The Pink and Blue Project
Jeong Mee Yoon’s “the pink and blue project” is the topic of her thesis. “This project explores the trends in cultural preferences and the differences in the tastes of children (and their parents) from diverse cultures, ethnic groups as well as gender socialization and identity. The work also raises other issues, such as the relationship between gender and consumerism, urbanization, the globalization of consumerism and the new capitalism.
The Pink and Blue Projects were initiated by my five-year-old daughter, who loves the color pink so much that she wanted to wear only pink clothes and play with only pink toys and objects. I discovered that my daughter’s case was not unusual. In the United States, South Korea and elsewhere, most young girls love pink clothing, accessories and toys. This phenomenon is widespread among children of various ethnic groups regardless of their cultural backgrounds. Perhaps it is the influence of pervasive commercial advertisements aimed at little girls and their parents, such as the universally popular Barbie and Hello Kitty merchandise that has developed into a modern trend. Girls train subconsciously and unconsciously to wear the color pink in order to look feminine.
Pink was once a color associated with masculinity, considered to be a watered down red and held the power associated with that color. In 1914, The Sunday Sentinel, an American newspaper, advised mothers to “use pink for the boy and blue for the girl, if you are a follower of convention.” The change to pink for girls and blue for boys happened in America and elsewhere only after World War II. As modern society entered twentieth century political correctness, the concept of gender equality emerged and, as a result, reversed the perspective on the colors associated with each gender as well as the superficial connections that attached to them . Today, with the effects of advertising on consumer preferences, these color customs are a worldwide standard.” source: “The pink & blue project” – website.
More information and photographs at the project’s website.