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“Spongebob Makes Himself and the Children Laugh”

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“Spongebob Makes Himself and the Children Laugh” PROGRAMME RESEARCH 60 20/2007/E Andrea Holler “SpongeBob makes himself and the children laugh” Why SpongeBob SquarePants is appealing for kindergarteners Although it was not produced for RTL the series reaches a market share the descriptions and statements of the this target group, 3- to 6-year-olds of 23.5 % among the 3- to 13-year- kindergarten children. already love the series SpongeBob olds.1 SquarePants because of its charac- SpongeBob: humorous, extra- ter construction and the perspec- The target group of the successful ordinary and competent tives and experiences that are so programme are elementary-age chil- The kindergarten children especially typical for children. dren and older, but already in kinder- enjoy the main character of the se- gartens the sponge is well-known and ries. Above all, they describe him as popular (cf. table 1). Asked for their funny: “he is funny” and “he makes he yellow, square sponge is favourite programme, 160 children himself and the children laugh”. firmly established in the Ger- between 3 and 6 years responded Children also think it’s great that he Tman children’s television land- rather univocally with 41 mentions:2 does extraordinary things. Sponge- scape since its first appearance in “SpongeBob SquarePants”. Among Bob not only lives in a pineapple, he August 2002. At first (adult) glance, the boys, the series is somewhat more also goes jellyfish-hunting and keeps the programme is whimsical. In an un- popular than among the girls and is a snail as a pet. derwater world, SpongeBob works as watched mostly by the older kinder- A third aspect of SpongeBob the a burger flipper in a fast-food res- garten children (Holler, 2005). children highlight can be described taurant. During his free time he tries In the qualitative part of this study as a kind of ‘competence’. He not in vain to get a boat driver’s licence, 20 5- to 6-year-olds painted and nar- only goes to school and “applies for goes jellyfish-hunting, makes soap rated what they like about their his driver’s license”, but he goes to bubbles and takes care of his meow- favourite programme SpongeBob work: “He kinda makes prawn bur- ing pet snail Gary. With his best friend SquarePants. gers.” In a way, SpongeBob crosses Patrick, a pink starfish, and the female age groups: he is toddler, pupil and squirrel Sandy, who can only live un- adult all in one. derwater in a diving suit, he is always Characters Several children note one extraordi- up to mischief and gets on the nerves nary skill of SpongeBob that they of his neighbour, Squidward Tenta- An important part of the success of particularly like: “He makes his face cles, an ever grumpy octopus. SpongeBob is due to the characters. long or pulls the whole face into the The idea for the series came from It is them who play a central role in Sponge.” As a sponge, SpongeBob marine biologist and animations spe- cialist Stephen Hillenburg – and be- Mentions Favourite programme B)oys (79) Girls (81 came an unparalleled success story: (160 total) aside from almost 80 episodes on 1st place SpongeBob SquarePants 441 271 DVD, a movie, audio book series and Disney's Adventures of 2nd place 1370 an own magazine, there are products the Gummi Bears from over 50 German license takers. 3rd place Letters from Felix 954 Bob the Builder 752 Not only on store shelves is the sponge 4th place all-pervading, since on NICK and Su- Power Rangers 770 Teletubbies 633 per RTL, daily between 6 and 9 epi- 5th place sodes of the series are shown. On Heidi 615 prime-time at 7:45 p. m. on Super Table 1: The favourite programmes of 3- to 6-year-olds (Holler, 2005) PROGRAMME RESEARCH 20/2007/E 61 Squidward, the boring adult Squidward is quite the opposite of the other protagonists. He is “grown-up”, grumpy and irritated by SpongeBob and Patrick. The interviewed children agree: “He only works and learns to play the flute and such things, but he always stays at home” and “when SpongeBob and Patrick have fun, then he always yells”. Nevertheless, this rather boring character is still part © VIACOM Int. of the show for the children. SpongeBob and friends “This is Squidward, SpongeBob and Patrick” (Matthias, Squidward is a symbol of the adult’s 6-year-old boy) world for the children and in his re- lationship with SpongeBob and Pa- can take on all kinds of forms and the children as very amusing. His trick they see their own experiences shapes; he can split himself in half or clear and positive friendship with the