A critical discourse analysis of selected animated cartoons of African origin

Abstract

Animated cartoons provide entertainment for children. In addition, they serve as agents of socialization. The content of animated cartoons is capable of changing, molding and influencing the thoughts and actions of children. Using Thompson’s Modes of Ideology, this study provides a critical discourse analysis of the ideologies projected in three selected animated cartoons of African origin and how the projected ideologies are portrayed. Data were gathered through document analysis and examined using textual and thematic analyses. It was discovered that animated cartoons are embedded with certain ideologies or worldviews capable of changing the mindsets of children. Ideologies such as patriarchy, hegemonic masculinity and sexualization of women were projected in the animated cartoons. It was also found that the selected animated cartoons project parent-child power imbalance and marriage and childbirth as the ultimate. In addition, the findings revealed the projection of certain ideologies through authorization, affiliation, alienation and entrenchment which are in line with Thompson’s Modes: legitimization, unification, fragmentation and reification. This study concludes that animated cartoons contribute to the spreading of certain ideologies.