Rodni stereotipi u crtanim filmovima Volta Diznija
Gender stereotypes in Walt Disney cartoons

Summary/Abstract: Disney Corporation is one of the largest media corporations that creates children’s culture all around the world. The Disney’s images of innocence, magic and fun send to young generations massages and meanings which are strong means of socialization. They are supportive of social values that correspond to the prevailing relations of power in the society, values that should be “taken for granted”. Disney does it trough his cartoons, movies for children and family movies, in addition with highly developed marketing techniques, creating the atmosphere that children grow out in, and get accustomed with. This paper analyzes the gender stereotypes and values that are mostly presented in movies made by Disney Corporation. Ten cartoons with princesses and princes were selected for analysis. From its first cartoon “Snowwhite and the seven dwarfs”, gender roles are changing their forms, but the essence remains the same. The children are socialized with gender roles that are socially acceptable, that do not challenge the status quo and do not ask questions. System of values does not change, and its key element remains the domination of white male figure.

• Details
• Contents