In an unexpected turn of events, the 2023 release of the blockbuster Barbie movie sparked a significant increase in public interest surrounding gynecologic care.
New research from Harvard University’s Department of Healthcare Policy reveals that a single line from the film led to a surge in online searches for gynecologists, highlighting the powerful influence of pop culture on health awareness.
“While comedic, Barbie addresses serious topics about womanhood,” researchers wrote. “In the film’s final scene, after deciding to leave Barbieland for the real world, Barbie enthusiastically tells a receptionist, ‘I’m here to see my gynecologist’…We hypothesized that this final line may have spurred public interest in gynecologic care.”
The Barbie movie, the first live-action film about the enormously popular doll and toy series of the same name, offered viewers a playful, often satirical exploration of womanhood.
Released on July 20, 2023, the film became a resounding success, grossing over $1.4 billion worldwide and earning nominations for more than 300 awards, including the 2024 Golden Globe and Oscar for Best Film.
In the film’s final scene, Barbie enthusiastically declares, “I’m here to see my gynecologist,” as she enters the real world from the fantastical Barbieland. The line provides a touch of humor, playing on the live-action doll’s lack of genitals and her evident excitement for a medical visit that many women find uncomfortable.
While delivered in a humorous context, this line seems to have struck a chord with viewers, igniting curiosity and perhaps a newfound awareness about women’s health.
In a study recently published in JAMA Network Open, a team of Harvard researchers examined the impact of the Barbie movie on online search behaviors related to gynecologic care.
To explore the film’s impact on gynecologic interest, researchers conducted a detailed analysis of search trends in the United States, focusing on 34 queries. The queries included terms specific to gynecologic care, such as “What does a gynecologist do” or “Why see a gynecologist.” Additionally, researchers examined phrases more broadly associated with women’s health, like “reproductive health,” “contraceptives,“ or “breast health.“
By comparing actual search volumes with predicted volumes based on historical data, researchers were able to isolate the film’s impact from other potential influences.
The findings revealed there was a substantial increase in search queries for terms such as “gynecologist“ and “gynecologist definition“ in the week following the film’s debut.
According to researchers, online searches for gynecologists surged by 51.3% in the week following the film’s release, a significant leap that indicates more than just a passing interest.
The definition of “gynecologist“ saw an even more dramatic increase, with a 154.1% rise in searches. These findings are particularly intriguing, given that no other major health-related events during that period could explain such a spike.
While this may seem like an unusual byproduct of popular entertainment, the phenomenon has precedent. Similar surges in health-related searches have occurred after high-profile media events.
For example, previous research found that Katie Couric’s live-streamed colonoscopy in March 2000 sparked a transient 21% increase in colonoscopies. In another study, researchers found there was a 64% increase in genetic testing following Angelina Jolie’s New York Times editorial about her experience with breast cancer.
Given that the intention behind these previous examples was medical advocacy, the significant increase in public interest is understandable. In contrast, “The Barbie effect,“ as researchers have termed it, seems to stem from a lighthearted joke rather than a deliberate attempt to raise health awareness.
These recent findings highlight how pop culture, even through a comedy movie, can unexpectedly play a crucial role in shaping public health discourse.
Interestingly, while there was a marked increase in searches related to gynecologists, researchers say there was no corresponding rise in searches for gynecologist appointments.
This suggests that while the movie piqued interest and curiosity, it did not necessarily translate into immediate action or behavior change. However, researchers caution that the effects on actual health behaviors may not be immediately observable and could manifest over a longer period.
“While there were no changes in search volume associated with seeking care, a primary limitation of the study is that such changes in behavior may not be adequately captured by search trends,“ the study authors wrote.
This finding raises important questions about the relationship between awareness and action and how influences from pop culture might eventually lead to tangible health outcomes.
The results showing the Barbie movie’s influence on public interest in gynecologic care have broader implications, revealing how health communication can occur unexpectedly.
Public health campaigns have traditionally relied on direct messaging to educate the public about health issues. However, the “Barbie Effect“ suggests that indirect messaging—where health topics are introduced through entertainment media—can be just as powerful, if not more so.
This could significantly affect how health organizations and policymakers approach health literacy and awareness campaigns. By leveraging the reach and influence of popular media, there may be new opportunities to engage broader audiences, particularly those who may not be reached through conventional health communication channels.
For example, incorporating health messages into mainstream media, whether through movies, television shows, or social media content, could be a more effective way to spark interest and drive curiosity about important health issues. This approach might also resonate more with younger audiences, who increasingly consume content through digital platforms.
Another interesting aspect of the Barbie movie’s influence is the role of humor in driving health awareness. The gynecologist line in the film was delivered as a joke, yet it generated serious interest in a medical field that many find uncomfortable or intimidating.
This suggests that humor when used appropriately, can be an effective tool in breaking down barriers and encouraging people to engage with health topics they might otherwise avoid.
Humor can make health issues feel more accessible and less daunting, potentially reducing the stigma or fear surrounding certain medical topics. In the case of gynecologic care, which is often associated with discomfort or embarrassment, a lighthearted approach may help to normalize the conversation and encourage more women to seek information and care.
While the study’s findings are encouraging, they also highlight the need for further research to understand the long-term effects of pop culture on health behaviors.
The initial surge in interest is promising, but in health advocacy, the ultimate goal is to translate that curiosity into action, whether through increased health literacy, more frequent medical check-ups, or better overall health outcomes.
As the study concludes, “It remains unclear whether a ‘Barbie effect‘ in awareness would translate to improved measurable health outcomes.“
Ultimately, if nothing else, the Barbie Movie’s unexpected impact reminds us of the influential role that media and pop culture can play in shaping our lives and how even the most lighthearted moments can have a profound effect.
Tim McMillan is a retired law enforcement executive, investigative reporter and co-founder of The Debrief. His writing typically focuses on defense, national security, the Intelligence Community and topics related to psychology. You can follow Tim on Twitter: @LtTimMcMillan. Tim can be reached by email: tim@thedebrief.org or through encrypted email: LtTimMcMillan@protonmail.com