…om de där leksakskatalogerna

Det börjar likna en marknadsföringstrend. Först Leklust i våras, och nu BR och Toys R Us, har sett över det budskap som bilderna i deras leksakskataloger sänder. Istället för att hamra in att alla tjejer leker med en viss typ av leksaker och att alla killar leker med en annan typ av leksaker så har de bestämt sig för att visa på möjligheten att både tjejer och killar kan leka med allt. Och att de kan leka med varann. (Bläddra i katalogen här.)

Ja, se där.

Man kan tycka att det inte är särskilt revolutionerande, men jämfört med hur det brukar se ut så är det ett viktigt steg (om än rätt litet). Och att döma av reaktionerna från en del håll så är det betydligt mer kontroversiellt än vad man skulle kunna tro.

Om man ser förbi meningsväxlingarna av typen det-där-är-onaturligt-och-fel-nej-det-är-det-inte-alls, så är det intressant att fråga sig om det spelar någon roll hur de där bilderna ser ut. För om det inte spelar någon roll så är det ju varken en vinst eller ett problem. Och när reklambilder kritiseras för att vara könsstereotypifierande så hör man faktiskt ofta just det – att det inte är något att hetsa upp sig över eftersom det ju ‘bara är en bild’. Slappna av lite, liksom. Talande nog hörs inga såna avfärdanden nu.

Och det spelar roll hur vi porträtteras i offentliga sammanhang. Allt hänger ihop och idealen hamras fast gång på gång, oavsett om det gäller underklädesmodeller, politikerporträtt eller barn som leker. Om vi bara ser en typ av bilder så är det svårare att tänka sig något annat. Ungefär som Poppers svarta svan – har vi bara sett vita svanar så drar vi gärna slutsatsen att alla svanar är vita, tills dess att vi faktiskt stöter på en svan som inte är det. Först då kan vi ompröva våra slutsatser. Och med samma logik så blir det svårare att handla eller se ut på sätt som inte överensstämmer med de ensidiga bilder som vi hela tiden matas med. Vi blir lite mindre öppna för olika möjligheter, lite mindre fria i våra val, så länge det bara är ett sätt att vara som illustreras.

Därför är det extra fascinerande att läsa de kommentarer som just tar friheten som argument mot den här typen av bilder. Kommentarer som handlar om att mångfald och alternativ skulle innebära en begränsning och ett tvång. Att det skulle vara fel att visa upp pojkar som leker med leksaker som är kulturellt kodade som ‘flickleksaker’ och tvärtom, eftersom det tvingar barnen att tänka utanför den starka norm som de möter nästan överallt i samhället.

Som om barns leksaksval i annat fall skulle vara ‘naturligt’ eller ‘fritt’.

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510 thoughts on “…om de där leksakskatalogerna

  1. Ja, det var ju verkligen extremt provokativa bilder i katalogen. Herregud. Skrämmande när man läser kommentarer där folk verkar tro att den “naturliga uppdelningen” skänkts oss från ovan.

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