represented. For example, 5-year-old soak in water to change his size. protagonist is central to the children Jakob who has to deal with the rules and is accordingly referred to often. his parents set up. He says that he, Patrick, the funny and inferior just like the characters on television, sidekick Sandy, the strong girl likes to fool around and gets into mis- Aside from the main character Sandy Cheeks, the squirrel, is another chief every day. Therefore, his par- SpongeBob, his friend Patrick is im- important character that is liked by ents often scold him, as Squidward portant to the children. Especially the boys and girls. She is a strong, bold does with SpongeBob and Patrick: boys like his particular features, i. e. and assertive figure and is good “They’re only making a joke and they his body shape or his home under- friends with SpongeBob. Especially get trouble anyhow.” neath a rock. Most frequently Patrick her athleticism takes centre stage for is mentioned as funny. However, he the children: “I also like her because is characterised by this kind of fun- she can do karate already” and “she Child-typical: niness that results from clumsiness stands on her hands” and “she kinda action and perspective and naiveté: “He kids around, too, but skis with a shell”. Sandy is the favour- he doesn’t play tricks” or “he’s funny ite character of 6-year-old Lena who Contrary to the adults’ world, because he does stupid things”. In lives with her older sister and single SpongeBob acts in ways which are contrast to SpongeBob, Patrick is the mom in a small town. The kindergar- typical for children. He is not only little dummy, who is incapable of ten teachers describe her as a very spontaneous and emotionally impul- doing things. Patrick’s lack of skills quiet child. Lena describes herself as sive, but he also has fun, plays tricks is expressed by the children as fol- less adept. Riding the scooter, for ex- and gets involved in “cool things”. lows: “He always forgets things” or ample, she stumbles and hurts herself. That way, 6-year-old Matthias justi- “he does not go to school, only some- Watching television, however, she fies the choice of SpongeBob as fa- times”. Also, unlike SpongeBob, he does karate together with Sandy and vourite figure: “Because he is the wit- does not wear pants, shirt, socks, tie is fascinated by the assertive char- tiest, he tells jokes and rings the bell and shoes but is “the one who doesn’t acter that never fails. The shy girl who and runs away and I always like that have anything to wear, only pants”. experiences herself as weak and vul- … I do doorbell pranks sometimes, In spite of his apparent imperfection, nerable in her everyday life is able to too … I like funny things, too.” many of the interviewed children find excel and feel strong through her her- Children recognise their own behav- the character fabulous. One boy even oine. This also comes up during the iour in SpongeBob, such as doing would like to be Patrick because he interview: At first Lena is very reserv- something just for the fun of it and is so amusing and does funny things. ed, speaks in a low voice and appears enjoying it. The programme takes up Patrick is a character that children can to be shy. This all changes as soon as another important dimension of being feel superior to. Due to his lack of she talks about Sandy. Now Lena a child: play as the philosophy of life. skills he brings out SpongeBob’s abil- becomes very lively, gets up unasked “They are always together because ities. In spite of, or especially because and shows how she does karate. they always play with each other, of his weaknesses, Patrick is Sponge- playing such fun things.” Bob’s best friend and is perceived by SpongeBob’s actions are fun-orient- PROGRAMME RESEARCH 62 20/2007/E ed, not goal-oriented; they can fill this character with provide amusement and ex- its own ideas, be it in the role press amusement. The show of a pet or as a friend to play is imaginative, creative and with. exempt from reality’s rules. SpongeBob embodies the SpongeBob approaches typical child on the one things with a childlike atti- hand, namely that what tude and enthusiasm and the © VIACOM Int. children know about them- joy of doing something. He “SpongeBob beams with joy because he sees the rainbow” (Nadine, selves, on the other hand, he is positive to the core and 5 years old) possesses many skills and cuts his own path. He looks possibilities that children at the world from his own perspec- story does carry a special meaning for wish for. This way, he not only offers tive and his tendency to ignore what- Pascal.
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