Enseñando a las niñas a consumir. La revista infantil Marilú (1933-1937)
Fecha
2015-12-21
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Nacional de Rosario. Consejo Nacional de Investigaciones Científicas y Técnicas. Investigaciones Socio-históricas Regionales.
Resumen
Descripción
Hacia finales de 1932, la muñeca “Marilú” se presentó en el mercado argentino por primera vez. Para promocionarla, se emplearon una serie de estrategias entre las que se destacó la publicación de la revista Marilú, la mejor amiga de las niñas. En este artículo abordaré la relación entre la muñeca “Marilú” y el semanario Marilú, pero concentrándome, fundamentalmente, en este último. El período elegido abarca desde la aparición del magazine para las niñas, en 1933, hasta el momento en que se transformó en un mensuario de modas para mujeres adultas, en 1937. En las siguientes páginas se analizará la revista en sus distintas dimensiones. Por un lado, como una publicación con varios objetivos, entre ellos, la publicidad de “Marilú” y sus accesorios, la construcción de una comunidad de lectoras-consumidoras y la consolidación de una guía de consumo de la muñeca. Por otro lado, como un magazine que era un objeto de consumo en sí mismo y que, por lo tanto, buscaba permanecer en el mercado. Finalmente, en consonancia con otros discursos, se explorará a la revista como un manual para aprender los roles que se suponía correspondían a las mujeres.
By the end of 1932, the doll “Marilú” was introduced in the argentinian market for the first time. So as to promote it, a number of strategies were used, among which, the publication of the magazine Marilú, la mejor amiga de las niñas (Marilú, the gilrs´best friend) stands out. In this article, I will approach the relationship between the doll “Marilú” and the weekly magazine Marilú, but fundamentally focusing on the last one. The selected period covers from the appearance of the magazine for the girls, in 1933, up to the moment it became a monthly fashion magazine for adult women, in 1937. In the following pages, the magazine will be analyzed in its different dimensions. On one side, as a publication with several objectives, for instance, the advertising of “Marilú” and its accessories, the construction of a community of reader-consumer girls and the consolidation of the doll´s consumer guide, among others. On the other side, as a magazine which was a consumer item in itself and that, therefore, was seeking to stay in the market. Finally, in accordance with other discourses, the magazine will be examined as a manual of the roles that, supposedly, corresponded to women.
By the end of 1932, the doll “Marilú” was introduced in the argentinian market for the first time. So as to promote it, a number of strategies were used, among which, the publication of the magazine Marilú, la mejor amiga de las niñas (Marilú, the gilrs´best friend) stands out. In this article, I will approach the relationship between the doll “Marilú” and the weekly magazine Marilú, but fundamentally focusing on the last one. The selected period covers from the appearance of the magazine for the girls, in 1933, up to the moment it became a monthly fashion magazine for adult women, in 1937. In the following pages, the magazine will be analyzed in its different dimensions. On one side, as a publication with several objectives, for instance, the advertising of “Marilú” and its accessories, the construction of a community of reader-consumer girls and the consolidation of the doll´s consumer guide, among others. On the other side, as a magazine which was a consumer item in itself and that, therefore, was seeking to stay in the market. Finally, in accordance with other discourses, the magazine will be examined as a manual of the roles that, supposedly, corresponded to women.
Palabras clave
Revista infantil, Muñeca, Consumo, Género, Children's Magazine, Consumption, Gender