71-22,458 CLARK, Robert King, 1934- MISTEROGERS' NEIGHBORHOOD: AN HISTORICAL AND DESCRIPTIVE ANALYSIS. The Ohio State University, Ph.D., 1971 Speech University Microfilms, A XEROX Company , Ann Arbor, Michigan THIS DISSERTATION HAS BEEN MICROFILMED EXACTLY AS RECEIVED MISTEROGERS* NEIGHBORHOODt An Historical And Descriptive Analysis. DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Robert King Clark, B.A., M.A The Ohio State University 1971 Approved by Adviser Department of Speech VITA April 12, 193^ . Born - Springfield, Massachusetts 1956 ........ B.A., University of Wyoming, Laramie, Wyoming 1956-195 7 ........... Radio Announcer, WHWB and WSYB, Rutland, Vermont 1957-195 9............. Radio-Television-Film, Writer-Pro- ducer, University of Tennessee, Knoxville, Tennessee 1959-1961...........Instructor in Speech, Westminster College, New Wilmington, Pennsylvania i960 ............... M.A., University of Tennessee, Knoxville, Tennessee I96I-I963. ..... Graduate Assistant, Department of Speech, The Ohio State University, Columbus, Ohio 1963-Present .... Instructor, Assistant Professor, De­ partment of Speech, Bowling Green State University, Bowling Green, Ohio PUBLICATIONS "Radio and Television." Chapter 6 , Introduction To Speech Communication (Dubuque, Iowat William C. Brown Book Co., 1966). FIELDS OF STUDY Major Field 1 Speech Studies in Broadcasting. Professors Harrison B. Summers, James E. Lynch, and Richard M. Mall ii Studies in Communication. Professor Franklin Knower Studies in Rhetoric and Public Address. Professor Harold Harding iii TABLE OF CONTENTS Page VITA ............................................... ii Chapter I. INTRODUCTION .............................. 1 Purpose of the Study Sources and Methods Organization Acknowledgements II. TELEVISION AND CHILDREN................... 16 How Much They View Why They Watch Effects of Watching III. PROGRAMS FOR PRESCHOOL CHILDREN........... Captain Kangaroo Cartoon Programs Romper Room The FriendTy Giant Sesame Street IV‘ CHILDREN'S CORNER AND FRED M. ROGERS . 73 V. MISTEROGERS' NEIGHBORHOOD: THE PRODUCTION 90 VI. MISTEROGERS' NEIGHBORHOOD: THE CONTENT. 120 Formulation of Ideas and Writing Process Format Themes Characters VII. MISTEROGERS' NEIGHBORHOOD: THE AUDIENCE . 176 VIII. SUMMARY AND CONCLUSIONS................... 19^ BIBLIOGRAPHY ....................................... 211 iv CHAPTER I INTRODUCTION A lot of people have complained about the zapj-bangj-powj school of children’s programming, but at least one man has done something about it. His name is Fred Rogers. Fifteen years ago in Pittsburgh he put on, on a budget of $30.00, his first children's program. Now his Neighborhood is one of the biggest shows on educational TV.l The first network television program specifically for children, Small Fry Club, began in March 19^7, on the Dumont Television Network. Aired daily from 6»00 to 6»30 P.M. the program featured animated cartoons, snapshots, slides, silent films and a puppet called "Pirro." Small Fry Club was the extent of network programming for child­ ren in 19*17.2 Over two decades have passed since Small Fry Club with tremendous increases in the television audience and little increase in the programming designed specifically for children. Perhaps the most disadvantaged of all as far as television programming is concerned is the preschooler. Television has been a favorite leisure time activity of children from its beginning. As early as 1950, Professor lCleveland Amory, "Reviews Misterogers' Neighbor­ hood," T.V. Guide, May 2, 1970, p. 36. 2 "TV for the Kids," Newsweek. November 22, 19*1-8, p. 5^. Paul Witty of Northwestern University, found elementary school children in Chicago viewing television twenty-one hours a week. Ten years later another study produced the same resulti children were still spending twenty-one hours a week with television. Of greater importance, however, was the fact that the ten year time lapse had put televi­ sion into the homes of 99 per cent of Professor Witty*s subjects.3 The first network television program intended for preschoolers, aged two to five, was Ding Dong School which first appeared on N.B.C. November 2*f, 1952* It was de­ signed to offer simple training, guidance, and entertain­ ment, Dr, Prances R. Horwich, former Chairman of the De­ partment of Education at Chicago's Roosevelt College, created the program which was fed to the network from Chicago for one-half hour Monday through Friday mornings at 10 i00 A.M, Bowing to apparent commercial pressures the series ended December 28, 1956, The only program on network commercial television to­ day designed primarily for preschool children, Captain Kangaroo. now in its fifteenth year on C.B.S., and the nationally