A blue egg and other pink: Kinder's pedagogy and visual construction of gender and childhoods

Abstract

In 2013, the Kinder brand launched products in versions “blue” and “pink” with the words “boys” and “girls” printed on their packaging. What representations does the Kinder egg create about masculinity and femininity? To discuss this issue, we performed a documentary and bibliographical research, which the aim is to discuss the establishment of the gender representations and discourses promoted by children's cultural artifacts. We use the Image Watching to investigate the corpus of research. It consists of 13 images of what here we call “Kinder's Pedagogy” which features to the postmodern children restricted ways to live their childhoods and their gender identity.

Keywords

• Education
• Study of Visual Culture
• Cultural Studies