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Women’s underrepresentation in engineering in the United States is an ongoing area of concern. Engineering is a predominantly male-dominated and masculine-identified field, which leads many young women to avoid it. In response to this issue, outreach efforts have expanded to change perceptions and encourage women’s interest in engineering. In this article, I explore messages presented to girls in one YouTube video series produced by the toy company known as Goldieblox. Using the gendering of engineering and postfeminism as theoretical frameworks, my analysis shows that while the content of these videos shifts traditional masculine stereotypes, they introduce a new set of gendered and classed expectations about how young women can become engineers.

‘Hack Along with Goldieblox: Gender messages in engineering Youtube videos for girls’