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Creating new animated TV series for girls aged 6-12 in Britain
Responsible organisation
2017 (English)In: Beyond the Stereotypes?: Images of Boys and Girls, and their Consequences, Yearbook 2017 / [ed] Lemish, Dafna, & Maya Götz, Gothenburg: Nordicom, University of Gothenburg , 2017, p. 53-63Chapter in book (Other academic)
Abstract [en]

This article focuses on the development and marketing of animated female lead characters on television for an audience of girls aged 6-12 in Britain. Using strategic marketing theory it asks the questions: “What do girls want (to see on screen)?” “How do they get it?” and “How do we (the animation industry) sell it?” The paper reviews 87 starring female lead characters worldwide and finds that most are: 2D in design, feature characters with American accents, have a cast of either group or independent characters and are of either a ‘dramatic’ or ‘dramatic/comedic’ genre. The article concludes that the types of television shows girls are watching could be improved to better meet their needs. It encourages content creators to be brave and test new ideas and offers practical tips to executives, producers and commissioners on development and positioning of new animated television series that will engage their audiences.

Place, publisher, year, edition, pages
Gothenburg: Nordicom, University of Gothenburg , 2017. p. 53-63
National Category
Media and Communications Gender Studies
Research subject
Media; Children and young people; Gender equality
Identifiers
URN: urn:nbn:se:norden:org:diva-11994Libris ID: 22644110ISBN: 978-91-87957-76-5 ISBN: 978-91-87957-77-2 OAI: oai:DiVA.org:norden-11994DiVA, id: diva2:1535874
Available from: 2021-03-09 Created: 2021-03-09Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
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Output format
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