SWECJMC #2

Shu-Ling C. Berggreen from University of Colorado - Boulder is speaking at the symposium on "Multiculturalism in Children's Television: Disney and the Nickelodeon Examples." Children's programs expose children to cultural stereotypes and can accept images as the norm. Pocahontas example--people outside U.S. seeing this will not know the history, so this is the only way people 'know' the story of the history of European/American Indian events. The speaker noted that Chinese children for example would see this Disney film as a true story. Even though company's goal is to make money do they have a social responsibility to be socially/historically correct? Lilo and Stitch dolls shown and impact of program discussed. Even as a movie and TV show like this tries to promote multiculturalism, it reinforces stereotypes. Dora the Explorer discussed--Dora as a Latina--basics of characters and that Dora teaches Spanish as part of what children learn from the show. Dora first had blue eyes in first drawings for the show--but not realistic so adjusted to be accurate. Dora is successful and is not so stereotypically done--cultural and social responsibility can be met while also having corporate profitability.

The final speaker in this session is Hwiman Chung from New Mexico State University presenting "The Effects of Web Site Sequence: The Role of Personal Difference." The study is about the structural effects of web sites on users. Many studies on effects of interactiviy--but much of the evidence is based on unrealistic materials, only a few studies have looked at ad design and effects. So the research questions linear or interactive structure as more effective. Different types of structures--hieracrchical, relationally linked or mixed type. Which has the greatest effectiveness? Study also recognizes five different personality dimensions, and the study is based on social responsibility theory.