Plasticity of Discourse: A Critical Multimodal Analysis of Language and Gender in Barbie

Abstract

Greta Gerwig's 2023 film Barbie provides a dynamic and culturally resonant framework for examining the interplay between language, gender ideology, and popular media. This study conducts a critical multimodal discourse analysis of the film’s linguistic and semiotic strategies, focusing on how dialogue, visual composition, and musical elements collectively construct and deconstruct normative gender scripts. By analyzing key sequences—including the utopian discourse of Barbieland, Gloria’s metacritical monologue on feminine contradictions, and the Kens’ parodic performance of patriarchy—this paper argues that Barbie functions as a form of public metalinguistics. It not only reflects but actively engages audiences in critiquing the ways language shape’s identity, authority, and social possibility. The film navigates the tensions between neoliberal co-optation and feminist critique, ultimately proposing that discursive awareness can serve as a catalyst for reimagining entrenched gender norms. This research contributes to the fields of cinematic linguistics and feminist media studies by illustrating how mainstream film can foster critical language awareness and public discourse on gender performativity.