syndicated Romper Room will be discussed in Chapter III, 3paul A, Witty, School Children and Television. (New York: Television Information Office, I960), p, 5. It has remained for National Educational Television to attempt to fill this programming void left by the com­ mercial networks. In addition to Misterogers* Neighbor- hood, N.E.T.'s children's ''package'1 for preschoolers in­ cludes The Friendly Giant and the highly publicized and widely acclaimed Sesame Street. Immediate speculation might result in the belief that television specifically de­ signed for preschool children might be better left to edu­ cational television which can afford to cater to minority audiences. Research, however, seems to indicate that the preschool audience is sizable by daytime network standards. Nearly twelve million young people between the ages of three and five do not attend any form of school. Yet, according to the Nielsen Tele­ vision Index, the preschoolers look at television 5^.1 hours a week. What they perceive few people really know and it is all the more alarming to re­ alize that no effort has ever been made in this country to find out.** The preschool audience is not only large, but also highly receptive to the new information on their world that television offers. Writing on the subject "Television as a Teacher," Edith Efron saysj If there is any type of child in America who profits wholeheartedly from the home screen, it's the toddler - - that wide-eyed little illiterate who is overwhelming curious about the world. He usually starts exploring the screen at age 2, at ^Norman S. Morris, "What's Good About Children's TV," Atlantic, August, 19&9, ?• 67. first captivated, according to Dr. Louise Ames of Gesell Institute, by "the light and bright and motion." By age 3 he understands a good deal of what he is looking at and has distinct preferences. Says Dr. Amesj "From 3 on, they're exposed to all kinds of things they wouldn't have seen a generation ago. Their knowledge is tremendously wide."5 While television for children seems to have captured little attention and time from network programmers the opposite has been true from the other side of the set. The concern of educators, parents, and legislators with the con­ tent of television has resulted in two full-scale Sena­ torial investigations, the Kefauver hearings in 195^-55» and the Dodd Hearings in 1961-62. Both concluded with a call for more basic research in the realm of human behavior. In 1969, the Surgeon General's office began what was scheduled as a one-year, one-million-dollar study of the possible relationship between scenes of sex and violence on television and antisocial behavior among young people. In their final reports the two major recognized re­ search studies dealing with children and television tended to minimize the harmful effects of television while sug­ gesting that positive effects could be greatly enhanced by a better product. 5Edith Efron, "Television As A Teacher," TV Guide. October 25, 1969, p. 7. 5 Dr. Hilde Himmelweit and her associates in Great Britain thought that the focus of public concern has been misplaced. While the public had been concerned chiefly with the effects of children spending so much time in view­ ing, their research suggested that the amount of time spent is a less important cause of concern than the nature of the programs the children see. Noting the public anxiety about such supposed consequences of long hours spent in viewing as a strain on the eyes, insufficient sleep and fresh air, neglect of school work, reduced club attendance, and the de­ velopment of a generally passive attitude to recreation, Dr. Himmelweit went on* These anxieties we have found to be largely unfounded — they were based on an insufficient appreciation of children's resilience and flexi­ bility. More important questions are* what de­ termines the kinds of interests or activities the child will give up in favour of viewing and what are the programmes giving him in compensation?® Dr. Himmelweit further concluded that the influence of television on children's leisure, interests, knowledge, outlook, and values is far less colorful and dramatic than popular opinion is inclined to suppose. Effects did occur ^Hilde Himmelweit, A. N. Oppenheim, and Pamela Vance, Television and the Child* An Empirical Study of the Effect of Television on the Young (London and New York* Published for the Nuffield Foundation by the Oxford Univer­ sity Press, 1958)» p. 6 in each of the various areas the researchers studied, but not to such a degree that the children would have been fun­ damentally changed. Television, then, is not as black as it is painted, but neither is it the great harbinger of culture and enlightenment