JeongMee Yoon’s ongoing series ‘The Pink & Blue project’ explores gender association within children and how we can be manipulated by consumerism.
My current work, The Pink and Blue Projects are the topic of my 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.
Whilst the idea that each gender of child is almost obsessive with one colour is a really interesting idea, the thing that engages me with JeongMee Yoon’s work is the idea of popular culture and consumerism, within each of the girls image we see barbies, hello kitty and the boys we see thomas the tank engine and superman it shocks me how consumerism effects children. From a young age we are exposed to branding and advertising and it’s becomes second nature to want what the TV tells us is good. Popular culture icons are part of our life from a young age and these images represent the variety of cultures and ages and that need everything fast and in mass like popular culture today, it is sickly, and over the top. The children placed in the middle of their belongings represents how they are almost trapped by there belongings.