On the subject of animation or cartoons, most people think they are a simple and lighthearted form of entertainment, but there are often underlying themes the viewer may not be aware of upon first encountering them. They can hold much deeper meanings and also influence subsequent mood and behaviours. Animation can be used as social commentary of current times and thinking in the similar way other art and media forms do. I have chosen to focus on 1970-1990s prime time television animation. This broadcast time-slot is aimed around a normal family dinner time and has taken upon something of a cult viewing time experience.
Development as a child -
To understand how and why children are so enamoured with cartoons, we have to look into theories of play and the psychological development of children. How we develop is how we gain an understanding of our environment and social norms as we grow up. Early childhood development theories in the 1950's often studied what was considered to be abnormal behaviour in children. Traumas, delayed cognitive ability and disabilities were monitored. At that time doctors were more concerned with the physical aspects of the brain and behaviour rather than brain development. As brain development was explored, social development came into play. Relationships and peer influences on the individual showed utmost importance to a child's upbringing and mental growth. Behaviour reinforced by others, social observation and acquisition of those behaviours was found to be a crucial part of child growth.
Children are active learners and are naturally curious. This is because children primarily learn through their experiences as opposed to what is dictated to them. This is why development through play is an important aspect to social and cognitive learning, especially in younger years.For example children typically don't have the means to shoot guns or ride horses, so toys and imagination plays a more important role to help them explore adult concepts such as these.
Contemporary theories of play -
Popular culture often reflects reality, but sometimes reality reflects pop culture.
Technology reflects the needs of a society, but sometimes human behaviour can be just as influenced and directed by technological advances.
The scope of these influences on a person changes depending on the individual's environment, cultural background, gender etc. From watching western television and growing up in the era of digital data and information we are changed by technology. The nature of us using technology changes our cognition and mental growth and this would differ to someone who was raised pre-internet. The pre-internet and post internet brains are therefore wired differently as an outcome. How we act and behave in reaction to these technological influences would differ also.
Childhood Consumption -
As a child it is easy to get emotionally attached and invested in a character or series. We get excitement, internalise importance and form attachments to these characters and creations often obsessively with merchandise and mascots. Facial recognition is also linked to this, as it is a subconscious sense of familiarity. If you wish to read more on this please read my other blog post :programmed from birth. This kind of connection to objects can also drive people later in life to be a collector of sorts. Often the interest can be connected to these childhood feelings or other crucial development times in their life.
Cartoons and Politics -
When we watch animation, it can trigger the release of endorphins and inhibit negative feelings. This sense of ease when watching animation reduces stress and anxiety. This mindset makes us more open to subtextual messages we receive from animation. Cartoons have always been an efficient outlet to get an alternative or controversial message across. They come across initially as playful and fun, so are able to mock society or current affairs without directly coming across as politically charged. The tongue-in-cheek attitudes used are not seen as an overtly negative or critical within the medium. Prime time entertainment value has to be able to be accessible for all ages within a family. There are more than one target audiences, often given the overt childish humour with hidden adult undertones and themes. Yogi bear for example, is known for stealing picnic baskets in a US national park, however at the time of the initial show broadcast there was a growing epidemic of homelessness and job loss within the United States. This undertone of theft by necessity was sympathetic to the plight of the growing jobless population.
South Park has always been current with social and political events at the time in their work. Recently the show has parodied the US presidential electoral campaigns, mocking them by taking the events of the week to absurd proportions, demonstrating the political inadequacy of both candidates.
Toys before TV shows:
As direct marketing to children became restricted, advertisers and toy makers created new methods of selling toys. It was no longer uncommon for kids shows to be essentially one long advert primarily for selling toys. In some cases, the toys were made before the shows even existed. The latest series of toys would arrive just in time for the new season of a series in order to maximise sales and profits whilst minimising losses for an out of date toy which was no longer popular. It can still be observed today as advertisers and toy makers design merchandise featuring mascots to sell all kinds of toys which would be otherwise less desirable without the character tie-ins.
Girl Culture -
As the scope of advertising and marketing professionals spread, they specialised into marketing gendered toys. Starting off with sickly-sweet, pink, girl oriented toys such as Strawberry Shortcake in the 1980's, this specialisation has continued through to today, reflecting a clear split between boys and girls toys. In toy sections of sales catalogues, these toys are often split into these categories primarily. This girl culture trend further influenced all aspects of retail, showing up in clothes, stationary and almost anything utilised by children that could have a colour or put a label applied. "Marketers are not only offering clothes, they're offering a kind of type of girl. This kind of girl is either really feminine or she rejects the feminine for more masculine choices..." - Lamb, S. & M Brown, L. (2007). Packaging Girlhood: Rescuing Our Daughters from Marketers' Schemes. New York: St. Martin's Press.
