Regional stereotypes in synchronized feature cartoons: media content analysis

Kožar, Etelka. (2016). Regional stereotypes in synchronized feature cartoons: media content analysis. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Psychology. [mentor Löw Stanić, Ajana].

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Abstract

The aim of this study was to examine in which way are presented characters that speak in nonstandard dialects in synchronized feature cartoons that watch children in Croatia. We conducted focus groups with primary school pupils in order to collect information about the most watched cartoons. Also, psychology students participated in a survey in order to give us information about regional stereotypes content. We conducted the media content analysis to get the answer about the way the characters are presented. The analysis included 20 synchronized feature cartoons. We found that characters who speak in nonstandard dialects are mainly supporting characters. The characters that speak in Dalmatian dialects are presented in accordance with the existing stereotype more often than characters who speak as inhabitants of the Zagorje region, while characters who speak Zagreb slang do not trigger stereotype at all. In general, positive and negative stereotypes are evenly used in character’s appearance. The characters that speak in Dalmatian dialect and Zagreb slang are described with negative characteristics rather than with positive ones, while characters that speak as inhabitants of Zagorje region are described mainly with positive characteristic. The results provide an insight into the under-researched understanding of regional stereotypes that are present in cartoon characters synchronization in Croatia and can raise awareness about how characters’ description can trigger social stereotypes. Also, the results may be useful for finding ways to acquaint children with social diversity of the environment they live in by emphasizing positive characteristics of members of different Croatian regions.

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