Although children’s programming has been considered to be at the forefront of incorporating racial and ethnic diversity, the roles on television for racial and ethnic minorities have continued to be limited or based on stereotypes, and sheer presence in numbers for non-whites is still lacking in comparison to white characters. Television programming during the 1990s and early 2000s became a key period in history for racial and ethnic representation, as programming as a whole reflected a greater non-white presence than ever before, with children’s programming as no exception. This thesis focuses on how race and ethnicity were depicted on the children’s cable networks Nickelodeon and Disney Channel during this time period. My study focuses on three programs, The Mystery Files of Shelby Woo (Nickelodeon, 1996-1998), Taina (Nickelodeon, 2001-2002), and The Proud Family (Disney Channel, 2001-2005), all of which placed racial and ethnic minorities as lead characters, diverging from the standard in casting for children’s television programs. In observing whether these programs portrayed race in an assimilationist, color/culture conscious, or post-racial manner, my study provides insight into the overarching narrative constructed about race and ethnicity for youth viewing two of television’s most successful networks committed to programming for kids in this time period. / text

Preschool television is a growing segment of children's media, but there is limited research examining the structure of the top preschool content producers. The vast majority preschool programming is promoted as educational by the networks; however no show explicitly lists media literacy education as a primary learning goal even though children 2-6 spend, on average, more than two hours a day exposed to media. This thesis examines preschool programming through political economic theory to determine whether the business models of the top three preschool television networks influences their approaches to media literacy education in media themed episodes of their most popular series for preschoolers. The thesis first examines whether educational media works for preschoolers and how media literacy education can undermine attempts by media institutions to influence behavior. It also examines the history of the preschool series on PBS, Nickelodeon, and Disney Channel to determine how the development of preschool programming on each network has contributed to the content they produce for preschoolers. The thesis then moves onto a study comparing media themed episodes from the top series from each network and a media themed episode from a series that has presented media literacy episodes throughout its history to help compare and analyze the current state of media literacy in preschool television. This study helps build a foundation for future research so we can recognize the best strategies to introduce young children to media literacy education in this increasingly media saturated society. / Mass Media and Communication

Submitted by Daniele Santos (danielesantos.htl@gmail.com) on 2015-12-22T16:42:11Z No. of bitstreams: 1 Tsatsi.pdf: 2929577 bytes, checksum: 891aabbcf7fe3c8f88c52bdcc914d2b9 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2015-12-29T13:15:34Z (GMT) No. of bitstreams: 1 Tsatsi.pdf: 2929577 bytes, checksum: 891aabbcf7fe3c8f88c52bdcc914d2b9 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-01-07T11:55:31Z (GMT) No. of bitstreams: 1 Tsatsi.pdf: 2929577 bytes, checksum: 891aabbcf7fe3c8f88c52bdcc914d2b9 (MD5) / Made available in DSpace on 2016-01-07T11:55:52Z (GMT). No. of bitstreams: 1 Tsatsi.pdf: 2929577 bytes, checksum: 891aabbcf7fe3c8f88c52bdcc914d2b9 (MD5) Previous issue date: 2015-10-27 / In the contemporary societies, many children are drawn to digital media, using it in ways that were initially unfathomable. Changing digital habits among young children have been affiliated to the rapid development, witnessed in the technological field. Prevalently, new forms of technology are being developed and ingrained into young children’s day-to-day activities. The emergence of new forms of technology has in turn prompted significant changes in digital and media consumption particularly, among young children. Changes in media and digital consumption have in turn instigated linear transition in the analogue media industries. This has resulted in analogue media networks working towards digitalizing their industries in a manner that will befit changing digital habits among young children. This report aims at establishing and analyzing the different ways in which children’s digital habits have changed and revolutionized. To achieve this, the report will critically examine the existing scope of knowledge, with reference to changing digital habits among young audiences. Further, the report also aims at establishing the manner in which children television networks have adapted to the changing digital habits among young audiences. To achieve this, the report will focus on two children television networks, Disney channel, and Nickelodeon. After which, a comparative analysis will be conducted to establish the changes made by each of these television channels, with the aim of adapting to the new digital habits among children.

Food advertising aimed at children in America has been proven to directly impact food preferences, eating behavior and brand loyalty of youth (Story & French, 2004). The purpose of this study was to evaluate the content of television commercials that occurred during children's programming on the popular children's network Nickelodeon. This study examined the frequency, nutritional content and overall advertising techniques associated with food, beverage and restaurant commercials. It also assessed the degree to which children are being exposed to the promotion of unhealthy food, beverage restaurant commercials. This study examined commercials that aired on the Nickelodeon Network between Monday, August 11 through Friday, August 15, 2008 between 3 p.m. and 5 p.m. on the Comcast Cable System in Stockton, California. The programming was recorded on a VHS tape and then later reviewed and analyzed. Each commercial was examined in the following areas: nutritional content; slogan; branded characters; premium; link to a movie and healthy message. This study demonstrated that 40.65% of the commercials airing between 3 p.m. and 5 p.m. on the Nickelodeon television network are for food, beverage and/or restaurants. Twenty-six percent of food, beverage and restaurant commercials met or exceeded the daily recommended levels of fat, added sugars, and sodium, and fell short of providing essential nutrients as outlined by the United States Department of Agriculture (USDA) (United States Department of Agriculture, 2008). The results of this study indicate that a considerable amount of food commercials targeting children as consumers. Government regulation seems unlikely due to the First Amendment, rights to free speech. This study points to several suggestions for advertisers, advocates, Children's Advertising Review Unit (CARU) teachers and parents to address the issue of advertising to children. Some of the suggestions include stricter self-regulation, education and parental responsibility.

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El marketing de nostalgia es una herramienta utilizada para captar la atención del consumidor a través de un sentimiento de añoranza hacia el pasado. Los estudios analizados en el presente trabajo de investigación mencionan que la nostalgia es un sentimiento poderoso que evoca al pasado feliz del consumidor y lo trae al presente, causando un efecto positivo en su actitud. Ha sido utilizada en el branding, desarrollo de producto, estrategias de comunicación y de contenido. Sin embargo, pocos autores describen el uso de esta herramienta en la estrategia de contenido. Es por ello, que este trabajo de investigación analizará las actitudes de los millennials frente al uso del marketing de nostalgia como parte de una estrategia de contenido, específicamente de la alianza de Netflix y Nickelodeon que se basa en un acuerdo de producción de contenido en el que Netflix podrá tener en su plataforma contenido nuevo y antiguo de Nickelodeon. Para ello, se realizará un trabajo de campo cualitativo a través de entrevistas a profundidad dirigido a millennials que usan Netflix y que tengan una conexión previa con Nickelodeon. Esto nos permitirá conocer las principales actitudes, sentimientos y pensamientos con respecto al caso de estudio. / Nostalgia marketing is a tool used to capture the consumer's attention through a feeling of longing for the past. The studies analyzed in this research mention that nostalgia is a powerful feeling that evokes the consumer's happy past and brings it to the present, causing a positive effect on their attitude. It has been used in branding, product development and communication and content strategies. However, few authors describe the use of this tool in a content strategy. This is the reason this research will analyze the attitudes of millennials towards the use of nostalgia marketing as part of a content strategy, specifically the alliance of Netflix and Nickelodeon, that is based on a content production agreement in which Netflix will be able to have new and old Nickelodeon content on its platform. In order, to do this, a qualitative field work will be carried out through in-depth interviews aimed at millennials who have used Netflix and who have a previous connection with Nickelodeon. This will allow us to know the main attitudes, feelings, thoughts regarding the case study. / Trabajo de investigación

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