A critical discourse analysis of selected children’s animated cartoons of African origin

Abstract

Animated cartoons are one of the most popular tools of popular culture which do not only provide entertainment for children but also serve as agents of socialisation capable of shaping, changing and influencing the perception of children. Using Thompson’s modes of ideology, this study provides a critical discourse analysis of power, hegemony and ideology in some selected children’s animated cartoons of African origin. Data is gathered through document analysis and analysed textually and thematically. The findings revealed that animated cartoons are embedded with themes such of violence, dynamism of culture, social values, belief in superstition and the supernatural, power imbalance and discrimination. The study further shows that animated cartoons are mediums for the dissemination of ideologies and the enactment of relations of power and hegemony. This study concludes that animated cartoons contribute to the sustenance of relations of power and hegemony and the spreading of certain ideologies. The outcome of this study leads to an understanding of how language can be used in children’s media to foster positive social change through the development of animated cartoons with appropriate messages capable of moulding the attitudes and mindsets of children. This study therefore recommends the critical analyses of content creation by producers and regulators of children’s media for their appropriateness in terms of embedded ideological and hegemonic tendencies.