Values presented For Children in American cartoon Movies on Visual Steaming platforms

Document Type : Original Article

Author

 Lecturer at the Department of Radio and Television, Mass Communication School, Canadian International College CIC

Abstract

The foreign cartoon Movies industry has witnessed a great development recently in terms of art and technology, and these movies have been able to spread and distribute internationally, overcoming the language barrier through translation and dubbing, and intensify their values and image through video streaming platforms, and these movies carry behaviors and knowledge that contribute in building values and image about country cultures, because of the attractive scenes and situations characterized in magic way , which makes the viewer coexist with their events and merge with them, which increases their ability to attract audience especially children.
The research went on to study some of the American cartoon movies displayed on the visual streaming platforms Netflix - Prime Video - OSN, which occupies the forefront in terms of countries producing foreign cartoon movies, to analyze the content of those films displayed and to know images and values that these movies presented about different countries and their cultures.
This research comes to identify the content of American cartoon movies and the images and values they present, studying their types, determine their trends and treatment method, and evaluate the extent of their negatives and positives, so that their potential effects on audience groups, especially children, in Arab societies, specifically Egyptian society, can be predicted.
Based on the guidance of cultivation theory in its systematic design to measure the construction of values and images about different countries presented in American cartoon movies through a qualitative analysis for a number of American cartoon movies presented on Netflix-Prime Video-OSN platforms to know those images and values and how and how it takes part through those movies under study.
Conclusion:

All American cartoon films in the study sample across the three platforms under study are submitted in their original language, which is English (American) and have been translated into Arabic.
The state of prosperity witnessed in the production of American cartoon movies, especially the last eleven years since 2011 until now, and the years 2021 and the current year 2022 come the most prolific.
The main characters in the films came in the study sample for two, which explains the conflict of competition or cooperation, appeared mainly in all the movies of the study sample within the events of the film.
The reliance of cartoon movies on human characters in the starring roles increases the likelihood that child viewers will unite with the heroes (human) like them.
The main character came with the highest percentage within the movie in providing values, as they are the most appropriate to present values and instill them in the minds of child viewers.
For the countries included in the American cartoon films under study, we find in the category of Arab countries (Pharaonic Egypt), the category of European and foreign countries (France / Italy / Britain) and (America) and the category of Asian countries (China - Moscow - India).

 

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