Lisa vs. Malibu Stacy
A
rather broad definition of self-efficacy is provided by Bandura (the psychologist
who coined the term) as referring to individuals’ belief in their ability to execute
behaviors needed to attain specific performances. As such, the self-efficacy
term is already fuzzy. Although it includes an array of loose constructs (belief,
ability, behavior, outcome expectations), self-efficacy is qualitatively
different from each of those taken separately. There are two main components in
Bandura’s self-efficacy theory: competence or efficacy beliefs (believing
to have the skills needed to do something) and outcome expectations (believing
that engaging in certain behaviors will yield the expected success).
Lisa
has self-beliefs of efficacy (of beliefs of self-efficacy) meaning that she
engages in actions because she believes that she can manage to solve any
arising issues leading to achieving her set goal. That is why she decides to challenge
the company who manufactures her favorite doll, Malibu Stacy (A Simpson version
of Barbie). The new version of the doll says things like "Thinking too
much gives you wrinkles" and "Don't ask me, I'm just a girl” which is
against Lisa’s identity and social values. Lisa’s self-efficacy in tackling the
issue of Malibu Stacy dolls stems from her previous personal experiences such as
past successes in questioning things and affect change. Indeed, many episodes
of The Simpsons center on Lisa’s advocacy and activism for causes as diverse as
animal cruelty, Free Tibet, women’s rights.
And they all have a happy end which means that past performance accomplishments
increase current self-beliefs of efficacy and expectations for future success.
Fueled by her
self-efficacy in changing things around her, Lisa’s behavior choices unfold in
multiple ways. Emotionally, she is in a state of arousal because, she realizes
that her life-long friend, Malibu Stacy doll, does not reflect at all who
Lisa thought to be, i.e., someone with the similar social values. Instead, based on its utterances, the doll’s new talking version, is sexist, objectified, helpless,
deprived of self-reported agency. Lisa asks for help to find the creator of the doll, a woman
long withdrawn from the business and living as a hermit. Lisa convinces her to
create a new doll, Lionheart, with Lisa’s voice uttering positive empowering
affirmations. Lionheart seems to instigate interest but when an even newer
version of the old Malibu Stacy is released, all the little girls rush to get
it. Confronted with the choice, one little girl chooses Lionheart which gives
Lisa hope.
In sum, Lisa’s behavior
can be explained via an identity-based motivation where her self-concept is the
driving force behind her persistant actions. However, if she didn’t have self-efficacy (skills
and expectation to succeed), she might not have persisted in the process of creating
Lionheart, overcoming the hurdles it entailed.
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