Drawing on a theoretical framework that combines Media Studies, Latina/o Studies, and Girls Studies with the concept of hybridity, I explore American Girl, Dora the Explorer, and Bratz—three mediated doll lines—as manifestations of an ethnic identity crisis that in turns generates a moral panic that seeks to return whiteness and conventional femininity to its normalized mainstream standing. Issues of production, representation, and reception of mediated doll lines illuminate both a synergistic marketing strategy and a contested reception of hybrid mediated dolls. As such, mediated doll lines can be productively examined as they are an excellent vehicle for understanding contemporary agendas over gender, age, class, and ethnicity.
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