07T22:08:39Z Teaching girls to consume. Marilú Child magazine (1933-1937) Enseñando a las niñas a consumir. La revista infantil Marilú (1933-1937) Bontempo, María Paula children´s magazine doll consumption gender By the end of 1932, the doll “Marilú” was introduced in the argentinian market for the first time. So as to promote it, a number of strategies were used, among which, the publication of the magazine Marilú, la mejor amiga de las niñas (Marilú, the gilrs´best friend) stands out. In this article, I will approach the relationship between the doll “Marilú” and the weekly magazine Marilú, but fundamentally focusing on the last one. The selected period covers from the appearance of the magazine for the girls, in 1933, up to the moment it became a monthly fashion magazine for adult women, in 1937. In the following pages, the magazine will be analyzed in its different dimensions. On one side, as a publication with several objectives, for instance, the advertising of “Marilú” and its accessories, the construction of a community of reader-consumer girls and the consolidation of the doll´s consumer guide, among others. On the other side, as a magazine which was a consumer item in itself and that, therefore, was seeking to stay in the market. Finally, in accordance with other discourses, the magazine will be examined as a manual of the roles that, supposedly, corresponded to women. Hacia finales de 1932, la muñeca “Marilú” se presentó en el mercado argentino por primera vez. Para promocionarla, se emplearon una serie de estrategias entre las que se destacó la publicación de la revista Marilú, la mejor amiga de las niñas. En este artículo abordaré la relación entre la muñeca “Marilú” y el semanario Marilú, pero concentrándome, fundamentalmente, en este último. El período elegido abarca desde la aparición del magazine para las niñas, en 1933, hasta el momento en que se transformó en un mensuario de modas para mujeres adultas, en 1937. En las siguientes páginas se analizará la revista en sus distintas dimensiones. Por un lado, como una publicación con varios objetivos, entre ellos, la publicidad de “Marilú” y sus accesorios, la construcción de una comunidad de lectoras-consumidoras y la consolidación de una guía de consumo de la muñeca. Por otro lado, como un magazine que era un objeto de consumo en sí mismo y que, por lo tanto, buscaba permanecer en el mercado. Finalmente, en consonancia con otros discursos, se explorará a la revista como un manual para aprender los roles que se suponía correspondían a las mujeres. Investigaciones Socio-Históricas Regionales (ISHIR) Consejo Nacional de Investigaciones Científicas y Técnicas (CONICET) Universidad Nacional de Rosario (UNR) 2015-12-21 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo evaluado por pares application/pdf https://ojs.rosario-conicet.gov.ar/index.php/AvancesCesor/article/view/v12n13a06 10.35305/ac.v12i13.555 Avances del Cesor; Vol. 12 No. 13 (2015): Second Semester; 107-132 Avances del Cesor; Vol. 12 Núm. 13 (2015): Segundo Semestre; 107-132 2422-6580 1514-3899 spa https://ojs.rosario-conicet.gov.ar/index.php/AvancesCesor/article/view/v12n13a06/598
institution Universidad Nacional de Rosario
institution_str I-15
repository_str R-237
container_title_str Avances del CESOR (CONICET)
language Español
format Artículo revista
topic children´s magazine
doll
consumption
gender
spellingShingle children´s magazine
doll
consumption
gender
Bontempo, María Paula
Teaching girls to consume. Marilú Child magazine (1933-1937)
topic_facet children´s magazine
doll
consumption
gender
author Bontempo, María Paula
author_facet Bontempo, María Paula
author_sort Bontempo, María Paula
title Teaching girls to consume. Marilú Child magazine (1933-1937)
title_short Teaching girls to consume. Marilú Child magazine (1933-1937)
title_full Teaching girls to consume. Marilú Child magazine (1933-1937)
title_fullStr Teaching girls to consume. Marilú Child magazine (1933-1937)
title_full_unstemmed Teaching girls to consume. Marilú Child magazine (1933-1937)
title_sort teaching girls to consume. marilú child magazine (1933-1937)
description By the end of 1932, the doll “Marilú” was introduced in the argentinian market for the first time. So as to promote it, a number of strategies were used, among which, the publication of the magazine Marilú, la mejor amiga de las niñas (Marilú, the gilrs´best friend) stands out. In this article, I will approach the relationship between the doll “Marilú” and the weekly magazine Marilú, but fundamentally focusing on the last one. The selected period covers from the appearance of the magazine for the girls, in 1933, up to the moment it became a monthly fashion magazine for adult women, in 1937. In the following pages, the magazine will be analyzed in its different dimensions. On one side, as a publication with several objectives, for instance, the advertising of “Marilú” and its accessories, the construction of a community of reader-consumer girls and the consolidation of the doll´s consumer guide, among others. On the other side, as a magazine which was a consumer item in itself and that, therefore, was seeking to stay in the market. Finally, in accordance with other discourses, the magazine will be examined as a manual of the roles that, supposedly, corresponded to women.
publisher Investigaciones Socio-Históricas Regionales (ISHIR) Consejo Nacional de Investigaciones Científicas y Técnicas (CONICET) Universidad Nacional de Rosario (UNR)
publishDate 2015
url https://ojs.rosario-conicet.gov.ar/index.php/AvancesCesor/article/view/v12n13a06
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first_indexed 2023-06-26T22:52:10Z
last_indexed 2023-06-26T22:52:10Z
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