Abstract:

As one of the most globally recognized toys in the world since the 1950’s, Barbie e dolls have become a toy brand, as well as a role model for modern women with their clothing style, accessories and ideal body measurements. In this sense, it is possible to say that Barbie e dolls are positioned as vehicles as a consumer object of the fashion Transmedia storytelling, which is now open to more media platforms via new media environments, enables Barbie e dolls to interactively access their fashion-related applications to users and expand the story universe. With these applications, users are able to transfer their approach in fashion to combos they create and at the same time get the opportunity to follow their fashion with the clothes offered to them. The theme of this research is not only to be a toy figure of Barbie dolls, but also to discuss the relationship with the fashion sector and the feature of being the bearer of fashion. In line with this main objective, the functions of Barbie dolls in the fashion sector has been analyzed with the location and application style of transmedia storytelling in the axis of marketing activities of brands. In addition that the symbolic meanings of Barbie dolls’ functions and their idealized beauty are analyzed by social semiotics analysis method, the study findings are descriptively explained.

Keywords: