Addressing Young Girls in STEM
Building Inclusion through Dialogicity. The Case of GoldieBlox
Bibliographic Data
| ID | 13074708 |
|---|---|
| Authors | Jessica Jane Nocella (0000-0001-8614-2664, University of Modena and Reggio Emilia, corresponding author) |
| Year | 2024 |
| Volume | 11 |
| Issue | 1 |
| Publication date | 2024-11-12 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Lingue Culture Mediazioni - Languages Cultures Mediation (LCM Journal (JOURNAL) |
| Journal identifiers | ISSN: 2284-1881 • E-ISSN: 2421-0293 |
| Publisher | Led Edizioni Universitarie (PUBLISHER • IT) |
| DOI | 10.7358/lcm-2024-001-nocj |
| OpenAlex | W4404321599 |
| Language | EN |
| References cited | 19 |
The number of women in Science, Technology, Engineering and Mathematics (STEM) is still limited compared to men, and one of the reasons for this is the lack of women’s sense of inclusion and belonging within engineering contexts. It has been argued that such a sense of inclusion and belonging might be developed by exposing girls to STEM with specific activities, games, and toys from a young age. This case study explores how the US toy manufacturer GoldieBlox Inc. addresses and includes young children, specifically girls, in the promotion of their products. GoldieBlox is a company that specifically targets girls to encourage their interest in STEM subjects, namely science, technology, and mathematics. Through a close reading and a qualitative analysis of the company’s webpages, this paper explores the links between consumerism, gender, belonging, and promotional language. Under the linguistic lens of dialogicity, I analyse how girls are addressed and included in STEM through the promotion of specific products
Inclusion (mineral · Sociology · Education and Critical Thinking Development · Gender Studies · Literacy, Media, and Education · Teacher Education and Leadership Studies
Developing a STEM Identity Among Young Women
The Building Blocks of Language and Creativity
Playing with diversity
Left Out
On Diversity, Representation and Inclusion
Deceiving or disrupting the pink aisle? GoldieBlox, corporate narratives, and the gendered toy debate
Playing by the market rules
Will I Fit in and Do Well? The Importance of Social Belongingness and Self-Efficacy for Explaining Gender Differences in Interest in STEM and Heed Majors
The need to belong
Hack Along with Goldieblox
| Highly cited | No |
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