Barbie effect: Did Margot Robbie's last line in film spur search on gynaecological care? Study thinks so

In the last scene of the hit film Barbie, the titular character played by Margot Robbie goes tosee a gynaecologist. It was supposed to be a joke or ironic statement, as the Barbie dolls on which the film is based are known to have no genitals.

Now, researchers who analysed internet data have found that after the film's release in 2023, there was a spike in online searches for gyneac appointments. This may be a sign of increased awareness about gynaecological health, they posited.

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The study, published in JAMA journal, warned however thatsearches for gynaecologists may have also been done by people who do not require gynecologic care. "Therefore, it remains unclear whether a 'Barbie effect'in awareness would translate to improved measurable health outcomes," the researchers said.

Barbie, directed by Greta Gerwig and released in 2023 July, was one of the highest grossing films ever, with nearly 13 million tickets sold.

How gynaecology search trends increased after Barbie release

“I’m here to see my gynaecologist,” says Barbie, played by Margot Robbie in the final scene of the film which was released on 21 July 2023.

When analysing online search trends in the United Statesfollowing Barbie’s release, the researchers looked at 34 queries related to gynecologic care, women’s health care, or broader medical care.

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These search terms included gynaecologist, gynaecologist definition, gynaecologist appointment, women’s health, doctor, and doctor’s appointment.

The search terms were divided into sub-categories, and the first three categories measured topics directly related to the language used in Barbie.

Weekly US online search trends in the year preceding and three months following the film'srelease date were obtained using Google Trends and Glimpse, said the study's authors.

When comparing the data, they found a 51 per cent rise in search terms on gynaecologistsfollowing Barbie’s release, and 154 per cent rise in searches on gynaecologist definition.

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"Our results suggest that Barbie’s closing line may have spurred interest in gyneacology, further suggesting the potential influence of popular films on health literacy and awareness," said the study done byEva Senechal, Charles FBray, Christopher MWorsham, and Anupam BJena.

How films and stars can influence health behaviours

The research noted that Katie Couric’s live-streamed colonoscopy was associated with a 21 per centrise in the procedure.

Angelina Jolie’s essay about her experience with breast cancer led to a 64 per centincrease in genetic testing.

On the negative side, there was a29 rise in suicide rates in the months after the controversial season finale of 13 Reasons Why.

(With inputs from agencies)