As a female software engineer, I’ve been finding myself thinking more about what to do about the paucity of women in my field. I recently read “Why So Few? Women in Science, Technology, Engineering, and Mathematics”, a research report from the American Association of University Women, which lays out many of the challenges women face in those fields¹. One of its points is the role that stereotypes play in how girls perceive their own success in these fields, and how gender stereotypes play a role in girls’ confidence. The report is fascinating and accessible; I highly recommend reading it.

I stumbled across Cinderella Ate My Daughter: Dispatches from the Front Lines of the New Girlie-Girl Culture by Peggy Orenstein soon after I read the report. It’s clear that gender stereotyping issues appear early in life (after all, it was Barbie who famously proclaimed “math is hard!”). While I don’t have children, it’s impossible to not notice both the pink phenomenon and the princess phenomenon. Do these well-marketed phenomenons play into gender stereotypes?

Orenstein takes a look at what is marketed to girls, and the ages at which these items and ideas are marketed. Her view is through the lens of raising her own daughter, and the book illustrates the debates that she has with herself about pink princesses and how they shape girls in general and her daughter in particular. She meets with the Disney exec behind the highly-successful Disney Princess line, attends a beauty pageant for little girls, and ventures deep into the belly of the beast by visiting an American Doll store. She looks at the hyper-feminity presented to girls, first in the pink and princess phase, which then transforms into “sassiness” (which is a codeword for “sexy”) of Bratz dolls. The next step is a return to Disney and its well-marketed tween stars like Britney Spears (remember: she was a Mouseketeer long before she shaved her head) and Miley Cyrus.

The book doesn’t directly answer my question about the princess phase and how it might impact gender stereotypes that decrease girls’ confidence and performance in science and engineering fields, but I didn’t expect it to. It’s a look at how marketing plays into (and perhaps causes) hyper-sexualisation from a young age. Orenstein’s method of considering each phenomenon, how it might impact her daughter, and questioning her own assumptions is well-suited to this book. It gave me a lot to think about, not to mention a long list of books and other research about girls’ performance to read in the future.