The weekend episodes of the top four shows for three months (March – May 2014) are the sample for textual analysis. The messages being delivered through television programming have been analyzed by examining the gender roles fulfilled by different cartoon characters – feminine, masculine or others – and how gender stereotypes are propagated or challenged. In this research, the textual analysis of the narrative of four most popular cartoon shows on children’s television channels as demonstrated by the television ratings has been conducted. This paper would endeavour to build a critical narrative on the representation of gender (masculine, feminine and others) in cartoon shows on children’s television channels in India.
The role of television in developing ideas on gender roles and identities has been researched in different global contexts.
However academic research studies that articulate this are very few and far between in the Indian context. The myriad content (Western, Japanese and indigenous) on children’s television channels is redefining the social and cultural construction of childhood. The last fifteen years have witnessed the rise of many 24-hour children’s television channels in India. The evolution of exclusive children’s television channels was a major development in this scenario. The programming content, technique, reach and reception got significantly reconfigured. Indian television in particular was a major beneficiary of this change. The post-liberalization era impacted Indian media significantly.
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