In my last couple of posts, I blogged about the over-emphasis on messages and morals in deciding the value of a children’s story. I’d like to continue that line of thought today and talk a little about the development of modern cartoons.
Until about 30 years ago, there was no concept that movies or television programs could be recorded and packaged for future generations to buy. Social values were very different, and it wasn’t considered the responsibility of authors or entertainment companies to provide social lessons for their audiences in the same way it is today. Socially relevant content and messages were there, but they were usually less overt or at least less connected to social and political consciousness. Movies and TV programs with questionable “messages” were shocking and largely boycotted. Ones with acceptable messages were held up, the same way they are today. The difference is that today we seem to have a blanket assumption that animation studios are supposed to be a surrogate parents and have a responsibility to provide role models for children.
That began in the 1980s, and most of the reasons for it are related to marketing. For the first time, lots of people had home entertainment systems and access to a catalog of older cartoons that no one anticipated would gain such a wide audience. We also had a dramatic change in laws around marketing during children’s programming. That led to a whole plethora of cartoons that were intended as half-hour toy ads. Most of these cartoons created moral segments or life lessons as a way to offset the intense pressure from parents’ groups who didn’t want toy-ads like this directed at their children.
Thirty years later, we have three generations of Western children who have grown up with cartoons teaching them “lessons.” There are good and bad aspects to that. I’m obviously a huge fan of He-Man and the Masters of the Universe, which was the first ever half-hour syndicated cartoon program that was written to run every afternoon. Several of my friends enjoy My Little Pony: Friendship Is Magic. Both of those programs have episodes that basically run around “teachable moments.”
There’s nothing wrong with that, but there’s an ENORMOUS problem with adults who make statements like “He-Man is better than anything running today because it always had a moral at the end,” or “I refuse to let my daughter watch Disney movies because the princesses are interested in marriage and that makes them bad role models.”
Yes, I have in fact heard both of those things.
On the other side of the issue, the fact that putting life-lessons in these stories was motivated by marketing doesn’t mean that the stories or the lessons they include have no value. There are marketing concerns associated with any film or television production. It’s important to be aware of that and to be discerning, but I think it’s more important to take responsibility for educating our kids instead of foisting off that responsibility onto animation studios and then complaining when the studio doesn’t step up adequately. Exactly whose responsibility is it to guide our children and to make sure they know the difference between real and pretend? I sure don’t think the answer is “animation studios.”
And because I’m feeling snarky, here are some more He-Man morals for your viewing pleasure.
Great post again 🙂 It’s definitely easy on both sides, as you point out, to dismiss the whole thing because there’s a part you don’t like. “There’s no moral!” leading to dismissing cartoons without one. “The morals were a marketing ploy!” leading to dismissing cartoons with one. The one fact does not inherently invalidate the whole.
Indeed, this sounds a lot like arguments that children’s media is inherently childish and for children only and adults should not partake or enjoy it. This to include animation, as well as comics, Young Adult literature, what have you. Just because some may be childish does not mean that all is; nor that it can’t still be enjoyed.
Which can really expand into broader genre critiques as a whole. Just because some of (insert genre here: mystery, horror, science fiction, fantasy, what have you) is maybe not good, does not mean the whole genre isn’t literature, or isn’t good, or isn’t worth reading or liking.
Yet I know of people with all of the attitudes I’ve just mentioned above.
Anyway, I didn’t know all of this history about cartoons, especially not thinking of how the older cartoons – still I’m sure to be found on the air and in the stores today (we have several seasons of the Rocky and Bullwinkle show sitting on a shelf at home from Costco, for instance) – wound up still being available to later generations.
It reminds me of a segment on the John Oliver show – journalists and politicians referencing The Jetsons to talk about some new invention or product, because it’s apparently their only science fiction reference. But it’s also a powerful, uniting element in society, and I imagine most of the people hearing the reference got it.
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And then Rose wrote another blog series in response to David’s comments. LOL.
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Yeah… it kind of goes back to a whole (disconnected over time) blog series of my own… which I should probably make into an e-book or some such at some point! 🙂
And which is actually probably getting a new piece this week as I discuss Understanding Comics by Scott McCloud…
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You reminded me (indirectly) of something I’ve been thinking about but haven’t figured out a way to blog yet. Cartoons in the 80s were intentionally smarmy–marketing to parents– even though a lot of kids noticed and thought it was ridiculous. (I didn’t, until I got a little older, but it’s among the many reasons I was teased for liking He-Man.) Cartoons today are intentionally self-aware and brimming with pop culture references. I assume this is also marketing to parents, but I don’t know for sure. There’s one I’m trying to watch now, and I really like it, but the amount of times the protagonist drops a pop culture reference is starting to be distracting and pull me out of the story.
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That reminds me of Animaniacs, which I feel like might be one of the first to really do that. Along with its fellow Steven Spielberg cartoon, Freakazoid. Going back and watching the villain Guitierrez in Freakazoid, now that I know Khan from Star Trek, was a real treat!
And of course, pop culture references are also rife with problems. For instance, they can create a sense that the things they are referencing are the “important” parts of culture, and the rest isn’t. Also, they will potentially not stand the test of time the same way, once the references are older or stale. So, it will be interesting to see!
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I agree; I think Animaniacs was one of the first.
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MLP also has very tongue-in-cheek “lessons” a lot of the time. Like Pinkie Pie’s “Dear Princess Celestia… This week, I didn’t learn anything!” that cracked me up for ages. Maybe that’s just an effect of doing a moral every single time, that some of them will be jokes, but it makes a difference. I remember at the end of Birds of Prey they always had this big “Dear Princess Celestia” discussion out on that balcony, but it was played straight and got really annoying.
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We were talking about the tendency of modern cartoons to self-awareness and snark in the comments. Same thing, really.
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