Ideological Schemas in Animated Cartoons: A Study through Van Dijk’s Square Model
Keywords:animated Cartoons, CDA, ideological square model, manipulation, influence on children
This study is about animated cartoons and the deeper relation of children with them to build their ideology and childhood memories. It is expected that the findings and conclusion herein will help in promoting these types of media contents that can educate Pakistani children to live in ways that are appropriate for them socially and culturally. In the last few decades, Pakistan has witnessed the rapid growth in the television channels that are presenting foreign content and promoting their lives through the lens of different ideologies. These TV channels and satellite television have availed a vast number of animated cartoons that transmit, European, North Americans, and Japanese views of life instead of having our own local culture where we live. The analysis of media is related to their mental capabilities which is not only limited to their imagination either it has a very deep effect on their physical growth and development of inner self. The idea of portraying these types of images and dialogues is the result of aggression and exploitation among the children. The purpose of this research is to explore the hidden messages used in Disney movies that result in the exploitation of children's cognition. The study draws upon the Van Dijk's Square model of ideology as the main framework to understand the deeper meanings portrayed through dialogues and visuals. CDA is used to look into the movies with the different implication of discursive practices being revealed through different dialogues and character appearances. The study will help parents to show more concentration while choosing any content for their kids regarding entertainment. It will also be a source of realization for our media industry to create effective content that is based on our culture and ideology. This is a trivial step for our media directors and producers to follow and stop them to watch the foreign content that results in the disturbance of ideological schemas.
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