A Thesis Submitted to the Department of Environmental Sciences And
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A thesis submitted to the Department of Environmental Sciences and Policy of Central European University in part fulfilment of the Degree of Master of Science Environment in television animations What do Lisa Simpson, Brian the dog and the people of South Park have to say about environment? Silvia CEAUŞU CEU eTD Collection May, 2009 Budapest Erasmus Mundus Masters Course in Environmental Sciences, Policy and Management MESPOM This thesis is submitted in fulfillment of the Master of Science degree awarded as a result of successful completion of the Erasmus Mundus Masters course in Environmental Sciences, Policy and Management (MESPOM) jointly operated by the University of the Aegean (Greece), Central European University (Hungary), Lund University (Sweden) and the University of Manchester (United Kingdom). Supported by the European Commission’s Erasmus Mundus Programme CEU eTD Collection ii Notes on copyright and the ownership of intellectual property rights: (1) Copyright in text of this thesis rests with the Author. Copies (by any process) either in full, or of extracts, may be made only in accordance with instructions given by the Author and lodged in the Central European University Library. Details may be obtained from the Librarian. This page must form part of any such copies made. Further copies (by any process) of copies made in accordance with such instructions may not be made without the permission (in writing) of the Author. (2) The ownership of any intellectual property rights which may be described in this thesis is vested in the Central European University, subject to any prior agreement to the contrary, and may not be made available for use by third parties without the written permission of the University, which will prescribe the terms and conditions of any such agreement. (3) For bibliographic and reference purposes this thesis should be referred to as: Ceausu, Silvia. 2009. Environment in television animations. What do Lisa Simpson, Brian the dog and the people of South Park have to say about environment? Master of Science thesis, Central European University, Budapest. Further information on the conditions under which disclosures and exploitation may take place is available from the Head of the Department of Environmental Sciences and Policy, Central European University. CEU eTD Collection iii Author’s declaration No portion of the work referred to in this thesis has been submitted in support of an application for another degree or qualification of this or any other university or other institute of learning. Silvia CEAUŞU CEU eTD Collection iv CENTRAL EUROPEAN UNIVERSITY ABSTRACT OF THESIS submitted by: Silvia CEAUSU for the degree of Master of Science and entitled: Environment in television animations. What do Lisa Simpson, Brian the dog and the people of South Park have to say about environment? Mass-media and popular culture have become an important arena for meaning and concept construction in society. Since the rise to prominence of the environmental issues on the social and political agendas, mass-media has had a strong influence on the attitudes and behaviours relevant for the environment as well. The research of the media content related to the environment reveals how the environmental message is understood and retransmitted and can offer indications of how attitudes are formed in the wide, media-consuming public. This research can be particularly useful in determining how information could be tuned up to reach and convince wider segments of the public. Popular culture in particular has become an important arena for meaning construction for an important part of the audience and with the development of the new media, it message reaches faster and farther, popular culture products achieve global audience, and the messages get diversified and multiplied in numerous forms. In spite of that, mass-media content and popular culture remain rather poorly explored from an environmental point of view. This paper takes on one of the most popular and representative forms of the today popular culture: television animation series. These have achieved impressive levels of popularity and have become also a source and stage for political debates, in addition to their entertainment purposes. This research will look into the environment relevant content of the three most popular television animations series according to the literature: The Simpsons, South Park, and Family Guy. The scope of this paper encompasses the analysis of the verbal and video content of one season each from The Simpsons and Family Guy and two seasons of the South Park, all broadcast initially during 2006 – 2007. The results of the analysis are corroborated with background information regarding the creators and the production of the three animations. The conclusions of this research show a heterogeneous content, an ongoing contest for meaning in the products of this genre. The research shows a surge in the interest for car and fuel related topics but also a maintained perception of a juvenile, idealistic, emotional message coming from the environmental movement. The creators of these animations series emerge also as influential agents in the media which represent and speak to certain segments of the audience, having powerful control over their creation more then the networks which broadcast them. All these conclusions point to the need of a reconsideration of the environmental message, going outside of the traditional channels and forms of transmission, more customized for different segments of the public. CEU eTD Collection Keywords: Animations, television, environmental attitudes, mass-media v Acknowledgments I would like to express my gratitude to my thesis supervisor Tamara Steger who has provided me with useful guidance and uplifting encouragements throughout the process of conceiving and writing this thesis. I would also like to express my sincere thanks to Philip Peck and Rachel Horwat for their useful advices and feed back during my ARPEA paper presentation. Many aspects of this thesis have come to light during long discussions with my MESPOM colleagues whom I would like to offer here my warmest gratitude for their insightful and useful ideas: Emma Arnold, Wayne J Pan, Lilika Kais, Ajay Bhave, Brian Carisma and many others. I would also like to thank all the people I’ve met during the MESPOM program for all the wonderful moments during these two years. Last but not least, I would like to express my gratitude to my family who has always supported me in every way possible. CEU eTD Collection vi Table of Contents LIST OF TABLES......................................................................................................................................VIII 1. INTRODUCTION .................................................................................................................................. 1 1.1 PURPOSE OF STUDY.............................................................................................................................. 3 1.2 RESEARCH OBJECTIVES........................................................................................................................ 3 1.3 METHODS……………………………………………………………………………………………....4 1.4 LIMITATIONS........................................................................................................................................ 7 2. LITERATURE REVIEW ...................................................................................................................... 8 2.1 MEDIA AND POPULAR CULTURE RESEARCH .......................................................................................... 8 2.1.1 Theoretical approaches ............................................................................................................. 8 2.1.1.1 Mass culture theory ..............................................................................................................9 2.1.1.2 The Frankfurt School..........................................................................................................10 2.1.1.3 Structuralism and semiology ..............................................................................................11 2.1.1.4 Marxist approach................................................................................................................12 2.1.1.5 Feminism............................................................................................................................13 2.1.1.6 Postmodernism ...................................................................................................................13 2.1.2 Empirical approaches.............................................................................................................. 14 2.1.2.1 Effects tradition..................................................................................................................15 2.1.2.2 Cultivation approach ..........................................................................................................16 2.1.2.3 Uses and gratification approach .........................................................................................16 2.1.2.4 Cultural studies approach or the “active audience” tradition………………………………17 2.2 ENVIRONMENTAL ISSUES IN THE MEDIA ............................................................................................. 17 2.2.1 Environmental issues in the media - Cultivation approach research...................................... 18 2.2.2 Environmental issues in the media – Content