In this essay, I examine what Zipes means by institutionalized, define what makes a fairy tale, and evaluate how different versions of Little Red Riding Hood reflect the social ideology of the period. Zipes is not using "institutionalized" in the traditional, negative sense of being rigid and never evolving. He theorizes that fairy tales have become part of the social psyche. They permeate every aspect of the social unconscious to become memes, examples of which are “tunes, ideas, and slogans” (Montgomery, 2009, p. 46). Zipes proposes that this meme is similar to a virus that mutates and evolves with each generation. The variation of each generation reflects their ideas and concepts regarding universal aspects of human existence such as love, identity, revenge, sexuality and betrayal. The reason fairy tales fit into the social psyche is the simplistic, plot-driven nature of the story. Even the youngest child immediately understands the characteristics and motifs of the story. It is set with simple characters with one characteristic, for example the evil stepmother is just every evil. There are no further details on how or why she became evil. The character's actions further enhance this singular characteristic. The main driver of the story is the plot with repeated refrains in the text and in the speech of the characters, but with a non-specific setting and period. Few fairy tales include fairies, but they abound with fantastic creatures and events. The fantastic is still believable because it simply bends the laws of physics. Fairy tales' simplicity and nonspecific details make them ideal for manipulation by allowing writers to add their own comments that often reflect social conventions and ideologies. So... in the center of the sheet... the fairy tale of the Snow Queen to expose her Christian point of view, while Pullman's book Northern Lights is its antithesis. Advertisers easily use the unconscious to sell products to society, for example the use of Little Red Riding Hood in the 1963 lipstick advertisement to add sexual appeal (Orenstein, 2004) and the promise of living happily ever after by purchasing a band pack wide in 2010. (Johnson, 2010). In conclusion, the extent to which a specific fairy tale meets Zipes' definition varies depending on its adaptability and societal acceptance. Some fairy tales are more difficult to manipulate and their plot is not enough to reflect society's values, so not all fairy tales are institutionalized. Thus, the manipulation of Little Red Riding Hood throughout her story and her adaptability to myriad uses surpasses Zipes's definition of "institutionalization".’.