Albert Bandura, a noted psychologist explains that most human behavior is learned observationally through modeling i.e. from observing others one forms an idea of how new behaviors are performed, and on later occasions this serves as a guide for action. Children including girls need role models to look up to not only for everyday behavior, but for career choices as well.
The role model for growing up girls in movies is that they carry pretty frilly dresses and, imagine that they are imprisoned in some prison like Rapunzel or sent in exile like Snow White, waiting for the Prince Charming to come to their rescue. This Disney princess fit in their gender schema. The movies kept on emphasizing traditional submissive role of female and they also portrayed objectified women with perfect figure, ready to be selected by a man. There is always an obvious female gender roles strain.
But Princess Merida was introduced as wild, rebellious and independent lady who can fight for herself and can make rational decisions. Merida is an active Princess, not a passive one. She was good at archery and horse riding. She even over scored Prince in these activities. She did not follow traditional roles described by her mother but still she did all to help her mother. The enforcement of gender equality and egalitarian setup appears in this movie. Stereotypic roles assigned to women are challenged and it also proves that gender is social and is learned through imitation and reinforcement. There no such biological differences in abilities of males and females that defines contrasting roles for them.
Merida is very much like The Hunger Games’ Katniss, a bow-wielding heroine who is conflicted about the traditions upheld within a postmodern framework.